NAVIGATING B2B SALES (E-BOOK) E-Book

Roland Kümin

• Herausgeber: tredition
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 168

Veröffentlichungsjahr: 2023

Beschreibung

Dive into the exciting and often surprising world of B2B sales with «Navigating B2B Sales: The Digital Age Unpacked». This guidebook, curated from the best articles on B2BModernSelling.com, is more than a reference - it's an engaging narrative that is both informative and entertaining. Through sixteen distinct chapters, this book from Roland Kümin peels back the curtain on the current state of B2B sales, serving as an indispensable roadmap for entrepreneurs, accomplished sales and revenue individuals, and anyone keen to gain the upper hand in the digitally-driven marketplace of today. From the art of building an elite sales team to the intriguing rise of AI and MACH technology, we traverse a myriad of topics that sit at the heart of modern B2B sales. We'll delve into the significance of data, the simplification of the purchase process, the redefinition of customer value, and the fresh mindset required of today's B2B marketers. We discuss the role of authentic events, the importance of active listening, the innovative approaches to customer targeting, and the growing impact of video email communication. We conclude with a comprehensive overview of future B2B sales trends and a handy guide to the latest sales technologies. «Navigating B2B Sales: The Digital Age Unpacked» is your go-to resource for mastering the waves of the B2B sales ocean, making it a fun, insightful, and ultimately rewarding journey. Hop on board, and let's conquer the digital age of sales together!

Leseprobe

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NAVIGATINGB2B SALES

Dive into the exciting and often surprising world of B2B sales with “Navigating B2B Sales: The Digital Age Unpacked.” This guidebook, curated from the best articles on B2BModernSelling.com, is more than a reference—it’s an engaging narrative that is both informative and entertaining.

Through sixteen distinct chapters, this book from Roland Kümin peels back the curtain on the current state of B2B sales, serving as an indispensable roadmap for entrepreneurs, accomplished sales and revenue individuals, and anyone keen to gain the upper hand in the digitally-driven marketplace of today.

From the art of building an elite sales team to the intriguing rise of AI and MACH technology, we traverse a myriad of topics that sit at the heart of modern B2B sales. We’ll delve into the significance of data, the simplification of the purchase process, the redefinition of customer value, and the fresh mindset required of today’s B2B marketers.

We discuss the role of authentic events, the importance of active listening, the innovative approaches to customer targeting, and the growing impact of video email communication. We conclude with a comprehensive overview of future B2B sales trends and a handy guide to the latest sales technologies.

“Navigating B2B Sales: The Digital Age Unpacked” is your go-to resource for mastering the waves of the B2B sales ocean, making it a fun, insightful, and ultimately rewarding journey. Hop on board, and let’s conquer the digital age of sales together!

A must-read for marketing, sales and revenue professionals who are ready to embrace the technological shift and excel in the New Normal of B2B Sales.

Imprint

© 2023 Roland Kümin

Author: Roland Kümin

Cover Design, Illustration: Ilona Schweizer

Additional Contributors: Zoé Bamheck, Heiko Drewanowski, Aggie T. Mucko

Publisher & Print: tredition GmbH, Halenreie 40-44, D-22359 Hamburg

ISBN: 978-3-347-97421-0 (Hardcover)

ISBN: 978-3-347-97422-7 (Softcover)

This work, including its parts, is protected by copyright. Any use without the permission of the publisher and the author is prohibited. This applies in particular to electronic or other duplication, translation, distribution and public access.

Bibliographic Information from the German National Library:

The German National Library lists this publication in the German National Bibliography; detailed bibliographic data can be accessed on the internet at http://dnb.d-nb.de.

Content

Cover

Title Page

Copyright

Foreword By Lucas Schellenberg

A New Compass for B2B Success

Introduction

From Traditional Sales to Digital Evolution

The Internet’s Influence on B2B Sales

From Inspiration to Impact: B2BModernSelling.com

Chapter 1: Assembling a Sales Dream Team // Attracting and retaining top talent

Embracing Change: Nurturing a Forward-Thinking Sales Team

Elevating Sales: Crafting a Team Beyond Targets and Transactions

Chapter 2: the Rise of the Machines // Tech revolution in B2B sales

The Game-Changers in the Landscape of B2B Sales

The Human Element: Irreplaceable

Chapter 3: the Buyer’S Journey // The shift from selling to enabling

Knowledge is Power: Deep Understanding of Your Buyer’s Needs

Transitioning from Selling to Assisting the Buyer

Chapter 4: Content Echoes // The new B2B buyer craves content and expert insight

Responding to the Informed B2B Buyer’s Queries

So, as a salesperson, what should be your takeaway from all this?

