Traditional B2B Sales and Marketing Becoming Obsolete? Reflections on HBR article of the same name
By Michael J Griffin
5 minute read including HBR article
Read the HBR article by Brett Adamson on the changing landscape of B2B selling. It is a very good treatise based on data that Gartner and McKinsey have collected on how Covid is accelerating B2B selling and marketing changes in response to B2B customer changes in how they buy. You may read the article by clicking on the link here. HBR may ask you to sign up for their articles to gain access. Worth the read.
Brett is wise to focus on the changes and synergy needed between B2B sales teams and marketing departments in how they attract and connect to the more demanding, tech savvy B2B customer: their buying process is definitely changing to rely more on the information gathered from the internet to make their purchasing decisions.
Most articles I read on this changing B2B buying landscape focus on adapting selling technology and marketing processes to capture B2B customers who seem to want to avoid interaction with B2B salespeople. The HBR article highlights this.
B2B customers will still need some “human touch points” to gain information and make a decision to buy and be serviced after the purchase has been made. So what are you and your organization doing to upskill and improve your sales and service people to create a competitive advantage on the human relations side of the buying selling process?
Developing salespeople who have excellent communication skills that are supported by empathy and caring professionalism builds trusting customer relationships. This is a competitive advantage.
So let me ask you a few questions that may stimulate you to create this advantage in your B2B salespeople.
Does your sales process have a structured pre call planner that it regularly used to ensure salespeople are adequately prepared before they go to a sales meeting?
How skillfully do your salespeople open a sales meeting in a way that inspires trust in customers?
B2B buying committee members have different personalities. Are your salespeople able to communicate and connect to the different attitudes and communication styles of the decision makers?
Is your marketing department aligned with sales processes to provide clear, concise information on the exclusive features and benefits of your product against those of your competitors? How responsive is your marketing department?
Has your organization upgraded your website and customer touch points to drive low profit sales through web purchases?
How effective are your sales managers in coaching and guiding salespeople to be more successful to managing to expand the larger more profitable key accounts?
After reading the HBR article and the answers you give to these questions will determine what steps and training you might implement to give your sales team a competitive advantage in this new global world of B2B selling and…… buying!
Have a safe healthy week!
Mike Griffin
Now in Empty Bali Indonesia
Founder of ELAvate