{"id":4974,"date":"2015-10-22T09:30:25","date_gmt":"2015-10-22T07:30:25","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=4974"},"modified":"2023-02-10T12:54:15","modified_gmt":"2023-02-10T11:54:15","slug":"b2b-sales-the-downfall","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2015\/10\/22\/b2b-sales-the-downfall\/","title":{"rendered":"B2B Sales: Forrester report predicts the end of salespeople"},"content":{"rendered":"

In this article, we discuss how different sectors such as banking and accounting were affected by the growth of digital transformation<\/a>. We emphasise \u00a0the impact digital transformation has on sales. The B2B sales sector was considered to some extent protected from the transformation wave. But it somehow appears to be hit by this phenomenon too, in a big way.\u00a0<\/i>Actually, there are two sides to this story that are debatable.\u00a0<\/i><\/p>\n

B2B sales impacted\u00a0by digital transformation and Big Data<\/h2>\n
\"B2B
B2B sales caught in a downward spiral<\/figcaption><\/figure>\n

On the one\u00a0hand, B2B sales is said to be resilient, since it is based on one-to-one contact and individual\u00a0salesmanship.\u00a010 years ago, famous author and researcher\u00a0Bernard Cova<\/a> told me that a B2B brand appears to be less important than a B2C brand. He believed then that the contact with the salesperson at the time of the purchase was\u00a0a definite\u00a0advantage, as opposed to B2C. What he\u00a0meant by that is that it doesn\u2019t matter if your brand changes or even disappears, as long as there\u2019s someone to explain it to customers. In a way, what Bernard said is true. In fact, a small consulting firm like ours<\/a>, is able to gain the trust of big accounts.<\/span> It\u2019s simply true because of our capabilities to explain and deliver services to clients in earnest, based on our expertise.<\/p>\n

Ironically, buyers dislike salespeople, but they love to buy from them<\/h3>\n

Nevertheless, all that\u00a0Bernard Cova told me 10 years ago is no longer entirely\u00a0true anymore today. B2B sales is changing completely, in all types of markets (lower-end, mid-tier and high-end\u00a0markets). Ironically, buyers dislike salespeople, but they love to buy from them.<\/p>\n

<\/div>\n

<\/p>\n

\"B2B<\/a>
Automating the B2B sales process<\/figcaption><\/figure>\n

On the other hand, it would be interesting to touch on the role of automation and digital transformation in the next 5 to 10 years. Compared to the US, we will always be a few steps behind. This lag gives us the ability to take a bit of hindsight on the subject. However, it should not be an excuse not to keep up and adapt to changes. On the contrary, it\u2019s an opportunity to take a step towards change and always ensure a turnaround is possible, before it’s too late.<\/p>\n

B2B sales is\u00a0transforming and this\u00a0is old hat<\/h3>\n

I look back on the day I started my career at Philips household appliances some 30 years ago in B2B sales<\/a>, and I don\u2019t find transformation in sales to be a \u2018new\u2019 phenomenon. I remember being in this exact situation upon my first day at the Dutch firm back in 1985; its salesforce was then divided by two, large retail groups started\u00a0taking over local businesses and the culling of that B2B salesforce went on until none of its members was\u00a0spared. In a way, I didn’t complain too much, I had never found that job to be of much interest to me – even though I learned a lot from it –\u00a0I then moved on and\u00a0became a user project leader deploying Marketing business systems worldwide\u00a0for a major IT player. A change I’m glad I made in retrospect. 30 years later the Philips Salesforce has entirely disappeared.<\/p>\n

Automation speeding up change<\/h3>\n

My personal opinion about one-to-one sales made unfortunately no difference.\u00a0It’s probably\u00a0a great way of building a client-vendor relationship. Yet, things did change drastically, in spite of that, for the cost of maintaining face-to-face sales killed the job\u00a0completely. Today, this change is accelerating. It coincides\u00a0with the advent\u00a0of online B2B and sales automation<\/strong> (yet another trend I was part of since its early\u00a0beginnings, 20 years ago).<\/p>\n

\"B2B<\/a>
The rise of the digitally enabled B2B selling model<\/figcaption><\/figure>\n

We still hear people in B2B say that business to business e-commerce doesn\u2019t exist and that it\u2019s not applicable. Some even claim that the need to enhance the customer journey is not compelling. All these statements are fallacies, and will probably be ignored in a few years. The case of Amazon and its Web Services justifies my argument.<\/a>\u00a0The Forrester\u2019s report (April 2015) also confirms this statement<\/a>. In fact, my first post on the Zebaz blog is based on this report<\/a>.<\/p>\n

\"B2B<\/a>
Forrester research on B2B sales<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

In this article, we discuss how different sectors such as banking and accounting were affected by the growth of digital transformation. We emphasise \u00a0the impact digital transformation has on sales. The B2B sales sector was considered to some extent protected from the transformation wave. But it somehow appears to be hit by this phenomenon too, …<\/p>\n","protected":false},"author":2,"featured_media":4988,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4072],"tags":[],"class_list":["post-4974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation"],"yoast_head":"\nB2B Sales: Forrester report predicts the end of salespeople<\/title>\n<meta name=\"description\" content=\"This is about the impact of digital transformation on sales. 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