Chapter 5: Redefining Customer Value // Making B2B buying simple and easy

Click, Buy, Smile: One-Tap is the Future

Curiosity, Questions, Balance

Chapter 6: Better Buyer Conversions // Empowering sellers to deliver Unparalleled value

Pitcher: Made in Switzerland

The Benefits of Sales Enablement Platforms

Chapter 7: the New B2b Manifesto // Rethinking mindset & strategy

Coding Success with Data-Driven Insights

Embracing Empathy: The Heart of Authentic B2B Marketing

Chapter 8: Events // The ultimate connection makers

Leveraging Events as Powerful Tools in B2B Sales

Stage Your Success: Maximizing the Attendee Experience

Chapter 9: Decoding the Puzzle // The intricacy and precision of buyer personas

Decoding Customers Through Fictional Characters

Selective Success: Not About Catching Every Fish

Chapter 10: Attentiveness // The skill of active listening in B2B sales

Hear the Symphony of Silence

Chapter 11: the Art of Discovery // Finding perfect leads with cold emailing Campaigns

Charting the Territory

Building Your Guide—Crafting a Captivating Cold Email

Navigating the Terrain—Identifying Your Ideal Leads

The Expedition—Sending Your Emails and Evaluating the Responses.

Continual Learning—The Key to Mastering Cold Emailing

The Reward—Building Relationships and Driving Growth

Chapter 12: Lights and Camera // The power of video email in modern B2B communication

Showcasing the Human Behind the Brand

Daring to Innovate: Give Video Emails a Shot

Chapter 13: Transforming B2b Commerce // Navigating the mach-powered future of sales

How to Choose the Right Tools Based on Your Needs & Objectives

How to Ensure Team-Wide Adoption

Modern B2B Sales Tech Stack Must-Haves

Chapter 14: Chatbots at the Helm // Mastering lead generation with AI

The AI Revolution in Conversational Marketing

Chapter 15: Riding the Wave // The future of B2B sales

Unleashing the Power of Data

The AI-based Automation Revolution

Onward to the Future

Chapter 16: Yellow Pages // Your guide to modern B2B sales technology

Something on My Own Account

Glossary

About the Author

NAVIGATING B2B SALES (E-BOOK)

Cover

Title Page

Copyright

Foreword

Introduction

Glossary

About the Author

NAVIGATING B2B SALES (E-BOOK)

Cover

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FOREWORD

We are entering a whole new season of sales. A wave of technological transformation and a fresh understanding of the customer experience are setting the stage for a revolution in business-to-business (B2B) selling. In his book “Navigating B2B Sales,” Roland Kümin invites us to delve into the depths of this exciting new paradigm. His book guides us through a shifted perspective, enabling us to discover and master a rapidly evolving new B2B environment.

The journey begins in Chapter 1 with an in-depth look at the building blocks of an effective sales team. Here, we delve into innovative strategies for capturing and maintaining top-tier talent. This lays a robust groundwork for those adeptly maneuvering through the dynamic terrain of B2B sales, especially in a digitally driven, data-centric era.

This chapter resonates with me as a global managing partner of a worldwide executive search and top talent firm. Consistently finding people who can take on client sales responsibilities and understand how to grow and thrive in the digital economy is a daunting task. It’s rare to find someone with all the right skills at the right time.

However, our years of experience in finding top executives and top talent has sharpened our sense of finding the right people in the right positions at the right time and encouraging them to take on new challenges. One of our focuses is finding salespeople who understand and embrace the new processes and tools of the digital selling world. This is where Roland’s book provides a good understanding of the essential skills for tech savvy B2B sales teams.

The subsequent chapters deal with the seismic effects of technology on B2B sales and how it is revolutionizing the buyer’s journey. From the accelerating digital transformation to the changing role of content and data in understanding and reaching B2B buyers, we are altering our comprehension of customer value and buyer conversions.

In the heart of the book, the focus shifts to rethinking strategy. Roland highlights the importance of authenticity in the age of remote connection and intricate buyer personas. He explores the art of active listening, the power of cold-email campaigns, and the rising role of video emails in modern B2B communication.

