Business
Omnichannel Service and Relationships in B2B Sales
Seiji Morita explains how humanized contact, channel agility, and authenticity drive closed deals.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Seiji Morita breaks down the role of customer support and closeness in client retention. The discussion covers how omnichannel integration and soft skills outperform rigid sales tactics in corporate environments.
Seiji Morita, CEO of Agência Omamori, spoke during an interview with Bruno Gimenes on Marketing - The Podcast about how consultative client support and building genuine bonds drive deal closures and account retention in the corporate market.
In the video episode above, Morita and Bruno analyze the dynamics of sales conversations, demonstrating how small daily interactions accelerate negotiations faster than formal presentations.
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The role of customer service in agency operations
When addressing touchpoint integration and rapid response times for clients and leads, Morita emphasizes that customer service goes beyond passing along technical messages. For the guest, account managers must track project progress in a practical way to give hiring clients peace of mind.
"Today, customer service is an agency's main front door," Morita states. According to him, clients look for transparency regarding what is being executed: "The person reaching out to support is either swamped and unable to monitor what's happening inside their company, or they just want someone to talk to. And it's usually the second one. Because a client thinks: 'Hey, I'm paying these folks and I need to know what they're doing.' If the account team doesn't know, then the client starts wondering: 'Are these guys actually working?'"
Soft skills and the power of relationships in the market
During the conversation, Morita points out that interpersonal communication and soft skills are decisive in sustaining contracts and uncovering up-sell opportunities. Frequent exchanges through direct channels, such as WhatsApp and social media, establish a close dynamic that goes beyond a strictly transactional relationship.
"Customer care today is all about relationships," Morita explains. "Without a solid foundational support team, you can't upsell or pull the client into other initiatives you're working on." Bruno Gimenes reinforces the cultural perspective of dealmaking in the market, citing principles from Jeff Gitomer's work on the necessity of personal rapport before signing corporate contracts.
Authenticity, high-ticket sales, and transparency
When addressing larger financial contracts, Morita argues that overly rigid meetings lose effectiveness compared to informal check-ins and candid conversations about delivery limits. In high-ticket negotiations, clarity regarding the team's actual capabilities builds the trust needed to close deals.
"Being very grounded in the relationship, transparent, and clear—that's what matters most," Morita emphasizes when discussing sales routines and scaling operations. "Am I going to promise something I can't deliver? No. I'll go to the client: 'Look, I don't know, but we'll figure it out. My team handles this, this, and that. Do you want us to take this on? Yes. Great. Give me some time to understand it and structure everything, but I will deliver.' In any relationship, trust is paramount."
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