Buyer Process - Customer Sales

In my last newsletter, I talked about being an open critic of the sales process, so let me explain why.

2017-2019 the average percentage of salespeople failing to hit targets was 57%. In 2019, Salesforce predicted that 67% of all salespeople fail to hit their sales quota, and over half of all salespeople close at less than 40%. I was speaking at the Outreach EMEA Summit, discussing How sales teams can win in 2023, we did a straw poll, and only 30% of the audience said they were on target. This is not only our current reality; quota attainment has been a big issue for as long as I have been in sales and that 30 years.

This is a cost to the system and a tremendous waste of resources without adding value to the customer or contributing to the sale. Some say the problem is prospecting, and others sales management; what I know is that the problem is consistent, and in all things and money spent fixing poor lead generation, on sales training and development, and growing the sales stack, we still have not dented the multifaceted problem.

The examples of waste in the sales system that we know and expect from running a typical B2B sales process include the following:

• Unqualified leads: Spending time and resources pursuing leads that are not a good fit for your product or service.
• Inefficient communication: Spending time and resources on ineffective communication methods or manual data entry that could be automated.
• Unproductive meetings: Spending time in meetings that don't advance the sale or add value to the customer.
• Lack of data-driven insights: Not leveraging data and insights to drive decision-making and improve the sales process.
• Inconsistent sales processes: Having a sales process that is disjointed or lacks clear guidelines for how sales representatives should engage with prospects.

?Although we can identify waste, we are not reducing waste in the B2B sales process.

?Unsuitability for modern B2B buyers who conduct extensive research and make informed decisions independently before reaching out to sales professionals, skipping parts of the sales process. This has led to a shift in the B2B sales landscape, where buyers are more informed and empowered. The traditional sales process can be perceived as difficult, complex, unsatisfactory or outdated. The traditional sales process no longer not fits modern B2B buyers because:

• Changing buying habits: Modern B2B buyers have access to a wealth of information online and are more likely to research and compare products and services before making a purchase.
• Increased focus on value: Modern B2B buyers are focused on finding solutions that meet their specific needs and deliver long-term value rather than just being sold a product or service.
• Preference for self-service: Many modern B2B buyers prefer to conduct research and make purchases independently rather than relying on sales representatives.
• Resistance to traditional sales tactics: Many modern B2B buyers are sceptical of traditional sales tactics, such as high-pressure sales pitches, and prefer more consultative and educational approaches.

By adapting to these changing trends and evolving the sales process better to meet the needs of modern B2B buyers, companies can improve their sales efficiency, drive revenue growth, and deliver a better customer experience.

?I say the problem is the system itself; the sales process is not fit for purpose for several reasons, including:

1. Lack of personalization: The sales process may not consider each customer's unique needs and preferences, leading to a one-size-fits-all approach that fails to meet their specific requirements.
2. Outdated tactics: The sales process may be based on outdated tactics that are no longer effective in today's fast-paced, technology-driven marketplace.
3. Inflexibility: The sales process may be rigid and inflexible, making it difficult for sales professionals to adapt to changing circumstances and customer needs.
4. Inadequate training: Sales professionals may not be adequately trained in the latest sales techniques, leading to ineffective execution of the sales process.
5. Poor alignment with customer journey: The sales process may not align with the customer journey, making it difficult for sales professionals to engage with customers in a meaningful way.
6. Lack of data and analytics: The sales process may lack data and analytics to inform decision-making and improve the overall effectiveness of the process.

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It is crucial that if you are to serve your buyers and customers better, the process you use to do this remains fit for purpose and meets the changing needs of customers and the market.

Improve your sales efficiency, drive revenue growth, and deliver a better customer experience.

At Scale Your Sales, we use SCALE to review and refine your sales DNA and the buying process, leveraging technology and data analytics to focus on high-value accounts and delivering personalized customer experiences.

Join us and discover the game-changing strategies that will take your business to the next level.?Sign up now !

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?Scale Your Sales Podcast?

Janice B Gordon is looking to interview more revenue-generating CEOs, CROs and Sales Leaders for their insights on what strategies lead to revenue-generating and customer success. In 2023 our aim of Scale Your Sales Podcast is to talk to even more executives in the field about the challenges and successes of achieving customer partnerships and sustaining revenue growth.

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We focus on helping you SCALE your customer opportunities by evaluating and closing the gaps in your people, process, and profits.

Scale Your Sales helps you understand what your buyers want and allows you to create the best sales environment to deliver excellent customer experiences that will retain and build your strategic relationships and sales revenues. For more insights, check out?Scale Your Sales .

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Janice B Gordon, The Customer Growth Expert, is the founder of Scale Your Sales Podcast and Framework, which helps sellers grow revenue through customer excellence and sales—listed as LinkedIn Sales 15 Innovating Sales Influencers to Follow, 2021. Janice B Gordon is a Consultant, International Speaker, Educator and Facilitator, author of Business Evolution: Creating Growth in a Rapidly Changing World and co-author of Heels to Deals: How Women are Dominating Business to Business Sales.

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