ChannelVision Magazine

It’s often reported that B2B buy- ers frequently fully define their needs before engaging with a sales person and identify specific solutions before ever reaching out. What might be lost in these realizations, however, is a change in the value buyers place in the role of the sales rep. According to a CSO Insights global survey of 500 B2B decision- makers responsible for making purchases greater than $10,000 at companies with revenue of $250 million or more, just 23 percent of B2B buyers view sellers as a top resource for solving business prob- lems, while less than a third say sales reps exceed their expecta- tions, and 68 percent see little to no difference between vendors. “B2B sellers must adjust by bring- ing insights and expertise into the sales process,” said Seleste Lun- sford, managing director of CSO Insights. “Sales reps today must add value beyond simply facilitating transactions, or they run the risk of being replaced by technology.” Even so, the study found that buy- ers still want to engage with sales reps under the right circumstances. Two-thirds of B2B buyers still find value in discussing their needs with salespeople, and only 3 percent want to make all their purchases online and never work with sellers again. In ad- dition, a full 90 percent of buyers are open to engaging sellers earlier in the buying process, especially when fac- ing a new, risky or complex situation.  All told, B2B buyers are looking for reps that demonstrate high levels of customer knowledge, leverage superior communications skills, pres- ent a results-orientation and educate buyers with perspective. Of course, none of these register as new buyer requirements, but the CSO Insights study suggest that few consistently excel at these competencies. “Unfortunately, sales organiza- tions continue to fall short,” Lun- sford said. “The ability to provide buyers with perspective offers the most promise for differentiation. Sell- ers must bring ideas, shape vision and make customers aware of solu- tions they hadn’t considered. “ In other words, said Lunsford, “There are no short-cuts.” Bring Value to B2B Sales Cycles Buyers Side Channel Vision | July - August, 2018 42

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