In the final chapter of the book, we look to the future, examining how new trends and technologies are transforming B2B commerce and how AI is revolutionizing lead generation, with chatbots at the forefront.

To conclude his journey, Roland offers a view into the future of B2B sales and provides readers with a comprehensive guide to modern B2B sales technologies, a sort of Yellow Pages that you should always have at your disposal.

A New Compass for B2B Success

“Navigating B2B Sales: The Digital Age Unpacked” is your comprehensive compass in the dynamic terrain of today’s B2B sales environment. Regardless of whether you’re a seasoned sales leader, a newcomer on the scene, or simply intrigued by the industry’s evolution, this book offers invaluable insights, practical tools, and forward-thinking strategies to help you excel. It’s an essential read not only for those deeply immersed in sales, but also for any decision-makers bearing revenue responsibilities.

Approach this book with an open mind, ready to embrace Roland Kümin’s insightful wisdom and to incorporate the transformative elements of modern sales approaches into your own practice. As you delve into its content, you will unearth how contemporary technology and progressive methodologies can completely reshape your sales process. More than mere enhancements to existing sales tactics, these revolutionary ideas hold the potential to substantially amplify your revenue streams, augment efficiency, and pave the way towards a more sustainable and profitable business model.

This book is a clarion call for all sales professionals to embrace the winds of change, commit to ongoing improvement, and enjoy the significant benefits that a data-driven, tech-enabled sales process can deliver.

Lucas Schellenberg

Global Managing Partner at H.I. Executive Consulting (HIEC)

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INTRODUCTION

The Swiss Alps have an undeniable charm. The quiet, snow-capped grandeur, the crisp winter air—it’s a timeless spectacle of nature. But let me tell you a secret: The mountains aren’t just for skiing and making snow angels, as inspiring as they might be. They’re also my quiet retreat for contemplation and discovery.

About a year and a half ago, when I immersed myself in the alpine charm of Champéry, one of Switzerland’s oldest tourist destinations, I was traveling through a completely different landscape at the same time. It’s the transformation of the Internet documented in Brian McCuller’s fascinating book “How the Internet Happened—From Netscape to the iPhone.”

Reflecting on the web browser maker that revolutionized the internet, it’s fascinating to recall that Netscape, once a titan in the field, no longer exists. It has changed, merged and re-emerged in the myriad digital tendrils that define our world today. This rapid and unstoppable development reflected the undulating dance of the Swiss Alps themselves, which constantly change with the seasons.

Netscape’s dawn was like a winter snowfall, covering the world with a new coat of opportunity. This was the first step in an unstoppable journey towards a connected world where technology is not just a toy but the lifeblood of our existence—a digitally augmented existence almost overnight.

From Traditional Sales to Digital Evolution

In my own travels, the similarities have been astonishing. As I reflect on the rise and transformation of Netscape, I am struck by the dramatic shift in my own profession. I was evolving too. I was no longer just a salesperson guiding customers through their purchasing decisions, explaining products and related details. No, I had become a digital seller, leveraging digital tools and digital marketing to accomplish a significant portion of my work, much of it automated.

Indeed, much has changed, and the events of the last few years have only reinforced that change. The COVID-19 pandemic has pulled us out of our comfort zones like an avalanche, forcing us to break new ground. This event is a reminder that we need to be agile, adaptable, and resilient—that we must always embrace change as a constant companion.

So we adapted. We used digital tools to foster relationships and connections remotely. We became adept navigators of our online platform, negotiating deals via Zoom calls and virtual handshakes. The reality of B2B shopping has changed, bringing new conveniences and efficiencies. And like the internet, we recognize that this digital transformation is permanent and here to stay.

The future of B2B value selling is when buyer sentiment meets seller relevance with human engagement empowered by technology.

Tony Huges

But if you think your journey ends here, you will be surprised. When looking at the Swiss Alps, it’s easy to forget that they weren’t the towering snow-capped mountains we see today. Like these mountains, the B2B sales landscape has evolved in its own way, shaped by the unstoppable force of technology. This change is so profound that it feels like waking up in a whole new world.

The Internet’s Influence on B2B Sales

Reading Brian McCullough’s captivating account of how the internet reshaped our world, it dawned on me just how deeply these changes have influenced B2B sales as well.

