Senior Lecturer of Business Administration at HBS and author of “Aligning Strategy and Sales.”
Author: Frank Cespedes
Frank Cespedes is the MBA Class of 1973 Senior Lecturer of Business Administration at Harvard Business School. He has run a business, served on boards for start-ups and corporations, and consulted to many companies around the world. He is the author of six books and many articles in Harvard Business Review, The Wall Street Journal, California Management Review, and other publications.
Please note that this article originally appeared in Top Sales Magazine September 2020 edition. Digital access can be found here.
The long-term impact of the pandemic is uncertain.
Hope for a V-shaped economic recovery, but don’t count on it.
During the 2008-2009 financial crisis, there were more than 100,000 business bankruptcies in the U.S. alone, and the pandemic’s global impact has been deeper in terms of lost output and unemployment. Your sales and marketing efforts must be more productive.
“Time to market” measures the time to have a product ready to ship. But that’s not revenue and cash. “Time to effectiveness” refers to the ability of your business development team to effectively present the product to prospects. This was a growing challenge before the crisis. According to CSO Insights, companies in 2018 reported that time to full productivity for new sales hires was more than 9 months—a big sunk cost. To improve time to effectiveness, focus on the following:
Ready to Ship
versus Ready to Sell. Too often,
products are announced but
the material and information needed for
selling is not provided or inadequate. Many firms with superb R&D functions lack an
understanding of what’s
needed to be ready to
sell. There may be material
for generating awareness, but not for conducting sales conversations. Time is money and, in this market environment, chasing false positives in your pipeline
is especially costly.
Your selling expenses are higher while available sales capability and number
of deals won are lower than they could be—a triple hit to the business.
When channel partners are involved, these costs are magnified. If you sell thru broker channels, for instance, low friction and easy communication are often as important as commissions in getting their attention and commitment to your products. Means or disseminating white papers, case studies, online demo’s, and other tools are increasing in scope and decreasing in cost, enabling partners and your people to leverage messaging and knowledge.
Selling during a crisis is hard. Trying to do it without smart use of readytosell
tools makes it unnecessarily harder.
Marketing versus Sales. According to the American Marketing
Association, “80 to 90% of marketing collateral is considered
useless by sales” and, despite
investments in CRM, an estimated 70% of leads
from marketing disappear into what one analysis calls a “sales
lead black hole.” This disconnect affects careers: in 2019,
the average tenure of marketing
leaders at U.S. firms was 41 months, a decline since 2009
and the lowest among CSuite executives, according to
Information priorities differ between Marketing and
Sales. Marketers think in terms of markets and segments. Sales thinks in terms of specific accounts
and closing deals. Traditionally in most firms, Marketing is responsible
for generating awareness and then
a handoff to Sales. However, prospects now pursue
parallel streams in their search, consideration, and evaluation
activities. Does your customeracquisition model provide the information needed to make a purchase decision, aligning efforts
and helping reps to know when and how to have a conversation with customers?
Prospecting, for example, should
not be an Easter egg hunt to “find” good leads. It should
link to cause andeffect activities in your customer conversion dynamic. The
time and expense
your people spend at each stage are key drivers of your gotomarket
economics. In turn, systematic revenue growth comes
from guiding qualified leads so they
understand their needs better
and realize the value that you offer.
The information needed to generate
awareness is usually very different than what’s needed to
close the sale. The current
environment puts more pressure on your ability to
align these efforts more efficiently than in
precovid buying contexts.
No One Size Fits All. You segment customers to identify differing needs and buying criteria. You should also segment sales efforts externally and internally. Economically, the pandemic is not an equal opportunity evil: its impact differs across sectors. In some, supply chain disruptions have put a premium for many buyers on one-stop-shopping and selling therefore requires more integration with channel partners. Terms like VAR, wholesaler, or agent ultimately reflect contractual arrangements and are of limited use in identifying what those partners need to sell your products. Also, those relationships are usually managed by people in the field, but differing channel needs—for example, the differing support needs of sell to versus sellthru partners are typically absent from most sales training programs.
sales force has people
with differing personalities and capabilities.
The old “Hunter/ Farmer”
distinction is reductive, because most sales roles are
more diverse than this dichotomy. But it is shorthand for a common reality: some reps are energized by
new opportunities, and others are better at nurturing
relationships and ongoing account management. In
recovering from a crisis,
trying to put square pegs in round holes is too costly.
needs of individual reps is more important, and
that’s one core role of coaching and
reviews. Now more than ever, spending the time to do good and thoughtful reviews should be a priority
for sales managers. As the saying goes, motivation, like bathing, doesn’t last that long and
that’s why (like washing your hands in
a pandemic) you should do it often
and well. n
Frank Cespedes is a Senior
Lecturer at Harvard Business School and author
of Aligning Strategy and
Sales (Harvard Business Review Press). Bud Hyler is founder of Logical Marketing, which
works with companies to increase sales productivity and make use of new technologies that impact both
and sales groups
Please note that this article first appeared in Top Sales Magazine July 2020 and is written by Frank Cespedes and David Hoffield.
Cascading bankruptcies, higher debt loads, and uncertainty about future waves of infection mean a tightening of budgets, resistance to change, and more situations where prospects prolong purchasing decisions until there’s more “certainty” about what truly is the new normal. Especially in B2B markets, buyers often have standard operating procedures in place and become accustomed to their current frame for evaluating vendors and value. If you do not alter that frame, the sale will fail.
Reframing occurs in sales conversations, and for sales leaders their biggest frustration is inconsistency. Most salespeople rely on adhoc experience or hope that something clever comes to mind when a situation arises. But there is a method that can be taught to improve close rates. It involves four highly impactful frames: Positive Outcomes, Loss Aversion, Contrast, and Leverage Existing Beliefs. Here are some guidelines for utilizing the frames and better articulating value when facing buyer inertia.
Positive Outcomes and Loss Aversion: Contrary to what many salespeople are taught, reframing should not occur only at the end of a sales process when overcoming objections or negotiating price. In fact, the concluding stages of a sale are usually the worst time to try and reframe value. Prospects contemplate their doubts long before the “close” and, to avoid conflict, often cite a socially acceptable rationale such as price, which may not be the real reason. To acquire a customer, reframe throughout the sale because frames have a compounding effect depending upon when they are communicated.
