When was the last time you called a restaurant to find out what’s on the menu and to make a reservation? It’s likely you’ll have to search your memory to remember. As a consumer, I know I go to the internet first, learn all I need to know about the place and finally complete my reservation on-line without every having to talk to the restaurant itself.
This same conduct is now becoming the norm for B2B buyers in making their decisions and even their purchases. Granted, there are many more decision processes and constituents internally for a business to decide to acquire a product or service than we have as consumers. Yet, the similarity as it relates to selling processes is the same.
Instead of talking to a salesperson or accepting a call from a sales person, a B2B buyer today doesn’t need or even want a salesperson to be included in their buying decision process. Why talk to the restaurant (salesperson) when I can go to Yelp and hear what others who have eaten there have to say? It would be even better if a friend has eaten there and recommended it
Yet, for selling B2B products and service many companies still have sales processes that ignore or have not fully comprehended this change and the paradigm shift that has occurred with B2B buying processes. How do you sell, when the buyer (even serious ones) won’t engage directly with you? How do you influence a decision to buy from you in this situation?
The answer…adapt your sales activities to have the customer find you and engage with you – on their time line, in alignment with their buying process. Are you ready to sell this way?
In the tech. world, we often have some degree of complexity to the customer engagement process. Not only does the customer need to learn more about your product and service, but he needs to know how to use it and get it to work for him. The rate of change with new technology options and the shortening time line for buying companies to get your product or service functioning to meet their requirements, means that technology companies selling to the B2B buying entity have an extreme challenge.
Selling now means….adapting to the lack of access to the customer, being ready to sell when they are ready to buy, and ensuring that the type of selling being done is consultative with crisp responses and directly applicable actions.
Share your comments on how buyer behaviors have changed your selling practices. What further changes do you see occurring?
You may view a recorded webinar that I conducted on this topic called “The Informed Buyer” – The Challenge for Today’s Sales Leaders” by clicking on this link: The Informed Buyer: The Challenge for Todays Sales Leaders