Omnichannel sales playbooks: for a consistent customer experience

As customers can now switch between channels with just a few clicks, it is no longer a question of whether companies communicate across channels, but how well they do so.

If you want to be successful in sales in 2025, you have to answer one key question: How do we create a consistent brand experience across all touchpoints - from the first ad to the final meeting?

What is omnichannel sales?

Omnichannel means that all of a company's sales channels are linked together and offer a seamless, consistent experience - whether digital or analog.

Think about your own purchasing behavior:

Our attention span is short and we are constantly switching back and forth between media, platforms and content. Companies must therefore regularly address potential customers across different channels in order to get their attention at all.

Figures that make you think:

According to Salesforce, 78% of customers use multiple channels during their purchasing process - from social media to face-to-face meetings.

Companies with excellent omnichannel strategies retain 89% of their customers, compared to only 33% of those with weak strategies (Aberdeen Group).

The demand is clear: customers today expect a consistent, personalized experience - across different channels.

Where is the problem?

As good as the theory sounds, the practice is often sobering. In many companies, sales teams are organized by channel: One manages email campaigns, another phones leads, a third manages LinkedIn messages. The problem? They don't talk to each other.

The consequences:

• Inconsistent messages: Customers receive contradictory statements from different sales employees.
• Breaks in information: A salesperson does not know what was discussed in the last conversation on another channel.
• Lost opportunities: If a customer hears two different versions of an offer, confusion arises - and trust is lost.

Imagine you are the lead: On Monday someone approaches you on LinkedIn, on Thursday someone else calls you - but with a different story. The result is irritation instead of a purchase decision.

This is the opposite of omnichannel - and makes a mockery of the whole strategy.

Digital sales guidelines as a solution

The solution lies in a digital sales playbook that all team members use - across all channels.

What a good omnichannel sales playbook offers:

• Digital sales guidelines with clear messages and value propositions - standardized for all channels.
• Standardized sales processes - with room for personalization.
• Shared database - so that everyone knows what the customer has already heard or asked.
• Enablement-on-the-job - sales guidelines directly integrated into employees' sales tools - e.g. in video software or social media channels.

With a centralized playbook, companies can ensure that every touchpoint delivers a consistent experience - and thus create real trust.

👉 Try it out: linkando.com/playbooks - and make your omnichannel sales as consistent as your best customer relationships.