For example, when first
contacting prospects in the current environment, you must quickly
generate interest by showing why they should consider making a change
and why now. Harold Beck and Sons sells electric actuators for process control
instrumentsa highinertia purchase decision because the actuator is embedded
in the specifications and procedures for the instruments. When the Beck sales
team contacts potential clients, they often encounter a response like, “We already
have actuators that are good enough.” The Beck team reframes the prospect’s
notion of desired outcomes by emphasizing the differentiators of Beck actuators: elimination of periodic
maintenance, no torque switches
and so no burnout motors.
They also quantify the loss of time and money from actuator down time,
maintenance cost, and unplanned component failures. Reframing in terms of
Positive Outcomes and Loss Aversion enables many prospects to see their situation in a new light,
which boosts their receptiveness to a conversation with Beck’s salespeople.
Contrast: Our brains are comparison machines.
Without much conscious direction, people naturally
compare a product’s price to what they’ve paid in the past for products in that
category, independent of a new product’s possible benefits for workflow, injury
reduction, or productivity.
Especially when budgets
constrict, reframing means establishing the comparison set. This is how
Healthcare Resource Group
(HRG), a company
that provides patient financial services to healthcare facilities,
justifies their solutions. When a hospital CFO expresses concern about the
unbudgeted operating expense of purchasing their
service, HRG reps are trained
to place it in the context of the additional
revenue the services
can generate for the
hospital. What was seen primarily as a budget busting operating cost often
becomes reframed as a
positiveROI capital investment decision.
Leverage Existing Beliefs: In sales, influence
is bestowed by the buyer as well as earned by the seller. To win someone to
your position, it’s often best to connect
what you are recommending to their
existing beliefs. Consider how an AdTech provider upsold a client who used them for brand safety and fraud, but a competitor for viewability.
client said that it wanted “the best of both worlds.” The AdTech’s salesperson
explained how the insights generated in the viewability function enhance brand
safety and fraud protection yet, because the client was using the competitor,
it was not able to maximize this
protection. By leveraging the client’s existing beliefs, the salesperson enabled the client to perceive value
in making a change. This kind of reframing is typically core
to bundled sales opportunities in industries where supply chains
now have more uncertainty and onestopshopping more salience in terms of risk reduction.
The economic fallout of the crisis will put more pressure on how your sales force frames the value you provide. How many in your current sales team have this ability? What are you doing to develop their ability? Are you devoting adequate time to educating your reps on the discussions they must have with accounts and how to reframe those discussions so they help clients accurately contemplate the key ideas upon which the sale should be built during and after the crisis?
Cespedes is a Senior Lecturer
at Harvard Business School and author
of Aligning Strategy and Sales and Sales Management That Works: How to Sell in a World That Never Stops Changing (Harvard Business Review
David Hoffeld is the author of The Science of Selling: Proven Strategies to Make Your Pitch, Influence
Decisions, and Close the Deal and the CEO
and chief sales trainer at Hoffeld Group, a researchbased sales training, coaching, and consulting firm.
Find out more here
Interview, “Frank Cespedes: The Role of the Sales Force in Pricing
Strategy Implementation” [Chapter 4 of Pricing Strategy Implementation:
Translating Pricing Strategy into Results, ed. Andreas Hinterhuber and Stephan
M. Liozu; Routledge, 2020]
are key capabilities for the sales manager/SAM in the future vs today?
management, and account management requirements are changing—quickly and with
implications for other functions and activities in companies—but not in ways typically discussed in the
business press and many popular sales books.
For example, it is
not true that salespeople are being “disintermediated” or replaced by online
interactions. In the United States, the internet has been a fact for nearly 30
years. Yet, according to U.S. Bureau of Labor Statistics (BLS), the number of
salespeople in the U.S. has increased in
the 21st century to more than 10% of the labor force.
Further, the BLS data almost certainly undercounts the reality because, in
increasingly service economies like those in the U.S., Europe, and other
places, business developersare often
called Associates, Managing Directors, or Vice Presidents, not placed in a
“sales” category for labor-department reporting purposes. But selling is what
ecommerce has been there since the introduction of the internet. Yet, after
decades, only 11.4% of total retail sales in the U.S. in 2019 were online sales.
That figure includes Amazon, and almost half of the non-Amazon portion of
ecommerce is via the online sites of brick-and-mortar retailers. Even if this
online percentage doubles, or triples, in the next decade the majority of
retail sales is still done in stores.
spend, annually, on their sales efforts more than three times what they spend
on all of their media advertising, and more than 10 times what they spend on
social media and all other digital marketing initiatives. Selling expenses and
the sales force are, by far, the most expensive part of strategy execution for
What is changing is the nature of sales
tasks. Consider the process of buying a car. Consumers do a lot of online
research: the average U.S. car shopper now spends over 11 hours online and only
about 3.5 hours offline in trips to dealerships during their buying journeys.
But the vast majority of consumers still purchase their cars in-person at a
dealer. Further, research indicates that their online sources of information
have made consumers place more
emphasis on their interactions at the dealer with salespeople. However, becausebuyers can access prices, reviews and
other information via online searches, their attitudes toward negotiations, list
prices, and sales behavior at dealers are changing. Smart phones, market
forums, and other factors are causing similar changes across many other
industries, both B2B as well as B2C.
The most important
thing about selling is the buyer. Changes in buying behavior are affecting the
capabilities needed by sales managers and SAMs. Rather than moving sequentially
through a funnel, buyers (like auto shoppers) now typically engage in parallel
activity streams throughout their buying journey. Understanding where prospects
and customers are, how they move between streams, and how to interact with them
in a given stream, is now central to effective selling, sales management, and
the implementation of a pricing strategy.
and sales: what is your experience in delegating pricing authority to
sales/SAMs? Under which circumstances would you expand/restrict pricing
authority? e.g. type of product (complex solutions vs commodity type; type of
Where pricing authority resides
depends a lot upon context and the buying process. But let’s first consider a
pre-requisite for even considering delegation of pricing authority to sales: having
in place a relevant and coherent sales compensation plan.
Compensation is perhaps the most
discussed aspect of sales management—even though research indicates that
coaching, reviews and other performance-management practices typically have
more impact on actual selling behaviors. Surveys consistently indicate that,
across industries, about 65-75% of firms set sales incentives on the basis of
volume—i.e., how much is sold irrespective of the price, margin, or
In an incentive plan like that, the
message to salespeople is, sell to anyone because there is no such thing as a
“bad” customer; and reps will, rationally, discount price to make the sale and
make quota. This mis-alignment is not hard to understand intellectually. But
many companies still do this.
