"One Million B2B Sales Jobs Eliminated by 2020."
5 years ago, Forrester made a prediction that, if you were in B2B sales, you saw.
“B2B buyers are living in a 2015 digital-first world, but B2B sellers are still living in a 1965 salesman-first world.”
eCommerce was coming for our jobs.
eCommerce - designed to be the ultimate removal of friction from the buying journey. Designed to provide all of the information a buyer needs for which they “typically” would receive from a human salesperson, right?
And what did the sales community do?
Looked in the mirror. Those who were essentially the profession’s drive-thru attendants, there to take your order (with a potential upsell to a combo-meal), stepped up.
Passionate sales professionals earned their way, with the help of an emboldened sales enablement profession, to a tantamount MBA in their craft - becoming an asset to prospects and customers - becoming the experts; essentially their professional personal trainers or doctors. The best professionals taught customers not just how to address issues, but to achieve more than they thought possible.
Voice mail was the death of the cold call. No wait...caller ID was the death of the cold call. No wait...eMail was the death of phone-based sales? eCommerce?
It's 2020. That Forrester prediction didn’t age well...
There will always be something around the corner. The newish “silence unknown callers” option on phones? Buyers staying remote post-pandemic? The true impact of AI?
Watching “The Last Dance” reminded me of why I’m doing what I do, but also how to ensure no prediction of the profession’s demise becomes a reality.
You can future proof yourself and the profession. There's no better time than...always.
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