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The Global Community of Information Professionals
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The Death of the
...
Copyright © AIIM | All rights reserved.2
The Death of the Sales Rep 1.0
 “57% of the buyer’s journey
is complete before a...
Copyright © AIIM | All rights reserved.3
Buyers Prefer to Buy IT Online
 The analyst Forrester estimates that 1 million s...
Copyright © AIIM | All rights reserved.4
87%
73%
97%
71%
6%
14%
1%
17%
8%
13%
1%
11%
0% 20% 40% 60% 80% 100% 120%
The grow...
Copyright © AIIM | All rights reserved.5
It’s NOT About the Technology
The commoditization of the MFP/printer market chang...
Copyright © AIIM | All rights reserved.6
6
Why would you be willing to meet with a new sales rep?
Provide Business Insight...
Copyright © AIIM | All rights reserved.7
Educate Prospects & Customers
 Provocation-Based Selling:
 Challenges the preva...
Copyright © AIIM | All rights reserved.8
8
Be Proactive in Your Approach
According to a global study of sales rep producti...
Copyright © AIIM | All rights reserved.9
Customers value the Challenger approach
according to research; The biggest driver...
Copyright © AIIM | All rights reserved.10
The B2B Sales Organization 2.0
 From A.T.Kearney’s Future of B2B Sales Study;
...
Copyright © AIIM | All rights reserved.11
The B2B Sales Person 2.0
 The five important aspects of modern
selling and cust...
Copyright © AIIM | All rights reserved.12
Provide Sales with Content Assets
Source: Hubspot
Copyright © AIIM | All rights reserved.13
Match Sales Process with Buying Scenario
Source: Sirius Decisions
Copyright © AIIM | All rights reserved.14
Rethink Sales Training
Source: AIIM research among 250+ IT solution providers, 2...
Copyright © AIIM | All rights reserved.15
Ensure Sales Training Generates Sales
 “Start by measuring what your sales
reps...
Copyright © AIIM | All rights reserved.16
Leverage Social Selling
 78% of salespeople using social media
outsell their pe...
Copyright © AIIM | All rights reserved.Source: www.psych.purdue.edu/~ben/285su2001/notes/figures/5-forgettingcurve.htm
Att...
Copyright © AIIM | All rights reserved.
Example: Ongoing Reinforcement
Image source: Sales Performance International
Copyright © AIIM | All rights reserved.19
AIIM Sales Force Transformation Services
 Market Research - Get help identifyin...
Copyright © AIIM | All rights reserved.20
Next Step
 Schedule a workshop with AIIM to
discuss how to transform your sales...
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The Death of the B2B Sales Rep 1.0

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We are seeing a massive change in how organizations identify, procure, and implement solutions. This changes the role of the B2B sales rep. Learn how to be ready for the change.

