If you’re reading this, the world obviously didn’t come to an end regardless of who won The White House. The coronavirus doesn’t seem to be coming to an end anytime soon, either.

As we went to press, regions of Germany, Italy and Spain were reimposing restrictions, and Ireland was the first EU country to return to lockdown. On October 21, Ireland issued a six-week stay-at-home order, but schools remained open. Beyond Europe, Iran’s daily infections rate topped 5,000 for the first time, and Iranian President Hassan Rouhani said his country is “facing a larger wave of the virus” than earlier in the year.

After nine months of staying put here in the US, it doesn’t look like anyone is doing any business travel through Q1 2021. By now, we all know what COVID-19 has done to the tradeshow industry, but what long-term impact will it have on the sales process?

Last month, a McKinsey survey found that more than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions—a sentiment that has steadily intensified even after lockdowns have ended. Safety is one reason, of course. But self-serve and remote interactions have made it easier for buyers to get information, place orders and arrange service, and customers have enjoyed that speed and convenience. Only about 20% of B2B buyers say they hope to return to in-person sales, even in sectors where field-sales models have traditionally dominated, such as pharma and medical products.

While all of us here in the US wonder what the recent presidential election will mean for our businesses and families, we must remember that business transformation is occurring faster than ever—no matter who occupies The White House.

We hope you enjoy this issue of Happi. Of course, we hope you take the time to read the issue from cover to cover—including the advertisements. If a sales rep won’t darken your office door for a while, reading about all these new ingredients and services, and following up with a phone call or email is more than enough to keep that new product pipeline full.

Tom Branna
Editorial Director
[email protected]