Buyers have changed. Old news. If you haven't
come to that conclusion, then you slept through 2014 and probably some of 2013.
The stakes are high. Revenue growth, quota attainment, share of market, and job
security are a few that come to mind.
What is also clear is that the traditional
role of sales is dead. CEB stepped out in 2011 with the Challenger Sale
(if you haven't read it, buy it here: http://ow.ly/3vIpqt) to tell us that the
relationship seller was sliding down toward the bottom of the performance
continuum. This was the beginning of a transformation of the successful sales
exec which continues today. The book delivered groundbreaking research and a
new methodology for sales which showed that buyers want new insights from sales
execs. (In fact according to IDC, 86% of buyers would follow up with a sales
exec that delivered new insights). They want a personalized story. They want to
know how you can help them solve problems, avoid potholes, effectively tackle
challenges and make more money. They don't want to hear about features and
functions and sit through a boring one-size fits all demo. Trust is
key, but it is not simply established through the old style schmoozy,
get-to-know you glad-handing that in the past was enough to win business.
According to Seth Godin, "Do they trust me enough?' is the most important
question that needs to be answered. (Seth's Blog: http://ow.ly/3vEqkB)
Trust is earned today and it takes a great deal of effort--a deep understanding
of the marketplace, your client's business, their personnel, their challenges,
priorities and then how your solutions may fit and the specific financial value
your organization brings to the table.
But there's more. Buyers want to speak with
thought leaders. In fact IDC says 92% of buyers would engage
with a sales exec that is a thought leader (Hubspot, Who Do People Buy
From? http://ow.ly/3vn10d).
Sales needs to be thought leaders? Isn't that reserved for the Founder, CMO, or
Product guru? Not anymore. Sales needs to elevate its game to subject matter
expert and thought leader. But what exactly does thought leadership mean? A few
well known organizations have weighed in recently:
Marketo: Thought
leadership consists of ideas that require attention, offer guidance and
lead people in unexpected, sometimes contrarian directions.
LinkedIn: Thought
leadership is sharing insights, ideas, and unique points of view that provoke
new ways of thinking, inspire action. Thought leadership needs to be
provocative and educational. Three types of thought leadership include
industry, product and/or organizational.
Why is thought leadership important to
buyers? Forrester sums it up nicely: "Business buyers
don't 'buy' your product or service. They 'buy into' your perspective and
approach to solving their problems.
Now how can you begin the process of becoming
a thought leader? Here are a few ideas:
1. Operate from strength: decide
which aspect of your business (industry, job function, discipline) you know the
best and begin to think through how that expertise has been valuable to your
clients. Use this as a foundation to sketch out some ideas. Case studies are
always a good start. Your knowledge and confidence around this subject will
shine through.
2. Read and Learn: step up
your reading big time--whether it be blogs, white papers, tweets, LinkedIn
groups and other social media-related to your subject matter. Understand what
the issues are, what moves companies are making and use these articles as a
springboard for your own commentary.
3. Develop a point of view: based
on your valuable experience and what you believe is important for your
audience to read, develop a point of view. What have your clients seen in the
way of results with your solutions? Where have they stumbled? Use the data
gathered in your engagements to create insights that can be delivered out to
your audience.
4. Begin publishing: The next step
is to push out your thought leadership content right here on LinkedIn and
across other social sites and solicit feedback. Do it weekly or bi weekly.
Challenge your audience. Solicit their feedback. Evolve your thought process as
you gain new insight into your craft. Test it out to your audience.
The evolution of sales to thought leader is
required to match wits with the changing buyer and to deliver the results
needed to excel in 2015 and beyond. If you are in sales, start building up your
though leadership credentials today!
I welcome your comments, questions and
challenges. Best for a great 2015!
No comments:
Post a Comment