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Transforming Your Reps From
Pitch Men To Problem Solvers

New Rules for Sales Enablement Success
Peter O’Neill, Vice Presi...
Sharing Today’s Webcast
Twitter
@Qstream
@poneillforr


Hashtag
#ditchthepitch
Peter O’Neill
Vice President, Research Director
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
B2B Buyers Are More Empowered
Source: “Winning In The Age Of The...
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
• Your sales
people
• Google
• Your website
• Peers/colleagues
•...
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
B2B Buyer Behavior and Attitudes
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
B2C B2B
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 9
B2C B2B
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
B2C B2B
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
B2C B2B
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
B2C B2B
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
B2B Buyers Conduct Research Online
Source: “The B2B Sales Force...
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
12% of U.S. B2B Sales Will Be Digital
Source: Forrester Researc...
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
When and Why Do B2B Buyers Want to
Talk?
Source: Forrester/Inte...
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Guiding
Consulting
Educating
Informing
Promoting
Pitching
Biddi...
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Execs No Longer Want Pitch Men
Source: Forrester’s Q4 2013 Nort...
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
What It Means? A Digital SF Reboot
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
1M Less Sales Jobs in 4 Years
Source: “The B2B Sales Force Digi...
Number of B2B salespeople/$1MM of GDP
has declined steadily in the last 20 years
•  2.08 in 1995
•  1.79 in 2002
•  0.99 i...
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
B2B Seller and Buyer Archetypes
Source: “The Death of A (B2B) S...
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
B2B Seller and Buyer Archetypes
Source: “The Death of A (B2B) S...
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
Displacement Impact: By Industry (2012-2020)
Source: “The Death...
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
Consultant Salesperson Attributes
Source: “The B2B Sales Force ...
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
Salesperson Assessments Needed
Source: “The B2B Sales Force Dig...
© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Empower Sellers To Become Problem
Solvers For The Buyer
“In the...
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Can You Ever (Re)Train a Sales Force?
@poneillforr
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
Switch Focus To Customers, Not Products
Source: “Why Buyers Don...
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
Sellers who
are ubiquitous
and customer
obsessed –
Problem
Solv...
Managing Sales Capabilities 

at the Speed of Change
Case Study
Think like a CXO
Act like a CXO
Speak like a CXO
Mobile Sales Reinforcement!
Notification! Challenge! Results! Explanation!1
 2
 3
 4
 Leaderboard!5
Data-Driven Dashboards and Sales Fluency Heatmaps!
Managing Change at Scale
“The whole experience was eye-opening.
Never before have we had this level of
granularity and mea...
Top Performers are Proficient!
In All Aspects of Their Job !
Competition!
Marketing
Materials!
Compliance!
Industry!
Sales ...
One-third of reps are not ready…
But which ones
are they?
Time
MotivationImportant Considerations
Insights
Convenience
Please use the!
chat window to
submit your
questions or
comments !
Presentation Title
Subhead Goes Here
Peter O’Neill
Forrester Research
+49 69 959298 39
poneill@forrester.com
@poneillforr
...
Transforming Your Reps From Pitch Men to Problem Solvers
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Transforming Your Reps From Pitch Men to Problem Solvers

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Last year Forrester Research indicated that by 2020, the trend toward self-service and digital buying channels will require a significant transformation in the skill sets of sales teams (Death of a (B2B) Salesman, April 2015). As buyers spend more time online before engaging with your sales force, reps will be required to play a dramatically different role. Sales leaders must work quickly to understand and develop new enablement strategies, help their reps transition to embrace these new selling approaches, and adopt tools and behaviors that ensure their reps stay relevant in this customer-dominated marketplace. Webcast with Qstream's Lisa Clark and Peter O'Neill, Vice President & Research Director, Forrester.

Published in: Sales
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Transforming Your Reps From Pitch Men to Problem Solvers

