The Wall Street Journal’s Carol Hymowitz in her ‘In the Lead’ column yesterday shares some great findings about how business to business (B2B) sales is changing with more CEOs and top executives actively participating in the actual sales process.
Gone are the days of CEO, high-level ‘say hello’ customer meetings. I think there are important insights here for B2B marketing also.
CEOs at the major companies (Intel, Sun Microsystems) are listening to customer needs for issues such as speedier product development and training, and becoming the buyer’s advocate back at their own company.
The article says in part:
“Top executives like Mr. Otellini (Intel) find they are working more closely than ever with their customers, and listening and responding to their requests for product customization or service and training. They are becoming involved even in the nitty-gritty of contract negotiations.”
This article reinforces the markets are conversations reality. The B2B decision makers—in big companies at least—want to see how their soon-to-be service or product providers will partner with them.
I also like the observation that Open Connect’s CEO, Ed Peters, makes below about the potential outcome if companies do not partner and deliver exactly what customers need. The result is likely to be ‘broadcast’ on the Internet and impact a company’s chances with other customers. The article continues here:
"Ten years ago, a sales executive would have given a pitch, but today big customers want the CEO’s commitment that if they buy from you, you’re forming a partnership with them and will deliver exactly what you promised," says Ed Peters, chief executive of OpenConnect, a Dallas company that makes software that uncovers business-process inefficiencies. "And if you don’t, your failure will be broadcast on the Internet and quash possible deals with other customers."
Maybe large enterprises are coming to grips with what smaller companies already do; keep the CEO as part of the sales and marketing process. Since from start-up to at least midsize firms, the CEOs main jobs are selling, raising money and chief cheerleader.
Small and mid-size company executives, keep up the good work! And marketing folks, take a page from the (enlightened) CEOs. Spend lots of quality time with customers. Cynthia’s thought for the day:
Quality time with customers = 3-foot sales conversations
My recommendations for marketing folks are:
- Marketing people (for all company sizes) should spend as much time as possible with sales and with customers
- Go along with a sales person during customer visits. As much as you can, be a fly on the wall.
- Listen to customers’ problems, issues, objections. Listen to how sales responds.
- Make sure all marketing programs support directly the issues that the sales person encounters during the 3-foot conversation.
- Reexamine your entire marketing program. Is content addressing (educating) issues raised by customers? Are you doing everything you can to help sales answer customer questions with collateral and content?
You can read Carol Hymowitz’s entire WSJ article here.
Any other ideas out there for spending more quality time with customers? Would love to hear them.
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