“The internet hasn’t been kind to the sales rep,” says sales and marketing author Brian Gray.
If you are thinking your sales reps will be the gateway of your go-to-market strategy, experts say you have another think coming.
Increasingly, sales reps must provide an experience, not just info.
“Before the internet, when the rep was in control of distributing all the information a prospect could get, they knew early on that they were being considered,” says Gray, leader of Revenue Path Group. “It allowed for multitouch sales methodologies to form. Each call, at each stage, took on different importance and training.”
Before the internet, business-to-business (B2B) prospects needed a sales rep to obtain information. That meant that as soon as a prospect entered the marketplace, they were in touch with viable options.
“Today that's not the case,” says Gray. “Prospects delegate a lot of research to a lower-level employee, who brings options to the table. By the time they make contact, they have decided their own solution, pigeonholed you in with some competitors and want you to compete on price.”
The importance of the internet and social media is not news. But like many other aspects of marketing, Covid-19 has dramatically accelerated this shift. This has a huge impact on go-to-market strategy.Continue reading