Overcoming The Performance Crisis in B2B Sales Today.

Background

What prompted me to write this article?

Over the last six months or so, several Sales Leaders confided in me that their teams have missed their sales targets / sales quota.

Of course, none of them wanted to admit it publicly.

So, I was wondering whether b2b sales is actually in a crisis right now that no one wants to talk about, let alone admit to.

Then I found some evidence...

Introduction

The B2B sales landscape is not just evolving, it's undergoing a seismic shift that represents a veritable crisis for sales professionals and sales organizations alike.

This crisis, marked by missed sales targets, lengthening sales cycles, lost revenues, and falling profits, is a clarion call for an urgent overhaul of sales strategies.

The traditional sales playbook is failing, and the consequences are starkly evident in the numbers.

A Sales Horror Show Is Unfolding...

There is a growing body of evidence that B2B selling is in crisis. Multiple independent sources point to the same trends with similar data points.

Sales Cycles Are Getting Longer:

The pace at which deals are closing has significantly slowed.

In 2023, the average sales cycle length saw a 24% jump, escalating from 65 to 81 days. This increase not only strains sales teams but also impacts cash flow and revenue projections, creating a negative ripple effect throughout sales organizations.

Source: LinkedIn

Increasingly Sales Targets Are Being Missed:

The situation is further compounded by a decline in sales quota attainment.

Five years ago, the average was 63%.

Now, it has plummeted to just 53%.

Source: LinkedIn

Ever Fewer Reps Are Expecting To Make Quota:

The forward-looking trend is not promising much relief any time soon, either, as there are now more reps expecting to achieve less than 50% of their sales quota, than there are reps who expect to make 100%, or more.

Source: Salesforce

Unveiling The Cause Of The Sales Crisis

As shown above, sales effectiveness has dramatically declined. What is causing this decline?

Have sales reps changed their ways? No, they haven't.

Have sales organisations changed how they sell? No, they haven't, either.

So, what has changed that is causing this downturn in sales?

It's the buyers who have changed.

They no longer tolerate established sales tactics. They no longer put up with feeling like they're just a revenue opportunity. They want more from sellers.

Traditional selling methods that were once standard staples of sales outreach now serve more to alienate potential buyers than to engage them.

Cold calling, email spamming and social media ambushes are now on the nose with modern buyers.

The reality is stark: No one enjoys being cold pitched.

And the data backs this up, revealing a profound disconnect between sales strategies and buyer preferences.

To illustrate this disconnect:

65% of sellers believe they put the buyer first.

While only 23% of buyers feel the same way.

Ed Calnan of Seismic confirms that buyers now want to feel they're in charge of the buying process.

This discrepancy is a clear indicator of a profound misalignment between sellers and buyers and that traditional sales methods are failing to meet modern buyer expectations.

This decline is not just a reflection of individual or sales team performance but a systemic issue rooted in outdated sales methodologies that now fail to resonate with modern buyers. The crisis is exacerbated by sales organizations' stubborn adherence to outdated sales tactics.

Put bluntly, traditional B2B sales methods are on life support.

The "tried and trusted" traditional B2B sales methods no longer engage modern buyers who are now looking for more than just a product pitch.

Modern buyers want value, understanding, and partnership.

Something's got to give.

An Urgent Sales Upgrade Is Needed.

The transformation in the buyer's journey necessitates a shift in sales approach. With buyers increasingly conducting their own research and seeking solutions tailored to their specific needs, the role of the sales professional must evolve.

Sales calls need to become deeper and more personalized, and they need to prioritize domain expertise.

Sales roles need to evolve from Sales Rep to Buyer's Adviser.

The right path forward requires a fast reimagining of B2B sales strategies. Sales organizations must dismantle the buying barriers and reduce the obstacles that are preventing the adoption of buyer-first practices.

What is needed now is to favour understanding, advising, and partnering with buyers, over mere selling.

The Great Opportunity To Act Now.

The urgency for change in B2B sales strategies is undeniable.

The current crisis presents not just a challenge but a great opportunity - a first-mover opportunity to emerge stronger, more aligned with buyers, and more competitive than ever before.

Let this be the moment you choose to rise, to evolve and to triumph.

Business leaders and sales professionals must act decisively to implement these strategic shifts now. Step into a new era of B2B sales, where partnership, understanding, and mutual success define your sales engagements and selling approach.

The time to act is now:

By fostering a culture of buyer-centricity , organizations can overcome the current challenges, and pave the way for a future where sales success is not just a target, but a sustainable reality.

If you'd like to know more about that, then let's talk .

Thank you.

Peter Strohkorb

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