To Win Against Increasing Competition, Equip Your Salespeople With A Deeper understanding Of Your Buyers

Last week I spoke with the VP of Sales for a tech company that used to have the hottest product in his market.  In housing terms, they used to be an exclusive and much sought after neighborhood, but now the competition has moved in on all sides and sales are down.  His sales force is facing a vastly growing number of competitors. Some are much larger and have broader portfolios that give them better presence in customer accounts. They’re getting squeezed and are finding it harder to compete in deals where they used to be the only solution.

Your only true differentiation comes from how your reps interact with your buyers

What’s interesting is that the vendor mentioned above is still experiencing consistent success when his company’s salespeople gain access to executive buyers early in their decision process and work in a consultative manner with those buyers to shape a vision of a solution.  When that happens, salespeople are confident discussing the business issues faced by those buyers.  They’ve found certain industries that they know well where they are able to do this consistently.  They are not getting squeezed by competitors and they are winning. But often, they're chasing deals that competitors started and reps are drawn into an RFP frenzy that chews up time and resources.  After all, they used to win these deals, but now they're pretty demoralized and reps are starting to leave.  

It's all about empathy for buyers

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Sales Experience — An Obsolete Hiring Criterion

Sales Managers Err In Biasing Toward Years Of Sales Experience In Making Hiring Decisions

Thousands of sales managers, and the human resources (HR) teams that support them, consider years of relevant sales experience to be a key criterion for recruiting and hiring salespeople. In the new economy, however, sales experience is an unreliable indicator of future success versus another key characteristic. In fact, assumptions about sales experience that have guided sales hiring for more than a hundred years should be discarded in the age of the customer, in which buying dynamics have radically changed.

Successful sales managers, now, will focus on hiring salespeople who are best able to deeply understand their customers and align with their buyer's communication needs and preferences, as opposed to their product or vendor-industry expertise. Buyer empathy may be found in highly experienced salespeople or developed in inexperienced salespeople.

Sales Experience Is Not An Inherent Advantage For Engaging With Executive Buyers

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