Scottsdale, AZ (PRWEB) December 18, 2013
Success in major B2B accounts is based on a salesperson’s ability to get on the customer’s side of the table. The difference in major B2B sales is: more customer contacts are engaged in the buying cycle, more senior level participation is involved and, most importantly, customers’ expectations have changed.
What is most telling is that what customers expect is more challenging. Hence the focus of sales calls and level of business conversations must be substantially different than in the past.
To succeed in 2014, salespeople in major B2B accounts will need to accomplish the following:
1. Possess greater industry and company knowledge. Salespeople must come to sales calls with a comprehensive understanding of the customer’s industry and their company. Yesterday’s expectation of knowing a little and asking traditional “discovery questions” is a standard that has come and gone.
2. Sell the problem, not the solution. In major B2B sales the problems are extremely complex for multiple reasons – different customer players have differing perceptions of the problem, the consequences are difficult to assess, and many of the payoffs are intangible. Salespeople must first and foremost focus on understanding the complexity of the problem and conveying the urgency of solving it, before they ever enter into a discussion of the solution.
3. Bring perspective and insight. Customers expect salespeople to do more than uncover their problems. They expect salespeople to bring an informed, fresh perspective to framing the problem. Salespeople must help them think about their problems more broadly – bringing imagination and creativity. It also means that customers expect salespeople to have a point of view about alternative innovative solutions. The higher up in the organization – the truer
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