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Buyers Want Less Salespeople & More Trusted Advisors
Today’s B2B buyers are hyper-educated and more sophisticated, 74% have turned to the internet to research and gather information before reaching out to a salesperson “simply because of the ease and speed by which information can be located” (Forbes Insights, 2009).
At Qotients Sales Disruption Seminar in Sydney, panelist Arman Masoudi of Microsoft Australia examined how buyers today are “now looking for intelligent [sales] engagements. They want less salespeople and more trusted advisors. They know about product features and functions. They want someone to add value to them”. Ultimately buyers now expect to engage quickly with salespeople with in-depth industry knowledge.
As a result of shifting buyer expectations, sales acceleration has become one of the hottest topics in the B2B sales landscape, why? We know sales teams today “are mobile, and we know that they have technology like a mobile phone or tablet device. We know that they need to be able to unlock their resources out in the field at the moment of need to be able to make the biggest difference” - Panelist Jeff Sheard of Qotient, Sales Disruption Seminar in Sydney. Thus today’s most innovative sales-led organizations are enabling their sales teams with a digital sales acceleration platform.
Enabling sales teams with a digital sales acceleration platform injects velocity into the sales force, and allows sales teams to achieve more in less time. The results of a recent survey conducted by LinkedIn and IDC showed that “B2B buyers are 5x more likely to engage with a sales professional who provides new insights about their business or industry.” (Cernel, 2016). Thus sales teams need access to the right information, and effective information at the moment of need. Qotient is one such platform that delivers a library of sales conversations including insights, sales questions and supporting collateral into the hands of the sales team, and provides management with the reporting perspective they need to ensure customers receive a positive and engaging experience.
The Qotient platform builds on a CRM focussed internal mindset to bridge the gap between CRM based intelligence and real-time sales performance. There is a general consensus salespeople completing 3-5 customer meetings per day spend 2 hours a day in CRM to keep it up to date. However in today’s fast paced environment salespeople have limited time to complete non-selling activities and administrative tasks. At the recent Sales Disruption Seminar in Sydney, panelist Mark Dick of LinkedIn touched on the reality that “a top rep spending a day in admin is far less efficient than in front of customers”. The Qotient platform syncs with CRM so sales data is automatically entered. Thus salespeople no longer need to block out precious selling time or work overtime to complete admin work.
According to the Corporate Executive Board (2014) buyers are now reaching out to salespeople 60% of the way through the decision-making process. As a result “95% of buyers are saying they don’t want any insight as I’m enabled as a buyer, I know what’s going on out there and I can look on the internet … so you need to come up with something that is of true value “ - Mark Dick of LinkedIn, Sales Disruption Seminar, Sydney. Ultimately salespeople need to be able to know exactly which stage in the decision-making process to present disruptive insights, in order to resonate with buyers in such a way that is so compelling they can’t avoid taking action.
Digital platforms like Qotient are actually making it easier for salespeople to have that unique message and tailor it to each stakeholder” - Gabriel Tsavaris of the CEB, at the Sales Disruption Seminar in Sydney. Mark Dick of LinkedIn also emphasized how digital platforms like Qotient are providing the opportunity in terms of determining the correct “timing in the sales cycle, and how you can disrupt it and bring it forward”. The Qotient platform enables management to pinpoint star sales performers in real-time right down to the sales collateral they presented to buyers, and at which stage in the decision-making process it was presented. These successes can be scaled throughout the entire sales team. Thus salespeople can access collateral that they know will resonate with buyers, and tailor it to each buyer's specific concerns.
Measure & Evolve
The Qotient platform gives management the ability to constantly monitor and measure the performance and effectiveness of the sales team and collateral. With the ability to optimize sales data captured at each stage in the sales cycle, managers can determine a benchmark on which points of the sales process are underperforming and need to be adapted. Insights and supporting sales collateral can be experimented, and results are gathered with little time delay so adjustments can be made quickly.
The Qotient platform enables “ruthless simplicity, [management can] get rid of the activities that are not adding value, and can focus energy and resources on those that are” - Gabrial Tsavaris of the CEB, Sales Disruption Seminar in Sydney. Thus core sales messaging and the sales cycle to be refined, and dynamically controlled in order for salespeople to secure and close deals faster and more effectively. Ultimately with continuous measurement and monitoring sales teams can change their selling behaviour to become better aligned to buyers, and in doing so influence their buying journey.
Overall, investing in a digital sales acceleration platform like Qotient, bridges the gap between CRM based intelligence and real time sales performance. Sales teams can spend more time selling and in a more effective way, as Gabriel Tsavaris of the CEB pointed out in the Sales Disruption seminar in Sydney, “we have a responsibility to ensure the salespeople we send out into the field are equipped with these insights, to have a legitimate, and valuable discussion. Because of they don’t they will get very quickly dismissed by buyers in the current B2B environment”.
The Qotient platform was designed with salespeople in mind, to optimize and digitize the sales process. Ultimately giving sales teams the information and insights they need to better handle today's increasingly complex B2B sales landscape, meet the needs of hyper-educate buyers, and achieve shorter sales cycles that result in better pipeline creation and higher win rates. We specialize in working with large B2B sales teams that are looking at shifting their sales methodology to improve profitability and productivity. Contact us for a demonstration of Qotient and how the platform works to optimize the insight-led sales process and accelerate sales.
If you would like to know more about Qotients cloud-based sales acceleration platform, download our whitepaper to discover more on the sales challenges facing enterprises today, and how Qotient can help accelerate sales and assist with sales growth and profitability.
Cernel, S. (2016). Selling to the Modern B2B Buyer. Retrieved from https://www.salesforce.com/blog/2016/06/selling-to-the-modern-b2b-buyer.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%253A+blogs%252FRtdE+%2528Salesforce+Blog%2529
Corporate Executive Board. (2014). The Two Qualities Your Content Marketing Needs. Retrieved from https://www.cebglobal.com/blogs/the-two-qualities-your-content-marketing-needs/?business_line=marketing-communications
Forbes Insights. (2009). The Rise of the Digital C-Suite - How Executives Locate and Filter Business Information. [PDF] Retrieved from http://www.forbes.com/forbesinsights/digital_csuite/