The Challenging New Role of the B2B Sales Rep
In our last few posts, we’ve reported on new research that reveals how buyers select B2B vendors and the factors that influence their purchasing decisions.1 This research also uncovered the mounting pressure that buying committees are placing on B2B sales representatives. These committees now expect sales teams to go well beyond simply presenting their solutions. About 60% of the study’s participants said that sales representatives’ knowledge influenced their decision making.
The study cited areas of improvement as follows:
Sales teams must…
- Review the customer’s/client’s objectives and expectations in more detail
- Discuss how the solution or product would directly benefit a particular company
- Make a personal connection with buyers
- Provide customer case studies and references
- Provide support during the implementation period
TW’s Take
The study confirms the importance of greater sales/marketing alignment ꟷ a trend we have been witnessing over the last few years. Stronger collaboration is required between the two groups so sales representatives are armed with the latest industry and solution knowledge. This partnership is particularly critical in B2B companies adopting an account-based marketing strategy. Sales teams must embrace, support, and communicate the highly targeted messaging and unique value propositions that are focused on individual companies and their purchasing teams. We have found that sales/marketing alignment workshops are a highly effective way to perform mutual goal setting and strategy development, prospect scoring, and lead-to-sales process management that power more effective selling.
For copy of the report, email rwhitmyre@tizinc.com.
1 Source: 2021 B2B Buyers Survey Report, DemandGen, June 2021.