  1. 1. Transforming Your Reps From Pitch Men To Problem Solvers
 New Rules for Sales Enablement Success Peter O’Neill, Vice President & Research Director, Forrester Lisa Clark, Vice President, Qstream May 12, 2016
  2. 2. Sharing Today’s Webcast Twitter @Qstream @poneillforr 
 Hashtag #ditchthepitch
  3. 3. Peter O’Neill Vice President, Research Director
  4. 4. © 2016 Forrester Research, Inc. Reproduction Prohibited 5 B2B Buyers Are More Empowered Source: “Winning In The Age Of The Customer,” Forrester Research, Inc., April 6, 2015 “Two years ago we coined the term ‘new age seller.’ The buyer’s journey has changed for the sales rep. Control has shifted away from the sales person, as sales is no longer the sole provider of information.” – Linda Connly, VP Global Inside Sales, EMC @poneillforr
  5. 5. © 2016 Forrester Research, Inc. Reproduction Prohibited 6 • Your sales people • Google • Your website • Peers/colleagues • Experts • Your customers • Brand perception • Features/benefits • Brand perception • Features/benefits • Alternatives • Comparisons • Brand perception • Features/benefits • Alternatives • Comparisons • Reputations • Customer opinions • Prices Sources of information What buyers know in advance Pre-Web More Information Puts Buyers in Control Web 1.0 AOTC @poneillforr
  6. 6. © 2016 Forrester Research, Inc. Reproduction Prohibited 7 B2B Buyer Behavior and Attitudes @poneillforr
  7. 7. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 B2C B2B @poneillforr
  8. 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 9 B2C B2B @poneillforr
  9. 9. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 B2C B2B @poneillforr
  10. 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 11 B2C B2B @poneillforr
  11. 11. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 B2C B2B @poneillforr
  12. 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 B2B Buyers Conduct Research Online Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015. Graphic Source: SalesforLife, “The Resurrection of the B2B Salesperson [Infographic]” (http://www.salesforlife.com/infographics/the-resurrection-of-the-b2b-salesperson/) @poneillforr
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 12% of U.S. B2B Sales Will Be Digital Source: Forrester Research B2B eCommerce Forecast, 2015 to 2020 (US). @poneillforr
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 When and Why Do B2B Buyers Want to Talk? Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey. When expensive When complex When negotiating price Requires installation 67% 82% 91% 67% Requires service 64% Base: 224 U.S. B2B Buyers and Sellers @poneillforr
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Guiding Consulting Educating Informing Promoting Pitching BiddingOnboarding Engaging Leveraging Marketing (and Sales!) Roles During The Customer Life Cycle
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 Execs No Longer Want Pitch Men Source: Forrester’s Q4 2013 North America And Europe Executive Buyer Insight Online Survey @poneillforr
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 What It Means? A Digital SF Reboot @poneillforr
  18. 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 1M Less Sales Jobs in 4 Years Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015. Graphic Source: SalesforLife, “The Resurrection of the B2B Salesperson [Infographic]” (http://www.salesforlife.com/infographics/the-resurrection-of-the-b2b-salesperson/) @poneillforr
  19. 19. Number of B2B salespeople/$1MM of GDP has declined steadily in the last 20 years •  2.08 in 1995 •  1.79 in 2002 •  0.99 in 2013 Source: Race Against The Machine By Erik Brynjolfsson and Andrew McAfee
  20. 20. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 B2B Seller and Buyer Archetypes Source: “The Death of A (B2B) Salesman” Forrester Research, Inc., April 13, 2015 @poneillforr
  21. 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 B2B Seller and Buyer Archetypes Source: “The Death of A (B2B) Salesman” Forrester Research, Inc., April 13, 2015 @poneillforr
  22. 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Displacement Impact: By Industry (2012-2020) Source: “The Death of A (B2B) Salesman” Forrester Research, Inc., April 13, 2015 @poneillforr High Tech Healthcare Insurance Building & Construction Financial Services Travel & Hospitality Wholesale & Distribution Brand Manu & CPG Consultants LOW LOW LOW LOW LOW LOW LOW LOW Navigators LOW MED LOW LOW MED MED HIGH MED Explainers MED MED MED MED HIGH HIGH HIGH MED Order Takers HIGH MED MED HIGH HIGH HIGH HIGH HIGH
  23. 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 24 Consultant Salesperson Attributes Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015 @poneillforr
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 Salesperson Assessments Needed Source: “The B2B Sales Force Digital Reboot” Forrester Research, Inc., October 19, 2015 @poneillforr
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Empower Sellers To Become Problem Solvers For The Buyer “In the past two years, there has been a return to outbound calling. The transparency to get to the right person, through various data sources and social media, has made it really easy.” – David Stillman, CEO, Vorsight @poneillforr
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Can You Ever (Re)Train a Sales Force? @poneillforr
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Switch Focus To Customers, Not Products Source: “Why Buyers Don't Want To Meet Your Salespeople And What To Do About It” Forrester Research, Inc., September 9, 2015 “We have a strong product and that is both a strength and weakness. Five years ago the product sold itself. Now we need to be more market- and customer-centric.” – Gilbert Gaeta, Head of APAC Brand Solutions, Google @poneillforr
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 Sellers who are ubiquitous and customer obsessed – Problem Solvers! “Help customers buy, whenever, however and wherever they want.” – Neil Ringel, VP of Staples Advantage” A Win–Win @poneillforr
  29. 29. Managing Sales Capabilities 
 at the Speed of Change
  30. 30. Case Study Think like a CXO Act like a CXO Speak like a CXO
  31. 31. Mobile Sales Reinforcement! Notification! Challenge! Results! Explanation!1 2 3 4 Leaderboard!5
  32. 32. Data-Driven Dashboards and Sales Fluency Heatmaps!
  33. 33. Managing Change at Scale “The whole experience was eye-opening. Never before have we had this level of granularity and measurement for a change management initiative. We were able to provide visibility all the way up to 
 the board level on how well we were doing in the transition to value-based selling.” Global Sales Enablement 
 Director
  34. 34. Top Performers are Proficient! In All Aspects of Their Job ! Competition! Marketing Materials! Compliance! Industry! Sales Process ! & Tools ! Product! Messaging! Selling ! Skills!
  35. 35. One-third of reps are not ready… But which ones are they?
  36. 36. Time MotivationImportant Considerations Insights Convenience
  37. 37. Please use the! chat window to submit your questions or comments !
  38. 38. Presentation Title Subhead Goes Here Peter O’Neill Forrester Research +49 69 959298 39 poneill@forrester.com @poneillforr Thank you Lisa Clark Qstream
 781-214-4528 lclark@Qstream.com @Qstream

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