Stop Selling Start Building Relationships

By Janice B Gordon | sales training

Mar 13
Janice B Gordon Stop Selling

Although the 2008 global financial crisis considered by many economists to have been the worst financial crisis since the 1930’s Great Depression, some believe the economic world is in remission, not recovery. We are living in uncertain times, VUCA (Volatile, Uncertain, Complex and Ambiguous) is the new normal that we all must continue to negotiate.

Volatility and uncertainty have created a need for environmental scanning on a macro and micro level. To assess the impact on your business, your customers and your customer’s customer. To create opportunities and serve your customers present and future needs.

90% of decision-makers will not answer cold contacts, but 80% of connections on LinkedIn are open to new opportunities. 57% of buyers are in the decision-making process before reaching out to sellers. Although savvy buyers can cherry pick companies, brands, products and services from among the many global competitors vying for attention. CEB research shows that B2B buyers are uncertain about the wealth of data on a solution. To complicate matters further, there is an array of influencers involved in the buying decision. B2B buyers are increasingly overwhelmed and often paralysed by increasing complexity.

Janice B Gordon Environmental Scanning


Sellers must run this complex gauntlet, negotiating with each influencer in the buying process. Buyers are careful to choose whom they allow on to their shortlist. Today’s purchasing decisions need more discussion and due diligence. There a disconnect between the traditional hunter seller ‘self-interest’ and the buyer’s ‘self-interest’. Now, sellers must establish many alliances within a customer account if they are to develop a long-term relationship.

While buyers have more power and are only interested in meeting their own needs. Today’s buyers are not interested in hearing the seller’s product benefits ‘sell’. Buyers have done their research and know as much about the sellers should know about the buyer’s needs. What they want to know is whether your product solves their specific problem and they want to know this from trusted sources. The trusted adviser has an honoured relationship, a broad knowledge of the market, and an in-depth technical skill to help buyers evaluate their options.

Stop Selling Start Building Relationships.

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About the Author

Janice B Gordon helps enterprising companies adapt their sales approach and grow key customers. This has led her to create the popular Scale Your Sales framework. Janice is the Customer Growth Expert an Author, Educator and Consultant ranked 25 of the Top100 Global Business Influencer 2017. Contact Janice to talk about Scaling Your Sales.