5 things you need to know about b2b sales today
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5 things you need to know about B2B sales
today
Customers are complex
A typical firm with 100 - 500 employees, average of 7 people are involved in most buying decisionGartner Group
Stakeholders MapTool #1
Customers are busyB2B technology buyers receive an average of 6 phone calls and 14 emails per day from vendors. 10.5% of phone calls and 9% of emails from new vendors are returned.IDC, “2012 Buyer Experience Survey”, 2012
Account Entry Strategy with Social
Tool #2
Customers are socialSocial media sources of information are used by more than 70% of B2B decision makers.Forrester, “Listening and Engaging in the Digital Marketing Age”, 2012
Customers completed nearly 60% of a typical purchasing decision before even having a conversation with a supplier.Brent Adamson, Matthew Dixon, and Nicholas Toman in Harvard Business Review, “The End of Solution Sales”, 2012
Social SellingTool #3
Does your sale team
Focus of power
Focus of dissatisfaction
Focus of receptivity
Effectively navigate through complex enterprise organization.
Understand stakeholders map within organizations
1
2
Keep connected and influencing stakeholders with effective use of social media
3
Customer buys what they want
SPIN Selling
Customers place a higher value n what they say an what they conclude than they do on what they are told. Customers place higher value on what they request than they do on what I freely offeredHuthwaite, “SPIN 2.0 – Principles of Communications”, 2012
Tool #4
Customer can make “No decision”
Managing consequences
26.1% of forecasted deals result “No decision” Win rates for forecast deals was 46.5%
CSOInsights, “Learn How to Sell in a Buying 2.0 World”, 2013
Tool #5
Need
Cost
Benefi
t
Value
Understand how to drive value using appropriate sales methodologies
4
Understand how to manage consequences and mitigate risk of “no decision”
5
Do your team…
But the most critical questions are…
What is the customer problem you can solve? What is the solution you, and only you, can provide to solve the problem?