Sales managers need to implement a buyer-driven sales system to adapt to the behavior and preferences of new buyers
The past year 2020-2021 is considered to be one of the most transformative years in which B2B sales will be impacted in many decades. Bred to a standstill by the Covid-19 pandemic, sales through experiments with virtual sales have made the slow regression. I believe that B2B in general, and B2B sales in particular, is entering a new era. An era that will redefine the seller-buyer relationship in a way that we only have a hint of today. And in unimaginable ways during the post-pandemic recovery. Recovery, as well as social change that could take five years or the rest of this decade.
The next few years will see the introduction of new digital technologies, emerging millennial leaders, a new design for buyer interactions, and an increase in self-service interaction options for buyers and sellers. These will have a radical effect in two ways:
1 – The buyer interaction settings are changing
2 – The seller’s interaction and engagement are revised
The impact on B2B sales is that they need to revise how they interact with prospects and buyers. Over the years B2B sales have adopted a variety of processes, systems, methods, and technologies to make B2B sales easier. The pandemic has only exacerbated the challenge facing sales managers – how to align sales processes and systems with buyers.
An up-to-date look at an image of the sales tech stack available is a very telling indication of where B2B sales are today. The sales tech stack is growing and I can’t see how Nancy Nardin’s famous sales tech stack landscape fits in with other logos. You have to ask yourself; Has the tremendous growth in marketing and sales tech stacks left B2B so busy managing its marketing or sales activities that they forgot about the buyer?
The new shift in buyer goals and interaction preferences will lead to a return to focus on buyer insights and understanding of buyer personality goals. Eliminate the over-focus on tech stacks and bring the laser-like attention to how we are helping and engaging buyers.
Adapting to a new era of buyer interactions
To prepare for the upcoming new era of buyer interaction, B2B sales leaders need to develop systems and processes based on buyer insights. But don’t stop there. By using built-in tools based on the persona of the buyer, sellers can get involved in the structure of buyer goals and problems. At the moment they are not like this current interview tells us:
“Look, the important thing is that they don’t know what to expect day in and day out. You don’t know which topics are important. The deadlines we face. What we want to achieve. If I discover that, I’ll cut it off because it’s a waste of time. “- Vice President Operations
This is a clear example of how to be out of touch. The pandemic has unfortunately increased an unhealthy focus on processes and technologies. Instead of becoming part of the shift in buyer goals and a new future of buying.
The readiness for a new era can be achieved by adopting a Buyer Persona Selling System. A system that prioritizes several key elements:
1 – Buyer Insights are acquired and enable sales
2 – Sales can be preoccupied with having sufficient knowledge of who buyers are
3 – Sellers are able to address buyer goals and problems
4 – Buyer interactions are there to give buyers the opportunity
5 – The sale can clearly show how they can be woven into buyer situations
6 – Salespeople can include a clear value for achieving goals
By prioritizing these types of elements, the use of processes and sales technologies can achieve their full potential. To date, a large part of the sales tech stack consists of empty shells with interactive puzzle pieces. Can do a lot. This is the case when sales organizations are clear about their buying strategies and the processes they support.
A Buyer Persona Sales System can help manage a critical recurring cycle that must be part of the new era of B2B. That said, buyers will continue to have changing goals, problems, preferences, and adjustments. Sellers need to be provided with buyer insight and descriptive buyer personalities to know when strata occur and what the strata represent. And how to adapt their processes and technologies to the preferences of the buyer personality.
Sync with buyers in real time. Not contactless and not synchronous.
Author: Tony Zambito
Tony is the founder and leading authority on buyer insight and buyer personality for B2B marketing. In 2001, Tony established the first buyer personality development method specifically designed for B2B marketing and sales. This innovation has helped leading companies gain a deeper understanding of their buyers, resulting in improved … Show complete profile >