Because so much is going on in the B2B sales market – consider the increasingly digital nature of the buying process and the further shift of power towards the buyer – we at Kenneth Smit are curious to see how the market is handling this.
What challenges do companies face and what are the biggest hurdles they have to overcome?
From our benchmark research among more than a hundred leading companies in the Netherlands, I see almost the same barriers emerging everywhere.
However, the approach to overcoming those hurdles differs. And very interesting: a small group of frontrunners is well on its way towards a future-proof B2B sales team!
'When companies have better coordination between marketing and sales, there are also fewer barriers'
Focus and barriers
How are companies responding to recent developments in B2B sales, and what is therefore high on the executive agenda?
The majority, the benchmark shows, prioritizes working with modern sales and marketing tools, sharpening the sales culture and better organizing the organization for the changing buyer journey.
But I also see that this is not without its challenges. Sales organizations struggle to implement an integrated content strategy that aligns well with a world that is becoming increasingly digital.
In addition, nearly half find it complicated to automate the sales process, particularly in the initial stages of the buying process. And they find it difficult to build their team with people who possess the right, or perhaps even new, skills and abilities.
It is also striking that companies with better alignment between marketing and sales – the so-called frontrunners – experience far fewer barriers.
'The sales team of the future will mainly focus on applying digital sales and marketing tools'
Learn from the leaders
What should you focus on now to avoid missing the boat and reduce those barriers? The group of frontrunners already well on their way towards the sales team of the future mentioned in the report indicates that they are focusing on the application of modern digital sales and marketing tools.
Think of software such as marketing automation, social CRM, and LinkedIn Navigator. Frontrunners also consider close collaboration with partners, internal stakeholders, or even customers important, as well as the smart structuring of a digital sales process.
What also strikes me is that they rate their key skills higher than the rest of the market. Frontrunners, for example, share knowledge more frequently through storytelling and blogs, and demonstrate their thought leadership in webinars and video calls.
They are true nudgers, which means they digitally work on their prospects throughout the entire buying process – in small steps.
Future-proof
Frontrunners are therefore investing heavily in content, software, and the right skills. What also stands out is that their organization is agile and there is close collaboration between marketing and sales.
Asking a lot for a sales team of the future. Yet, in my view, these are all prerequisites for reducing barriers and ensuring your team faces the future with confidence!
Download our trend report
Curious to what extent your sales team is already fully future-proof, or do you want to learn more from the frontrunners? Download the Kenneth Smit trend report 'Sales of the Future'.
Our handy checklist will help you determine whether your sales team is ready or whether there are skills that could use some attention.
Biggest and the importance of succession
Many sales opportunities are lost, not due to a bad conversation, but due to inadequate follow-up. After a good conversation, the customer is enthusiastic, but that enthusiasm quickly fades if there is no follow-up.
Fast, personal follow-up is therefore essential. Send a summary of the conversation and the agreed next steps within 24 hours.
Make follow-up a regular part of your work routine. Schedule it in your calendar, use a CRM system to maintain an overview, and ensure you keep every appointment.
Reliability in follow-up is one of the strongest signals you can give to a client. It shows that you work professionally and that the client can count on you.
Take the next step with a training Expert in Sales Basics at Kenneth Smit. Practice-oriented, results-driven, and directly applicable to your work.