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You should be prepared for these changes in sales

In my article for the book “Chefsache Interim Management” I have presented ten theses on how B2B sales will change in the near future.

I am continuously reviewing and updating them on this page if required.

Click here to download the PDF.

10 THESES ON THE CHALLENGES TO SALES IN THE AGE OF DIGITALIZATION

(2020-09)

  • 1.

    All information sources must be actively managed via a content management system: On/offline, social networks, blogs, video, influencers. Understand social networks as an important channel.

  • 2.

    We live in “Amazonia”! Design simple and stable purchasing processes (one-click purchase), because sales are shifting to standardised trading platforms (Amazon BISS, Wer liefert was?, Mercateo Alibaba, …).

  • 3.

    Get faster in the processes, analyse and optimise the sales cycles: win fast, lose fast. Artificial Intelligence and Blockchain technology still fuel the whole thing.

  • 4.

    The customers no longer listen, they want more concrete answers. Customers are learning faster.

  • 5.

    Focus on Generation Y as they have increasing purchasing power. Motto: “Share and Win”.

  • 6.

    Many products are threatened with commodification: A differentiation to competitors is hardly possible anymore – only through (digital) services and best-in-class customer experience (CX).

  • 7.

    Sales & Marketing merge: The information and decision-making processes shift to the Internet, where central data hubs and platforms are created.

  • 8.

    The role of the sales representative is shifting towards that of a specialized consultant. He/she is only needed in the last third of the decision-making process – often in a team. 2/3 of the journey the customer is going alone!

  • 9.

    Use interactive, haptic tools: shift away from Sales Rep-guided Selling to VR-supported configurators (VCPQ – Virtual Configure, Price, Quote).

  • 10.

    Old rules no longer apply. It will never be as slow as it is today. Growth will be exponential. A new, more agile sales culture is what is needed: #vertriebshygiene

10 THESES ON THE CHALLENGES TO SALES IN THE AGE OF DIGITALIZATION

(2020-09)

  • 1.

    All information sources must be actively managed via a content management system: On/offline, social networks, blogs, video, influencers. Understand social networks as an important channel.

  • 2.

    We live in “Amazonia”! Design simple and stable purchasing processes (one-click purchase), because sales are shifting to standardised trading platforms (Amazon BISS, Wer liefert was?, Mercateo, Alibaba, …).

  • 3.

    Get faster in the processes, analyse and optimise the sales cycles: win fast, lose fast. Artificial Intelligence and Blockchain technology still fuel the whole thing.

  • 4.

    The customers no longer listen, they want more concrete answers. Customers are learning faster.

  • 5.

    Focus on Generation Y as they have increasing purchasing power. Motto: “Share and Win”.

  • 6.

    Many products are threatened with commodification: A differentiation to competitors is hardly possible anymore – only through (digital) services and best-in-class customer experience (CX).

  • 7.

    Sales & Marketing merge: The information and decision-making processes shift to the Internet, where central data hubs and platforms are created.

  • 8.

    The role of the sales representative is shifting towards that of a specialized consultant. He/she is only needed in the last third of the decision-making process – often in a team. 2/3 of the journey the customer is going alone!

  • 9.

    Use interactive, haptic tools: shift away from Sales Rep-guided Selling to VR-supported configurators (VCPQ – Virtual Configure, Price, Quote).

  • 10.

    Old rules no longer apply. It will never be as slow as it is today. Growth will be exponential. A new, more agile sales culture is what is needed: #vertriebshygiene

RALF H. KOMOR
Jahnstr. 13
D-68526 Ladenburg
+49-173-148-6843

ralf@komor.de
www.komor.de

Member of DDIM - Dachgesellschaft Deutsches Interim Management e. V. (Germany’s leading national platform for professional interim management)

DDIM

Other memberships:

Federal Association of Sales Directors

Association of German Engineers

Mitgliedschaft-vdi

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