To say that sales is evolving is as obvious as saying the earth is going through a metamorphosis. Of course it’s evolving—and it’s going to keep changing its course along with other things in the cosmos.
The buyer behaviour in today’s rapidly changing digital world is not the same as the buying behaviour of consumers in the 30s or the 80s.
Today, consumers have access to a wealth of information right at their fingertips. If you are in B2B sales, you know this from experience—buyers these days come to the negotiation table more prepared than ever. In recent years, the role of sales has dramatically shifted from being suave solicitors to facilitators of useful information—like a consultant or an advisor.
That said, sales now needs new collaborators—to complement the new sources of information besides marketing and sales. Selling can no longer be a function revolving around AEs, BDRs, or SDRs.
Make no mistake—sales is still the front person who puts on the show for the customers. But to influence the informed customers today, they need to form a flawless ensemble of collaborators from all functions like product, marketing, customer success, and customer service.
And that’s exactly what this book is going to teach you.