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Sales – When Business Becomes Personal

by Melissa Hilbert  |  March 18, 2020  |  Submit a Comment

While it may make logical sense to “Carry on and Stay Calm”, humans are just that, humans and it’s personal. The COVID-19 pandemic did not stem from a sales  problem but it surely will create them.  And, who can focus on business when you are trying to figure out what to do with your whole family being at home. If you are a remote worker, there’s not much change for how you go about your day, except that you are now surrounded by your family and they are all on the internet. If you are not used to working from home, it’s a big adjustment and it will take a little time to set yourself up to work.  There’s plenty of advice for making schedules, making sure that everyone has activities, but life happens.  Check out my colleagues like @augieray for blogs and advice on the topic.

So how do you focus on business when all you can think about is the personal?  Well, you make it personal. This is the perfect opportunity to remember that we are all people with individual goals and motivations.  Companies need to focus on the software purchases that will increase the opportunity to drive revenue, increase seller productivity as well as efficiency.

Below is a top 3 list of things to think about as you go about the business process of  complex B2B buying and selling.

  1. The software purchase is as much about the relationship as it is about the software.  Build strong relationships based on trust, sincerity, and value to the process.  You don’t have to be face to face to do that. Remote services like Zoom, WebEx and the like help you to have visual signals.  Regular cadence of communication is most important.
  2.  Address the needs of each stakeholder for the purchase and for their individual goals.  Every stakeholder involved in the process has their own goals.  Maybe this purchase will help them get a promotion or make their department be seen as a value add.  Make sure you are addressing how your product or service will help each of them attain their goal.
  3. Prioritize your product or service.  Be prepared to explain how your product or service will help the client move through unexpected turns like the one we are facing right now. Purchasing technology won’t stop, and may temporarily slow,but will your product or service be a prioritized one?  You need to make sure that the value your product or service brings is highlighted through ROI, customer use cases and how this is relevant for your prospect over all the other things they may be looking at.  Help your prospect make sense of all the noise out there.

And remember to be safe, stay well and take care of yourself, your families, your friends and neighbors.


Additional Resources

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Category: application-leaders  sales-technology  

Tags: covid19  sales  

Melissa Hilbert
Sr. Research Director
4 year at Gartner
26 years IT Industry

Melissa Hilbert is a Sr. Director in Gartner Research. Ms. Hilbert is responsible for the Sales Enablement, Digital Adoption and Sales Performance Management (SPM) agendas within the CRM Sales Technology research agenda. She has extensive knowledge of SPM systems and processes, sales incentive compensation, quota management and territory management. She has additional expertise in sales enablement processes, sales enablement tools and digital adoption solutions. Read Full Bio

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