Customers Don’t Want to Deal With You | Sales Strategies

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?”

Millennial Buyers

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. 

6 responses to “Customers Don’t Want to Deal With You | Sales Strategies

  1. […] everybody in your organization understands the importance of being customer-focused. If they don’t, that’s your fault as a leader because you haven’t communicated it […]

  2. What does this means for those of us who sell solo consulting services? Do buyers purchase consulting services without interacting with the consultant? (Thanks for the provocative post!)

  3. Coleen, this is super-timely. Given that sales people are certainly no longer the source of initial product information, and they may not be the best source of highly technical product info, how can we enable them to excel at problem discovery and amplification, relationship building, creating trust, and reducing the risks that concern many B2B buyers?

  4. I would bet that the 33% of buyers coincides with how many annoying sales reps are out there.
    Certainly we live in a much more digital and buyer-self-sufficiency age right now but, a good salesman–a Challenger salesman–is irreplaceable.
    If you can provide value, insight and integrity while developing a personal relationship with a customer. You are probably going to represent the remaining two thirds of those reps who deal with the two thirds of customers who prefer having a seller call on them.
    However, I do believe convenience and efficiency are also a big key.

  5. […] this is where creative thinking is of paramount importance. I would like to share with you creative tips on how you can indeed execute an effective sales kickoff in this virtual/hybrid […]

  6. Probably not entirely. But, they do much of the work deciding who to engage with on their own, virtually. So we have to be prepared for that and ensure they can find us.

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