problems is so high that customers are themselves unqualified to navigate—
let alone evaluate—potential courses of action on their own. They need
help. Rather than turning
to the suppliers for that help, however, they look
to “neutral” third-party experts.
As a result, suppliers today are frequently confronted with new and
aggressive third-party intermediaries looking to take their share of “value”
from the deal. And you can be sure that that pound of flesh is going to come
from
the supplier side, not the customer side, given whom these consultants
are working for. In this world, you can easily wind up with all the
customer’s
business, but none of their money.
All four of these trends in customer buying behavior have led to a hard
truth for sales organizations all over the world—and especially for the reps
who sell for them: While the economy has gotten better, selling hasn’t
gotten any easier. It’s the physics of sales: Suppliers called the solutions
play, and customers have made their countermove.
Customers are looking
for ways to reduce both the complexity and the risk that suppliers’ solution
selling efforts have foisted upon them.
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