While there are a range of relevant topics relating to sales, selling and marketing presented at the CEB Sales and Marketing Summit, the one recurring theme is the power of simplification.
When you step back and see how selling have unfolded over the last for years, what a neutral observer would see is an exercise in layering. People would see an opportunity or a challenge and they would bolt something on to fix or “enhance” their current state as a means of improvement. This could be to their sales process, or their sales enablement technology or platform; the term “There’s an App for that”, was embraced by sales long before all sellers bought iPhones. This wasn’t lost on marketing, they joined the party and loaded on more. This often led one to wonder whether the sale was complex to begin with, or it was complicated by the participants.
Which brings us to the buyers, they further added to the complications, leading to challenges so well presented in CEB’s current book “The Challenger Customer”. As the authors spell out in detail, the dysfunctional buyers and buying process triggers a reaction in sellers, usually in the form of adding more, and just driving the problem further.
Much of discussion at the Summit, speaks to how simplifying the buying process could lead to a number of benefits for buyers and by extension sellers, and the role sales/marketing organizations can play in helping buyer simplify things and progress as a result. “Empowered Customers are Overwhelmed”, turns out “too much information, too many options, and too many people involved in the decision are grinding things to a halt, with 81% or respondents saying their sales cycles have gotten longer over last five years.
The Ease-O-Meter – So how can you make buying easier? You start by focusing on the buying process. This does not mean the traditional approach of imposing you sales process, your time lines, your market view on the buyer, but truly helping them with their purchase as a means of helping them achieve their business goals and objectives.
This is not easy for sales and marketing types, as evidenced by one exercise that had us focus on the buy side of life. Even with all the great knowledge and experience about, this proved to be a real task. Adding to the challenge are two factors detailed in the Challenger Customer”, the combination of the “5.4” and the “good enough”. 5.4 being the number of people/groups involved in a buy decision, hence the dysfunction; “good enough”, the reality of buyers recognizing your value, but not willing to pay for it when there is a “good enough” lower cost alternative.
Another way to simplify things is to minimize options and choices, as stated above, too much choice is not working, as Barry Schwartz, Ph.D author of The Paradox of Choice: Why More Is Less, choice is just killing buying, which is killing sales. While this may seem counter intuitive to many in sales, there were numerous example of why and how too much choice can lead to no choice, not what sellers want when they give choices. As Schwartz pointed out “the best way to avoid regretting a decision is not to make one!”
Not to be glib, but the choice is there, you can keep on the path you’re on, or pick up the book, focus on executing the the concepts and implementing elements to make your buyers’ journey easier and simplify your sales success.