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The Death of the
B2B Sales Rep 1.0
By Atle Skjekkeland
Chief Evangelist at AIIM
Email: askjekkeland@aiim.org
2. Copyright © AIIM | All rights reserved.2
The Death of the Sales Rep 1.0
“57% of the buyer’s journey
is complete before a
customer first contact with a
supplier” – CEB
“Customers rate salesperson
as the least influential
interaction in the buying
process” – Gartner
“Death of the B2B
salesperson; 93% say that
they prefer buying online
rather than from a sales
person” – Forrester
“Buyers are now in possession of
unlimited information so online
content is quickly becoming the
dominant driver for commerce.
Unfortunately most organizations
are still using traditional selling and
service models developed for a
different time.”
“Today, buyers are in charge. But
most companies run their sales and
customer service organizations as if
it were still 1989. The sales and
service model is broken.” – David
Meerman Scott
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Buyers Prefer to Buy IT Online
The analyst Forrester estimates that 1 million sales jobs will disappear by
2020
Order Takers – 37% job decline, 1.6M vs. 1.0M
Explainers – 27% job decline, 1.5M vs. 1.1M
Navigators – 17% job decline, 0.9M vs. 0.75M
Consultants – 10% job increase, 0.5M vs. 0.55M
62% of all B2B salespeople will still be Order Takers and Explainers in
2020, but their impact on B2B sales success will clearly diminish.
Navigators and Consultants are best equipped to deliver the services that
buyers prefer during the buying process
The 6 Traits of a Consultant
Embraces technology; Shares new ideas; Exhibits business acumen;
Communicates effectively; Seeks collaboration; and Leverages data
Source: https://www.forrester.com/The+B2B+Sales+Force+Digital+Reboot/fulltext/-/E-res127934
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87%
73%
97%
71%
6%
14%
1%
17%
8%
13%
1%
11%
0% 20% 40% 60% 80% 100% 120%
The growth in IT spending is coming from the
business buying IT, not IT staff buying IT
Providing new prospects with a short
assessment will help to shorten the sales cycle
for solutions
Sales reps have to become business advisors to
sell new solutions to business leaders
B2B technology buyers will in 2016 benefit
from cloud, mobile, consumerization, and
internet of things, but many sales reps still
work like they did in 1966.
Provide Value to Change the Game
Source: AIIM research among 250+ IT
solution providers, 2016
Don’t
know
No
Yes
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It’s NOT About the Technology
The commoditization of the MFP/printer market changes the role of the MFP
sales rep – it’s not about the technology anymore. It’s about providing
business value, which often means larger and more complex solutions
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6
Why would you be willing to meet with a new sales rep?
Provide Business Insights to Open Doors
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Educate Prospects & Customers
Provocation-Based Selling:
Challenges the prevailing point of
view
Addresses unacknowledged angst
Targets strategic problems
Begins with the business case and
then provides technical proof
Starts an executive-level dialogue
Uses an insightful hypothesis to
provoke a response
Is proactive in leading, and forcing
issues out
Compels often project investments
outside an existing budget
Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1
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8
Be Proactive in Your Approach
According to a global study of sales rep productivity
among 6,000 reps across nearly 100 companies by CEB:
Every sales professional falls into one of five distinct
profiles.
Relationship Builders
Hard Workers
Lone Wolves
Reactive Problem Solvers
Challengers
Challengers dramatically outperform the other
profiles, particularly Relationship Builders.
They educate the prospect, tailor their approach,
and take control over the buying journey
They are pro-active in their approach, not
reactive.
Source: CEB
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Customers value the Challenger approach
according to research; The biggest driver
of B2B customer loyalty is a supplier’s
ability to deliver new insights.
Source: CEB
Drive B2B Customer Loyalty
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The B2B Sales Organization 2.0
From A.T.Kearney’s Future of B2B Sales Study;
Leading B2B companies maximize and redefine the value they
bring to their customers. They anticipate needs, and they bundle,
unbundle, and reconfigure their offer
Best-in-class sales organization have three times more sales staff
with analytical and statistical skills than their peers
B2B sales leaders are collaborators. 81% of sales come from
collaboration within the organization or with external partners (vs.
51% in the peer group)
Winning in the B2B sales revolution requires a full,
multidisciplinary team effort “from the middle” of the organization
B2B sales leaders inspire and engage their whole organization. 88%
of their sales staff is highly engaged and motivated (vs. only 48% at
average performers)
Leaders in the B2B sales revolution achieve twice the revenue
growth and 2.3 times the sales productivity of average companies
Source: https://goo.gl/7IMqC3
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The B2B Sales Person 2.0
The five important aspects of modern
selling and customer service.
Authentic storytelling sets the tone
Content is the link between companies
and customers
Big data enables a more scientific
approach to sales
Agile selling brings new business to your
company
Real-time engagement keeps customers
happy
Source: http://www.davidmeermanscott.com/books/the-new-rules-of-sales-and-service/
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Provide Sales with Content Assets
Source: Hubspot
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Match Sales Process with Buying Scenario
Source: Sirius Decisions
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Rethink Sales Training
Source: AIIM research among 250+ IT solution providers, 2016
What do you feel prevents your sales reps from meeting their solution sales
targets (select the most important reason)?
Lack of marketing
qualified leads
20% Poor sales skills
5%
Too many products
to know
7%Inability to identify
and qualify new
prospects
24%
Inability to establish
a business case for
change
36%
Difficult for
customers to buy or
use your solution
8%
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Ensure Sales Training Generates Sales
“Start by measuring what your sales
reps currently know. Now add what
they need to know to achieve or over-
achieve their sales targets.”
“There are five additional measures
needed to effectively gauge sales
training ROI:
Pre-Training Assessments
Post-Training Assessments
Training Content Application
Training Content Retention
Sales Revenue Correlation”
Source: http://www.forbes.com/sites/louisefron/2014/09/10/is-your-sales-training-generating-sales/
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Leverage Social Selling
78% of salespeople using social media
outsell their peers – Forbes
Salespeople who actively seek out and
exploit referrals earn 4 to 5 times more
than those who don’t - Top Sales World
“Replacing the decline in cold calling is
the warmth of social engagement.
Buyers are far more responsive to social
media messages around relevant topics
initiated by the sales person or the
buyer.” – Mark Fidelman
BUT REMEMBER: 92% of all customer
interactions happen over the phone -
Salesforce
17. Copyright © AIIM | All rights reserved.Source: www.psych.purdue.edu/~ben/285su2001/notes/figures/5-forgettingcurve.htm
Attendees forget quickly after
attending a f2f class
Aim for a series of activities to get the
desired results
100
50
0
Follow-up
event #1
Follow-up event
#2
Follow-up
event #3
“The Forgetting Curve”
Beating
“The Forgetting Curve”
Plan for Ongoing Learning
“Continuous training gives 50% higher net sales per employee” -
Association for Talent Development
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Example: Ongoing Reinforcement
Image source: Sales Performance International
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Schedule a 2-day Document Solution Selling course to get started.
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Next Step
Schedule a workshop with AIIM to
discuss how to transform your sales
Get research on how to best sell
solutions and services to a new
breed of technology buyers
Establish a vision for the B2B
Sales Rep 2.0
Get a plan for how to transform
your sales force
Contact
Atle Skjekkeland
Email askjekkeland@aiim.org