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.

Why is async selling important in modern B2B sales?

B2B buying journeys are longer, more complex, and involve more stakeholders than ever before.

Research consistently shows that only 17% of the buyer journey involves direct interaction with vendors, while 83% is spent on independent research. This shift means sellers can no longer rely on live meetings alone to influence decisions.

Async selling allows sellers to stay present during the moments that matter most, even when buyers are researching independently.

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

Koen believes the future lies in balance.

“The future of sales is a blend of async and live communication, tailored to each customer’s preferences.”

Sales professionals will need to stay adaptable as tools evolve and buyer expectations continue to rise. AI assisted selling, digital sales rooms, and data driven engagement will play an increasing role, but human judgement remains central.

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 centre 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.

FAQs

What is asynchronous selling in simple terms?

Asynchronous selling is when buyers and sellers communicate without being live at the same time, such as through email, recorded video, or shared digital workspaces.

Is async selling replacing live sales calls?

No. Async selling works best when combined with live conversations. It supports deals between meetings rather than replacing relationship building moments.

Why do buyers prefer async communication?

Async communication lets buyers review information on their own schedule, share it internally, and make decisions without pressure from meetings.

How can sales teams start using async selling?

Teams should start by identifying parts of the sales cycle where meetings slow momentum, then introduce async content such as follow up videos, shared deal spaces, or on demand demos.

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