Salespeople: Important to Your Customers and to Your Messaging

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We’ve been told that the majority of customers (93% according to Forrester) prefer to buy online vs. through a salesperson. But based on Marisa Kopec’s presentation “Demystifying B2B Buying for 2015 and Beyond” at SiriusDecisions Summit 2015, that perspective is a bit misguided.

Every type of buying scenario requires a salesperson at some stage of the buying journey:

TheBuyingScenarios
As noted above, more than half of the interactions in every buying process are with a person, not a machine. Even a transactional purchase includes 6 interactions with a human.

Key takeaways:

  • Sales interactions are still a crucial part of every buying scenario and therefore sales needs to be part of the marketing communications planning process. Sales should provide input to marketing on what’s most effective when interacting with customers.

  • We also know, buyers will be ping-ponging between self-guided information gathering and interactions with salespeople. Collaboration between marketing and sales is the only way to create truly integrated messaging and content that continues the conversation from wherever the customer left off.

As an organization, do you make salespeople a priority in the marketing communications planning process? Do they know how customers and prospects have interacted with your company online and offline? Are your systems, content and teams set up to keep the conversation going from wherever the customer left off?