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COMPANY CONFIDENTIAL
Death of the B-to-B
Sales Rep?
1
Jim Ninivaggi
Chief Readiness Office
@jninivaggi
Thomas Pisello
CEO / Founder
@tpisello
The New Facts of B-to-B
Buying?
67%of the buyer's journey is now done digitally (SiriusDecisions
68%of B2B buyers prefer to research online on their own today,
up from 53% in 2015.(Forrester)
57%of decision cycle complete before sales reps are engaged (CEB)
75%of B2B buyers prefer buying from an e-commerce site
for convenience vs. buying from a sales rep
One MillionB2B sales reps will lose their jobs by 2020
Death of the B2B Sales
Rep?
+10%
of the 4.5 million B2B sales agents
22%
-33%
-25%
-15%
(Forrester)
Selling Relevancy in a
Digital Age? 2 million
Licensed agents in US (ARELLO)
6% growthover next 10 years (Bureau of Labor & Statistics)
Unique Insights
Prescriptive Advice
Facilitate Journey
Digital vs. Sales Reps?
SiriusDecisions
6 8 9
56
8
CommitteeConsensusIndependent
B-to-B Buyer Interactions Non-Human
Human
SelectionSolutionEducation
Sales Rep
Interactions
49%
62%67%
42%
56%55%
38%
53% 54%
Ind
ep
en
de
nt
Co
ns
en
su
s
Co
mm
itte
e
Ind
ep
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de
nt
Co
ns
en
su
s
Co
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itte
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Ind
ep
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nt
Co
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e
Percentage of the 1,005 respondents
who reported that they or someone from
their organization received information
from the sales repfrom the winning
provider organization (vendor) to help
inform their decision at that phase.
#
1
Sales
Presentations =
most meaningful
content
6
Non-sequential
process
CEB - 2017
Time Spent on Decision Making
Process
27%
18%
22%
17%
16%
Researching online
Researching offline (peers +analysts)
Meeting with internal buying team
Meeting with potential suppliers
Other
Sales Reps are Struggling to Meet
Expectations?
19%of buyers trust Sales (HubSpot
80%of sales conversations are still about pitching products, with
only 20% focused on buyer’s specific needs and potential
outcomes (Forrester)
64%of B2B executives DON’T believe that reps
understand their business problems and offer clear
solutions for their unique needs (Forrester)
Driving Sales Relevancy?
Content &
Conversations
Capability &
Credibility
Coaching &
Confidence
Diagnose
Discover
Prescribe
Outcomes
Content & Conversations?
Discovery questions
Challenges + cost of status quo / “do nothing”
Mapping challenges to solutions
Bring in Sales Specialists
Communicate and quantify
differentiating business value
Capability & Credibility?
Perpetual
Readiness
Interactive
Personaliz
ed
Up to date
Prescriptiv
e
Value
Centric
Coaching & Confidence?
Practice and feedback
Human and machine analysis
Next Steps?
Content &
Conversation
Capability &
Credibility
Coaching &
Confidence
Discovery questions
Solution mapping
Value messaging
Financial justification / TC research
Battle cards
Skills Education
Discovery / Assessment / Benchmarking Tools
Solution Sizing / Configuration Tools
Business Value & ROI / TCO Tools
Practice and feedback
Validate and reinforce positive outcomes
The Rebirth of the B2B Sales Rep: Transitioning to Relevancy
COMPANY CONFIDENTIAL
Q&A?
13
Jim Ninivaggi
Chief Readiness Office
@jninivaggi
Thomas Pisello
CEO / Founder
@tpisello