Rep-Free Buying
Rick Roberge
Good health. Enough wealth. Time to walk the beach with my wife and grandchildren.
Last week, Pete Caputa and I had a private conversation about the total failure of most reps to differentiate themselves from AI. Unfortunately, we agreed that it's been that way and getting worse for a long time as evidenced by Pete's old article and my old article.
Then, this morning, I saw that Pete commented on this LinkedIn post and I'd like to use Alon's 4 data points above to start us off.
I don't argue with his data, but don't necessarily reach the same conclusions and would like to share some anecdotal observations.
192 days from 1st touch to closed/won? I've had people read my blog for years before they hired me. On the flip side, how many times do you think, "I need ____." Click on Amazon and buy in seconds or minutes? The last time I bought a computer, I clicked Amazon. Searched. Saved a few options. I checked reviews and asked a few friends their opinions and bought within a day or so. 'Need discovery' to solved may depend more on cost of solution vs cost of not fixing the problem than anything else.
91%? Elaine is always asking me what I think. Then she asks her friends. If her friends agree with me, she follows their advice. If they don't agree with me, she still follows their advice. (Are you done laughing?) Seriously. Price might matter. I asked for opinions about my Chromebook, but not when I bought a headset, smart plugs, Christmas tree stand and most things that I buy.
83% complex or difficult? I got my first new car in 1970. It was a Ford and most of my cars have been Fords. I walked into the Ford dealership when I was tired of my old car and typically bought a new car that day or the next. I had a bad service experience once, brought it to ownership's attention, was introduced to Mike. Mike fixed me and told me that anytime I needed anything, start with him. Mike is my man. December, 2020 was time to replace my car. I called Mike. Mike said that he's in service and couldn't sell me a car, but he introduced me to Bob. Bob was attentive, found me two cars. I returned with Elaine and we bought one of the two the next day. Mike continues to provide excellent service. Last December I got an email with incentives from Ford and my dealership saying that they would be interested in me trading my car. Rob was now a manager, but he introduced me to a new rep. New rep was very eager. So, I tried using Ford's build your own app. I did ask the new rep a few questions, but he was too ready to pitch and close. On January 24th, the new rep sent, "Wanted to see if you are back in town? I replied with this email:
领英推荐
What did I leave out? That I'm never gonna buy a car from him and unless Mike can find me a decent rep. I'll find another dealer.
So, I suggest that you need people that are good at these competencies to ask visitors if the app, website, process, etc. is working for them and getting them the answers that they want and if the answer is "No." Help them even if the prospect may have to buy something to get what they want, but don't try to sell.
75%? Probably, because most transactions are below the customer's Money Tolerance Limit (#15). So, may I rephrase?
?75% of B2B buyers want a 'crappy rep'-free buying experience.
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En quête d'exponentiel ? ? Business Performance Coaching & Sales Management | Temps partiel & Transitions l Insead
2 年Rick, with the first example, you made me remember that it took me two years to hire you as a coach. With the story with Elaine, you made me remember how a managing director I know uses his 8 years old daughter's opinion to make strategic decisions. With the third example, you made me remember how words impact understanding when we don't choose them precisely or agree on a definition: if I say black and you hear white, we may build a yin-yang but is that the coffee we wanted? With the fourth and last example, you made me remember that if someone doesn't adapt and change to survive, his environment will. Long story short, when I read your article and the ones mentioned, the principles and stories in it apply to the world I faced from 2014 to now. Who will understand a salesperson who doesn't seek to understand first? Who will change for a salesperson who doesn't adapt to a situation? Who will trust a salesperson who doesn't create a relationship? (this one got me emotional) Who will follow a salesperson who doesn't care about you? Is 'Excuses' a person?