2016 b2b sales insights report
TRANSCRIPT
2016 B2B Sales Insights Report
2016 B2B Sales Insights Report research intent
Conduct B2B technology buyer surveys to uncover the true sentiment of buyers towards sellers they encounter during the buyer journey.
2016 B2B Sales Insights Report
THE STUDY
2016 B2B Sales Insights Report the assumption
1 Depending on the research, B2B buyers are now 57-70% through the buying cycle before engaging salespeople.
2 Leopard believes this is because salespeople focus too much on what THEY can do for their customers instead of listening to the customer’s genuine needs.
3 A vast majority of companies are not effectively enabling their sales people. In spite of efforts to build SE programs, they’re still not effectively enabling their sales force.
4 Salespeople must be reoriented to the new methods of sales for a more educated buyer population.
2016 B2B Sales Insights Report
THE RESPONDENTS
2016 B2B Sales Insights Report respondent profile
B2B professionals who work in one of Leopard’s target industries.
32% 15% 15%
12% 11%
8% 5%
3%
Information Technology Operations
Other Finance
Cutomer Service Human Resources
Marketing Researcn and Development
Department 27%
13% 10%
6% 6% 6%
3% 2%
1% 1%
Manager Associate Specialist
Other C-level Executive
Director Planner
Coordinator Intern
Vice President
Position
are very involved in B2B technology purchase decisions and meet with salespeople occasionally to often. 71%
20%
20%
20%
20%
10%
Software
Hardware
Healthcare
Financial Services
Other
Industry
Buyer Persona
2016 B2B Sales Insights Report
THE STORY
2016 B2B Sales Insights Report the story
B2B Buyers have mixed feelings about sellers, and there is definitely room for improvement.
Buyers don’t dislike salespeople as much as we feared; When needed, sellers are viewed as an invaluable resource Too many B2B sellers are focusing on the wrong things; They’re all about what THEY can do. Over and again, we hear that sellers don’t listen and make it about themselves. Too many B2B sellers don’t come prepared; The majority do not show up at meetings with the materials clients want to see. B2B selling is a human exchange just like anything else; B2B buyers are urging sellers to remember the basic tenets of empathy, listening and patience when dealing with buyers.
The Lowdown
2016 B2B Sales Insights Report the story
B2B Buyers are busy doing their own research—before talking to sellers.
2
26
28
33
37
37
Other
Secure internal budget
Ask for peer recommendations
Conduct general business problem research
Compare competitive offerings
Gather solution-specific research
Insight
2016 B2B Sales Insights Report the story
Engagement is a two-way street between buyers and sellers
49% I reached out to sellers
51% Sellers reached out to me
Insight
2016 B2B Sales Insights Report the story
Salespeople get a mixed review when it comes to how they handle sales meetings
1
9
11
18
18
19
20
20
21
28
Other
Salespeople don't help me plan to attain my goals
Salespeople don't know their own products/services
Salespeople make it about themselves
Salespeople sell complexity, not simplicity
Salespeople offer things that are not relevant to me
Salespeople speak my language
Salespeople make me feel heard
Salespeople talk at me, not with me
Salespeople come prepared
Insight
2016 B2B Sales Insights Report the story
Buyers like salespeople when they listen and demonstrate an understanding of their business.
“Have patience, we’re busy too.”
“Do your research and get background information about my company before making the call.”
“Be straightforward, don’t be pushy and listen to my questions.”
“Allow me to make my own decisions after research.”
“Be knowledgeable and completely prepared.”
“I want to feel that the seller is invested in my business and what’s important to me, rather than feeling like they only care about pricing.”
68% of those surveyed said these qualities are VERY important when determining if they’ll work with a B2B salesperson.
Insight
2016 B2B Sales Insights Report the story
Salespeople aren’t as disliked as much as we suspected.
They are essential to me 50%
They are a necessary evil
20%
Both of the above 27%
Other 3%
Insight
2016 B2B Sales Insights Report the story
Once buyers have developed lasting relationships with salespeople, the relationship overall is positive.
A hate relationship 4%
More hate than love 12%
Equal hate and love 19%
More love than hate 46%
A love relationship 19%
Insight
2016 B2B Sales Insights Report the story
Salespeople are considered an asset, as long as they use buyers’ time efficiently
7
12
1
25
22
14
28
26
34
15
15
26
I dread meeting with sales people
I waste a lot of time in sales meetings
I consider sales people a strategic business resource
Strongly Disagree Somewhat Disagree Somewhat Agree Strongly Agree
Insight
2016 B2B Sales Insights Report the story
Sellers are bringing materials to calls, but are they the right ones? Not necessarily.
34
30
11
8
6
4
Very technical
Polished
Fluffy
Too slick
Amateurish
Not relevant
No 9%
Yes 91%
Do sellers bring materials to meetings?
And what is your reaction to those materials?
Insight
2016 B2B Sales Insights Report the story
Case studies and executive summaries are the most important materials to bring to sales meetings
30
29
21
20
14
10
9
8
5
5
1
1
Case Study
Executive Summary
White Paper
Infographic
ROI assessment
PPT
Sales Playbook
One Page Collateral
Customized Form
None
Microsite
Other
Insight
2016 B2B Sales Insights Report the story
You MUST be all about your buyers, not yourself to excel in selling
The seller demonstrates an understanding of my business
The seller asks questions about my business
The seller explains the technical details of a product
The seller offers insights about my business
The seller speaks to the business value of a product
The seller sells me on his/her own company
1
2
3
4
5
6
Importance to Customers
Insight
2016 B2B Sales Insights Report the story
But sellers are spending customer time on the wrong activities!
The seller demonstrates an understanding of my business
The seller asks questions about my business
The seller explains the technical details of a product
The seller offers insights about my business
The seller speaks to the business value of a product
The seller sells me on his/her own company
Importance to Customers
Where Sales spends their time
1
2
3
4
5
6
4
4
3
5
2
1
Insight
2016 B2B Sales Insights Report the story
If sales follows basic rules of common human courtesy, buyers will want to engage.
“Don’t treat me like your customer, treat me like a company you want to invest in and see succeed.”
“Please be patient, I will make the best decision once all the research is completed”
“Find out what we need and sell me the benefits and value of your products.”
“Please be prepared and don’t waste my time.”
“Tell me what is relevant to my company, not what is only beneficial to you and your company.”
“Talk about MY company specifically!”
Insight
2016 B2B Sales Insights Report the story
Salespeople are dropping the ball on the easy stuff. Following up with prospective customers is key!
Sellers don't follow up 19%
Sellers follow up, but their information
does not cover what we previously
discussed 32%
Sellers follow up, but their information
does cover what we previously discussed
49%
Insight
2016 B2B Sales Insights Report contact us
Dawn-Marie Kerper Executive Consultant [email protected] Heather Aardema Marketing Strategy Director [email protected] Leslie Smail Marketing Manager [email protected]