Buying 2.0:Trends Redefining the

Role of Sales

© Jack B. Keenan, Inc., 2014

2

Trends Redefining the Role of Sales

© Jack B. Keenan, Inc., 2014

Alternative Sources of

Information

Next Generation

of Technology

Users

Commoditization

Current Economic Conditions

3

Recent JBK Research

© Jack B. Keenan, Inc., 2014

Do you believe that the role of a Sales Professional must expand from one

that just does Demand Capture to one that includes Demand Creation?

94% say yes

• 78% say Immediately

• 16% say Eventually

6% say No

• Maintain the status quo

4

Redefinition of Customer Value

• Fulfill order / request• Provide best offering /

price• Respond and listen when

approached

• Challenge their thinking• Proactively bring

innovative ideas• Provide thought

leadership

© Jack B. Keenan, Inc., 2014

Which do your customers value more from you?

18% 82%

5

Value Evolution

© Jack B. Keenan, Inc., 2014

Information (early 2000)

Insight (now)

Data

2020 Vision

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Redefinition of Customer Value

Demand Fulfillment• The need is known• Active buying motion• Beating the competition• Uncovering and

identifying needs• Solution sell

Demand Creation• Discover need• Nonexistent buying motion• Alert and educated on

business issues• Original thought leadership• Starting something new

© Jack B. Keenan, Inc., 2014

The New Dialogue of Demand Creation

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Nature of the Change

• About selling differently not selling better• Selling smarter not selling more• It a transformation not a tweak• The change is massive• The change is irreversible • The change needs to be immediate

© Jack B. Keenan, Inc., 2014

8© Jack B. Keenan, Inc., 2014