Accelerating Death of the B2B Sales Rep - A Guide for Sales Enablement and Value / ROI Selling
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Two years ago Forrester pronounced the “Death of the B2B Sales Rep”, boldly predicting that 1 million B2B salespeople would be displaced by 2020. Their belief, as B2B buyers favor digital self-service, they will by-pass sales reps, especially those that are not adding value to their buying experience. Now, two years on, the forecast from Forrester is even gloomier, with faster than anticipated disintermediation. Every B2B sales leader needs to be asking themselves the following critical questions: Are we starting to see this with our buyers? If not, are we at risk to be intermediated in the future? Is my sales organization delivering the type of value our buyers want? Do we even understand what value our buyers are truly looking for? What should we be doing to ensure that this does not happen with our field-force. Jim Ninivaggi and Tom Pisello will have a lively debate, helping answer these important questions and more, providing a roadmap to address this potential Tectonic shift.
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Accelerating Death of the B2B Sales Rep - A Guide for Sales Enablement and Value / ROI Selling
- 1. COMPANY CONFIDENTIAL Death of the B-to-B Sales Rep? 1 Jim Ninivaggi Chief Readiness Office @jninivaggi Thomas Pisello CEO / Founder @tpisello
- 2. The New Facts of B-to-B Buying? 67%of the buyer's journey is now done digitally (SiriusDecisio 68%of B2B buyers prefer to research online on their own to up from 53% in 2015. (Forrester) 57%of decision cycle complete before sales reps are engaged (CEB) 75%of B2B buyers prefer buying from an e-com for convenience vs. buying from a sales rep
- 3. One MillionB2B sales reps will lose their jobs by 2020 Death of the B2B Sales Rep? +10% of the 4.5 million B2B sales agents 22% -33% -25% -15% (Forrester)
- 4. Selling Relevancy in a Digital Age? 2 million Licensed agents in US (ARELLO) 6% growth over next 10 years (Bureau of Labor & S Unique Insights Prescriptive Advice Facilitate Journey
- 5. Digital vs. Sales Reps? SiriusDecisi 6 8 9 5 6 8 CommitteeConsensusIndependent B-to-B Buyer Interactions Non-Human Human SelectionSolutionEducation Sales Rep Interactions 49% 62% 67% 42% 56%55% 38% 53% 54% Independent Consensus Committee Independent Consensus Committee Independent Consensus Committee Percentage of the 1,005 respondents who reported that they or someone from their organization received information from the sales repfrom the winning provider organization (vendor) to help inform their decision at that phase. # 1 Sales Presentations = most meaningful content
- 6. 6 Non-sequential CEB - 2017 Time Spent on Decision Making Process 27% 18% 22% 17% 16% Researching online Researching offline (peers + analysts) Meeting with internal buying team Meeting with potential suppliers Other
- 7. Sales Reps are Struggling to Meet Expectations? 19%of buyers trust Sales (H 80%of sales conversations are still about pitching products, with only 20% focused on buyer’s specific needs and potential outcomes (Forrester) 64%of B2B executives DON’T believe that reps understand their business problems and offer clear solutions for their unique needs (Forrester)
- 8. Driving Sales Relevancy? Content & Conversations Capability & Credibility Coaching & Confidence Diagnose Discover Prescribe Outcomes
- 9. Content & Conversations? Discovery questions Challenges + cost of status quo / “do nothing” Mapping challenges to solutions Bring in Sales Specialists Communicate and quantify differentiating business value
- 10. Capability & Credibility? Perpetual Readiness Interactive Personaliz ed Up to date Prescriptiv e Value
- 11. Coaching & Confidence? Practice and feedback Human and machine analysis
- 12. Next Steps? Content & Conversation Capability & Credibility Coaching & Confidence Discovery questions Solution mapping Value messaging Financial justification / TC research Battle cards Skills Education Discovery / Assessment / Benchmarking Tools Solution Sizing / Configuration Tools Business Value & ROI / TCO Tools Practice and feedback Validate and reinforce positive outcomes The Rebirth of the B2B Sales Rep: Transitioning to Relevancy
- 13. COMPANY CONFIDENTIAL Q&A? 13 Jim Ninivaggi Chief Readiness Office @jninivaggi Thomas Pisello CEO / Founder @tpisello
Notes de l'éditeur
- There has been a lot of research published recently by different analysts over the apparent “death of the B2B sales rep”, specifically how digital is disintermediating the rep. Can you tell us about these metrics and what they say about the future of B2B selling?
- ”Order takers,” who generally process orders that customers could easily place through online self-service. Job loss: 33%, or close to 550,000 out of 1.6 million jobs; ”Explainers,” who provide buyers with more information about complex products. Job loss: 25%, or close to 400,000 out of 1.5 million jobs; ”Navigators,” who help buyers understand what their own companies need to purchase. Job loss: 15%, or close to 150,000 out of 900,000 jobs; ”Consultants,” who have extensive knowledge about the buyer’s company to help the buyer understand what her company needs to purchase. Job gain: 10%, to 550,000 from 500,000.
- So as we look at the buying scenarios, what do we see between buyers who are influenced by digital vs. sale reps? And what about interactions when we look at the decision making process …. Sales reps turn out to be very influential throughout each phase, but especially for the winning B2B vendor early in the cycle, as opposed to what many of the myths perpetuated?
- Researching on-line – website - how well aligned is the website aligned with each stage of the buyers journey …. How well does it replicate sales rep engagement and support offline Internal buying team – a lot of selling occurring without you …. Justify why change and why you within … quantify the value Meeting with suppliers – of all the time spending, next to Other smallest amount …. So how are reps doing with this small window
- There has been a lot of research published recently by different analysts over the apparent “death of the B2B sales rep”, specifically how digital is disintermediating the rep. Can you tell us about these metrics and what they say about the future of B2B selling?