2016 b2b sales insights report

2016 B2B Sales Insights Report

2016 B2B Sales Insights Report research intent

Conduct B2B technology buyer surveys to uncover the true sentiment of buyers towards sellers they encounter during the buyer journey.


THE STUDY

2016 B2B Sales Insights Report the assumption

1 Depending on the research, B2B buyers are now 57-70% through the buying cycle before engaging salespeople.

2 Leopard believes this is because salespeople focus too much on what THEY can do for their customers instead of listening to the customer’s genuine needs.

3 A vast majority of companies are not effectively enabling their sales people. In spite of efforts to build SE programs, they’re still not effectively enabling their sales force.

4 Salespeople must be reoriented to the new methods of sales for a more educated buyer population.


THE RESPONDENTS

2016 B2B Sales Insights Report respondent profile

B2B professionals who work in one of Leopard’s target industries.

32% 15% 15%

12% 11%

8% 5%

3%

Information Technology Operations

Other Finance

Cutomer Service Human Resources

Marketing Researcn and Development

Department 27%

13% 10%

6% 6% 6%

3% 2%

1% 1%

Manager Associate Specialist

Other C-level Executive

Director Planner

Coordinator Intern

Vice President

Position

are very involved in B2B technology purchase decisions and meet with salespeople occasionally to often. 71%

20%

20%

20%

20%

10%

Software

Hardware

Healthcare

Financial Services

Other

Industry

Buyer Persona


THE STORY

2016 B2B Sales Insights Report the story

B2B Buyers have mixed feelings about sellers, and there is definitely room for improvement.

Buyers don’t dislike salespeople as much as we feared; When needed, sellers are viewed as an invaluable resource Too many B2B sellers are focusing on the wrong things; They’re all about what THEY can do. Over and again, we hear that sellers don’t listen and make it about themselves. Too many B2B sellers don’t come prepared; The majority do not show up at meetings with the materials clients want to see. B2B selling is a human exchange just like anything else; B2B buyers are urging sellers to remember the basic tenets of empathy, listening and patience when dealing with buyers.

The Lowdown


B2B Buyers are busy doing their own research—before talking to sellers.

2

26

28

33

37

37

Other

Secure internal budget

Ask for peer recommendations

Conduct general business problem research

Compare competitive offerings

Gather solution-specific research

Insight


Engagement is a two-way street between buyers and sellers

49% I reached out to sellers

51% Sellers reached out to me

Insight


Salespeople get a mixed review when it comes to how they handle sales meetings

1

9

11

18

18

19

20

20

21

28

Other

Salespeople don't help me plan to attain my goals

Salespeople don't know their own products/services

Salespeople make it about themselves

Salespeople sell complexity, not simplicity

Salespeople offer things that are not relevant to me

Salespeople speak my language

Salespeople make me feel heard

Salespeople talk at me, not with me

Salespeople come prepared

Insight


Buyers like salespeople when they listen and demonstrate an understanding of their business.

“Have patience, we’re busy too.”

“Do your research and get background information about my company before making the call.”

“Be straightforward, don’t be pushy and listen to my questions.”

“Allow me to make my own decisions after research.”

“Be knowledgeable and completely prepared.”

“I want to feel that the seller is invested in my business and what’s important to me, rather than feeling like they only care about pricing.”

68% of those surveyed said these qualities are VERY important when determining if they’ll work with a B2B salesperson.

Insight


Salespeople aren’t as disliked as much as we suspected.

They are essential to me 50%

They are a necessary evil

20%

Both of the above 27%

Other 3%

Insight


Once buyers have developed lasting relationships with salespeople, the relationship overall is positive.

A hate relationship 4%

More hate than love 12%

Equal hate and love 19%

More love than hate 46%

A love relationship 19%

Insight


Salespeople are considered an asset, as long as they use buyers’ time efficiently

7

12

1

25

22

14

28

26

34

15

15

26

I dread meeting with sales people

I waste a lot of time in sales meetings

I consider sales people a strategic business resource

Strongly Disagree Somewhat Disagree Somewhat Agree Strongly Agree

Insight


Sellers are bringing materials to calls, but are they the right ones? Not necessarily.

34

30

11

8

6

4

Very technical

Polished

Fluffy

Too slick

Amateurish

Not relevant

No 9%

Yes 91%

Do sellers bring materials to meetings?

And what is your reaction to those materials?

Insight


Case studies and executive summaries are the most important materials to bring to sales meetings

30

29

21

20

14

10

9

8

5

5

1

1

Case Study

Executive Summary

White Paper

Infographic

ROI assessment

PPT

Sales Playbook

One Page Collateral

Customized Form

None

Microsite

Other

Insight


You MUST be all about your buyers, not yourself to excel in selling

The seller demonstrates an understanding of my business

The seller asks questions about my business

The seller explains the technical details of a product

The seller offers insights about my business

The seller speaks to the business value of a product

The seller sells me on his/her own company

1

2

3

4

5

6

Importance to Customers

Insight


But sellers are spending customer time on the wrong activities!

The seller demonstrates an understanding of my business

The seller asks questions about my business

The seller explains the technical details of a product

The seller offers insights about my business

The seller speaks to the business value of a product

The seller sells me on his/her own company

Importance to Customers

Where Sales spends their time

1

2

3

4

5

6

4

4

3

5

2

1

Insight


If sales follows basic rules of common human courtesy, buyers will want to engage.

“Don’t treat me like your customer, treat me like a company you want to invest in and see succeed.”

“Please be patient, I will make the best decision once all the research is completed”

“Find out what we need and sell me the benefits and value of your products.”

“Please be prepared and don’t waste my time.”

“Tell me what is relevant to my company, not what is only beneficial to you and your company.”

“Talk about MY company specifically!”

Insight


Salespeople are dropping the ball on the easy stuff. Following up with prospective customers is key!

Sellers don't follow up 19%

Sellers follow up, but their information

does not cover what we previously

discussed 32%

Sellers follow up, but their information

does cover what we previously discussed

49%

Insight

2016 B2B Sales Insights Report contact us

Dawn-Marie Kerper Executive Consultant [email protected] Heather Aardema Marketing Strategy Director [email protected] Leslie Smail Marketing Manager [email protected]