Wednesday, October 4, 2017

How to Avoid Irking.

What’s the one thing that irks B2B buyers the most about their sales representatives?

  • The lack of understanding of their company? No.
  • The lack of understanding of their needs? No.
  • The lack of understanding of their industry? No.
  • The lack of listening? Yep. You guessed it.

It seems elementary, but the first thing sales representatives have to do is learn to LISTEN better.

A recent 2017 international survey asked 200 B2B buyers to choose from a list of their greatest challenges during the process of searching for and identifying which business products and services they would buy. Overwhelmingly, the most common complaint was that their sales rep was unwilling to listen.

Specifically, 65% of the buyers said sales representatives were more interested in selling their products and services than listening to their needs. By comparison, 31% pointed to sales reps not understanding their needs.

This survey exposes a huge problem: Many sales representatives are more company-focused rather than customer-centric. In fact, many B2B marketers admitted that most of their corporate content was company-focused rather than centered on the customer’s needs.

Other results indicated that B2B customers wanted help running their businesses, valued industry knowledge, and appreciated vendor dependability.

Are you listening?


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