In this episode of GTM Insider, Koen Stam—Head of Benelux at Personio and ambassador for Winning by Design—shares how async selling is transforming modern B2B go-to-market strategies.

He dives into how his team leverages digital sales rooms, mutual action plans, and buyer-centric tactics to remove friction, close faster, and sell when they're not even in the room.

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TL;DR

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• Async selling is about meeting buyers where they are—not forcing live interactions.

• Modern buying journeys mirror B2C expectations: speed, simplicity, and control.

• Digital sales rooms and mutual action plans massively improve engagement and deal velocity.

• Video, voice notes, and digital collaboration are underutilized weapons for B2B sellers.

• Engaging the full buying committee asynchronously drives higher win rates.

• Pre- and post-meeting async engagement matters just as much as live calls.

• Internal deal team selling boosts your ability to influence decisions behind closed doors.

• The best sellers will make their process invisible and buyer-centric—powered by async and AI.

What Async Selling Actually Means

“Async selling isn’t new—we've been doing it with email for decades,” Koen says. But today’s async toolkit is much richer: video, voice, LinkedIn, digital sales rooms—all enabling buyers to engage on their own time.

Explore how digital sales rooms transform buyer-led experiences.

Create Buyer Momentum with Mutual Action Plans

Koen shares that Personio made mutual action plans mandatory for every major deal: “The signature isn’t the goal—it's successful implementation. That’s why we plan backward with the customer.”

Learn how mutual action plans remove friction in complex sales cycles.

Selling to the Consumerized B2B Buyer

“Today’s B2B buyers expect a buying experience as smooth as Amazon,” Koen explains. They don’t want 15-slide decks or week-long waits—they want instant, self-serve answers.

We explore this buyer behavior shift in our blog on simplifying buyer journeys.

Engage the Full Buying Committee Async

In modern deals, you’ll rarely get all stakeholders live on a call. Koen emphasizes using videos, personalized recaps, and sales rooms to build relationships asynchronously.

Learn how multi-threading deals asynchronously increases close rates.

Know Your Buyers Better Than Ever

Koen stresses the importance of identifying educated vs. uneducated buyers early. “Most educated buyers have already made a decision by the time you demo—they just want validation,” he says.

Understanding buyer psychology is critical for winning modern deals.

Final Thought: Sell Without Being in the Room

The future belongs to sellers who make buying easier, not harder. Async selling isn't about doing less—it's about making every touchpoint more impactful, personal, and aligned with how modern buyers prefer to move.

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