The conversation highlights the evolution of sales roles, particularly in the technology sector, over the past decade.
Joshua Feinberg notes that technical clients now conduct extensive research before engaging with sales, often nearly completing their decision-making process before vendor contact.
Successful sales professionals are now seen as consultants and trusted advisors rather than just transactional agents.
Eckart Zollner emphasizes the importance of starting with a customer value proposition and transitioning to a technical consultative process, considering various stakeholders and their roles in the sales cycle.
Both agree that the sales journey must balance technical aspects with the customer's perceived value to be effective.
This video is excerpted from the podcast Ep. #60 Eckart Zollner, Business Development of Digital Parks Africa | Data Center Go-to-Market Podcast.
Action Items
- Ensure the sales team is focused on being a consultative, trusted advisor rather than just a transactional salesperson.
- Emphasize the importance of clearly articulating the customer value proposition and benefits upfront, before discussing technical details.
- Identify and address the concerns of all relevant stakeholders (influencers, decision-makers, detractors) during the sales process.
Outline
Shift in Sales Roles Due to Digital Transformation
- Joshua Feinberg discusses the significant evolution in the sales role over the past three to five years, particularly in the technical sector.
- He notes that technical clients now conduct extensive research before engaging with sales teams, unlike a decade ago when sales interactions typically occurred mid-way through the decision-making process.
- The rise of digital transformation and remote work has accelerated this trend, with many buyers nearly completing their research before contacting vendors.
- Successful sales professionals now focus on being early consultants, trusted advisors, and experts rather than just transactional agents.
The Importance of Customer Value Proposition
- Eckart Zollner emphasizes that the sales journey begins with a clear customer value proposition, highlighting the value exchange between the customer and the vendor.
- He explains that the initial step is to communicate the benefits and value to the customer, ensuring they understand the product's or service's advantages.
- Depending on the sales cycle and the stakeholders involved, the sales process often involves transitioning from a value-focused approach to a more technical consultative approach.
- Sales professionals need to navigate different roles within an organization, including influencers, decision-makers, and potential detractors, while maintaining credibility and addressing concerns.
Challenges in Sales Approaches
- Joshua Feinberg agrees that many sales professionals overlook the importance of the initial value proposition and the need to adapt to various stakeholders.
- Eckart Zollner adds that salespeople must be able to switch between different approaches based on the specific needs and positions of the individuals they are engaging with.
- The conversation highlights the complexity of the sales process, which involves managing multiple stakeholders and ensuring that the value proposition is communicated effectively.
- Both stress the importance of being seen as consultants and experts who can provide genuine value to clients, rather than just transactional salespeople.
Resources
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