In our recent podcast episode, we had the pleasure of speaking with Koen Stam, Head of Benelux at Personio, who shared valuable insights on the evolving world of B2B sales. As businesses navigate increasingly complex buying journeys, asynchronous selling has emerged as a critical strategy for sales success.

But what exactly is async selling? According to Koen, “Async selling is any form of non-live communication between a buyer and a seller.” This straightforward definition encompasses a wide range of communication methods that don’t require both parties to be present simultaneously.

The landscape of B2B selling has evolved dramatically with the rise of digital communication tools. Research shows that only 17% of the buyer’s journey involves direct engagement with vendors, while 83% is spent on independent research. This shift highlights why modern B2B selling requires a strategic blend of synchronous and asynchronous communication methods.

‍The Evolution of Async Selling in B2B

Koen reminds us that “Async selling isn’t new - it’s been evolving for decades, starting with email.” This historical perspective is important for understanding how we’ve arrived at today’s diverse async selling landscape.

“Email was the first real async selling tool, and it’s still a crucial part of the sales process today,”

Koen notes. While email remains foundational, successful B2B selling today means meeting buyers where they are, often through multiple asynchronous channels.

“Modern async tactics go beyond email, incorporating various digital touch points,”

explains Koen.

The traditional B2B selling process is being reimagined with new asynchronous touch points. By 2025, 75% of B2B sales teams are expected to utilise AI-assisted selling tools, further transforming how sellers and buyers interact.

The B2B Selling process with Async strategies

“The sales landscape is rapidly changing, requiring adaptability and innovative approaches,” Koen emphasises. This evolution is driven by changing buyer preferences and technological advancements.

Integrating async communication into your B2B selling process can significantly reduce sales cycles. When implemented effectively, asynchronous selling allows sales professionals to provide value to prospects at their convenience, removing the friction of scheduling conflicts and time zone differences.

The efficiency gains from asynchronous selling can dramatically improve sales productivity. Koen shares from personal experience: “Efficiency is crucial - I manage multiple responsibilities while prioritising family.” This perspective resonates with many sales professionals juggling multiple priorities.

“It’s challenging but possible to balance multiple professional roles with personal life,” Koen adds. Asynchronous selling supports this balance by allowing sales professionals to engage with prospects without being tethered to live meetings throughout the day.

Effective B2B sales follow up using Asynchronous methods

One area where async selling particularly shines is in follow-up communications. Effective B2B sales follow up often happens asynchronously through personalised content and resources. This approach allows prospects to engage with your message when they’re most receptive.

Using video messages for B2B sales follow up can increase engagement rates by over 40%. These personalised touches maintain the human connection while providing the convenience of asynchronous communication.

The timing of your B2B sales follow up is crucial, even when using asynchronous methods.

Best practices for selling B2B software Asynchronously

When selling B2B software, asynchronous demos and tutorials can provide significant value. The complexity of selling B2B software makes async communication particularly valuable for education and addressing detailed questions.

Koen advises sales teams to “Identify opportunities in your sales cycle where async communication can enhance buyer engagement.” This strategic approach ensures you’re using async methods where they’ll have the most impact.

Successful strategies for selling B2B software often include a library of on-demand resources. Koen shares his own approach to staying informed: “I maintain a Notion library and read about productivity to stay on top of industry trends.” This commitment to continuous learning reflects the importance of staying current in a rapidly evolving field.

“Continuous learning is important in this fast-paced sales environment,” Koen emphasises. This applies not only to product knowledge but also to communication techniques and buyer preferences.

The human element in Asynchronous B2B sales

Despite the efficiency benefits, Koen cautions that “Despite the focus on async tactics, it’s crucial to maintain human connection in sales.” This reminder speaks to the heart of effective B2B selling – building relationships and trust.

The most successful sales professionals use asynchronous communication to strengthen relationships, not as a substitute for meaningful connection.

Effective async communication in B2B sales requires both the right tools and the right messaging strategy. PersonaliSation is key – generic messages rarely drive engagement, regardless of the channel.

Koen recommends that sales teams “Use async methods to provide value and information to prospects at their convenience.” This value-first approach positions you as a trusted advisor rather than just another vendor pushing for a meeting.

The future of Asynchronous selling in B2B

Looking ahead, Koen believes “The future of sales is a blend of async and live communication, tailored to each customer’s preferences.” This hybrid approach recognises that different buyers have different communication preferences.

“Adaptability is key - sales professionals need to be comfortable with both traditional and modern selling techniques”

This adaptability will become increasingly important as new technologies emerge and buyer expectations continue to evolve.

The benefits of asynchronous selling in B2B include increased efficiency, better work-life balance, and more thoughtful communication. As digital sales rooms and AI-powered tools become more sophisticated, the possibilities for effective async engagement will continue to expand.

Companies wondering how to implement async selling in B2B should start with a pilot program in a specific segment of their sales team. This allows for testing and refinement before rolling out broader changes to sales processes.

Final thoughts: Embracing the Async advantage

Asynchronous selling represents a significant evolution in how B2B sales professionals engage with prospects and customers. By strategically incorporating async communication methods into your sales process, you can increase efficiency, provide better buyer experiences, and ultimately drive more sales.

As Koen Stam’s insights reveal, the key is finding the right balance between async and live communication, always keeping the human element at the center of your approach. The most successful B2B selling strategies leverage the best of both worlds – the efficiency of asynchronous communication and the relationship-building power of live interaction.

To hear more insights from Koen Stam on async selling in B2B, listen to the full podcast episode. You’ll discover additional strategies for implementing async selling in your organisation.