These are tough times for many B2B vendors. Revenue targets are looking increasingly challenging, forecasting is proving difficult, and sales and marketing budgets are being cut - often dramatically.
B2B selling is going to have to adapt and evolve - quickly. Faced with these pressures, one thing is certain: most vendors cannot afford to rely on “business as usual” in unusual times.
In this challenging climate, driving sales teams to simply “sell harder” is a monumental waste of energy and almost always counter-productive. Vendors have no option but to “sell smarter” by identifying closely with their best prospects, taking pains to deeply understand how and why they choose to buy, and focusing on facilitating their buying process.
So what's involved in making this happen? I've observed a number of techniques that can help. First is taking the time to really identify with your prospects through prospect profiling. Demographic data is no longer an adequate basis for segmentation - you need to understand your prospect's issues and behaviours.