Today’s Business Environment Requires a Different Approach in the Business-To-Business Market It is time to be honest and face some facts. Our current business environment is more transitional than economically depressed. Companies today are operating very lean prompted by the economy yet finding efficiencies worthwhile and within best practices. The first fact is this: decision-makers no longer have the time or patience to be sold. They are still willing to buy however but only from the right individuals. Sales have always been and will remain succeeding on relationships. The question today is, who is in the best position to develop and cultivate this relationship? This further begs the question, who has the right to meet with the decision-maker? The second fact is this: Sales person relationships with clients are fragile. Real relationships are established with the customer-service team who are actually providing the service. These associations are solid often leading to real business partnerships as business service relationships should be. So, if not sales people, who should be selling? Well first, let’s look at another fact: Selling today is no longer about sales techniques; it is about sharing the message. What is needed therefore is the right message, communicated in the right way, and by the right person. The customer service team member who will be providing the service to the client is in the best position to share that message. Now I agree, there are exceptions as there are a few “natural born” salespeople who can sell just about anything. These individuals are very rare and if your organization has one you are fortunate; or perhaps not. Let’s look at another fact: Sales people may not be company focused. The objective of sales people can be counter to the company objective. The sales person is focused on making the sale and gaining the commission. The attitude is likely more about “me” then “we”. The company objective is about providing a quality product or service and therefore aligned with the customer service team.
I could go on to make the case but I better stop here. It is time to re-think how sales and marketing are being done today. The business world is in transition and isn’t it time for the sales/marketing process to catch up?
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