B2B sales is changing. But I’m sure you knew that already! Why? Well, because everything has changed. And everything is changing, always. That’s the nature of life.
I had the honor of speaking on social business development (social selling) at this years’ annual NYSSCPA NextGen conference on Monday. In case you aren’t familiar, the NYSSCPA is an incredible association dedicated to helping New York City CPA’s to thrive. And this conference was a prime example of their dedication to industry development and growth.
There was a theme that I couldn’t help but recognize, and even speak on myself. That theme was the idea of change
, and the disruptions that occur as a result. But more importantly, how to navigate change. How to accept change. And how we can use change as a catalyst for our own personal and professional growth.
How B2B Sales is Changing
The world of B2B sales, or business development, has experienced an influx of change over the past five years in particular. I’ve watched occur right before my eyes, and it’s insane. And incredible. And scary. But also, fantastic! It has taught me that anything is possible.
Here are a few observations I’ve made about the changes in B2B sales:
Technology has changed relationships, but we are still human.
This is the most important B2B sales change to note. And a point that I felt of significant importance to mention at the conference on Monday.
There is no question that the rise of technology and the use of social media platforms such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and so on, has changed that way that people communicate with one another.
But you know what hasn’t changed? Us! We are still human beings. Sure, we might think and act differently as a result of our interactions with social media. But when it comes down to the facts, we’re human beings. Humans with feelings, personalities, and hobbies. We aren’t robots. We aren’t the machines like the ones we have invisibly glued to our palms.
Fortunately, we aren’t living in a Wall-E world. We aren’t living on a space ship, floating around on hovering chairs with screens propped up in front of us. We’re still here on this earth, and our humanity is still intact.
With that said, here’s the takeaway: stay human! B2B sales techniques might be different, but you don’t have to lose sight of you.
Your team is likely using social media more than ever to communicate and even prospect for new leads. But that doesn’t mean that person-to-person meetings and conversations should be eliminated. It doesn’t mean that relationship building should take a backseat. In fact, I encourage you to make relationship building a priority in your B2B sales efforts.
New opportunities are right under your nose.
Now that we’ve established the importance of humanity, I think it’s also worth pointing out that in this changing economy, opportunities are everywhere.
Do you want a more effective sales team? There are companies focused on providing solutions for your problems! (In fact, we’re one of them! But that’s not the point here). Or how about getting more leads? Queue Inbound marketing!
The point is: there’s an app (or company) for just about everything! And if there isn’t, there will be soon! Heck, you might be the one to create the solution to the problem that you are currently experiencing at this moment.
With this in mind, keep your team focused on solving problems. Selling might not be “easy” like it was a decade or two ago, but it’s not lost. It’s just different! There are many ways to navigate this new landscape and many companies that are making huge strides to improve processes. But at the end of the day, remember: your goal is to provide solutions to your clients.
B2B Sales Thoughts?
I’d love to keep this conversation going and hear more about your B2B sales issues. Has your business experienced changes that you’re having difficulty navigating? Drop me a comment below, or shoot me an email—I’d love to keep learning.