Magazine article CRM Magazine

In Sales, It's All about Getting the Story Right: As Customers Grow More Independent, Sales Must Leverage Marketing Content to Become Indispensible

Magazine article CRM Magazine

In Sales, It's All about Getting the Story Right: As Customers Grow More Independent, Sales Must Leverage Marketing Content to Become Indispensible

Article excerpt

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The original version of this article is available at http://bit.ly/19Kbn7X.

As the Internet makes more information available to the masses, people are becoming selective about how and when they interact with other people, let alone salespeople. Even the act of calling someone on the phone instead of texting can strike many as audacious, and research suggests that a lot of people prefer to interact with machines when they're in a store rather than with human representatives.

With that in mind, logic suggests that if salespeople want to contact customers, they'd better have a pretty good plan of action. Speakers at Forrester Research's 2015 Forum for Sales Enablement Professionals in Scottsdale, AZ, in early March highlighted the ways in which salespeople can be smarter with how they take on such new roles and work more closely with marketing to overcome these barriers and create stronger bonds with customers.

Andy Hoar, principal analyst at Forrester Research, said the role of the salesperson is changing, and the number of salespeople is waning as a result. In 2002, salespeople across all industries in the United States numbered 15.3 million; that number shrunk to 15.1 million by 2012, and it is expected to continue to decline.

Meanwhile, Hoar's research suggests that the duties expected of salespeople--especially in business-to-business settings--are shifting closer to those of consultants. Increasingly, customers only turn to reps when they have complex questions regarding the products and services they are looking to buy.

Considering that more customers are developing a self-serve mentality, salespeople should rethink their approach and embrace new business models that incorporate technology, the research suggests.

Hoar's claims that salespeople should develop additional skills were supported throughout the conference by speakers who urged reps to make stronger efforts to create value and memorable experiences for customers.

One way to stand out is by presenting stellar content, according to Laura Ramos, a vice president and principal analyst at Forrester. Ramos said it is essential for reps to become well-versed in the stories being produced by their marketing teams and the particular messages they're supposed to be getting across. …

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