As a result, industries are filled
with companies that get what they pay for (e.g., sales people who, responding
to their volume-driven incentives, fail to execute a premium-priced strategy),
and don’t get what they don’t pay for (e.g., individually focused incentives
for SAMs who must work with others in a team-selling approach to key,
multi-location accounts). So the first step in potentially delegating pricing
authority is to make sure your sales incentive plan encourages the behavior you
Second, it’s important to
distinguish between a price and pricing. Competition, supply and demand, other
market factors, and—by voting with their feet—customers determine what they
will pay in terms of price. In a given context, sales people may or may not
possess the best local knowledge to help negotiate that price with specific
customers. But it’s the selling company’s responsibility to set pricing—i.e., the
structure of prices for a given product-service configuration. A price is not
the same as pricing. Customers ultimately determine price. But you and your company
do pricing, including the framing and delivery of the value proposition.
Then, whether or not sales people
should have significant pricing authority depends, in my view, more about
buying processes than product type. There are successful and unsuccessful
examples of centralized and decentralized pricing in both commodity and
specialty product categories. The more relevant variables are who buys and how,
not what they buy.
Historically, many firms delegated
price authority to individual salespeople because the time required for sales
to get pricing approval from headquarters, their managers, or a centralized
pricing office was long and cumbersome. Technology is fast overcoming that
constraint. But any process—including pricing—is only as good as the people who
manage that process.
of best-in-class companies in pricing strategy implementation?
Best practices in pricing vary by type of business, stage of
business, and competitive context. Market forces can soon make today’s example
of “best in class” tomorrow’s case study about marketing myopia. That said, I
would cite as long-term good examples of pricing implementation Apple for
tangible tech products, Disney in B2C, Paccar in B2B, Louis Vuitton in luxury
goods, and some SaaS firms about whom I teach case studies in my courses at
Harvard Business School.
In my experience, however, a key issue in effective pricing implementation
is understanding the role and goal of price in your particular business model.
The role of price, and therefore what constitutes best practice in price
implementation, varies significantly depending upon (for example) whether the
company is involved in project pricing, product pricing, the pricing of a
product/service package, or seeking an early-mover advantage where (in theory
at least) we initially sell low with profitable monetization coming later by
up-selling the installed base.
These are very different pricing roles and, as always, the
specific buying-behavior context is crucial. Consider, for example, consumer
internet companies and the currently fashionable “freemium” pricing approach.
The common business model here is a two-sided platform with a chicken-and-egg
dynamic: you must attract users in order to attract consumers or firms willing
to use your site and pay to advertise on your site. Hence, to sign up users and
build that part of the platform, initial “free” pricing to consumers is common.
This sounds plausible because there’s typically almost no or
very low marginal costs to digital goods. So the plan is to acquire users with
free services until inertia or switching costs kick in and then you charge for
additional capacity, extras, or premium features. It seems to have worked
beautifully for companies like Dropbox, LinkedIn, and Skype. But so many other
freemium pricing companies have basically enacted the old joke about selling
each pencil below cost while hoping to make it up in volume. Why?
Usually, only 1-2% of users will upgrade to a paid product. Therefore,
the size of the target market counts in adopting this pricing approach. Choice
of features for free, and managing a built-in tension, are important
implementation issues in this approach: offer too many features and there’s no
incentive to upgrade (the plague of most current SaaS businesses); but offer
too few and you cannot generate enough initial users to make your site
attractive to advertisers or others on the other side of the platform. The
product/customer context matters. Note the dynamics of services like Atlassian
or Basecamp (collaborative software), Dropbox (cloud sharing files), LinkedIn,
and Skype: in part you sign-up for and use these services because other
important people in your life (colleagues, prospective employers, friends,
family) use them. The presence or absence of peer pressure and social switching
costs are often the foundation for the success of this pricing approach.
Therefore, my counsel to executives is to be wary of trying
to use someone else’s ‘secret sauce’ in the recipe of their business model.
Best practice is what works here, not there.
should companies start this journey?
“Journey” is the right word because, in a competitive market,
effective pricing is a process, not a one-and-done analytical study of
willingness-to-pay. The journey starts with identifying customer value and it
requires ongoing price testing to make sure we are still travelling in the
right direction as market conditions inevitably change.
In my MBA and executive courses, I often assign a note about
pricing which (among other things) discusses a company called Zolam (disguised
name). Zolam is a chemical firm serving diverse global markets characterized at
the time by declining demand, industry over-capacity, and capital market
pressures to increase earnings. Not a happy situation. Zolam initially
responded by stressing new technology complemented by product-line cuts,
reduced inventory and service levels and other cost-cutting moves. But these
moves did not appreciably improve earnings. Zolam’s leadership eventually
focused on pricing as a way to win profitable business.
Zolam leaders started with a consistent message: “We must
understand what is valuable in order to be valuable.” In meetings across
functions, they repeatedly asked how specific product, service, or other
benefits impacted customers including, but not limited to, their customers’
financial success. Buying decisions always have at least two dimensions: the
benefits customers value, and how they buy. Zolam’s customers included firms
that package pharmaceuticals and to whom it sold rubber stoppers used to cap
injectable drugs–a product long viewed as a low-price “commodity.” But Zolam
found a hierarchy of benefits in this simple product.
The base level was to minimize customer acquisition costs of
the stopper. The next level was to reduce possession and usage costs through
design and delivery initiatives that increased customers’ packaging line
speeds, lowered their inventory requirements, and aided their manufacturing
capacity planning. A third level was to help customers increase their product’s performance. Zolam
found, for instance, that stoppers molded in unique colors helped hospitals and
doctors reduce errors and lower insurance costs, yielding a higher price for
Zolam’s packaging customers and less churn in their customer base.
Adopting this value-based approach across its product line,
Zolam developed metrics, customer profiles, and new account-review processes
for its salespeople. Different customers, or the same customer at different
times, had different purchasing criteria and price elasticities, depending upon
the usage application. This approach and the consequent data and testing
allowed Zolam to clarify target price, reservation price, and the price
negotiation strategy relevant in a given buying context. In turn, salespeople
were trained and incentivized in line with this approach, which generally meant
calling on different people at different organizational levels within their
Then, you must credibly communicate the value being
delivered. Zolam did this through frequent reviews, after the sale, with key
people at targeted accounts. In other businesses, however, it’s important to
find ways of doing this before the sale. A good example is Paccar, maker of
trucks which Paccar sells for about a 20% price premium versus its competitors.
