The New Challenges of Selling as “1 of 3”

by Charles Born on September 5, 2012

in Marketing,Sales Tips

This article is by Guest Blogger Charlie Born, the newest member of the Shirman Group extended team.

Over the last five years, B2B selling has evolved from general concepts of solution selling to the ‘Buyer’s Journey’ – a journey driven by the large amount of information available online.  A new sales and marketing reality is rapidly emerging as the internet plays an increasing role in buyer research.  I’ve seen the impact of this in my own marketing work, and I strongly believe we are on the cusp of some important changes to the conventional marketing and sales wisdom of the past

Studies are consistently showing that B2B buying habits are shifting.  Buyers are now 60-70% of the way through the buyer’s cycle before they reach out to your sales representative.   By that time, there is less need for traditional solution selling techniques.  In the new buyer’s journey, the buyers believe that, based on their own research, they have figured out what they need.   When they decide to contact your sales team, they have most likely decided you are one of their top three choices – you are 1 of 3.

Maybe this sounds like good news.  It’s not.  Most often the buyer views all three choices as equally acceptable, and the final decision comes down to features, functions, support—and price, price, price.  Exceptional sales representatives might be able to overcome this ‘1 of 3’ syndrome, but this is the antithesis of where you want to be with solution selling.

In this new selling environment your biggest hurdles are no longer your competitors or features and functions; they are:

  • The ability of buyers to learn on their own
  • How your company participates in that learning process

As the CMO of SAP, Jonathan Becher, said at a recent Churchill Club CMO Panel, “Being marketed TO is a mindset we need to end.  It’s helping (the buyer) discover what they want to learn about.”

Are you experiencing this phenomenon?  Has it changed your marketing strategy?

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