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The Death of the B2B Sales Rep 1.0

  1. 1. Copyright © AIIM | All rights reserved. #AIIM The Global Community of Information Professionals aiim.org The Death of the B2B Sales Rep 1.0 By Atle Skjekkeland Chief Evangelist at AIIM Email: askjekkeland@aiim.org
  2. 2. Copyright © AIIM | All rights reserved.2 The Death of the Sales Rep 1.0  “57% of the buyer’s journey is complete before a customer first contact with a supplier” – CEB  “Customers rate salesperson as the least influential interaction in the buying process” – Gartner  “Death of the B2B salesperson; 93% say that they prefer buying online rather than from a sales person” – Forrester  “Buyers are now in possession of unlimited information so online content is quickly becoming the dominant driver for commerce. Unfortunately most organizations are still using traditional selling and service models developed for a different time.”  “Today, buyers are in charge. But most companies run their sales and customer service organizations as if it were still 1989. The sales and service model is broken.” – David Meerman Scott
  3. 3. Copyright © AIIM | All rights reserved.3 Buyers Prefer to Buy IT Online  The analyst Forrester estimates that 1 million sales jobs will disappear by 2020  Order Takers – 37% job decline, 1.6M vs. 1.0M  Explainers – 27% job decline, 1.5M vs. 1.1M  Navigators – 17% job decline, 0.9M vs. 0.75M  Consultants – 10% job increase, 0.5M vs. 0.55M  62% of all B2B salespeople will still be Order Takers and Explainers in 2020, but their impact on B2B sales success will clearly diminish.  Navigators and Consultants are best equipped to deliver the services that buyers prefer during the buying process  The 6 Traits of a Consultant  Embraces technology; Shares new ideas; Exhibits business acumen; Communicates effectively; Seeks collaboration; and Leverages data Source: https://www.forrester.com/The+B2B+Sales+Force+Digital+Reboot/fulltext/-/E-res127934
  4. 4. Copyright © AIIM | All rights reserved.4 87% 73% 97% 71% 6% 14% 1% 17% 8% 13% 1% 11% 0% 20% 40% 60% 80% 100% 120% The growth in IT spending is coming from the business buying IT, not IT staff buying IT Providing new prospects with a short assessment will help to shorten the sales cycle for solutions Sales reps have to become business advisors to sell new solutions to business leaders B2B technology buyers will in 2016 benefit from cloud, mobile, consumerization, and internet of things, but many sales reps still work like they did in 1966. Provide Value to Change the Game Source: AIIM research among 250+ IT solution providers, 2016 Don’t know No Yes
  5. 5. Copyright © AIIM | All rights reserved.5 It’s NOT About the Technology The commoditization of the MFP/printer market changes the role of the MFP sales rep – it’s not about the technology anymore. It’s about providing business value, which often means larger and more complex solutions
  6. 6. Copyright © AIIM | All rights reserved.6 6 Why would you be willing to meet with a new sales rep? Provide Business Insights to Open Doors
  7. 7. Copyright © AIIM | All rights reserved.7 Educate Prospects & Customers  Provocation-Based Selling:  Challenges the prevailing point of view  Addresses unacknowledged angst  Targets strategic problems  Begins with the business case and then provides technical proof  Starts an executive-level dialogue  Uses an insightful hypothesis to provoke a response  Is proactive in leading, and forcing issues out  Compels often project investments outside an existing budget Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1
  8. 8. Copyright © AIIM | All rights reserved.8 8 Be Proactive in Your Approach According to a global study of sales rep productivity among 6,000 reps across nearly 100 companies by CEB:  Every sales professional falls into one of five distinct profiles.  Relationship Builders  Hard Workers  Lone Wolves  Reactive Problem Solvers  Challengers  Challengers dramatically outperform the other profiles, particularly Relationship Builders.  They educate the prospect, tailor their approach, and take control over the buying journey  They are pro-active in their approach, not reactive. Source: CEB
  9. 9. Copyright © AIIM | All rights reserved.9 Customers value the Challenger approach according to research; The biggest driver of B2B customer loyalty is a supplier’s ability to deliver new insights. Source: CEB Drive B2B Customer Loyalty
  10. 10. Copyright © AIIM | All rights reserved.10 The B2B Sales Organization 2.0  From A.T.Kearney’s Future of B2B Sales Study;  Leading B2B companies maximize and redefine the value they bring to their customers. They anticipate needs, and they bundle, unbundle, and reconfigure their offer  Best-in-class sales organization have three times more sales staff with analytical and statistical skills than their peers  B2B sales leaders are collaborators. 81% of sales come from collaboration within the organization or with external partners (vs. 51% in the peer group)  Winning in the B2B sales revolution requires a full, multidisciplinary team effort “from the middle” of the organization  B2B sales leaders inspire and engage their whole organization. 88% of their sales staff is highly engaged and motivated (vs. only 48% at average performers)  Leaders in the B2B sales revolution achieve twice the revenue growth and 2.3 times the sales productivity of average companies Source: https://goo.gl/7IMqC3
