There’s no doubt that B2B buying behaviours have changed dramatically over the past few years. If you’re selling a complex, high-value solution, then you’ll almost certainly having to deal with better-educated buyers who expect more from their interactions with sales people - and are often disappointed.
And it’s not just the fact that you’ve got to satisfy the demanding expectations of increasingly well-informed buyers - the number of stakeholders that have a significant say in B2B buying decisions has grown steadily. According to research by the CEB, an average of 5-6 stakeholders are actively involved in every decision process - and in complex, high-value deals, the number is often significantly higher.
Unfortunately, many sales organisations have failed to re-design their traditional sales attitudes and processes to reflect the new buying reality. Their attempts to drive out-dated sales thinking even harder in the hope of turning things around are simply depressing win rates even further.Read More