Paccar salespeople qualify customers with an online interactive detailing of
expenses incurred during the life of a truck, with data supplied by the
prospect. You can input gasoline costs, tire rolling coefficients, and vehicle
weights to quantify the benefits of a Paccar truck versus lower-priced
alternatives. You can do the same for resale value, maintenance, driver
retention (useful data if you run a fleet), and financing costs. The firm’s
website also provides a fuel-economy primer aptly titled “Push Less Air, Pull
get down to the individual sales manager/SAM. What are in your view
characteristics – i.e. personality traits – of sales managers/SAMs that excel
in pricing strategy implementation? What are, by contrast, personality traits
or behavioral characteristics that make the individual SAM less effective?
Popular sales methodology books, and many sales training
firms, focus on personality traits. However, most of these assessments read
like a horoscope (“can listen but challenge”), or like a bland summary of
traits like “modesty, conscientiousness, curiosity, an achievement orientation,
lack of discouragement,” and so on. At best, these lists of personality traits
remind us that people tend to do business with people they like, or that
certain basics of human interactions (listen, don’t interrupt, make sure you
understand the other person’s perspective, etc.) are relevant in most sales
But the search for personality traits in effective selling,
including pricing implementation, is fundamentally flawed. Research about the
links between personality traits and selling effectiveness has been conducted
for nearly a century. The results are inconsistent and, in most cases,
contradictory and not replicable—that is, study X asserts a positive
correlation between certain personality traits and sales performance, and study
Y finds in a different context a negative correlation.
These inconsistent results tell us something: so much
depends on the buying situation that what academic researchers call a “contingency
approach” is necessary. More simply stated, the research suggests that common
stereotypes of a “good” sales person (e.g., pleasing personality, deep
inventory of stories, hard-wired for sociability, and so on) are indeed just
stereotypes. Sales talent—and sales failure—come in all shapes and sizes. No size
Here is how I think of the traits and characteristics
relevant to sales and pricing effectiveness:
First, recognize that multiple factors cause sales,
including—but not limited to—price, the skills of the salesperson, and the
quality and relevance of the product being sold at a given price. Another
important factor is customer selection or what the strategy literature calls
the “scope” of the business—i.e., decisions that companies are always making,
implicitly or explicitly, about where they do and do not focus in a market. See
Second, then understand the key sales tasks in that
business. See Figure 2. To do this, always start with the externals in your
business, not internal price lists. Value in any business is created or
destroyed in the marketplace with customers, not in conference rooms or research
studies. Key externals include the industry you compete in, the market and
product segments where you choose to play, and the nature of the buying
criteria at the customers you target. These factors determine the required
sales tasks—that is, what your go-to-market initiatives must accomplish to deliver
and extract value via your pricing approach, and therefore what your
salespeople must be good at to implement your approach effectively.
Then, the issue is aligning actual selling behaviors
(including pricing) with the required sales tasks and using the appropriate
levers for doing that. The key levers in most businesses are displayed along
the bottom of Figure 2:
Salespeople: who they are, what they know, how you hire and
then develop their skills and attitudes over time, so that they are good at
executing your firm’s required sales tasks, not those of a generic selling
methodology or what they learned at another company that made a different set
of strategic and pricing choices.
Sales Control Systems: the systems that shape ongoing
performance management practices, including how the sales force is organized,
key performance indicators (e.g., volume? margin? profit-per-sale? other?) used
to measure sales effectiveness, and sales compensation and incentive systems.
Sales Force Environment: the wider organizational
environment in which pricing and other go-to-market initiatives are developed
and executed; how communication does or doesn’t work across organizational
boundaries (e.g., between Product and Sales groups in the firm); how sales
managers are selected and developed; the conduct of performance reviews.
Selling effectiveness is not a generalized trait. It’s a
function of the specific sales tasks. Therefore, the relevant personality is
the personality, and skills, that are relevant for those tasks in that market
for that selling company.
I believe the same is true when it comes to personality and
pricing. In a transactions-intensive, inside sales model where the pricing is
part of a land-and-expand sales approach with accounts, you almost certainly
want a different type of customer-contact person than you do in a longer
selling cycle, product/service solutions model where up-front pricing requires
effective framing and articulation of a more complex value proposition. My view
is that managers should start with understanding the relevant sales tasks, not
an elusive search for a set of all-purpose personality traits.
other pieces of advice do you have for companies that struggle in getting
pricing/value creation strategies implemented?
Based on my experience with
companies, I’ll offer three final pieces of advice:
else does it this way.” Avoid this mindset. Pricing is a visible
moment-of-truth in business, and many managers take refuge in the herd—i.e.,
“established” industry practice. But the essence of strategy is being smart
about being different. Pricing is where you test the coherence of a business
strategy and value proposition. Herd pricing also runs the risk that prices are
the legacy of obsolete market circumstances and sales tasks in that industry.
pricing is easier to explain.
Evidence supports this intuition. Behavioral researchers have charted a
phenomenon across countries, cultures, and economic systems: people in
Communist countries reacted to various cost-based pricing scenarios in ways not
very different than people in Beverly Hills. But when you are providing differentiated value, the issue is framing price
At the gas pump, the credit price
is typically the default price, while paying by cash garners a “discount.” Over
a century ago, Marshall Field pioneered the concept of the retail bargain
basement. As a place for slow-moving or out-of-fashion goods from upstairs, the
basement helped keep higher-margin offerings on the main levels and, by
relegating specific products downstairs, buyers from each department freed up
shelf space for faster-turning items. Customers did not object; they bought.
Few customers wake up in the morning wanting to pay a higher price. But most
Testing. Price is a dynamic variable in any business, affected by changes
over the product life cycle or as a company seeks to move from early adopters
to more mainstream customer segments. Hence, testing prices as buyers and
buying behavior changes is crucial. But relatively few companies do that. Or,
they rely primarily on surveys and there are systematic differences between how
people respond to surveys and their actual behavior in the marketplace.
Admittedly, testing price in a
business context presents challenges that are qualitatively different from the
circumstances surrounding academic market research or clinical trials. There
are relatively few opportunities for randomized controlled experiments in a
changing, competitive market. But increased access to data, new technologies
for A/B tests, the ability to change prices online, or run online ads with
different prices at different times, are all making price testing more
accessible. There is less excuse not to test prices on an ongoing basis. As usual
in business, the real constraint is managerial.
Cespedes teaches at Harvard Business School. He ran a professional services
firm for 12 years, has consulted to companies in many industries, and has been
a Board member of start-up firms, established companies, and private equity
organizations. He has written for numerous publications, and is the author of
six books including Aligning Strategy and
Sales (Harvard Business Review Press, 2014) which was cited as “the best
sales book of the year” (Strategy &
Business), “a must read” (Gartner),
and “perhaps the best sales book ever” (Forbes)
and Sales Management That Works: How to
Sell in a World That Never Stops Changing (Harvard Business Review Press,
 For data
about auto buying, see Frank V. Cespedes and Jared Hamilton, “Selling to
Customers Who Do Their Homework Online,” Harvard
Business Review (HBR.org March 16, 2016). For data about buying and sales
interactions across a variety of other industries, see Frank V. Cespedes and
Tiffani Bova, “What Salespeople Need to Know About the New B2B Landscape,” Harvard Business Review (HBR.org August
This article originally appeared on Medium on May 18, 2020.
