{"id":6253,"date":"2018-11-03T00:19:27","date_gmt":"2018-11-03T00:19:27","guid":{"rendered":"http:\/\/somametrics.com\/clone\/?p=6253"},"modified":"2021-02-11T14:02:37","modified_gmt":"2021-02-11T14:02:37","slug":"remove-sales-friction","status":"publish","type":"post","link":"http:\/\/somametrics.com\/clone\/remove-sales-friction\/","title":{"rendered":"Removing Sales Friction in B2B Sales"},"content":{"rendered":"\t\t
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Factor 2: Sales Process is Buyer Process<\/b><\/h2>

Research by McKinsey & Company, Bain & Company, and the sales force training firm The Rain Group all show the same thing: Buyers now prefer to work with sellers who align their process to the Buyer\u2019s process. A seller that does not comply is one that complains about unreturned phone calls and emails\u2014hence increased marketing and sales cost.<\/span><\/p>

The New Buying Process<\/i><\/b><\/h3>

The studies show \u00a0that Buyers prefer to conduct their own research and determine who gets invited to work with them to further refine a possible solution.<\/span><\/p>

The buying process starts internally, typically when some pain becomes no longer acceptable, driving a new initiative to address it. The head of the business or functional unit (the business driver) who is responsible for the resolution of the issue now heads this new initiative. She typically assigns someone on her team to conduct preliminary research and report to her with findings and recommendations.<\/span><\/p>

This is the beginning of the \u201cBuying\u201d process. At this point, no seller is aware that the buying process has started.<\/span><\/p>

The team member assigned to this task now begins the research by entering keywords in her preferred \u00a0search engine. She thenreviews the search results and begins tagging the promising ones.<\/span><\/p>

Later, she will go deeper into each result to determine \u00a0which will make her final cut. At no point has she called any company\u2014this is all digital content review.<\/span><\/p>

A few days later, she returns to her boss to report and make her recommendations. The business driver then makes the decision of who they will review\u2014in other words, who makes the short list. She then tells her researcher to contact the short list and schedule meetings with the vendors\u2019 representatives.<\/span><\/p>

The New Selling Process<\/i><\/b><\/h3>

Marketing<\/b><\/h4>

Since the buying process starts with research, the first thing that a Seller must do is make sure the seller\u2019s website has deep and relevant content that addresses the issues that its market typically faces. <\/span><\/p>

If the Seller has a focused market as described in Factor 1 above, then not only can it stay abreast with changes in its chosen market, but it can actually be ahead of them with thought leadership. The Seller can anticipate trajectories in regulations, changes in norms, shortages of key supplies, etc.<\/span><\/p>

Because it specifically focuses on a single market and because it has depth, the Seller\u2019s content will surface \u00a0among the many sources examined by the Buyer\u2019s researcher. The Seller\u2019s chances of making the short list is pretty high, and it will likely be invited to present.<\/span><\/p>

Lead Generation<\/b><\/h4>

In addition to having highly search optimized content that drives inbound leads, if the seller also has outbound lead generation campaigns, then it is virtually guaranteed to make the short list of vendors that get invited. Its emails are likely to be opened as their message is directly relevant and always refreshing its subject matter. Its voicemails are right on and are likely to generate call-backs.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Download the white paper that shows you how to improve your sales operations better<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Selling<\/span><\/h4>

When invited to meet the business driver, the Seller must recognize that this is a collaborative event and should invite the buyer to fully participate in defining the problem as well as the solution. Read about\u00a0Factor 3: Sales and Marketing<\/a>.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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This is exactly what buyers today are looking for since their needs are complex and will need customized solutions rather than ready-made ones. . They want Sellers who are willing to work towards customizing a solution that functions perfectly for them.<\/span><\/p>

The Problem with the Old Selling Process<\/i><\/b><\/h3>

Lets compare the new selling process with the old. The Old Selling process consists of \u00a0\u201cblasting\u201d a huge list with irrelevant emails and \u201cdialing for dollars\u201d in hopes that someone picks up. If through sheer persistence, the sales rep gets an appointment, the chances it will get canceled are high.<\/span><\/p>

And if the rep actually gets the meeting, the rep typically will blow it off by forcing a process the buyer does not find useful\u2014first I am going to tell you about me. Then I am going to ask you about you. Then I will show you my product. Then I will send you my proposal\u2026<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The old seller driven and seller biased way no longer works. Sellers must understand that Buyers are looking for committed partners.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Factor 2: Sales Process is Buyer Process Research by McKinsey & Company, Bain & Company, and the sales force training firm The Rain Group all show the same thing: Buyers now prefer to work with sellers who align their process to the Buyer\u2019s process. A seller that does not comply is one that complains about … Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":6263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"generate_page_header":""},"categories":[49,1,35],"tags":[],"yoast_head":"\nRemoving Sales Friction in B2B Sales - SOMAmetrics<\/title>\n<meta name=\"description\" content=\"Removing sales friction from the buying process significantly increases revenues without the need to hire more sale reps or spending more on leads\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/somametrics.com\/clone\/remove-sales-friction\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Removing Sales Friction in B2B Sales - SOMAmetrics\" \/>\n<meta property=\"og:description\" content=\"Removing sales friction from the buying process significantly increases revenues without the need to hire more sale reps or spending more on leads\" \/>\n<meta property=\"og:url\" content=\"https:\/\/somametrics.com\/clone\/remove-sales-friction\/\" \/>\n<meta property=\"og:site_name\" content=\"SOMAmetrics\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SOMAmetrics\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-03T00:19:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-11T14:02:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/men-1979261_960_720.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:creator\" content=\"@eskidt\" \/>\n<meta name=\"twitter:site\" content=\"@eskidt\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eskinder Assefa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"http:\/\/somametrics.com\/clone\/#organization\",\"name\":\"SOMAMetrics\",\"url\":\"http:\/\/somametrics.com\/clone\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/SOMAmetrics\/\",\"https:\/\/www.linkedin.com\/company\/somametrics?trk=ppro_cprof\",\"https:\/\/twitter.com\/eskidt\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/somametrics.com\/clone\/#logo\",\"inLanguage\":\"en\",\"url\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/04\/SOMAmetrics-Logo.png\",\"contentUrl\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/04\/SOMAmetrics-Logo.png\",\"width\":1605,\"height\":226,\"caption\":\"SOMAMetrics\"},\"image\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/somametrics.com\/clone\/#website\",\"url\":\"http:\/\/somametrics.com\/clone\/\",\"name\":\"SOMAmetrics\",\"description\":\"Drive Predictable Revenue Growth\",\"publisher\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/somametrics.com\/clone\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/somametrics.com\/clone\/remove-sales-friction\/#primaryimage\",\"inLanguage\":\"en\",\"url\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/men-1979261_960_720.jpg\",\"contentUrl\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/men-1979261_960_720.jpg\",\"width\":960,\"height\":640,\"caption\":\"Group of friendly business men and women shaking hands with no friction\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/somametrics.com\/clone\/remove-sales-friction\/#webpage\",\"url\":\"https:\/\/somametrics.com\/clone\/remove-sales-friction\/\",\"name\":\"Removing Sales Friction in B2B Sales - 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