Let’s start by looking at the shifts that are happening in the B2B sales domain in three areas.

The impact of these shifts has led to the following outcomes in buying behavior

1. Longer time to make purchase decision
2. Not risking changing supplier for minor improvements 
3. More complex decision-making with new considerations of multiple stakeholders’ value and impact on organisation
4. More post-purchase anxiety

While everyone agrees that the way B2B sales is being done also needs to change, let us briefly look at the milestones of how sales has evolved over the last 100 years since Patterson brought in the concept of features, benefits and scripts in 1920 when customers had no information other than what the salespeople actually explained about what the product or service did till the present scenario where new paradigms of B2B selling is emerging.

1970: Linda Richardson introduced consultative selling when competition increased and buyers became more demanding focusing more on the questions and ‘consulting’ before suggesting a ‘solution’.

1980-1990: Solution selling gained popularity when software sales started, focusing more on selling the solution to your customer’s problem instead of selling the product itself. In 1988 SPIN selling was introduced as a simpler and sharper framework of solution-selling.

2012: Insight selling was introduced for customers so overwhelmed with information that they can’t accurately diagnose their problems or find a solution. Insight salespersons act as educators, teaching customers valuable insights for introducing disruptive changes and new approach

2020: A new paradigm of selling is evolving which incorporates the best of the earlier selling practices

The salesperson needs to become adept in using remote/digital selling tools to start building credibility while building their individual “brand” using social networking sites and create value even before they engage in dialogue. Recent CEB research shows that customers despite being better informed are deeply uncertain and stressed. With an excess of data on any solution, a large team of stakeholders involved in each purchase, and a growing range of options to choose from, buying decisions have become more complex and more and more deals slow down or even stop totally. Successful B2B purchase decisions are dependent on customers’ ability to successfully navigate complex institutional change. There also lies the capability of the supplier to provide strategic solution fit and add value which competitors will find difficult to match. Much against popular belief, Harvard Business Review research shows there is a 18% decrease in purchase ease with more information piling which, in fact, makes it harder to sell. B2B sales process, in the current scenario envisages to essentially progress through the following stages which will lead to buyer purchase decision

Now let us focus on the skills required by salespersons to be effective in today’s world.

A Gartner report suggests that 58% of salesforce will remain operating virtual by the end of 2021. And as we all know; selling in a virtual environment needs a different skill-set since customers have lower attention span and it is difficult to track cues and body language, especially when there are multiple stakeholders and the need is to arrive at a consensual decision.

The virtual selling skills include:

1. Pre-call planning with clear definition of roles, expectations and discussions to anticipate and strategize roadblocks.
2. Confirm participation and meeting agenda and engaging and mobilizing support in advance among the buyer group.
3. Prepare Meeting agenda minutely with prioritized topics and engaging stakeholders during and after the meeting.
4. Use of technology/ platform and tools to create engagement and impact become very important.
5. Virtual Presentation skills to ensure a connect from anywhere.

The future-ready skills include:

• Salesperson should already have the information about the industry trends and changes and of the organisation.
• Add to what the customer already knows as customers expect salespersons to come with insights and ideas.
• Communicating impact and outcome as only15-20% of salespeople talk of solution in terms of business outcome (Forrester research).
• Accurate assessment of sales phase and how to advance the sale linked to a well-defined sales process and tracking tools.
• Emotional connect at a deeper level to enable the amplification of the buying motivators.

Overall skill-building and mindset shifts are needed in the following areas:

1. Digital tools to uncover information on buyers
2. Understanding emergent and future needs of buyers and industry
3. Building emotional connect and trust with buyers
4. Managing multiple stakeholders with divergent expectations and personal motivations
5. Positioning and communicating insights in an engaging manner
6. Business scenario building and commercial acumen

Sales is a dynamic domain and is characterised by constant evolution. To survive, sales professionals need to continuously adapt.

For a better understanding of how you can succeed in overcoming the challenges and grow sales in the current situation in your organisation, feel free to contact Growthsqapes.

This blog has been written by Mr Sandip Mitra, Associate Partner at GrowthSqapes.