Consider the rise of Customer Relationship Management (CRM) systems. The advent of CRMs has been a revolution in itself. They fundamentally changed how we manage relationships and interactions with our customers. They gave us the ability to track and manage customer information, all in one place. We could now access data, anticipate customer needs, and personalize our offerings. We weren’t just selling products anymore—we were selling experiences, solutions, and relationships.

Then came the advent of social media. Platforms like LinkedIn opened entirely new avenues for connecting with our customers. They provided us with unprecedented insights into their needs, preferences, and behaviors. Sales pitches transformed into nuanced conversations.

And now we face the latest seismic shifts: the emergence of Artificial Intelligence (AI) and solutions like ChatGPT. They’re reshaping the structure of the B2B sales process, automating repetitive tasks, providing predictive analytics, and enhancing customer interaction with chatbots.

All these shifts have ushered us into a world where virtual meetings replace personal interactions, and digital tools have become our lifelines. Suddenly, the essence of a salesperson isn’t confined to the physical space anymore—we have definitively entered the era of the digital seller.

From Inspiration to Impact: B2BModernSelling.com

So, while on my skiing vacation in Champéry, my mind buzzed with thoughts about sales processes, leading me to an exciting resolution. I decided to launch a blog, more of an advice column, where I’d regularly jot down my thoughts about the transformative forces reshaping B2B sales. From this vision, B2BModernSelling.com was born—a resource for anyone driving sales and revenue who wants to learn more about the digitally influenced, modern B2B sales.

Since then, my blog has blossomed into a hub where we discuss the significance of data, simplifying the buying process, redefining customer value, and the new mindset demanded by today’s B2B marketers. The journey has spawned a wealth of articles. After numerous requests from friends and clients, I decided to revise and update some of these key articles and voila—they’re now being published in book form. This book is not just an informative guide—it’s an engaging read designed to sharpen your awareness and understanding of modern B2B selling.

Hertenstein, July 2023

Roland Kümin

CHAPTER1

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ASSEMBLING A SALES DREAM TEAM

ATTRACTING AND RETAINING TOP TALENT

Once upon a time in the kingdom of sales, a magical transformation was taking place. Sales were no longer just about selling products: it was about selling experiences, solutions, relationships. A new era of digital proficiency and data-driven decision making was emerging. And leading this charge were the knights of the sales table—the sales leaders and top performers.

The quality of your sales team is as crucial, if not more, than the quality of the product you’re selling. The right sales leaders and top performers can make the difference between hitting your sales targets or falling short. However, attracting and retaining these high performers in today’s rapidly evolving digital landscape can often feel like trying to catch a unicorn.

These leaders are not just individuals who can close deals; they are professionals who understand the art and science of selling in the digital age. They know their customers, their needs, their pains. They build relationships, not just business transactions. They leverage digital platforms and data analytics to deliver tailored customer experiences, spot opportunities, and predict trends. They are strategic, adaptive, and resilient, particularly in the face of rejection. They are leaders, not just within the sales team, but across the organization. They are innovators, change agents, and data-savvy strategists who can lead their teams through digital transformations.

Attracting these unicorns requires a compelling tune that resonates with their unique skill set and expectations. Showcasing your company’s digital prowess, innovation culture, and commitment to data-based decision making is key to attracting these digital knights. A robust cybersecurity framework, strategic partnerships with tech companies, and a commitment to continuous learning are also important.

Moreover, these sales leaders and top performers are motivated by challenges and growth opportunities. They want to be at the forefront of sales evolution, leading the charge into new territories. They want to leverage technology and data to deliver exceptional customer experiences. They want to lead, learn, and make a difference. Thus, it’s essential that your organization provides a platform for them to do so.

In the world of sales leadership, keeping up with the relentless pace of digital innovation and change is absolutely crucial.

Lucas Schellenberg

Then comes the art of engagement. As they say, if you love something, let it free. If it comes back, it’s yours. If it doesn’t, it never was. Engaging sales leaders and performers is about empowering them. Trust them, support them, but most importantly, let them do what they do best—sell. Recognize their achievements, both big and small. Be their mentor, their coach, their cheerleader. Guide them when needed, but also give them the freedom to explore, innovate, and make decisions.

Lastly, remember that the golden egg isn’t just about the money. A comprehensive compensation package that includes opportunities for continuous learning, development, and progression is more attractive to these sales unicorns. They know their worth and they know they are in demand, so it’s essential to offer a package that reflects their value and your appreciation.

Embracing Change: Nurturing a Forward-Thinking Sales Team