So the age of the customer is here, you say? B2B buyers are far more informed and value-driven than ever before. And, how they buy and what they expect from your sales reps has changed everything.
Days from now we’ll join Forrester Research and other clients in Phoenix, AZ, for the firm’s annual Sales Enablement Forum. The goal? Unveil a framework – or “selling system” – designed to help sales teams address these new realities – and achieve the performance they desire.
Forrester has been researching and working with clients on this new approach for quite some time, gathering information and testing various concepts. As members of the Sales Enablement Council, Qstream executives have worked alongside Forrester analysts and others to help shape this framework.
Our customers have contributed, too. In one panel next week hosted by senior analyst Mark Lindwall, Andy Garrity of Pfizer will join senior sales execs from SAP and Dun & Bradstreet to detail what his own team has done to execute a global solution. The session will cover a range of topics including strategies for developing your “messengers” – or sales people. (Other tracks will focus on developing the audience and the message.)
Since all of your strategy, product development and market knowledge is ultimately brought to life for the customer by sales people, the right “messenger” can make or break the communication of your message.
“It’s a simple as it is complex, ” says Forrester analyst Brad Holmes. “What is simple is that you have to use your specific buyers, and a deep understanding of their roles, challenges and needs, to be timely and relevant in what you communicate. And you have to be personal to each person who is part of the buying team to get the context right. What is complex is pulling this off across all of the teams and functions charged with helping achieve revenue growth.”
This is something that Pfizer understands well. Under Andy’s guidance his company goes about equipping their sales teams for value-added conversations using Qstream to scale the management and measurement of sales team strengths. The result? A better, more highly informed customer experience – the kind that buyers demand.
Certainly the need to dynamically configure messages for specific buyers is the reason most organizations still have a sales force! You need human beings who can match the right information to the right people at the right time. Weaving this all together is your “selling system”. Understanding this is the secret to your success.
Contact us today to learn more, and see you in Arizona!