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Transforming Your Reps From Pitch Men to Problem Solvers
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Transcript of Transforming Your Reps From Pitch Men to Problem Solvers
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Transforming Your Reps From Pitch Men To Problem Solvers New Rules for Sales Enablement Success
Peter O’Neill, Vice President & Research Director, Forrester Lisa Clark, Vice President, Qstream May 12, 2016
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Sharing Today’s WebcastTwitter@Qstream@poneillforr
Hashtag#ditchthepitch
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Peter O’Neill Vice President, Research Director
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© 2016 Forrester Research, Inc. Reproduction Prohibited 5
B2B Buyers Are More Empowered
Source: “Winning In The Age Of The Customer,” Forrester Research, Inc., April 6, 2015
“Two years ago we coined the term ‘new age seller.’ The buyer’s journey has changed for the sales rep. Control has shifted away from the sales person, as sales is no longer the sole provider of information.”
– Linda Connly, VP Global Inside Sales, EMC
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• Your sales people
• Google • Your website
• Peers/colleagues • Experts • Your customers
• Brand perception • Features/benefits
• Brand perception • Features/benefits
• Alternatives • Comparisons
• Brand perception • Features/benefits • Alternatives • Comparisons
• Reputations • Customer opinions • Prices
Sources of information
What buyers
know in advance
Pre-Web
More Information Puts Buyers in Control
Web 1.0 AOTC
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B2B Buyer Behavior and Attitudes
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B2C B2B
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B2C B2B
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B2C B2B
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B2C B2B
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B2C B2B
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B2B Buyers Conduct Research Online
Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015. Graphic Source: SalesforLife, “The Resurrection of the B2B Salesperson [Infographic]” (http://www.salesforlife.com/infographics/the-resurrection-of-the-b2b-salesperson/)
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12% of U.S. B2B Sales Will Be Digital
Source: Forrester Research B2B eCommerce Forecast, 2015 to 2020 (US).
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When and Why Do B2B Buyers Want to Talk?
Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey.
When expensive
When complex
When negotiating
price
Requires installation
67% 82%
91%
67%
Requires service
64%
Base: 224 U.S. B2B Buyers and Sellers
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Guiding
Consulting
Educating
Informing
Promoting
Pitching
Bidding Onboarding
Engaging
Leveraging
Marketing (and Sales!) Roles During The Customer Life Cycle
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Execs No Longer Want Pitch Men
Source: Forrester’s Q4 2013 North America And Europe Executive Buyer Insight Online Survey
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What It Means? A Digital SF Reboot
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1M Less Sales Jobs in 4 Years
Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015. Graphic Source: SalesforLife, “The Resurrection of the B2B Salesperson [Infographic]” (http://www.salesforlife.com/infographics/the-resurrection-of-the-b2b-salesperson/)
@poneillforr
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Number of B2B salespeople/$1MM of GDP has declined steadily in the last 20 years • 2.08 in 1995
• 1.79 in 2002
• 0.99 in 2013 Source: Race Against The Machine By Erik Brynjolfsson and Andrew McAfee
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B2B Seller and Buyer Archetypes
Source: “The Death of A (B2B) Salesman” Forrester Research, Inc., April 13, 2015
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B2B Seller and Buyer Archetypes
Source: “The Death of A (B2B) Salesman” Forrester Research, Inc., April 13, 2015
@poneillforr
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Displacement Impact: By Industry (2012-2020)
Source: “The Death of A (B2B) Salesman” Forrester Research, Inc., April 13, 2015
@poneillforr
High Tech
Healthcare
Insurance
Building & Construction
Financial Services
Travel & Hospitality
Wholesale & Distribution
Brand Manu & CPG
Consultants LOW
LOW
LOW LOW
LOW LOW LOW LOW
Navigators LOW
MED
LOW LOW
MED MED HIGH
MED
Explainers MED MED MED MED
HIGH HIGH HIGH
MED
Order Takers HIGH MED MED HIGH
HIGH HIGH HIGH HIGH
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Consultant Salesperson Attributes
Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015
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Salesperson Assessments Needed
Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015
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Empower Sellers To Become Problem Solvers For The Buyer
“In the past two years, there has been a return to outbound calling. The transparency to get to the right person, through various data sources and social media, has made it really easy.”
– David Stillman, CEO, Vorsight
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Can You Ever (Re)Train a Sales Force?
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Switch Focus To Customers, Not Products
Source: “Why Buyers Don't Want To Meet Your Salespeople And What To Do About It” Forrester Research, Inc., September 9, 2015
“We have a strong product and that is both a strength and weakness. Five years ago the product sold itself. Now we need to be more market- and customer-centric.”
– Gilbert Gaeta, Head of APAC Brand Solutions, Google
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Sellers who are ubiquitous and customer obsessed –
Problem Solvers!
“Help customers buy, whenever, however and wherever they want.”
– Neil Ringel, VP of Staples
Advantage”
A Win–Win
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Managing Sales Capabilities at the Speed of Change
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Case StudyThink like a CXO
Act like a CXO
Speak like a CXO
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Mobile Sales Reinforcement!Notification! Challenge! Results! Explanation!1 2 3 4 Leaderboard!5
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Data-Driven Dashboards and Sales Fluency Heatmaps!
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Managing Change at Scale“The whole experience was eye-opening. Never before have we had this level of granularity and measurement for a change management initiative. We were able to provide visibility all the way up to the board level on how well we were doing in the transition to value-based selling.”
Global Sales Enablement Director
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Top Performers are Proficient!In All Aspects of Their Job !
Competition!
Marketing Materials!
Compliance!
Industry!
Sales Process !& Tools !
Product!
Messaging!
Selling !Skills!
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One-third of reps are not ready…But which ones are they?
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Time
Motivation Important Considerations
Insights
Convenience
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Please use the!chat window to
submit your questions or comments !
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Presentation Title Subhead Goes Here
Peter O’NeillForrester Research+49 69 959298 [email protected]@poneillforr
Thank youLisa [email protected]@Qstream