Why Sales Reps must evolve into “Trusted Advisors”

Buyers have spoken, loudly in many cases…. they no longer want “sales reps” calling on them and sharing things the buyer could have found on your website.

In a recent study 33% of buyers no longer want to work with salespeople.

Why?

Well to put it bluntly … because of sales reps behaving badly for so long and not delivering value.

In a study with buyers by Florida State, buyers shared only 6 minutes were valuable to them in a one-hour meeting with a sales rep.

85% of buyer’s went on to share they expect a salesperson today to connect the dots between what they sell and how it impacts the buyer’s companies bottom line.

Sadly, less then 14% of salespeople have the skills to do this today.

Buyers want and need trusted advisors, business consultants masquerading as salespeople.

Do you need your sales reps to become trusted advisors who sell based on value?

Then this article is for you.

Salespeople can strategically build their relationships with clients.

With training and coaching sales reps can evolve into trusted business advisors.

In every meeting I have with senior leaders of an organizations they share just how important relationships are in achieving their sales growth objectives.

But sadly, less than 24% of salespeople have been trained how to move from sales rep to becoming a trusted advisor.

What we often see are common relationship levels…

Acquaintance/ Vendor supplier– someone who supplies something, this is a transactional relationship.

Peer– here the buyer sees the salesperson as knowledgeable about their product and or service, application, some market knowledge, and the buyer looks at the salesperson as a peer, partner if you will

Trusted advisor – here decision makers see salespeople as business consultants who can impact their business outcomes. They have the skills to have conversations that lead to revenue. They deliver industry insights; challenge the way their clients may be doing things and speak the language of business.

Why train your sales reps and make them trusted advisors? 

1. Their net profit by customer is higher
2. They uncover more opportunities
3. Their close rate is higher
4. They learn about new projects sooner than sales reps
5. They have more time with key decisionmakers
6. They are introduced to many leaders in the customer’s company
7. They discover new product and market opportunities
8. They often are given preferential treatment in large purchase decisions
9. They receive referrals to new customers
10. They are seen as part of their client’s team and not just a vendor

If you would like your sales reps to evolve into trusted advisors, please contact my team and we can discuss our process and tools.