Some top tips for creating
a more efficient, effective and successful sales force from Ian Tickle,
Vice President, Software as a Service, EMEA, at Oracle.
It is now old news that the buying habits of your customers have
fundamentally changed. We are operating in the era of the empowered
customer where, to quote Forrester Research, ‘buyers are more demanding,
informed, value sensitive, and have more choices available to them than
at any other point in history’.
We all know the infamous ‘57%’ figure – that today’s B2B customers
get 57 percent of the way along the buying process before they engage
with a sales person and it’s common knowledge that customers are using
the internet to research purchases – browsing vendor content, asking
peers for advice, and paying close attention to ratings and reviews.
In the light of this, sales teams are now aware that they need to
change if they are to continue to be fit for purpose. For Forrester
Research the nature of this change is clear: sales organizations must
move to a ‘go-to-customer’ model, in which sales teams are capable of
understanding real customer needs – and providing valuable advice and
insight to help them succeed.
But what, exactly, can sales managers do to ensure that the culture
and tactics of their sales teams have adapted to this new paradigm? Here
are my top tips for bringing the sales force into the 21st century...
Find out Ian Tickle's recommendations in the continuation of the article here