Relationships matter more than ever
Sales professionals need to embrace modern selling to stay relevant because traditional selling strategies and tactics are not working as effectively as before.
Today’s sales professionals must engage and build relationships with a complex buying committee. Surrounding the decision maker are people who are influencing whether or not they make purchases. According to CEB, 6.8 people are involved in a typical B2B buying situation—making it essential that sellers connect with more than a single decision maker. Yet 90% of decision makers say they never respond to cold outreach.
At the same time, sales reps need to satisfy heightened buyer expectations. Buyers are informed because of virtually unlimited access to information. In fact, it’s said that 50% of the buying process is done before prospects engage with a rep.
When they do finally reach out, buyers expect sellers to add value to their purchase process. However, with so much competition in the market featuring vendors offering similar products and services, even value differentiation is tough to prove at times.
are done with the buying process before you know they ever started
of decision makers say they never respond to cold outreach
Combined, these challenges have paved the way for modern selling, a strategy based on three key elements: target, understand and engage.
Modern reps need to:
1. Target the full buying committee from start to finish.
2. Do their research to truly understand the buyer’s situation and guide the buyer or someone on the buying committee to think about their business in a different way.
3. Engage effectively from first contact to final sale.
Before you worry about making this shift, remember that sales hasn’t changed. What’s changed is how we leverage information and engage with people. At the end of the day, your success still hinges on relationships—now more than ever. The closer you can get to your prospects, the better you can understand their business, challenges, and goals—and guide them down the purchase path.
This eBook shares a modern prospecting framework, ways to find an engagement path, best practices for structuring your first call, and the key to standing apart from other sales professionals.
of decision makers change roles every year
of forecasted deals go dark