Strategic sales in the life science market (part 3 of 6)
The three big trends: commoditization, saturation and customer-closeness –
and why we need new structures and new mindset in sales
This is a paper in six parts.
Third part: New Sales World
In former times, we as salespeople had an important part to play in terms of transferring knowledge and information on our products and perhaps applications from our company to our customers.
For that, customers needed us.
Today, we as salespeople are facing a totally different situation when we meet customers.
Usually customers have the same or almost the same sources for information that we have.
We provide a lot of information on our homepages, there are rating platforms amongst purchase departments and experience exchange platforms for users.
In the moment of the first personal contact with our customers, we usually face much better informed customers than we used to do in the past.
The process of opinion formation about us has already taken place – totally without us as personal sales people even knowing. Only a simple research on Google and Youtube reveals for the customer if we are the experts, if other customers like us, what other customers think of our products and a lot more.
I think it is extremely difficult for us to cope with this situation with tools, techniques and methods from the old school of sales and selling from the 80s.
Instead, we need something new.
We simply have to adapt in order not to become obsolete.
And when I say “we have to adapt” then I am not primarily talking of our products, but rather of the way how we approach our customers.
Everyone working in sales is aware of those changes and experiences those problems on a daily basis.
However, an answer to those changes is difficult.
Many sales managers and salespeople don’t know how to handle and how to parry those problems, don’t know how to deal with the new situation and how to adapt.
This is why in daily practice unfortunately the answer to those problems in most cases is exactly the same answer which it always was: And this will be the topic in the next part.
Do you have questions?
Just contact me!
Strategic sales in the life science market (part 3 of 6) >>>
The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model.
Copyright © by Dr. Martin Auer, 2017