The world of B2B selling looks far different than it once did. Top sellers know they must go well beyond discussing features and benefits. They need to be closely tuned in to the buying process for each member of the buying committee while consistently meeting buyers where they are throughout the cycle. That’s a tall ask, as it turns out. According to Gartner, as many as ten decision makers might make up a B2B buying center. Additional data from CMO Council shows that B2B customers actively research and compare solutions, often completing 50% to 90% of the work before contacting a sales rep. Long story short: complexity is a hallmark of B2B sales.
During a now-famous interview on the Pierre Berton Show in 1971, Bruce Lee shared a simple philosophy: “be like water.” As fitting as Lee’s advice is for sellers, “be like a sponge” works just as well. To stay ahead, sales teams must continuously absorb new information and develop skills. Ongoing training and coaching and sustained effort over time is crucial. Otherwise, sellers (and their managers) risk not reaching their potential. Fortunately, there are sales training techniques that even the most experienced teams will soak up.
For sellers, routine can be a blessing and a curse. It’s true that doing the same things day in and day out provides structure. It requires discipline, too. But it can also turn into a comfort zone in which many sellers stagnate. This is what makes recurring sales training programs so valuable. Yet even after the most engaging, resonant sales training programs, sellers tend to revert back to what they’re accustomed to doing. Which puts a heavy onus on sales managers.
TL;DR? Download the PDF and save it for later. If you’re responsible for designing or implementing sales training for your organization, you know the effectiveness of training varies greatly. It might not be implemented properly, land well with participants, be relevant to sellers’ daily work, or it might be forgotten completely in the days and weeks following the training. Sales training fails more often than it succeeds. But, for those who get it right, the payoffs are substantial.
Wouldn’t it be great if every single new prospect trusted you and your organization? Referrals are among the top ways sellers get leads and new business, but many struggle with generating them consistently. Often, this is because they haven’t thought about why buyers should refer them. They don’t have a system in place for generating referrals. If you’re providing a quality experience for your buyers, you’re already halfway there. Word of mouth is bound to generate new business, but a deliberate referral marketing plan will drastically improve the frequency and quality of the referrals you receive.
Much of sales is about making connections.