It’s not a sales process anymore. It’s a purchasing process

Yael Warman

“The role of the sales rep at a company has dramatically shifted. He/she is no longer a means of transportation of information between the company and the customer, but has rather become on an advisor, helping customers discern amongst the different alternatives they can research online and that appear to be relatively similar” – Yael Warman, Leverate

relationship-based-selling

A  few years ago I decided that if I was going to make it big in business, I needed to take some golfing lessons. My career in marketing was just starting off and I was convinced that in order to succeed, I needed to sweeten the ears of prospects and the golf course seemed like a great place to start.

I had seen one too many movies to not know that big business deals got signed on the greens. Never mind strategies and business plans. I knew how the world worked and that relationships equaled deals, and so every week, I headed to the Hollywood Beach Golf Club to tee off.

A few things have changed since.

Back then it was all about the sales process. Today, it’s all about the purchasing process. The customer buying and decision-making process today begins well before a customer engages a company’s sales rep.

In the past, customers used to depend on a company to obtain the necessary information for them to make an educated decision, which was largely influenced by the sales rep providing such information and entirely biased in favor of the company. Today, anyone with access to the internet and a few minutes to spare can find more about a company than any sales rep could have ever hoped to share.

Another thing that has changed is the speed at which the world turns. People no longer have time for long lunches, sports outings and cocktails. Sales today, especially those involving complex customer decisions, are data-driven, as opposed to relationship-driven.

Customers no longer remain loyal to the insurance agent that for years invited them to dinner, but rather to the one who enhances their customer experience with superb service and competitive pricing.

The role of the sales rep at a company has dramatically shifted. He/she is no longer a means of transportation of information between the company and the customer, but has rather become on an advisor, helping customers discern amongst the different alternatives they can research online and that appear to be relatively similar.

With the significant changes the sales/purchase process has undergone, my golfing skills have rarely been put to good use. Although my swing wasn’t too bad, I am much more passionate about my writing and prefer to help customers make educated decisions by putting those skills to good use.

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