The New ‘Self-Service’ Era: Where B2B Selling is Headed in 2021

John Bruno,

To survive the impact of COVID-19, B2B organizations must make a successful leap to self-service ecommerce that wins over customers as loyal online buyers, John Bruno of PROS writes.

We all know the agony of searching for something online that you just can’t find. The frustration of navigating a poorly-designed website, no one to call for customer support, finally finding that product only to realize it’s sold out—the whole experience is utterly frustrating.

Consumers have always wanted more control over the sales process, and in the B2B world, it’s no different. With the pandemic disrupting the way we work and conduct business, B2B buyers have come to crave the “Amazon-like” experience they’ve become accustomed to in their personal lives. In 2021 and beyond, self-service will become much more mainstream as organizations are forced to make the leap to digital selling to survive the impact of COVID-19.

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