Last week I visited a client that sells large tube processing equipment to attend their open house with customers from all over the country. They had just launched a new laser cutting line and were showing it off to existing customers and prospects.
A guy walked up to the owner and said 'we looked at a bunch of laser manufacturers and have narrowed it down to 2 companies, you and another. We eliminated 3 others based on features, price and reputation after doing our research. Can we talk about a proposal?'
I just received my third unsolicited email of the day and it's 1:00 in the afternoon. This only includes the ones that made it through my spam filter. I’m not kidding just because it would be dramatic in the context of this article. It happens pretty much every day.
1st one - Subject: Quik Chat. Offering "..free software that helps small to medium sized businesses eliminate headaches & paperwork involved in administrative tasks".
2nd one - Subject: Legal for LogicBay. Offering: "...(several companies I never heard of) have relied on us to supplement their existing law firm – while saving 60% on legal bills..."
3rd one - Subject: Can We Help Build Mobile Products or UX/UI Design Offering: (States they started up in 2013 and have all kinds of famous companies as clients). "Could you be so kind and let me know interest. If so, can I have your convenient time and contact number to set up a call & discuss further in detail."
For modern businesses, one of the hardest things to get a handle on is just how much and how quickly buyer behavior has changed in just the past ten years or so - and it's only going to be changing more rapidly in the future.
Vendor ecosystems which are still relying on the "tried and true" methods of decades past are actually now putting themselves at a severe disadvantage. The online world is drastically reshaping the landscape of sales, and organizations must start addressing those changes, if they haven't already. Since we spend our days with customers who are focused on indirect channel sales, we understand the importance of updated processes and strategies, to meet the needs of modern online-enabled buyers in both B2B and B2C spheres.