The B2B Sales Problem
If you’re working in B2B sectors (Manufacturing, Oil & Gas, Power Generation or any other) you are probably convinced that sales must be done face-to-face, we are more use to it after all, is that right? Not quite! The Internet has completely revolutionized the way sales works.
B.I.E. – Before Internet Era
If Buyers were looking for something they needed, the main source of information they had was the person selling it. No matter what the question was, the only person that could answer any questions was the person you were working with. Is it still the same?
A.I.E. – After Internet Era
These days, no matter what you’re looking for, an apartment, a paper clip or something more complex like a set of Oil Pipeline valves, everything is on the internet! And buyers of every industry are using it to their advantage.
How do we react?
The implication for modern business is you’ve got to get your sales and marketing team practicing inbound techniques, it’s about creating sales and marketing that people love, it’s about attracting people!
The classic salesperson would usually cold call prospect, and he could probably close some deals, and he would end up saying “ You see, it worked!”.
Remember, everything in theory eventually works, at least once. There must be a better way!
What you need in this transition is Sales Enablement.
Sales Enablement
The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
What you need is something that’s going to work a lot. What’s going to work is: always working with people who are more likely to buy. Who are interested in talking to me as I am in talking to them!
That’s a task Marketing team is well-equipped to execute!
Marketing and Sales
Attracting people through relevant and helpful content is what marketing should aim for. Sales, on the other hand, need to close those opportunities created by the marketing team, that’s why you need your sales and marketing team to be perfectly aligned or you are going to lose potential customers.
In fact, 70% of the buying decision is made before someone talks to a salesperson.
Sales enablement is about bringing marketing and sales together to keep up with today’s empowered buyer!
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