Media Bias? But Not What You Think It Is
Frank V. Cespedes
In the current crisis, news outlets have doubled down on a certain narrative about online channels and virtual business models. But the evidence is not so clear.
The media are often accused of political bias. But news outlets reflect many political beliefs in a fragmented media environment. However, an almost across-the-board bias is how news media talk about online channels, and the pandemic has exacerbated that bias. It’s become routine to assert that because social distancing forces us to do more buying online and communicating thru social media, this will accelerate a permanent big shift after the crisis to more ecommerce and virtual business models.
In the first months of social distancing in the U.S., online sales at many retailers indeed surged compared with the year-earlier period — and so did in-store sales and sales of toilet paper, puzzles, and walkie-talkies.[i] It’s not clear what we learn from panic buying, contagion fears, and enforced isolation. So let’s look at what was happening online before the virus of 2020.
Ecommerce has been here for 30 years. Books.com was selling online while Jeff Bezos was working on Wall Street. After decades free from sales taxes, ecommerce was 11.4% of U.S. retail sales in 2019, according to the Department of Commerce.[ii] Meanwhile, social media usage had been essentially flat over the previous four years, had declined among Americans less than 35 years old, and the only group using Facebook more were people 55 or older.[iii] As a marketing medium, online channels were cluttered and increasingly viewed with suspicion as media attention to hackers raised awareness of cybersecurity issues. Combined with the ability to block ads, the rapidly growing costs of acquiring customers online,[iv] the experience of “Zoombombing,” and controls on consumer data by EU regulators and others, it’s unclear how much buying and selling will happen online in the future.
Similarly, most news reports about retailers begin with a familiar trope: “No industry is failing faster than retail. . . .” The number of malls in the U.S. was about 300 in 1970, 1,000 by the year 2000, and 1,200 by 2019, and outlet centers went from a handful to about 400 during the same period.[v] Most mall closings thru 2019 were older shopping centers that lacked trendy retailers, lively restaurants, and other things associated with a good shopping experience. Demographics change and so does retail. A study of closings found that newer shopping centers, not ecommerce, were the most common cause.[vi] As the old adage puts it, the three most important things in retailing are location, location, location.
In the U.S., spending in retail stores increased every year from 2009 to 2019, an average of 48 million square feet retail space was built annually, mall traffic also increased(and was at a multi-year high in 2019), while base rental prices and sales per square foot also increased steadily and occupancy rates never dipped below 90% during the same period.[vii] Years before the current crisis, times were already bad for Sears, Kmart, Payless Shoes and others with too many stores, too much debt, and merchandising that lagged demographic and stylistic changes. As in any market, there has always been disruption in the sense that some figure it out and others don’t. Check out departstoremuseum.org for an online tour of defunct retailers over the past century and more . . . and their innovative successors.
In fact, before the virus, the biggest retail trend was “clicks and bricks,” even for once pure-play ecommerce firms like Birchbox, Bonobos, Casper Sleep, Warby Parker, Wayfair and — yes, indeed — Amazon, among others. Yet the press has generally followed the Liberty Valance mode of reporting about retailers: “when the legend becomes fact, print the legend.”
One reason this happens may be attributable to the experience of journalists in the 21st century. The U.S. newspaper industry employed more than 400,000 people and recorded its highest revenues ever in the year 2000 (at the time, more people and money than the movie industry), when print advertising was still a strong source of revenue. Print media firms then experienced an average decrease in ad revenue of 9% annually from 2010 to 2017.[viii] By 2019, employment had fallen by more than 60%, with layoffs in digital media companies as well as newspapers.
To put this in perspective: the employment decline for journalists in the 21st century was deeper than job losses over the past three decades in the coal mining, iron, steel, or fishing industries.[ix] In 2019, even Starbucks stopped selling The New York Times, Wall Street Journal, and USA Today.
Journalists have seen their industry and livelihoods negatively disrupted by technology in a short time, and certainly notice that Jeff Bezos can buy a national news outlet with a digital check from his personal account. It’s then easy to assume this must be happening everywhere. That’s understandable, but it’s still a bias and leads to publishing stories that fit an assumed narrative. Meanwhile, if you’re in business, you must make decisions now about the marketing and sales investments relevant during and after the crisis.
Good journalism, like good management, asks relevant questions and provides context. Will social distancing make people more eager to transact online, or simply demonstrate the limitations of communicating virtually? Epidemics were a recurring norm for millennia.[x] Yet, buying and selling have been social as well as economic transactions since the Roman Forum and thru decades of internet use. Will months-long confinement significantly change that deep-rooted human behavior? Let’s get healthy and find out.
Frank Cespedes teaches at Harvard Business School
[i] Sarah Nassauer, “Stockpile Surge Boosts Sales at Walmart,” The Wall Street Journal (April 4–5, 2020): B3; and Sarah Krouse, “Copy That: Walkie-Talkies Are No Longer Over and Out,” The Wall Street Journal (April 13, 2020: A1.
[ix] Evan Horowitz, “Even fishing and coal mining are not losing jobs as fast as the newspaper industry,” The Boston Globe (July 3, 2018); Gerry Smith, “Journalism jobs cut at highest rate since 2009,” The Boston Globe (July 1, 2019).
[x] William H. McNeill, Plagues and Peoples (Doubleday, 1976).
Businesses are starting to plan their re-entry into the market, but how do they know what that market will look like? Frank V. Cespedes warns against putting too much trust in forecasters.
“Predictions are risky, especially about the future,” according to a popular expression. Still, business is inescapably about the future—that’s what managers’ decisions are about. In the current crisis, we have daily grand predictions about “new normals,” and managers must restart their business and make decisions based on assumptions about the future.
The problem: Most of these prophecies about what is to come are basically straight-line extrapolations of a few weeks of data or sermons about what that prophet believes should happen. These won’t be of much use to business leaders making cold, hard decisions about returning to the market.
Here’s a common prediction: Social distancing forces people to do more buying online and communicating through social media, thus accelerating a permanent, big shift after the crisis to more ecommerce and virtual models. The evidence, however, is not so clear-cut.
