Last week I was fortunate enough to attend Forrester’s Forum for Sales Enablement Professionals. The two-day gathering had a pretty simple and central theme – today’s sales organizations are really not prepared for, well, today. Some 500 people attended the event – many from corporate sales, training and organizational development departments – to learn about the state of B2B selling (or sorry state in many cases) and the paths to transformation. I’ll be posting a number of blogs from the event in this space in the coming weeks.
Forrester does an annual survey of business executives and takes them through a battery of questions about sales. One of the first data points shared last week was this: only 62% of sellers are knowledgeable about their prospect’s products and services. Flip that and nearly 4 in 10 sales reps are unfamiliar with the products and services their prospect sells. Somehow this is marginally imaginable say 20 years ago when finding information out about a company was difficult. But with the flow of information on the internet, sales reps should at minimum know what the prospect company sells. So, the simple question is, where are your sellers on this scale today? Are they above or below the rather dismal industry mark?
- Marketing Buzz