In the previous post, we discussed what we, as B2B sellers, must do to address the key buying challenges of our customers, because that’s why selling has become so much more difficult! I ended that post with the following:

“I’m reluctant to predict the future because I’m no better than anyone else. I’m sometimes right, sometimes wrong, but I should always be in great doubt. However, humor me and envision this scenario.

All the scary statistics and studies I’ve referenced are based on today’s selling and buying environment, where sellers at least have some face to face time with their customers and champions. What happens if, God forbid, travel and group meetings are eliminated and all of this “selling” and “buying” must be done virtually? Now how are you going to enable your customer’s buying journey and help them answer their key questions? Because those questions are not going away – and neither is your quota.”

I wish that this was not where we find ourselves today. I also can’t tell you how many conversations I’ve had during the past week with sales leaders who are asking “How are my teams going to sell, negotiate and close critical business virtually?” A friend shared with me an even more pointed request, “What are my people going to do – on Monday when they’re at home?”

In the previous post, we discussed why B2B selling is getting so much harder – because B2B buying is even more challenging. One reason is that most of the “selling” is occurring internally within the customer when the salesperson is not present. Only 17% of a customer’s total buying process is spent with supplier sales reps (Gartner). If you are 1 of 4 competitors, then you’re only getting 4 or 5% of their buying time (they still have day jobs).  Thus, our champions and other internal stakeholders are the ones doing most of the heavy lifting – and it’s not in their job description, nor are they experienced at it…

Perhaps that explains why NO DECISION has an enviable win rate of 43% (Forrester). In this post, I want to explore how we might address our customer’s buying challenges. I believe that is the right target to aim for – and a huge opportunity for those sellers that get it right. Fair warning, this is a pretty long post.