Category Archives: buyer behavior
Becoming a Trusted Advisor Can Earn You a Seat at the Table
“The hardest thing about B2B selling today is that customers don’t need you the way they used to.”
That is the first sentence of “The End of Solution Sales,” an article about the changing environment in business-to-business (B2B) sales that appeared in the July 2012 issue of Harvard Business Review.
At the heart of the matter lies the fact that buyer behavior has been radically altered by the Web, even in just the last few years. We have all seen the now magical statistic many times that buyers are 60% of the way through the buying process before they consult with a salesperson.
Moreover, the buying process itself now typically has more decision makers, often involving a committee that must reach consensus, instead of a single contact. This adds delays to the selling process, resulting in slower pipeline velocity, more stalled deals, and even the dreaded “no decision” status. Only those who are transactional sellers in a transactional business or those who become trusted advisors have the ear of the right buyers and can move deals through the pipeline effectively.
The problem is, “trusted advisor” status can’t be claimed. It has to be earned — and the only opinion that matters is the buyer’s.
So, what can sales reps do to differentiate themselves and elevate their status with buyers to become trusted advisors? Here are five tips » Continue Reading.
4 Changes in Buyer Behavior Driving 4 New Challenges for Sellers
Think about how you would have purchased a car 20 years ago. You would walk onto a dealer’s car lot, kick a few tires, and then be swarmed by sharks pushing you to take a test drive. You might have been armed with a copy of Consumer Reports, Car and Driver or Auto Trader, but those publications only went so deep. For example, if you wanted a review on a dealership’s service department, there was no Yelp available. Now think about how you would buy a car today. As a consumer, would you want to turn the clock back to the 1980’s? Probably not!
6 Steps to Enable Your Sales Team to Sell with Insight
Unless you’ve been living under a rock for the past few years, it should come as no surprise to you that buyer behavior has changed dramatically. I’ve come across a number of well-written research documents, such as Base One’s “2012 Buyersphere” report and Forbes Insight’s “The Rise of the Digital C-Suite” study, that highlight how this is playing out in the marketplace. Simply put, buyers are more educated, better prepared, and further along in their buying process when they engage sellers.