Why B2B Sales Matter…
History Lesson…
We take some time to explore and answer the question – Why B2B Sales Matter?
In his book ‘An Unfinished History of the World”, Hugh Thomas convincingly demonstrates that all the technological developments and human ingenuity of yore would have hit a dead end, without the facilitation of the merchant traders. Think about it – Nothing ever happens without a sale! Sure, people copulate, kill each other and create myths; but who feeds them, clothes them, transports them and secures them? It is the trader who has facilitated this almost since the dawn of time of human interaction. Yet, the science of selling has almost not evolved for 7000+ years. It still primarily relies on the art of persuasion. It has little structure and a paucity of reliable methods.
Today
The ‘Art’ of convincing is still as prevalent today as it was when the Phoenicians ruled the Mediterranean. We see it daily in the B2C and the mass marketing world. Our email inboxes are inundated with calls to action, lucrative offers and even devious means to part with our money. It is almost as though nothing has changed except the pace and reach enabled by the technology available to deliver the message. The intellectual evolution of the core message over the ages has not increased one iota. It is still ‘Buy my stuff’.
Current Environment
Broadly speaking, the trading world is divided into three segments: the consumer, the commercial/financial/industrial complex and that of government – either local, regional, national or transnational. There are of course the professions, the researchers, the academics and the scientists. Most of whom have of late become commercialised or swallowed up into commercial organisations or government and SOE entities. Hence, other than a few insignificant exceptions, nothing much exists beyond these three for our purposes. These three are entirely interdependent. Remove one and the other two implode.
Closed Loop
The consumer (B2C) market is by definition not the subject of our work. However, the fact is that neither the governmental authorities nor enterprise would exist without the consumer. All B2B products and services eventually result in consumption, directly or indirectly, by the consumer. It has evolved into a closed loop system. We mention this because the Sales Professional understands the supply chain of her target market and will always factor the potential Client’s Client or customer into her approach. Having an intimate understanding of what the Client targets, executes and is planning, separates the novice from the professional.
An organisation can mine the ore and produce pig iron, another turn it into steel and the next into an alloy that defies the shell of a coconut, but none would exist without the demand. Many factors and circumstances determine that demand has a habit of varying over time. Cynically speaking, commerce and industry provides and government demands. The consumer is merely the middle man and the source of finance. In turn the consumer attains purchasing power through his labour contribution to government or commerce, via a salary or wage and taxes. It is clearly a symbiotic relationship.
Narrowing down
Excluding the consumer, the balance of this market is a huge opportunity for the B2B Sales Professional. By default, the aQuity methodology tends to avoid the strictures of government procurement processes. That market is the dreaded world of the tender process. Despite its challenges, many successful punters thrive in this environment. However, it has zero affinity or correlation with that of genuine B2B sales. It requires a different dexterity and the ability to negotiate through a political morass.
The balance of the market is huge and consists of many industries, sectors and sub-sectors. It also ignores international boundaries! The market is hungry and has an intense desire to grow. It is eager to innovate, adopt new methods and services as long as these serve to feed the hunger to thrive and dominate.
As a Sales Professional, faced with a myriad of opportunities in this market, the options and choices can be daunting. Regardless of his chosen speciality, sector or organisation preference, our work has been developed to aid the aspirant Sales Professional and Entrepreneur. Our experience is that Sales Managers are often at a loss as to what is required to drive successful and continual business. Entrepreneurs and SME organisations do not necessarily have the luxury of a Sales Team. We also wish to assist these valuable organisations. Further background reading:
So, if the Sales Professional role has become limited and the field is narrowing, why bother with this topic? Why do B2b sales matter?
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Firstly, there are still many organisations that require the expertise and dedicated effort of an SP, due to the nature of the solutions that they offer. E.g. it would be awkward to order a power station, a sky scraper, a bridge, nuclear submarine, a tailored financial plan from an online menu. Imagine acquiring complex industrial or medical equipment or many bespoke solutions and services from a web page. Frequently, these item would be the subject of the dreaded tender process or its cousin, outright bribery. Both these situations should be avoided as the efforts and risks almost always outweigh the rewards. Where’s the benefit?
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Secondly, we are convinced that the SP role is the greatest career ever. Where else does one get the opportunity to use and have access to an organisation’s funds, intellectual property, the supporting processes and people. Whilst also satisfying Client needs, building a reputation, exercising entrepreneurial flair AND getting paid for having fun?
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Thirdly, in many SME’s and even larger organisations the sales role has been assumed by the senior staff. Often these are the owner, the solution developer or the engineer of the product. This is a role that frequently does not come naturally or that they don’t necessary enjoy and are invariable not trained for. Our efforts are definitely for their benefit.
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Fourthly, the Internet and online business are viewed by many who drive for scale to be the panacea. But at the cost of ignoring those who require a personalised service, who want to see the whites of the sellers eyes. Those who demand service, quality and fitness for purpose and who won’t part with a cent unless convinced. The opportunity for up- or cross-selling is limited on the e-platform. Of course, online marketing has a different purpose, approach and outcome to online sales.
Penultimately, and most importantly, Sales is the lifeblood of most organisations, without which they die, period. Hence, this contribution to what we consider a noble profession and a vital function that needs all the help it can get.
Relying on the art of selling
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- Many experienced sales people have come to a dawning realisation. The realisation that their personalities, enthusiasm, product knowledge and assurances often don’t count for much. The cut and thrust of the sales process is often cruel. Some of these have become cynics and have disqualified themselves (often too) early in an engagement. Others have continued to rely on what they know or have ingrained. They have tried different approaches, but still have only managed to convert one in twenty Leads or two in ten Suspects into a successful contract. They bide their time for the next ‘big’ Opportunity or Blue Bird to come along to bank the big bucks. Surely, their luck will change?
- These are the journeymen who eke out a living and moderate existence. They are well intentioned, but not well versed in the Science of Selling, but continue to practise the Art of Selling. They sometimes change careers or frequently move to another organisation. Often in the belief that their employer or its offering lacks traction in the market. That of course could be largely true as the leadership of the prior employer may not have fully grasped two fundamental principles:
- Sales contribution is the life blood of the organisation and requires commensurate attention, focus and relevant tools.
- Sales should demand the same level of professionalism and disciple as any of the other functions that support the organisation. Sales representation at management or board level is invariably the only one without a formal, commensurate qualification.
- We are convinced that an environment lacking discipline in a vital function can only result in a very limited path to success. The sales team may have attended numerous sales courses. Its members may have networked on every occasion. They are able to explain every minute and unique iota of their offering in detail. However, the missing facet is a practicable methodology – a framework that guides actions, eliminates the competition. One that gains Client trust, provides a common terminology, protects the organisations investment and improves the chances for success. In short, a structured strategy.
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Finally, the absolute satisfaction of seeing a creation, a Client’s dream or genuine need or goal being realised, almost borders on the sublime. It presupposes that the SP assumes the role of a ‘guiding’ Project Manager – the desire to achieve, to attain, to learn and to completely fulfil. In short – to own the Opportunity from cradle to full maturity. These essential qualities differentiates the SP from those that merely dabble. Sales is not just about facilitating a contract and then abdicating. Rather, it is the foundation of ensuring that the mutually agreed and desired results are achieved. It is also about owning the Client, eventually all its departments, all its competitors and an entire industry sector. Your self-esteem and reputation – the most valuable asset in any human arsenal.
It seems that the emphasis on the internal structure of most organisations appears to enjoy more attention than that which truly matters – the sustainable growth from those outside the organisation. The catalyst is new and repeat business. That is the over-arching reason why B2B Sales matter.