Contenu connexe Similaire à The evolution of b2 b sales in the digital era handout (20) The evolution of b2 b sales in the digital era handout1. THE EVOLUTION OF B2B SALES IN THE DIGITAL ERA
And a Vision of Sales 2020
Dr. Roger Hage
Regenmker® Consulting
University of Applied Sciences FH Krems
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4. We help medium-sized tech companies
substantially grow their B2B sales
revenues by:
1) Crafting a BD strategy to accelerate growth
2) Innovating their sales processes to grow
revenues
3) Training & coaching their sales people &
executives to maximize productivity and
process adherence
4) Building international sales channels in
emerging markets of Middle East & Africa to
boost their export revenues
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5. B2C B2B
Low Investment High
Simple Product Complex
(Customization/Services/Ecosystem)
Transactional Selling Strategic
(Project/Tender)
Individual Decision Making Consensus
Spontaneous Purchase Planned
Short Sales cycle Long
Weak (short) Relationship Strong (long)
Low Loyalty High
Static Stakeholder(s) Dynamic
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B2B vs B2C
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8. 8
Commoditization and Lack of differentiation
• Product (Distinctive, superior, innovation, R&D, agile/flexible org > diff.)
• Process (Operational Excellence, centralization, standardization > cost)
• Customer (customer intimacy, CEX, service, personalization,
customization, CRM, decentralization, delegation, empowerment)
Challenge#1: Lack of differentiation
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Michael Treacy & Fred Weirsma in the “Discipline of Market Leaders” 1995
9. 9
B2B Sales is getting more complex
• Technology is evolving quickly & getting more complex
• Solutions are becoming a mix of several products & services
• Solutions are getting intangible & harder to explain & show value, ROI
• Pricing schemes, licensing models are adding complexity in SW sales
• Customer decision makers are increasing in number (consensus
buying) & do not necessarily communicate with each other
• Most customers prefer to do nothing or wait & see (how others are
adopting the new technology)
Challenge #2: Complexity
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10. • E-commerce
• On-line, anytime 24x7, anywhere (mobile) and in real-time, Self service
• E-junk
• Overloaded with information
• Averse against unsolicited pushy mass marketing emails and cold calls
• E-customers: Smarter & more powerful customers
• Always connected (mobile)
• Gather information about solutions to problems, available products (yours and all
those of the competition), prices, customer feedback
• Voice their opinions about companies & products using social media (free PR)
• Generation Y (millennials) slowly moving into the decision making positions
Challenge# 3: Powerful customers
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11. Challenge# 3: Powerful customers
• Customers are better informed than ever before
• Nearly 60% of a typical purchasing decision—researching solutions, ranking
options, setting requirements, benchmarking prices, and so on—reached before
even having a conversation with a supplier!
• By the time they approach suppliers, they generally have a clear idea of the
problem they need to solve, the solutions that are available, and the price they’re
willing to pay
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12. “90% of B2B buyers say that when they are ready to buy,
they will find you & contact you.” Earnest
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13. 13
• Spray & pray
• Cold Calling
• Talking brochure
• Show-up & throw-up
• Bells & whistles
• Feature dumping
• Rapid fire ppt
• Hit & run
• Manipulate & Screw (bully to take action)
• ABC – Always Be Closing!
Selling techniques, that don’t work in B2B
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16. A 360° / 12h holistic view of the customer‘s journey
ZMOT
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1.MOT
17. 17
B2B Selling Evolution
Influencing
(Dale Carnegie)
SPIN Selling
(Neil Rackham)
Strategic
Selling
(Miller Heimann)
Target Account
Selling (TAS)
Challenger
Sales
(CEB)
Tiebreaker
Selling
Social Selling
Selling on Price > Feature Selling > Consultative Selling > Insight Selling
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18. Source: CEB, The Challenger Sales
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TOP Performer Core Performer
Constituents of Sales Reps
Relationship Builder Problem Solver Hard Worker Lone Wolf Challenger
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What is an insight?
Data > information > insight
• Organized
• Structured
• Meaning
• Context
• Relevance
• Analysis (draw conclusions)
• Novelty
• Usefulness
• Impact
• Hypothesis testing
• A/B testing
• Surveys
• Observation
• Data analysis (correlation/forecast)
• Root cause analysis
• Benchmarking
• Best practices
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21. Shift happens!
SALES MARKETING
Brick-and-mortar Digital (Cloud, Mobile, Social,
BIG Data)
F2F Virtual
1:1 1:many
Local Global
Push Pull, Self Service
Manual (human) Automated (machine)
Value Experience
Rational Emotional
Masculine Feminine
B2B B2C
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24. “We’re a lifestyle company, not a vehicle manufacturer!”
What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small
towns and have people be afraid of him.” Richard Teerlink, former CEO Harley Davidson
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29. 29
Innovation
Smarketing
Insights
Digital
Embrace Digital
Use of digital media to interact with your
target group at the different touch points
along their buying journey.
Sales people take advantage of social media
for pre-call research, networking &
information sharing (create authority,
thought leadership)
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The Sales Transformation
Innovation
Smarketing
Insights
Digital Your new asset = Insights!
Focus more on the Technology knowledge,
Business knowledge and Industry
knowledge from the competence pyramid
to detect triggers and find insights
Insights are the fuel to getting attention,
appreciate the value of a conversation and
for mentioning to other people ,i.e.
diffusion (WoM)!
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The Sales Transformation
Innovation
Smarketing
Insights
Digital Smarketing = Sales + Marketing
Break the silos between Sales & Marketing
Align or better converge together
Collaborate as a team
Marketing to focus on the digitalization and
supply sales with insights and assistance in
social media engagement
Sales to focus more on the back end of the
funnel (closing & account management)
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The Sales Transformation
Innovation
Smarketing
Insights
Digital
Innovation = Creative Collaboration >
co-creating value!
Smarter sales reps: Encourage sales people
engagement, creativity & team work >
intrinsic motivation. They need to add
value (more than automation, self service,
public domain information). Roles include:
Educator, negotiator, consultant, solution
designer, service provider, relationship
manager & feedback channel to PDM/R&D.
Smarter interaction: Allow value co-
creation with your customers (partner in
customer’s problem solving process >
collaborative approach)
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33. The new sales currencies in the digital era
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34. Sales 2020 and beyond (4th platform or post nexus)
CEX - Digital business - Things
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35. Key Take-aways
• Customer centricity > Q
• Be ready at the customer digital touch points (MOTs) along their journey
• Use the new currencies: Content, INSIGHTS, Referrals
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