“A PROBLEM WITH MEGATREND PREDICTIONS IS THAT, EVEN IF THEY TURN OUT TO BE GENERALLY ACCURATE, THEY’RE NOT MANAGERIALLY USEFUL.”
In the first month of social distancing in the United States, online sales at Walmart and Target indeed surged by double digits compared with the year-earlier period—and so did in-store sales as well as sales of jigsaw puzzles and walkie-talkies. It’s not clear what we learn from panic buying. So let’s look at what was happening online before the virus of 2020.
Ecommerce has been part of the internet for 30 years. Books.com was selling online while Jeff Bezos was still working on Wall Street. After decades of tax-free sales, ecommerce was just 11.4 percent of US retail sales in 2019, according to the Department of Commerce.Meanwhile, social media usage on the major platforms had been essentially flat over the previous four years. (In fact, social media usage had declined among Americans less than 35 years old, and the only age group using Facebook more were people 55 or older, according to Edison Research.) As a marketing medium, online channels were cluttered and increasingly viewed with suspicion as media attention to foreign hackers raised awareness of cybersecurity issues.
Combined with the ability to block ads, the growing costs of acquiring customers online, the experience of “Zoombombing,” and controls on consumer data by EU regulators and others, it’s unclear how much buying and selling will be done online in the future.
So, what’s a manager to do given the uncertainty of both predictions and prophets? Here’s some advice to CEOs, CFOs, sales managers, and others who allocate the major resources in most firms. Whatever else you do in thinking about the future of your business, pay attention to the following:
Shorten selling cycles
The crisis demonstrates, painfully, the importance of cash. In his famous essay “The Yield from Money Held,” the economist William Hutt described cash in your pocket or on the balance sheet as “a fire engine when there are no fires.” Or, as the song in the musical Oliver puts it: “Money in the bank, that’s what counts / Money in the bank in large amounts.” The selling cycle is usually the biggest driver of cash out and cash in: Accounts payable accrue during selling, and accounts receivable are mainly determined in most firms by what’s sold at what price and how fast.
In surviving and recovering from a crisis, increasing close rates, the efficiency of a sales model, and its segment focus are strategic issues, not only sales management tasks. Consider: when commerce resumes, what’s the impact on your business from shortening selling cycles and accelerating time-to-cash by one week, two weeks, or more? If you don’t know, find out now and work to shorten ramp-up time and increase productivity in your sales team after the crisis.
Consistent messaging to customers
A problem with megatrend predictions is that, even if they turn out to be generally accurate, they’re not managerially useful. Companies sell to customers, not to a trend, and priorities must be set. Make sure that key customers are aware of supply disruptions or other problems. Do not assume that, in a global pandemic, “everyone knows.” They are absorbed with their own business issues.
Big accounts drive a disproportionate amount of a company’s revenue (the 80/20 rule), and reliance on large customers has grown. Publicly traded US companies must disclose any customers that account for more than 10 percent of their revenue. A study of this datafound that, in many industries, these buyers represented 20 percent to 25 percent of sales by the second decade of the twenty-first century, up from less than 10 percent two decades earlier. In other words, even before the pandemic, there was a big change in the customer portfolio of many companies.
Your salespeople must send consistent messages, not ad hoc responses. Don’t leave this aspect of crisis management to emails about your “commitment” to customers, or telling salespeople to “stay focused and take care of customers.” That’s an invitation for fragmented responses, multiple promises, and longer-term costs to the brand and strategy. Managers must manage. In an extended disruption, it may even be in your long-term interest to find supply alternatives for a customer. Few quota-carrying salespeople will or can do that.
Use data, don’t hoard it
Important data is account profitability, your cost-to-serve customer A versus customer B. My experience on boards of directors and in work with leadership teams is that “vision” discussions are fun, and quarterly financial results are tracked closely. But despite much talk about big data, the customer information required to survive and then restart the business after a major downturn is often lacking.
One reason is that, in many firms, the relevant information is effectively the “property” of an individual rep, not the company. That makes it difficult to set account and segment priorities. Use the current frightening hiatus from business-as-usual to get this data and establish a process for keeping that front-line information flowing and timely. Otherwise, “customer focus” will remain a perennial slogan, not an organizational reality. Oversight over this activity is as important as it is in the capital budgeting process, innovative ideas in the virtual crisis war room, and the speech about resilience.
It’s unclear whether social distancing has made people more eager to transact online, or whether it simply demonstrates the limitations of communicating virtually. The historian William McNeill documented in Plagues and Peoples how epidemics were a recurring norm, not the exception, for millennia. Meanwhile, buying and selling have been social as well as economic transactions since the Greek Agora, the Grand Bazaar in Istanbul, malls in the twentieth century, and through decades of internet use. Will months-long confinement change that deep-rooted human behavior?
Get back to basics
Finally, for what’s it’s worth, here is my prediction: The coronavirus will eventually abate and few will remember the many false predictions made during a crisis—but you will still have to live with your business decisions.
Do your best to separate hype and headlines from market-driven data and options. When much of the world economy is shut for weeks and possibly months, cascading bankruptcies and higher debt loads probably mean a tightening of purchasing decisions and capital expenditures in many consumer and B2B markets. Your business-development efforts will need to be more focused and productive after the crisis. Start now and take care of these customer basics before you possibly follow a prophet into the wilderness.
About the Author
Frank V. Cespedes is a Senior Lecturer in the Entrepreneurial Management Unit at Harvard Business School and author of Aligning Strategy and Sales.
Note: This article originally appeared in Top Sales Magazine May 2020 issue pages 28-29. You can find digital access to this article here.
Even in good times, life in a sales organization is filled with short term deadlines and pressures: sales per quarter, sales per rep, did she or didn’t she meet quota. As a sales manager once said to me, “In this job, if you don’t survive the short term, you don’t need to worry about the long term.”
So, it’s not surprising that, in the current crisis, sales managers daily receive advice about the short term: “3 Steps to Survive the Downturn . . . 4 Ways to Embrace Your Customer . . . 5 Ways to Do Online Events,” and so on. These suggestions are relevant: survival is at stake for many businesses. But eventually the pandemic will abate, and you must live with the resource decisions you make now.
Sales managers’ responsibilities extend beyond keeping the lights on. Their leadership makes a difference across the business because, for better or worse, selling activities always affect core drivers of enterprise value. The current frightening hiatus from business-as-usual is an example. In thinking about how to restart business, sales managers—whatever else they do—should pay attention to the following:
Cash and Selling Cycles. The crisis has demonstrated, painfully, the importance of cash. As the song in the musical Oliver puts it: “Money in the bank, that’s what counts / Money in the bank in large amounts.” The selling cycle is usually the biggest driver of cash out and cash in. Accounts payable accrue during selling, and accounts receivable are mainly determined by what’s sold at what price and how fast.
