Are Sales People About To Become Extinct?
Daniel Disney
CEO @ The Daily Sales (LinkedIn's BIGGEST Sales Community) LinkedIn Influencer (Over 1 Million Followers) - Award Winning Keynote & SKO Speaker - 4 X Best Selling Author - Advisor & Investor - No.1 Social Selling Trainer
Don't worry, as far as I'm aware there isn't a giant meteor heading to earth about to wipe out the population of sales people.................I hope!
There is however a very real threat to the sales industry that is slowly changing the way people buy and slowly removing the need for sales people all together.
The past......
It wasn't that long ago, before computers and the internet, that for a company to sell something they would need a sales team. Those sales people would need to either go out and physically see their prospects or phone them, but the need for sales people was very much there.
Customers were only made aware of products through media such as TV, Newspaper, Magazine and Advertising Boards. If they wanted to know something they would need to ask someone and that person would normally be a sales representative.
Technology has changed the way we buy....
If I want to buy something today, chances are now I will look it up online, do some research, look for reviews, make a choice and click to buy. I don't need a sales person!
Any questions I want answered, any product I want to look up, any company I'm curious about I can pick up my phone and in less than a minute get the answers I need.
There was a statistic I read the other day that suggested over 20% of all buying is done online through search engines. That means over 20% of buying is done without the need of sales people. That's quite a scary thought!
Are sales people about to become extinct....?
We've gone from a time where everything was purchased through someone to a time where nearly a quarter of all transactions are done digitally. It's only going to be a matter of time before the majority of buying will be done online, so will this spell the end for businesses needing sales people?
A company can now invest in a slick website, SEO activity to drive people to that website and simple systems to both encourage and support customers buying. The trend is now around people buying WHEN they need to buy, and not when someone sells to them. When the need something, they search and find the best solution.
As a business it's now critical that when someone searches for what you sell or provide, you are top of the results. Why spend money on sales people pestering your prospects and customers when you can just invest in being there online when they need you...?
The future of sales...
All is not lost. Whilst the internet and marketing are playing a much bigger role now in sales results there is still a very important role for sales professionals to play in the business.
Customers have very different needs to before. Where as before they would need a sales person to hold their hand and guide them through the sale, customers now need:
- Proof that your product/service is effective - case studies/referrals, evidence that it works.
- High level knowledge, answering more specific or relatable questions. Not information on the product but information on how the product can help them.
- Consistency and trust built from delivery.
- Partnership instead of a transactional relationship.
Sales people add value by building human relationships and partnerships with their customers. Work alongside your customers to understand their business, understand their needs and provide effective solutions to their problems.
Yes a customer could go online and buy what they think they need, but you can provide advice, guidance, support and this is where sales people can future proof their place in the business world.
There is a real threat to the sales profession, but it's one that as an industry we can adapt too.
What do you think?
Do you believe the sales industry is changing? Is there a risk to the sales profession? Please write your thoughts and experiences in the comments box below!
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8 年Social sales is taking over.
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8 年Earlier this year there was an article in the Harvard Business Review, Despite Dire Predictions, Salespeople Aren’t Going Away (https://hbr.org/2016/03/despite-dire-predictions-salespeople-arent-going-away) that referenced a New York Times article 100 years ago which asked the: “Are salesmen needless?” In the article, a marketing expert explains why societal shifts would render the door-to-door salesman obsolete. It goes on to say that while hundreds of B2B sales jobs will get eliminated as e-commerce plays a larger role in straightforward buying steps for well-understood products, as complexity and uncertainty decline in some situations, new complexity and uncertainty get introduced elsewhere. Especially for business-critical buying decisions, this elevates the importance of salespeople. Companies such as Facebook, industries such as cloud services, and the many hundreds of B2B SAAS (software as a service) startups are furiously adding salespeople. So, it would appear that sales jobs are more likely to grow than shrink over the next several years.
Business Development Manager at Restore Harrow Green Lab Services
8 年These days it is better for any sales professional to engage with their customer as opposed to selling directly because, as the article states, technology has enabled the consumer with the tools and ability to make the right buying decisions. However, human interaction is paramount, so the sales professional must evolve accordingly.
Busy
8 年I disagree that you can find anything you need in minutes on the web. Truth is there is a lot of misinformation, you may find some of what you need but in some cases end up with more questions. Most people are busy running their business, operation, and a knowledgeable Rep can save a lot of time. What sales people really do...beyond solving a problem is they make the customer feel good about their decision. You call an 800 number for customer service or tech support.... Tell me you don't feel like the company is out of touch when you realize the call center is in another country. In my industry some companies use remote monitoring to avoid having a sales rep. Thats only a solution for 5% of the customers in the industry. However, it's a lot easier to woo those prospects because they aren't feeling loved. That's what sales people do... Inform and show love. As long as there is someone that needs something and someone that makes something...there always be a need for a sales person to make the deal happen.
Strategic Account Executive at Essendant
8 年I agree with your article. I do believe it's worth noting that successful sellers continue to be consultants, understand customers needs, have a partnership approach to doing business and use the same technology to the their advantage. Are highly creative and are resilient in driving their value proposition. They are students and masters in their profession. Today's market is highly competitive, fast moving and demands true professionals.