B2B Sales professionals are continuously faced with new challenges and obstacles they need to overcome on the path to success. In the past two years alone, sellers were forced to move to a 100% virtual roll due to a global pandemic. Most recently, the economy has quickly transformed from growth at all costs to efficient, profitable growth as the new imperative.
Dipanjan Das, Service Line Leader for Sales & Commercial Service Line, Cloud, Hi-Tech and Media, at Genpact joined the Selling the Cloud Podcast to discuss the need for "disruption ready selling".
The first disruption we discussed was that most B2B Buyers (70 - 75%) prefer to conduct the majority of the buying process online, beginning with research. One of the factors driving this new reality is the presence of millennials as buyers. As a result, traditional sales processes must transform to meet the buyers where they are.
Dipanjan sees three major factors driving the need for B2B Sales transformation:
Point number three was referred to as a "Sherpa led" where a modern B2B Seller serves as a guide to help the buyer maneuver through a very noisy buying journey.
Over 30% of a B2B seller's time is spent on non revenue-generating activities, such as data entry, data analysis, and internal administrative tasks. Dipanjan said one of a company's primary goals is to find ways to bring JOY back to selling.
Another key goal is to understand and focus on the "Value" that is being delivered to the buyer - both during the buying process and following the buying process as measured by the value that the client receives from the product...and even that the client's client is receiving.
"Disruption Ready Selling" is not a static concept; it is a continuously changing and evolving engagement process, especially for companies using a recurring revenue, subscription-based model. Traditionally, most companies viewed selling as a point in time, transactional process versus an on-going relationship where the customer could cancel the revenue relationship multiple times throughout the process.
Dipanjan provides many thought-provoking insights on how to drive an "outcome-centric, data-driven sales process" that prepares a sales organization for the inevitable disruptions that B2B Sales professionals will face as the buyer's journey evolves and becomes even more digital.