In surviving and recovering from a crisis, increasing close rates, the efficiency of a sales model and its segment focus are vital activities. Consider: what’s the impact on your company from shortening selling cycles and accelerating time-to-cash by 1 week, 2 weeks, or more? Who are the customers and segments where that is more likely? If you don’t know, now is the time to find out. It’s also the time to work on better customer on-boarding and training practices that can accelerate time-to-productivity for your sales team and company after the crisis.
Scope and Customer Selection. “Scope” is the strategy term for the choices companies make about where to play. Every firm is always making it easier or harder for different types of customers to do business with it. In practice, scope is not determined by senior executives sitting in a room and discussing the market: that’s brainstorming. Scope is determined by the daily call patterns of the sales organization: where that time, effort, and selling expenses are or are not allocated.
No company sells to a market. It sells to specific customers. In crisis situations, you can’t do everything and must set priorities. Make sure that key customers are aware of supply disruptions or other problems. Don’t assume that, in a pandemic, “everyone knows”: they are absorbed with their own business issues. Big accounts drive a disproportionate amount of revenue at most firms (the 80:20 rule), and reliance on large customers has grown. Publicly traded U.S. companies must disclose any customers that account for more than 10% of their revenues. A recent study found that, in many industries, these buyers were 20 – 25% of sales by 2015, up from less than 10% two decades earlier. In other words, even before the pandemic, there was a big change in the customer portfolio of many companies.
Your salespeople must send consistent messages to customers, not ad hoc responses. Don’t leave this aspect of crisis management to emails about your “commitment” to customers, or telling reps to “stay focused and take care of customers.” That’s an invitation for fragmented responses, multiple promises, and longer-term costs to the brand and strategy. Managers must manage. In an extended disruption, it may even be in your long-term interest to find Data and Process: To do the above, you need good customer data: the profitability of different accounts, your cost-to-serve customer A versus customer B, who at accounts are the buyers and influencers with whom we must stay connected, and so on. My experience on Boards is that visioning discussions are fun, and quarterly financial results are tracked closely. But the customer information required to survive and then restart the business after a downturn is often lacking. One reason is that in many firms that data is effectively the “property” of the individual rep, not the company, making it difficult to set segment and customer priorities.
Use the current time to get this data and establish a process for keeping that front-line information flowing and timely. A key process is performance reviews, because much of the relevant information is at the account level. When sales managers do sloppy reviews, they perpetuate a culture of under-performance and inhibit the flow of this information. Then, during and after a crisis, “customer focus” remains a slogan, not organizational reality.
Let me be clear: my message here is not a version of “chin-up: every crisis is an opportunity.” Maybe, maybe not. My message is that because customer acquisition and retention are the lifeblood of a company, sales managers establish foundational conditions for a business. When much of the world economy is shut for weeks and possibly months, cascading bankruptcies and high debt loads mean a tightening of purchasing decisions, cap-ex and other expenditures in most markets. Your sales efforts will need to be more focused and productive after the crisis. Stay healthy and start now.
Frank Cespedes teaches at Harvard Business School and is the author most recently of Aligning Strategy and Sales (Harvard Business Review Press).
Sales methodologies play an important role. A common approach in a sales force allows for consistency, dissemination of best practices, acceleration of learning, and it helps the firm to scale because management then has common metrics to monitor and evaluate.
Hence, the allure to sales leaders of methodologies that purport to provide “the playbook . . . predictable revenue . . . and a repeatable cadence.”
However, it’s rare that the same methodology is relevant across buying-selling situations. Over time, most salespeople must deal with new products, new competitors, substitutes, and changing buyers and influencers at their customers. At any point in time, moreover, most salespeople have multiple accounts and face a changing array of customers and tasks. One buyer is primarily concerned with innovative product features while another is most concerned with just-in-time delivery. The “out” vendor typically faces different tasks than the seller of the existing solution at that account.
Developing and maintaining a relevant selling approach is a process, not a one-and-done event determined by a particular methodology. It’s crucial that reps adapt to different buying situations. If not, then (as is often said about academics) a methodology leads your people to “learn more and more about less and less.” It’s your responsibility to evaluate the fit of a methodology with the required tasks and to change the approach when needed. The following are useful distinctions to keep in mind in analyzing sales tasks and keeping selling up-to-date in your business:
Differences within an industry. Probably the most common response I get when I ask managers where they sell is a broad vertical-market answer like “health care” or “financial services.” This is too abstract for determining sales tasks. Sellers of medical equipment must be especially good at managing and closing complex deals that involve price negotiations and custom applications. Meanwhile, in biotech, salespeople must be knowledgeable about the research and results of clinical trials. A methodology which is indifferent to these differences will have limited impact.
In financial services, a brokerage firm like Edward Jones relies on local networking and relationship-building skills in selling a relatively simple set of products to its buy and hold customers; Vanguard Sales methodologies play an important role. A common approach in a salesforce allows for consistency, dissemination of best practices, acceleration of learning, and it helps the firm to scale because management then has common metrics to monitor and evaluate. Frank V. Cespedes relies on a self-service model for selling its no-load index funds; and Goldman Sachs sells a broad array of everchanging complex financial instruments primarily to institutional accounts. A meaningful sales methodology in any one of these industry sectors has much less meaning in the others.
Differences within a category. Sales tasks also differ within the same category. Companies that sell software-as-a-service (SaaS) are a good example. Consider a SaaS service like collaboration software or file sharing. These applications are typically not mission-critical for customers and are sold at relatively low monthly subscription prices. Buyers can gather much presale information via an online search. Here, inside sales organizations—“dialing for dollars”—are paramount. Sellers can conduct online demo’s and provide a proposal to prospects with a few clicks on the website. Key sales tasks include activities such as upsells (getting the customer to purchase a premium version of the product) and selling more seats. A SaaS platform service such as CRM, on the other hand, requires sophisticated integration for multiyear contracts. This is a complex initial sale with a longer selling cycle that is harder to do online or by phone. Selling often involves the vendor’s engineers and key tasks focus on increasing product applicability and price with new functionality sold to different decision-makers, while minimizing customer churn.
