Watch out for polarisation of sales strategies and sales teams as the middle ground begins to disappear in 2012. We will see leaders re-think their sales force structures and go-to-market strategies as products commoditise and real margin value shifts to ideas, education, innovation and results.  ‘The Polarisation of selling & buying’ is the 9th Sales Trend for 2012 voted by our readers.

 In the 21st Century a sales-driven organisation needs to focus on helping the buyer successfully navigate and complete their journey. In the modern world, buyers’ needs are polarising between being completing simple transactions (usually online) and navigating complex arrangements (usually requiring people to make this happen).  If the former, the sales journey needs to be supported by systems and processes that make the transaction as quick and as efficient as possible. If the latter, organisations need highly skilled people as the primary points of contact engaging in a proactive consultative approach to selling. 

company structure

adjust company structure to buyers needs

In 2012 and beyond sales and business leaders will need to make brave decisions about how they structure their sales efforts, their sales and service teams, if they are to thrive and prosper and remain connected to their buyers.

No longer is it just about driving for more market share and profit – we need to consider how we connect with and engage with our customers – we need to give them a reason to stay connected with us.   As Peter Drucker pointed out some decades ago: “The purpose of business is not to make a profit, but rather to satisfy customer needs. The consequence of satisfying those needs is an increase in profits…”.

Now more than ever it is the time to rethink our sales strategies and our sales force design. We need to design the sales force and sales system our customers / buyers need and generate great sales results.

Back in 2008 one of our longstanding clients realised this. They had the same sales force structure over the past 15 years and a very stable sales force to go with it. The team and structure had worked very well, however the market was changing and the business and its sales people needed to adapt and evolve to ensure they were current, fit and productive.  Why? The field sales force had done such a great job educating their market about what they did that many of the customers where happy to do their purchasing online or via the telephone.  The majority of the customers were telling them they  didn’t need to see a sales representative. 

The Sales Director realised she needed to develop a new strategy moving forward and with that needed a new sales culture and new team structure to deliver it. But she didn’t want to get rid of the current sales team. They were good operators with great industry knowledge and experience.  She knew it would be foolish to start from scratch with a new team and she didn’t want to create confusion or unnecessary unrest or anxiety in her existing team.  Her concerns rested around getting buy-in from the team regarding the new strategy and, in particular, their need to adjust their roles somewhat. Despite not wanting to lose people she was prepared to do so if necessary. 

So what did she do?

Developed her sales strategy and then presented her strategy to her sales team, inviting feedback and explaining ‘why’ they all needed to move in this direction using a well researched, evidenced based approach. The team knew what was happening in the market place so it came as no surprise to them that they needed to shift.  There were several step involved which you can read about in Creating your ideal sales force however the purpose of raising this story is that nothing ever stays the same and we need to be ever vigilant to how we need to adapt and evolve into the new world we find ourselves in.

Listen first, then speak

first listen first to the buyers

Our buyers are telling us what they want – if only we would listen and pay attention.  As previously mentioned in a 2012 Sales Trend – B2B Field Sales Forces to halve (in number) the consequences are dire if we do not adapt.

Fashion Retailing is an obvious example of where their traditional sales methods are being replaced by online purchasing cutting out middlemen, physical shop locations going vacant and so on.  Even advice on how to dress or style up is happening on line. While other retailers realise that people still want to come to their stores but they make it a great experience – I think of some of the large hardware chains who make it easy to do business with them; they are helpful, friendly and can offer advice you need and want.  Retail won’t die out just certain types of retail will disappear if they do not adapt.

So what to do?

Look at what you are offering… is it a value added complex service which required exchange of ideas, innovations, collaboration, excellent advice and service or is what you offer available anywhere and easily purchased as a single entity with little buyer education required?

A century after Robert Louis Stevenson coined the phrase everybody lives by selling something and this is true even more today but the way we do that has changed dramatically. We are no longer spruikers of features and benefits; we are educators and facilitators of opportunity. The ideas and creativity of our people define those opportunities and their talent and skill realise them.  If you want to really look at what type of sales force you need look at how and what  your customers want to buy and that will tell you what to do.

Remember everybody lives by selling something

Author: Sue Barrett, MD of www.barrett.com.au 

One Comment

  • Toby Marshall says:

    This is a great reminder to salespeople that touting features and benefits is no longer effective. It is undeniably important to be constantly aware of changes that affect the sales environment and to adapt strategies accordingly. The phrase “educators and facilitators of opportunity” to describe salespeople was particularly resonant, thanks for a great post, Sue. Much appreciated by this B2B marketer (who is not much good at sales!)