B2B Sales/Purchasing Paradigm

B2B Sales/Purchasing Paradigm

According to a recent study; purchasers reported to being nearly 60 percent through the sales process before engaging sales.

What are buyers doing when they’re not talking to sales? They are surfing to identify and qualify vendors. They are engaging in social media to learn more about their needs, potential solutions and providers. And they are reading, listening to and watching digital content that is available to them at the click of a mouse.


That being said the same report stated the sales force is still the most effective and important communication channel.

With ever-increasing knowledgeable buyers waiting longer to engage, sales has to transition from being a product pusher following a process, to a solution provider adding value to the buyers business.

It is time to recognize that sales is not in control, and perhaps never was. The sales process I was mentored in is now obsolete; it is time to follow the buyers’ journey.

Phil Heft – Sales/Marketing Specialist; pheft@hotmail.com

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