The document discusses how the B2B sales environment has changed due to the COVID-19 pandemic. It notes that economic activity is currently subdued with a slow recovery expected in the next 1-2 quarters. It recommends that sales teams focus on need-based revenue and quality over sales-based revenue. Trusted advisors and those who can decode customer needs will be most successful, while sales reps with past poor performance may struggle. As pent-up demand increases, economic activity is projected to rise sharply in some verticals.

1. 4
• Economic activity is subdued, demand profile is
skewed, slow recovery to begin in next 1-2 quarters
• Sales Team to chase Need and Quality Based Rev.
• Sales based Revenue to be a no go zone
• Decoder & Yes Man type sales rep will do well
• Trusted advisor will prepare for pent up demand
• Sales rep with below par performance in past will
struggle to survive, most reps will miss targets
• Economic activity to rise sharply with pent up
demand
• Some verticals to have “V” shape recovery
• Sales Team to chase Need and Sales based revenue
• CX is non negotiable for portfolio mix
• Consensus Builder and Decoder will do well
• Trusted Advisors to facilitate in meeting pent up
demand
Low High
Low
Supply
Complexity
High
Price Taker
Yes Man
Profit Taker
Consensus Builder
Demand
Complexity
Commercial Insight
Trusted Advisor
Wish Fulfillment
Decoder
Pre Covid
Post Covid
During
Pandemic
B2B Sales
Post Covid 19
• Economic activity was upbeat, demand profile was
bullish
• Sales Team chased Sales based and CX based revenue,
suffered in quality
• Need based Revenue became 2nd priority
• Consensus Builder and Yes Man type Sales rep
in respective zones did well
• Trusted Advisor created new territories
• Sales rep with below par performance survived
or shielded
Source: Gartner, Sales Academy, Forrester (Death of A B2B SalesMan), HBR, BCG
▪ Ongoing pandemic has created a challenge
for B2B Sales Team in positioning their
offerings, to go for innovation or align with
conserve cash sentiment
▪ By analysing demand vs buyer profile with
sales style execution, Sales team can
navigate these uncharted territories and
prepare for the future