The Changing Role of Sales
This is my car.
This car is a tank, and I love it. It was in an accident involving 5 other cars, and it was the only car that drove away with nothing more than a scratch. Admittedly, it didn’t do as well against my wife, who backed out of the garage and backed into my car (notice the dent on the front rear well), but otherwise, the body has fared pretty well. The leather is cracking and the back seat is speckled with paint my daughter spilled. Don’t get me started on the number of skittles and French fries that are jammed in those seats. This car is filled with 10 years of family memories, and part of me doesn’t want to see it go. But, at nearly 166,000 miles, little things are starting to go wrong; maybe the time has come to trade it in for a newer version.
All, but one, of my questions about the newer model were answered through online searches. So a call to the dealership was required – and that meant being transferred to sales. Right out of the gate, I let them know: “This is going to be your easiest sale ever, but it’s not going to happen today or this week, maybe not even this month. I want to replace my car with the newer model. I know just about everything there is to know about this car, but I have one question; and, please just answer my one question. Don’t try to sell to me, don’t start calling me, and don’t invite me to take a test drive. If you can do that, when I am ready to buy, I will give you a call.”
He answered my question that day, but called me two days later to schedule a test drive. And then 3 days after that. Then, once a week for a month.
Now, I don’t even feel like getting a new car – least of all from that guy.
Forget about the research that concluded that most buyers complete nearly 60% of the sales cycle before engaging a sales rep. In my case, were it not for that one pesky question, I would have completed 99% on my own.
Is this the…..
We don’t think so, but the role of the salesperson has changed. DK New Media and Caskey put together this great infographic that chronicles the evolution of sales from the late 1800s to present day. A salesperson’s involvement in the sales cycle has shifted from shaping the buyer’s opinion and being the main driver of the process, to being kept out of the process until the last possible minute. The salesperson is not entering the sales cycle until the buyer has formulated much of their opinion. Let’s take a look at how the role of the sales person has changed over the past 30 years:
The Evolution of the Modern Salesperson
1980s – 1990s – The Age of the Persuasive Sale – This was a time of fast-talking, hard selling, and wheeling and dealing. Sales reps had big expense accounts and built business relationships by wining and dining their current and prospective clients. Many deals were inked on a cocktail napkin during a business lunch or dinner. Buyers were no longer strictly concerned with which product had the features they needed. A new emphasis on service, being as important as the product, was emerging.
2000s – With the advent of Internet search, the buyer started to take control of the sales cycle. Instead of contacting you or your business directly, the price conscious consumer started doing research online. They read all available information about you and your competitors. Brand loyalty became less prevalent because buyers were always searching for products that were the best value. A new customer service aspect to sales emerges: Forget the sales pitch – the goal is not strictly to sell a product, the goal is to solve the buyer’s problem by asking questions.
How does a Salesperson Adjust?
Today’s buyer does not want to be sold to – they want to reach their own conclusions about a product or a service on their own. They turn to social media platforms for recommendations on, and public opinion about, a product or service. How can sales reps become involved in the sales cycle without alienating the buyer in the process? By positioning themselves as product educators or consultants. Continuing along with the car analogy – if the buyer is now the driver of the sale, the salesperson must be the navigator, guiding the buyer through the process by offering expert advice.
Social media is a great way for salespeople to connect with potential buyers. It provides them a nonthreatening platform to position themselves and their brand as thought leaders, and also, build trust and strengthen relationships. A modern sales strategy needs to include:
- Involvement in online communities (Facebook, Twitter, Google+…)
- Reader-friendly, useful content (ebooks, white pages, product guides, online demos…) that is educational, not pitchy.
When a buyer keeps going back to the same website for expert advice on a product or service, they are going to return to that website when they are ready to make a purchase.
Oh, and in case you are wondering – the picture of my car was taken this morning – I still haven’t bought a new one…damn, I love that car!
Read more at : Blog Series: L'évolution de l'Acheteur et le rôle changeant des ventes et du marketing «KiteDesk
Aucun commentaire:
Enregistrer un commentaire