How Sellers Can Find Relevance by Putting the Buyer First

A year into the pandemic, we all have re-evaluated and reinvented how we do our work but, even though the world slowly opens up, one thing is clear: virtual selling is unlikely to go away anytime soon. While some markets are already seeing employees back in the office – there is no doubt that virtual working is now a permanent fixture of modern-day life for many around the globe. 

The approach that defines tomorrow’s sales must reflect that. We surveyed 500 sales professionals and found that 57% of those who’ve shifted to virtual selling believe this model is better than their previous traditional selling approach. And 46% expect to continue selling virtually beyond the next 12 months. 

A sales approach that embraces this new world of work, and uses it to its benefit, will be a real competitive advantage in the coming period ahead. 

Buyers and sellers are growing apart   

Over the last year, we’ve seen relationships, which were once the foundation of sales, become increasingly transactional. According to HubSpot, there’s been a 59% rise in global sales email volume compared to pre-COVID benchmarks. At the same time, there’s been a 25-30% dip in buyer response rates.  

Just because sales professionals can use automation tools to send out huge email blasts and make hundreds of calls with little effort, doesn’t mean they should. In the current sales environment, quantity over quality no longer cuts it.  

Sellers must consider their buyer’s perspective above all else.  

Today’s buyers are more selective with whom they choose to engage. With all the pressures they’re going through, they don’t want (nor have the time) to be ‘sold to’. Rather, they expect sellers to have done their homework – to have the right market knowledge, product knowledge, and company knowledge – that’ll help make their life easier.  

A new era of selling 

It’s become evident that sellers need to really understand the people they want to work with, and ensure they’re delivering value with every interaction. Essentially, they must put the buyer first. 

We see this with the buyers and sellers we spoke to. As you can see in the video below, no matter the product, service or industry, these sellers understand they can achieve more by prioritizing their buyers’ goals, challenges, and values. 

Partnership for success  

As the relationships between Hannah and Pete, Jon and Lauren, and Damola and Talei show us, a Buyer First mindset can drive success for everyone involved. 

Pete Lawson, VP of Talent Acquisition at Postmates, sums it up clearly: “When a seller sees me as more than just a number, I see unlimited opportunities of what we can achieve together.” The lesson is clear: by nurturing the human relationship, rather than targets or KPIs, sellers can have a much higher chance of long-term success.  

 The advantages of a Buyer First approach are evident in our survey. Of over 10,000 sales professionals we spoke to, 81% of top-performing sellers say they always put the buyer first, compared to just 60% of all other sellers.  

Buyer first: now and in the future   

Salespeople tend to be competitive by nature, and this will unlikely change any time soon. But there is a strong case that a quota-driven sales culture must evolve to make way for an industry that prioritizes long-term relationship building. This is especially important if sellers are to find relevance in an increasingly noisy, crowded world. 

A new sales world means a fresh take on selling is necessary. Embracing a sales model that recognizes changing buyer behavior and expectations is imperative to success. Those who act now have a clear competitive advantage, while those who remain seller-centric rather than buyer-focused run the risk of being left behind.  

LinkedIn Sales Navigator is a tool designed specifically for virtual selling. See how it can help you embrace a Buyer First approach here. 

Also, learn more about our Win when buyers win campaign and find images of real salespeople, including our contributors, in the image library that we’re creating to show the diversity of passion, purpose and people within our industry.