Differences when target buyers change. Because sales tasks are ultimately determined by buying processes, using “product” as a determinant of selling approach is dangerous. An example is when companies move from SMB to Enterprise customer segments. ScriptLogic sold diagnostic tools to system administrators in the IT departments of small and midsized companies (SMB). It built a growing business with a land-and-expand selling approach and a “Point, Click, Done” value proposition where the administrator could expense the purchase on the company credit card. But this approach was not effective in selling to enterprise accounts. Why? Selling the same products to enterprise customers meant a change in sales tasks and channel requirements. The same software sold to SMB accounts on a straightforward ROI basis must be integrated into the Enterprise customer’s IT systems and go-to-market model. In SMB, the owner of the business is often the buyer and decision-maker: point, click, done! But in Enterprise accounts, the decisionmaking the process is more dispersed and operating budgets that are set over 12 years are hard to reset for any vendor.
Among other things, these differences in usage and purchase criteria shift the basis of the seller’s credibility: from knowledge of the software and best practices in standalone inside sales processes to knowledge of that Enterprise customer’s business model and how the software fits into extant customer-acquisition activities.
This means a different way of demonstrating ROI, the ability to shepherd a project—not only a product— through the buying process, and salespeople who can work with systems-integration partners on presale applications development and postsale integration and service issues at those customers.
Training firms that develop and deliver sales methodologies have an incentive to apply their particular method everywhere. But buyer beware.
Mort Lachman wrote for comics. He said that you can write for someone else only if you can “turn him on in your head. . . . You have to hear their voice and their inflections as you type; and hear the difference between how [each person] would say it.” Lachman advised that “if they sound all alike to you, be a plumber. You’ll make more money.” The same goes for selling: if all customers sound alike to you and your sales methodology, do something else; you’ll make more money.
Frank Cespedes teaches at Harvard Business School and is the author of Aligning Strategy and Sales, and is writing a new book on what is (and is not) changing in selling and the implications.
Few people in sales would dispute the importance of bringing insights to customer conversations. One might call this the Jane Austen rule of selling: a seller in possession of a desired prospect must be in want of a relevant insight. Or as one executive says to sellers who call on him: “Your job isn’t to ask me what keeps me up at night. It’s to tell me what should be.”
Over the years, we’ve observed many salespeople who successfully make developing and delivering meaningful insights a core part of their approach. Their experience and our research indicate that, at a minimum, you need to do more than “tell people something they don’t know.” That approach can lead you to develop irrelevant factoids. Instead, we suggest crafting a strategy based on whom you’re talking to and where you are in the sales cycle.
Who Are You Talking To?
In general, as one salesperson told us, “the higher you go up the chain, the more industry insights matter.” If you’re talking to a C-Suite or Line-of-Business executive, insights are crucial; if you’re meeting with a mid-level IT Director, you’ll probably want to spend more time on product functionality and ask more questions.
Choosing the wrong approach can have negative consequences. This is supported by data by Gong.io, which recorded and analyzed sales meetings from thousands of deals made on web conferencing platforms. At meetings with an SVP-level buyer or higher, the data indicate a strong negative correlation between asking discovery questions and closing deals. Once you’ve asked a few questions, every additional question with a busy senior buyer decreases the odds of success. On average, successful meetings here involved about 4 questions while unsuccessful meetings averaged 8. For meetings at lower levels, however, successful sales calls averaged 11 to 14 questions. When developing your strategy, keep in mind that lower-level managers are gatekeepers; their job is to vet vendors and their products. Senior-level managers, on the other hand, focus on business issues, which makes them more receptive to insights.
Here’s an example. Eric sells data-analytic tools for an IT firm. He called on a large U.S. retailer shortly after a winter storm had shut down its largest distribution center, which represented about 25% of inventory shipped to its stores. In conversations with Eric, lower-level managers framed the issue as a logistics problem, so Eric explained to them how his firm’s tools could provide data to help optimize flows and reduce delivery costs while the distribution center was being repaired.
But at subsequent meetings with more senior executives, Eric went beyond logistics costs and framed the issues and solution differently. Since the chain was also in the early stages of implementing an omni-channel bricks-and-clicks strategy, Eric brought examples illustrating how markdowns and out-of-stocks have a bigger impact on margins than logistics costs; why it’s important to make pricing and other elements of the in-store and online customer experience as seamless as possible; and how other stores have utilized data-analytic tools to do this. Senior executives approved the sale and at a scope wider than a purchase for logistics software.
Where Are You in the Sales Cycle?
In an early meeting with a senior buyer or influencer, it’s typically important to demonstrate that you can articulate how your product relates to key trends, opportunities, challenges, or evolving best practices in that market. You can do this by indicating who you know (people and companies using your product to drive business value and financial benefits) or what you know (your firm’s viewpoint about industry trends and the so-what implications), or both.
“Senior executives,” a senior partner in the consulting practice at a Big 4 firm notes, “are typically impressed when informed about the reality in their market, how it applies to their strategic goals, and how we can help execute required initiatives in their company with their people.” If she were selling to a retailer, she told us, she’d look beyond the common-held belief that retail is in a massive decline.
For example, U.S. spending in retail stores has increased every year since 2009; an average of 48 million square feet of retail space has been built (not shuttered) annually since 2010; chains operating more than 50 locations opened about 4,000 more stores than they closed in 2017; and analysis suggests that the biggest cause of mall closings has been newer shopping centers in that area, not ecommerce.
Industry examples can be useful, too. Since adopting products and services usually requires customers to make changes to a wider usage system, they’re usually hesitant to buy. Here, examples can provide what researchers call “social proof”: the fact that people are more likely to act when they know others have. As one salesperson emphasizes, “Start with something that demonstrates you understand how people make decisions in that sector. At this stage, it’s typically not competitors you should worry about; it’s the status-quo because 60% of all buying ‘decisions’ are to postpone a decision. So in initial meetings, I look for an industry issue or example they need to know about to make a decision.”
At later stages, senior leaders have different needs. As the senior partner in the Big Four accounting firm said, “The selling difference then is typically how we can uniquely frame and implement a solution for their organization.” Why? Senior buyers often need to justify a significant purchase to others in their organization, and they typically do so by addressing a market challenge or opportunity. Moreover, in many service, software, and professional services categories, ROI is inherently “experiential value”— that is, the buyer doesn’t really know the nature or magnitude of the value until they experience it in post-sale usage. At this stage, they want to know how you’ll follow through at the implementation stage. In fact, a classic study found that across industries the top criterion senior executives use to judge the salespeople they meet is the salesperson’s ability to marshal the selling firm’s resources.
Providing insights is indeed a foundation and difference maker in many buyer-seller interactions. But, as always in sales, influence is bestowed by the buyer as well as earned by the seller.