Have you ever met a client who called you up to say ‘Hi I am a cold lead…‘ or a buyer who said to you ‘I am moving from opportunity to qualified’? Have you ever done a successful B2B deal that ended with a handshake once the deal ‘closed‘?
If the answer to these question is a resounding NO then you must realize that there is a lot missing. Historically we have built sales organizations around a 30+ year old sales process based on a process of elimination in turn represented by a ‘funnel’.
We only now start to realize that this process does not represent the journey a buyer goes on – better yet – gets guided along - by a sales superstar!. So what to do now?.
Below the Episode 6 in The Future of Sales is NOW series, in which I present how a modern sales force can adopt itself to a circular buying process
(Note: This episode relies on info provided in Episode 5 – Compensate to Accelerate.)
The circular process/buying journey for B2B as described above, is based on quantitative research by McKinsey that shows how a circular buying process is taking place in B2C. As the result of consumerization – due to widespread use of the internet during evaluation stage – we see a similar buying process taking place in Business to Business.