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In the beginning was the Word, declare the scriptures. But in the holy book of sales, in the beginning was Awareness. And with it, someone who went by the dark-sounding description of Suspect. You were considered a sales wizard if you could move him from Awareness to Interest and then on to Desire. Finally, abracadabra, Action. So, AIDA was the wand that changed the Suspect to Prospect and transformed him into a Customer. This was the famous ‘sales funnel’, the inside-out process on which CRM systems are supposed to capture data to let you know the progress or lack of it in the buyer journey from Awareness to Action
The contemporary buying reality is very different say Frank V Cespedes and Tiffani Bova, in their article What Salespeople Need to Know About the New B2B Landscape published in the Aug 2015 issue of Harvard Business Review. The buyer no longer moves sequentially through a funnel but works through four parallel streams to decide on buying. That brings us to Gartner Research’s 4 E model
Activity | Buyer action | Resources Used |
---|---|---|
Explore | Identifies a need or opportunity and looks for ways to address it | Self-directed search on Internet, Interactions with sellers |
Evaluate | Takes a closer look at options uncovered while exploring | Internet search, peer level checks and talking to sales reps |
Engage | Initiates further contact with providers to get closer to a buying decision | Contacts sellers. Receives & discusses proposals. |
Experience | Uses a solution and develops value perception basis that usage | Pilots, proof of concepts and the like |
Therefore, the authors conclude, the secret of effective selling could be:
No matter which path the Customers take or in what order, they want to interact with someone who can take them towards the purchase decision, champion their cause and make the purchase happen. “B2B buyers report that, compared to other sources of information, these interactions are the most influential in their decision-making process” say the authors. Research found things like references, in-person or virtual events, white paper, sales presentations and a range of other potential influencers rank well below ‘direct interactions’. Bottom line? Don’t be taken in by the hype. Digital hasn’t replaced salespeople. Their role in crafting solutions remains key in most B2B purchases.
Why salespeople count more than ever before: Key Insights
The article highlights some interesting insights into why salespeople pack much more significant clout in the B2B buying journey
The authors contend that all talk about disintermediation of salespeople is specious. Such talk simply creates a smokescreen around the real issue. Which is, buying processes are changing rapidly, calling for corresponding changes in the sales tasks
How have buying processes changed
Sl. No | Changing trends in buying | What it could mean for sales |
---|---|---|
1 | Customer references now mean much more than sharing names of some satisfied clients Buyers can get today online and connect with a large body of users to get unbiased opinions of products and services. This includes critical comments and suggestions. Also available are product review sites and service ratings |
Accessing all possible information open to potential buyers and being well informed has become mandatory for B2B salespeople to be able to provide expert guidance to buyers in their purchase journey |
2 | Digital collaterals play a vital role Technical papers, insight documents, project experiences hosted on seller’s website and often the website itself are seen to exert a major influence on the buyer |
This calls for improved coordination between sales and marketing even as the two functions become increasingly interdependent but different in their perspectives and procedures |
3 | Prospect touchpoints have increased Websites, blogs and other digital media have increased visibility and transparency of selling organizations to prospects, disrupting the conventional inside-out funnel approach and dramatically raising the touch points – online, offline, marketing collateral etc. |
Buyers today desire interactions with others in the purchase value chain, besides the salespersons. This can include professionals like product specialists, service experts, logistic providers, pre-and post-sales resources. So, today’s salesperson is expected to coordinate these interactions with purpose and efficiency |
4 | Buying process is now continuous and dynamic The buyer’s journey is no longer a sequential collection of static steps. The process is now more fluid and constantly changing even as it absorbs inputs from multiples sources. ‘An on-going movie, not a selfie or snapshot in a funnel’ as the authors frame it |
The sales model and performance practices may often need to be reconfigured to deal with this new reality |
Answers to the challenge: Blended strategy, cross functional coordination and organization-wide readiness
Every Customer Interaction presents a Sales Opportunity – in cementing an existing relationship or in forging a new one. The starting point is to empower the sales organization with the right knowledge and skills, followed by creating a ‘Customer Centric’ culture that shines across functional touchpoints.
As technology breaks barriers for Customers in accessing more functions within a providers Organization, Selling is too important to be left only to the Sales Function.
Not the end of solution sales …
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