When speaking to sales leaders and CEOs, I often hear complaints about how long it takes to hire sales people and get them to generate positive cash flow for the company.
In recent months, I have seen an ever-increasing amount of attention dedicated to the fact that B2B buying is changing - and fast. And that's a good thing: it finally seems like everyone’s coming to terms with the fact that buyers are firmly in charge of the buying process today.
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In the Internet age, the power of information has shifted from seller to buyer. In the past, buyers needed to contact sales people for product information. Today, massive amounts of product information is available online. Buyers can educate themselves without sellers knowing about it, and competition is global.
In my opinion, hundreds of millions of dollars worldwide are wasted every year on irrelevant, unnecessary or inappropriate sales-skills development and there are four obvious reasons why.
What I’m about to say may not sit well with some C-suite folks, but here it goes: What you have to say to the troops might not be what they need to hear. Yes, yes, you are the boss and, like E.F. Hutton (anyone remember them anymore?), when you talk, people listen. And if you’re the typical CXO, your day-to-day concerns are a world away from what a front line seller is concerned about. You may as well be speaking Swahili and the sellers Swedish.
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