“A product is a product; there’s little you can do about that. But how you connect with someone is what makes the difference.”
Whoopi Bakker, Digital Sales Manager at Vodafone Business, doesn’t believe in typical sales pitches. She works in the corporate market, but she primarily focuses on the person behind the role. “I want to know what drives someone. What their challenge is. And how I can truly help with that.”
Not a one-way street
Communication is changing rapidly. From fax to phone, from email to LinkedIn. And customers are exploring their options earlier and in different ways. “B2B and B2C are increasingly merging,” says Whoopi. “Services for businesses are also reflected in the consumer market, and large corporate clients behave like consumers: they want to buy value.”
This calls for a different approach. Not just sending messages, but genuine interaction. “You have to connect. Look, a product is a product; there’s little you can do about that. But how you connect with someone makes all the difference.”
Standing out in a hyper-competitive market
“Everyone wants reach, interaction, and scaling. But in a market where everyone is online, you only stand out if you connect personally. That’s why I started it, out of genuine curiosity. About people. About what they do and why.”
“That’s precisely what makes you stand out. It’s not the tool, but the tone that makes the difference. Because what do you read when you scroll? Not just another business post, but that personal story. So your online content activity has to be scalable, but above all, genuine.”
Consider platforms like LinkedIn, where your clients are active. Not just by sharing content themselves, but also by responding, asking questions, and engaging in discussions. Account managers can also be active in niche groups, such as specialised forums or chat groups for professionals in a specific industry. It’s all about being visible in places where your clients are exploring their options – and contributing, not selling.
Connection and Loyalty
What are the benefits? New contacts within the DMUs (Decision Making Units), improved customer relationships, and different kinds of conversations, Whoopi sums up. “Our events, like Tech4Business, are no longer about products. They’re about sharing experiences and learning from each other. That’s how real connections – and loyalty – are created.”
This is also being built through consumer channels. “Recently at a concert, I signed up for Vodafone Priority, the customer benefits program. A drink upon arrival, no waiting, coat hung up instantly – true VIP treatment. That kind of experience lingers. And then, as a customer, you think: I want more of this.”
Not everything at once
A new way of working requires structure – and collaboration. “Don’t try to do everything at once,” warns Whoopi. “Start with a few focal points. And decide together: this is how we’re going to do it. No top-down nonsense, but together. Then it will naturally become normal.”
Tools like Highspot help share content and stimulate more customer interaction. And AI? “Let it do the boring tasks, so you have time for what really matters: real customer contact. And that can be ‘old-fashioned’; we also need to keep calling. Because social and digital are not replacements, but simply additional channels.”
Measurable results
“Without coordination between marketing and sales, the impact of online efforts remains vague,” says Whoopi. “You never know where your results really come from. With smart tools, you’re increasingly able to see what’s happening online and how that’s being followed up offline. It’s still partly manual work, but we’re seeing online and offline increasingly converge. That provides insight – and greater impact.”
The solution? One team, one goal. “Set shared KPIs. No more separate targets for clicks and revenue. When you work as one team, the modern approach becomes measurable and more effective.”
For those still in doubt
“Just start,” Whoopi advises. “It takes time. But if you keep waiting, you’ll miss the boat. And your online competitor will have long since left.”
She often shares personal updates on LinkedIn. “Not to score points, but to genuinely connect. That’s how I sometimes talk to clients who aren’t completely satisfied—and are happy we’re in touch. Do I sell something right away? No. But it does lay the foundation for new opportunities. And yes, ultimately, that does sell.”