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The Realities of today's complex sales environments
The Content Marketing Explosion
Everybody wanted, or needed to get found and be credible.
As a result, customers are adept at doing research and making selections without any external influence.
impacts
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A whole bunch of smart, very well-read customers
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A more stubborn customer
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Now, the customer is deeper into the sales process, as the first stages were self-serve
Smarter customers are harder to impress and demand more from the salesperson.
They already know a lot, so the rep needs to go beyond just being a source of information
Customers buy in groups
Gartner quotes 6-8 buyers involved in the buying process on the customer side.
This extends and complicates the sales process, forcing the rep to manage multiple smaller engagements.
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A wider breadth of information is needed to "check all the boxes"
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Information needs to be tailored to what each buyer needs to know or believe
The Covid effect
Online selling used to be a small part of the reps communication arsenal. Now, 90% of the communication with your prospect involves a web conferencing approach.
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Less influence on the customer due to less intimacy in the interaction
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More challenging logistics
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Impact to sales metrics on conversion, sales process duration, and closure percentage
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