The Internet and the Great Recession of 2008 dramatically changed the buyer’s journey. Sales calls are hardly ever returned, and emails are unopened, often deleted as they come in.
Sales reps can no longer gain access to buyers simply by pounding the phones and sending hundreds of emails. And when they get in, they can’t win business by pitching their products and giving deep discounts.
Over 60 billion robocalls were made in 2019, making it even less likely that potential buyers will take a call from a caller they don’t know.
It is a very different selling landscape today, where sales reps have to wait to be invited, demonstrate real value in every communication to continue to be relevant, and continue to be of service until the sale is completed.
A different sales strategy is needed. The buying group today consists of anywhere from 6 to 12 stakeholders—all with their own challenges and needs, and sales reps must demonstrate clear, credible, and compelling ROI to each of these stakeholders to win the deal.
The only way sales reps can do that is if they deeply understand the challenges their potential buyers face and are able to articulate effective solutions. And that is hard enough to do in just one space, let alone multiple ones.
Clearly, Sellers can no longer just sell to anyone. They must clearly define their target industries, accounts, and personas in order to truly understand their potential buyers and demonstrate credible and compelling ROI.