  11. 11. Copyright © AIIM | All rights reserved.11 The B2B Sales Person 2.0  The five important aspects of modern selling and customer service.  Authentic storytelling sets the tone  Content is the link between companies and customers  Big data enables a more scientific approach to sales  Agile selling brings new business to your company  Real-time engagement keeps customers happy Source: http://www.davidmeermanscott.com/books/the-new-rules-of-sales-and-service/
  12. 12. Copyright © AIIM | All rights reserved.12 Provide Sales with Content Assets Source: Hubspot
  13. 13. Copyright © AIIM | All rights reserved.13 Match Sales Process with Buying Scenario Source: Sirius Decisions
  14. 14. Copyright © AIIM | All rights reserved.14 Rethink Sales Training Source: AIIM research among 250+ IT solution providers, 2016 What do you feel prevents your sales reps from meeting their solution sales targets (select the most important reason)? Lack of marketing qualified leads 20% Poor sales skills 5% Too many products to know 7%Inability to identify and qualify new prospects 24% Inability to establish a business case for change 36% Difficult for customers to buy or use your solution 8%
  15. 15. Copyright © AIIM | All rights reserved.15 Ensure Sales Training Generates Sales  “Start by measuring what your sales reps currently know. Now add what they need to know to achieve or over- achieve their sales targets.”  “There are five additional measures needed to effectively gauge sales training ROI:  Pre-Training Assessments  Post-Training Assessments  Training Content Application  Training Content Retention  Sales Revenue Correlation” Source: http://www.forbes.com/sites/louisefron/2014/09/10/is-your-sales-training-generating-sales/
  16. 16. Copyright © AIIM | All rights reserved.16 Leverage Social Selling  78% of salespeople using social media outsell their peers – Forbes  Salespeople who actively seek out and exploit referrals earn 4 to 5 times more than those who don’t - Top Sales World  “Replacing the decline in cold calling is the warmth of social engagement. Buyers are far more responsive to social media messages around relevant topics initiated by the sales person or the buyer.” – Mark Fidelman  BUT REMEMBER: 92% of all customer interactions happen over the phone - Salesforce
  17. 17. Copyright © AIIM | All rights reserved.Source: www.psych.purdue.edu/~ben/285su2001/notes/figures/5-forgettingcurve.htm Attendees forget quickly after attending a f2f class Aim for a series of activities to get the desired results 100 50 0 Follow-up event #1 Follow-up event #2 Follow-up event #3 “The Forgetting Curve” Beating “The Forgetting Curve” Plan for Ongoing Learning “Continuous training gives 50% higher net sales per employee” - Association for Talent Development
  18. 18. Copyright © AIIM | All rights reserved. Example: Ongoing Reinforcement Image source: Sales Performance International
  19. 19. Copyright © AIIM | All rights reserved.19 AIIM Sales Force Transformation Services  Market Research - Get help identifying opportunities and value propositions for a vertical or horizontal market. We just identified document technology adoption levels and cost of paper-based processes in Procurement, AP, AR, and Vendor Management across small, midsize, and large enterprises in North America. We can do the same research for your target market or region.  Expert Advice - Get help establishing an effective structure for selling solutions. We have identified from 250+ IT solution providers how to best manage sales staff, reduce the sales cycle, make it easy for customer to buy, and reduce the implication cycle. We can in a quick assessment identify how you can grow your solution business.  Professional Development - Get help training your sales and business consultants in how to identify and engage new customers. We have previously developed custom sales courses for Oracle, HP, and Konica Minolta. Our sales training for Oracle’s first ECM solution helped them meet their annual sales target by 150% in Europe. Schedule a 2-day Document Solution Selling course to get started.
  20. 20. Copyright © AIIM | All rights reserved.20 Next Step  Schedule a workshop with AIIM to discuss how to transform your sales  Get research on how to best sell solutions and services to a new breed of technology buyers  Establish a vision for the B2B Sales Rep 2.0  Get a plan for how to transform your sales force  Contact  Atle Skjekkeland  Email askjekkeland@aiim.org

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