Chip Royce, Flywheel Advisors
Time to read: 6 minutes
In B2B sales, companies often get stuck in a cycle of aggressive selling tactics to win over buyers.
This is a natural response to business conditions.
- We as humans seek control over our environment and circumstances
- Have limited time and limited capital
- The clock is ticking
- We must make the sale
Or so we think…
HERE’S THE CATCH
That process seldom works. Today, aggressive selling is ineffective.
Buyers are evolving, and so should the way we approach them. Companies must change the B2B sales dynamic.
Instead of companies selling, buyers will select your products or services.
‘OLD SCHOOL’ SALES APPROACH
As part of the ‘Old School’ sales approach, companies invest in lead generation tactics such as sending emails and making cold calls to lists that fit their customer profile.
Follow-ups frequently happen with emails saying “I’m following up” or phone calls to “check-in” and see if you’re ready to place the order.
Yet, today’s buyers are wary of these tired, overt selling tactics.
They’ve grown accustomed to filtering out the noise and distractions of traditional advertising.
Companies must be careful when approaching potential customers.
SHIFTING THE DYNAMIC FROM SELLING TO BUYING
What if we could take luck out of the equation and change the dynamic from B2B companies selling to buyers choosing?
Let’s move our focus away from traditional selling. Instead, empower potential buyers to make decisions that are in their best interest.
The modern B2B buyer is different.
THE CHANGING BUYING LANDSCAPE
Buyers prefer to research, test, and make purchasing decisions on their terms.
They rely heavily on online resources and peer recommendations.
The digital age accelerated this shift in behavior, where information is a click away.
3 KEYS TO HELPING BUYERS DECIDE
1) Establish Trust
Trust is at the heart of this buyer-centric approach.
Businesses must become reliable sources of information, transparency, and expertise.
Companies can build strong customer relationships by consistently delivering value and showing a genuine commitment to their success.
2) Sales as Advisor, Not Seller
The role of sales teams evolves in this new dynamic.
They become advisors and consultants, helping buyers navigate complex decisions.
Instead of pushing products or services, sales professionals must focus on understanding the buyer’s needs and offering tailored solutions.
3) Measure Success
How do companies measure success in this shifted B2B sales landscape?
Success means happier customers who actively choose your business.
Key performance indicators (KPIs) include:
- customer satisfaction
- lead-to-customer conversion rates
- long-term customer retention
In conclusion…
The B2B sales game is changing, and it’s time for companies to adapt.
Businesses can create an environment where buyers choose their products by empowering them with information, building trust, and evolving sales teams.
It’s a shift from selling to enabling, and in this new dynamic, everyone wins.
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