Recently, Gartner shared intriguing research to a group of us sales experts. Their research, in particular, reveals that when it comes to highly complex solutions and products in the B2B buying world—we’re talking six-figure purchases or more—33 percent of buyers say they prefer to engage in a seller-less transaction.
That’s one-third of your buyers. Now, I know that’s shocking to many of you. More importantly, when you thin slice that data by generation, 44 percent of millennials say they prefer a seller-less transaction.
Preparing for a Seller-Less Transaction
With that data in mind, some of you will be modifying your sales process to ensure a more seamless buying experience. That’s great. However, you still have to take into account that two-thirds of buyers still want to directly engage with you—the seller. You need to strategically prepare for a seller-less transaction in the future while still accommodating those who want to directly engage with you. Ultimately, you have to ask yourself, “How do we make it more fun, engaging, and valuable for our buyers to buy from us?”
When it comes to better servicing the 44 percent of millennials that will soon take up the large chunk of buying decisions for you, ask yourself these questions:
- What can we move online?
- How can we be a leader in our industry to allow customers to configure, buy, track, and quickly receive our products in an online portal?
- How can we make it safe for them?
- How can we ensure their data is secure?
- How can we ensure that they are going to get what they receive?
These are all questions that sales leaders need to be asking themselves now. It’s not the death of our industry. It’s not the death of our profession. It’s a transition in which the way people want to buy from us. And we, as sales leaders, need to be on the forefront.