In this video I’m looking at how important the predictability of sales are to a business as part of a series of videos on Stress Testing your business model
I recorded this video and then happened to be chatting to Sales Expert Mark Checksfield on LinkedIn. He had some great points to make about how sales are changing.
Business Disruption Doesn’t Just Happen By Industry
When we think about business disruption we normally think about industries and sectors. The airline industry is being disrupted. The taxi industry is being disrupted. Tesla is going to disrupt the electricity market with its big batteries.
What Mark reminded me of is that we’re seeing functional disruption. In his case the flood of new technologies and millions of new entrants into marketing has had a huge impact on small business sales.
The classic sales model of sales team calling prospects, booking face to face meetings, presenting solutions, quoting and then following up and closing is sliding against some of the new digital age and online technologies.
More buyers start their product search online where they find heaps of info and can preselect potential service providers meaning you may be cut out of the loop without having a look in if your online profile is too low. Since that online space is now so competitive how does an average size SME find it’s way anywhere near the top of the search engine game?
Every digital agency tells you you are nowhere but can’t solve the problem either because they are only doing the same as all your rivals digital agencies. Unless you are lucky and have found some niche space somewhere. Anyway the sales game is more complex now as you have to cover more angles, both digital channels and direct personal relationship channels.
Also because we are all over marketed to more people are tired of playing the sales game and therefore are less willing to listen or meet. The marketers have out marketed themselves to the point there is a general slide towards a “stop selling me stuff”mentality.
It Also Happens By Sector
My takeaway form this is that modern marketing tools are disrupting the whole sales process – varying in impact by industry. It’s therefore not a stretch to ask what is happening to different business functions as a result of technological change.
How does marketing impact procurement? How much does engineering impact marketing? Which functions are the most disruptive? Which functions are most susceptible to disruption? What can you do?