So how can salespeople adapt to B2B buyers’ changing needs? They want to know more about your product so they can make the best possible decision for their business. Show your B2B buyers what their business could look like if they decided to implement your solution. Show value and inspire Your success doesn’t happen during the sales call. However, finding new ways to inspire and create opportunities to share value is something we can always work on. Even if you’re working the biggest, most traditional prospects, there’s still a need to innovate. If you only need three minutes of their time, say it. Give them the opportunity to arrange a follow-up or keep chatting if they’re still interested, but make them aware of when the three minutes has elapsed. Buyers want an expert in their corner, someone to say: When you go down there talk to my guy Bob Sacamano. I hope these lessons have been helpful and inspired you to think about your sales role in a new light.
You don’t shop the way you did five years ago—so why are you still selling that way? Today’s B2B buyers are more empowered than ever before. They do their own research. They read reviews. They price compare online. In comparison, we know from the B2C world, 90% of the buying decision is made before a potential customer even walks into a storefront.
Which means we need to be fluid. What worked 24 or even 12 months ago is now outdated. It simply won’t work anymore. Consumers don’t want to deal with some pushy, charismatic wheeler and dealer. They want the best solution.
But don’t start contemplating your next big career move or planning an early retirement party just yet—buyers still need salespeople, just not in the ways that might immediately come to mind. Buying behavior has changed, with consumers showing much more hunger for information than for amazing deals.
So how can salespeople adapt to B2B buyers’ changing needs?
I want to share what’s been working for me and my team over the last little while in the hopes that it will help you be more effective in your role and add more value to your buyers.
Here are some of the lessons I’ve learned:
1. Take on the role of an educator
Consumers are curious. They want to know more about your product so they can make the best possible decision for their business. And lucky for them, you’re the expert!
Rather than selling, seek to inspire. Show your B2B buyers what their business could look like if they decided to implement your solution. Provide resources and make yourself available for their questions, but don’t push it. By positioning yourself as a resource, you can educate your prospect on the value of your product without coming off as overbearing—and chances…
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