Gone are the days when B2B sellers had the upper hand in the power struggle with buyers. This is because the buying landscape has undergone dramatic changes in recent years. With the sudden cascade of information available at the touch of a button – on devices we carry in our pockets – buyers are walking into sales meetings with unprecedented levels of knowledge about our offerings before our reps have even had the chance to introduce themselves.
The question arises: How can sales leaders leverage these same technological developments to shift the power back into their corner? Any effort to do so has to involve an individual rep improving his or her selling skills, while simultaneously becoming much more of an expert on the product itself. There is no way around it – without intensifying our focus on sales learning, our reps will never be able to properly control the dynamic of conversations with such savvy buyers.
