Welcome to the December edition of Savvy Selling.
I’m Karina, here to share what’s top of mind in the world of B2B sales today. The theme of 2020 is adaptation, today we look at how best in class sales professionals are taking on the challenge.
In the video above, we discuss:
● Disconnect between the experience sellers are creating and the one buyers want
● Buyer First as a remedy to close the gap
● Key Buyer First actions you can take today, using LinkedIn Sales Navigator
The distance between buyers and sellers is growing.
Buyer frustration is high, fueled by an increase in the amount of outreach and poor experiences with sales reps missing the mark in creating genuine connection with buyer needs. HubSpot’s 2020 research* confirms that as COVID-19 started, sellers began more heavily relying on email, and the buyer feedback is pretty clear:
more emails sent from sellers
response rate from buyers
The data suggests an obvious disconnect between the experience sellers are creating, and the one buyers actually want. The move to a virtually-driven world has accelerated another shift: to a new sales model, one that emphasizes building meaningful relationships as the key to delivering customer value and getting deals done.
*https://lnkd.in/hubspotcov19, July 7, 2020
Jonathan Lister, head of LinkedIn’s Sales Solutions, calls this model “Buyer First” Selling.
In his recent Open Letter to the Sales Industry, he addresses what it means to move to a Buyer First mindset, where the interests and needs of the buyer are at the center of the selling experience. The post includes both an inspiring vision and the actionable steps for becoming Buyer First — I highly recommend you check it out: