We have observed patterns in 2021 sales trends that demonstrate how much the events of 2020 have accelerated or completely altered B2B selling. There is a need for specific critical skills for organizations to compete and grow effectively in 2021 and beyond. Some companies had a banner year during 2020, but this will not insulate them from emerging trends in 2021. B2B buyers continue to want sellers to create an experience much like consumers are expecting experiences from brick-and-mortar retailers. The gap between sellers and buyers was already widening, and buyers are even more prone to bringing in salespeople at a much later point in the sales decision, so building trust effectively is crucial. Closer to home, organizations question whether they have the right talent on their sales team.

Critical sales skills

Here are some critical sales skills essential to navigating the post-pandemic and mixed economic environment.

Guide your buyer

Being able to guide your buyer through their decision is the main focus of any sales conversation.

You might be thinking, “how is that any different than before?” It is always advantageous to convert a prospect into a customer, but what is the value of getting a clear no? There are many times when you get a counterfeit yes from a prospect. It might sound like, “That’s great! Your X sounds really interesting!” or “Yes, that sounds good. We need to discuss this a little more. Can you send me some information?”

There are other variations, but salespeople leave these meetings with happy ears and start forecasting when this deal will close. The missing element-what was left unsaid? What concerns are not being addressed? Why do they want “more information?”

Effective salespeople show that they are not afraid to take on concerns directly and that the decision, no matter the outcome, is essential. A clean and clear no is still a win as it prevents chasing prospects (chasing never feels good).

Recognize what drives decisions

Recognizing how uncertainty (and other emotions) are driving decisions. People make buying decisions based on one of two motives. They are seeking to realize a gain or protect against a loss. The confusing part is how customers might buy while protecting against a loss. For years, people have made decisions based on their emotions. This phenomenon can be seen in many buying decisions.

Someone may blunt their optimism or question a prudent decision due to the upheaval in society and the economy. However, now is not the time to throw the baby out with the bathwater. People buy solutions, even expensive, complex solutions, with the worldview that they must protect against a loss. They buy to stay ahead of the competition, maintain resources, and avoid being left behind.

Perceived value

Perceived value is not what you think is beneficial. Like that saying, “beauty is in the eye of the beholder,” the buyer, not the seller, defines value. There is a trend to use a value-based sales approach. Recognize the buying motive underlying the buying decision to uncover the perceived value, which may not be business–related. You live and breathe your product or service. Your customers do not, and they will see the buying decision through a very different lens. They might be seeking more time, reducing their stress level, or scoring big to get a promotion. Curiosity and patience are necessary attributes, along with your knowledge, judgment, and insight. Making a stronger effort to engage with intention – the intention to learn about your prospect’s worldview – will separate you from your competition.

Adaptability

Being adept at adapting to your customer’s preferred meeting environment. Research from the Rain Group reports that 42% of buyers say that meetings with salespeople are valuable. This research coincides with other current sales performance research from McKinsey, Gartner, Miller Heiman, NetHunt CRM, and others. But where does this meeting take place? With the pandemic, virtual meetings became the go-to. Now, it is a preferred method of interaction for many prospects.

For outside salespeople, this created an existential crisis during the early months of the COVID-19 pandemic. There seemed to be a question about what a sales conversation could look like if it was not in person. We train and coach many salespeople who prefer “belly to belly“ meetings and seized the chance to meet their prospects in person once restrictions were lifted. Although there will still be in–person meetings, we have discovered that people can get work done without having to travel or even be in the office to get work done. There is a lot of discussion about who will even be in the office after things open up (there is interesting research and discussion from JLL). According to the RAIN Group, 80% of salespeople are challenged by virtual selling. Are you in that category? If so, what is getting in your way? The tool, your mindset, or something else? Being adept at meeting your customer with competence goes a long way to being perceived as a relevant choice.

Clear and sustainable sales process

A straightforward sales process that is sustainable will keep things moving along.

High-performing salespeople who are consistent year to year use a process. Many salespeople confuse day-to-day activities with having a process. Being thoughtful and developing a sales plan for your accounts or territory makes it more likely that you can adapt to changes in the economic conditions, pandemic regulations, the needs and wants of your customers, and whatever is coming next. This includes evaluating your messages to the gatekeepers as much as to the prospect and a variety of communication tools.

Beyond identifying the activities that lead to sales, include opportunities to measure which activities are most effective. A number of our clients use events as a way to introduce their products to prospects. The top performers connect the event format with the outcomes to see if they lead to sales opportunities. The sustainable piece here is less about the event’s format and more about evaluating the efficacy of that tactic. If a strategy or tactic can be measured, it is easier to see if it is feeding a sustainable process. Otherwise, you are just using strategies and tactics because other people are using them, and there is no guarantee they are effective.

Bumpy road

B2B selling has been bumpy for some time now, and it is not getting easier. While there are sales enablement and AI tools, there is still a place for the salesperson to interact with prospects and customers. The acceleration of change demands developing critical sales skills for organizations to compete and grow effectively in 2021 and beyond. In many ways, this change is one of mindset and identity. Mastering the sales conversation makes it possible to be an effective guide, recognize the uncertainty and other factors driving the buying decisions, and discover how the prospect defines your value proposition. Becoming adept at meeting your prospect virtually and in person and consistently using a sustainable sales process shows maturity in the craft of professional selling. The trends are going to continue. Will your organization develop the critical skills to manage them?

When you think about sales effectiveness at your organization, does it seem like you are close but just missing those unique elements that give you that competitive edge? Looking for a way to understand how your buyer thinks, decides, and reveals information? At The Nova Consulting Group, we believe that professional selling is a craft. With the Advanced Sales Conversation©, you have those missing elements that move your salespeople from competency to mastery. With our deep understanding of what makes and sustains high-performance organizations, we provide integrated solutions that do not replace your sales methodology and yet advance a progressive selling mindset. Be bolder, more insightful, and get results. To learn more about how to master the craft of sales and encourage sustainable high performance, call  (617) 933-7249 or email info@novaconsultinggrp.com.

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