• Because buyers can diagnose their needs and conduct their own research on possible solutions, selling successfully in today’s market requires a corresponding shift in strategy.
• There is a gap between how buyers would prefer to be contacted and how sellers choose to reach out to them.
• Successful sellers are using their insight to create new opportunities and align their clients’ needs to their solutions and offerings.

By Karen Kimerer

Introduction

The sales process has changed dramatically over the years. At one point, the relationship between buyers and sellers was largely based on personal trust. As technological advancements took hold, the most successful sales reps developed a deep knowledge of their offerings and closed deals by communicating about features and benefits. Next, greater competition on a global scale prompted a focus on “solutions selling,” where businesses created unique offerings by packaging a set of services around their products to accommodate the customer’s unique situation. Today, the process has changed again—much of the information that buyers once had to obtain from trusted sales reps is now readily accessible via the Internet. Furthermore, with the COVID-19 pandemic upon us, in-person meetings have become an impossibility even for those buyers who might want to meet with sellers.

Now that buyers can diagnose their needs and conduct their own research on possible solutions, selling successfully in today’s market requires a corresponding shift in strategy. This article is the second in a two-part series. The first explored the complexity of today’s selling environment and drivers of purchasing decisions. This piece outlines the strategies for a new sales paradigm as we navigate these uncertain times.

Sellers are Disconnected from their Buyers

Although today’s buyers may be better informed with widespread access to online content, their determination to invest in a new solution more frequently ends in a no-decision. This is because many buyers are completely overwhelmed by all the information that is available at their fingertips. Most buyers would actually prefer to be contacted earlier in the purchasing process, yet many sellers complain that they can’t get through to buyers. Based on research from the RAIN Group, there is a gap between how buyers would prefer to be contacted and how sellers choose to reach out to them.

The data in the chart below indicates that business-to-business (B2B) buyersprefer e-mail to phone calls, direct mail, or voicemail. In addition, according to the B2B buyers surveyed by the RAIN Group, “The factors that most influence whether they decide to accept a meeting/request to connect include relevant primary research, descriptions of the vendor’s capabilities, and pieces that are 100% customized.”

Sellers’ Contact Methods Aren’t Aligned with Buyers’ Preferences

Source: The RAIN Group

Additional research from the RAIN Group reveals that 71% of B2B buyers want to hear from vendors early in the buying process, when they are seeking new ideas and possibilities to drive business results. If sellers don’t reach out until prospects are actively seeking solutions or evaluating specific providers, the buyers might already be suffering from “analysis paralysis” that will make it difficult for them to come to a decision. Furthermore, B2B buyers report that they are most likely to respond to vendors’ outreach efforts if:

• They foresee a need for the product or service
• They have the budget to make a purchase
• The provider offers to share something of value
• They have purchased from the provider previously

A New Selling Paradigm

Traditional sales strategies tend to generate a vendor (bid) relationship rather than a profitable partnership. A new sales methodology has now emerged in response to changing buyer behaviors. Known as prescriptive selling, this new methodology is designed to increase the efficiency of the buying process. It also does something much more important—it creates an easier pathway toward acquiring the critical solutions your buyers need to improve the health of their businesses.

Successful sellers are using their insight to create new opportunities and align their clients’ needs to their solutions and offerings. They use their knowledge of emerging business trends to create a consensus for change among decision-makers. The Table below outlines how the sales process has evolved into a new paradigm.

The Sales Process—Traditional vs. New

Although classic relationship-building was a successful selling strategy in the past, shifting buying behaviors have created the need for a new approach, particularly when it comes to selling complex, large-scale business-to-business solutions. The primary issue with Relationship Builders in today’s evolving industry is that the relationship and the purchasing decision have become uncoupled. Whereas the customer relationship used to be the causeof successful selling, it is now the result. Salespeople who help their customers think differently and bring them new ideas will win the right to a relationship. 

Rather than bombarding customers with endless facts and features about their businesses and products, it is now important to approach customers with unique insights for saving or making money. Savvy sales reps tailor their conversations toward the customer's unique needs and objectives. They take control of the sale by being assertive and pushing back on the customer when necessary. Once equipped with the right tools, nearly any average sales rep can successfully reframe customers’ expectations and deliver an experience that drives higher levels of customer loyalty.

Given the state of business today, your best offer might not be a product or service. Consider delivering a series of educational moments to your customers and prospects. It’s very important to use consultative sales techniques, because businesses are seeking answers to their problems more than ever before. If you don’t understand your client’s business, you can’t very well expect them to know who you are and how you might be able to help. Modify your messaging—rather than communicating about your company’s capabilities, paint a clear picture of how your clients can leverage your capabilities during these challenging times.

The Bottom Line

As we navigate through COVID-19, it’s more important than ever for salespeople to reconnect with buyers and adopt a new selling paradigm. Position your business as a go-to resource now so you can remain top of mind when business starts returning to normal. Once it does, you’ll want to make sure that your customers and prospects are perfectly lined up to do business with you!

Karen Kimerer of Keypoint Intelligence – InfoTrends has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry. She is well-versed in 1:1 marketing, web-to-print, direct mail, book publishing, supply chain management, data segmentation, channel integration, and photo products.