Recently I interviewed Jill Konrath, bestselling author of Selling to Big Companies. She just came out with a new – and very timely – book, SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers.
It’s already soared to #1 Amazon sales book! It’s that good.
You have to go to her SNAP Selling website when you’re done reading this post. You can download a couple chapters to check it out. Plus, she’s giving away some very cool sales tools:www.SnapSelling.com
Is selling more difficult today, less difficult, or about the same as when Selling to Big Companies came out 5 years ago?
More difficult. Prospects today are even busier now than when I wrote the book. Plus, they have no need for a salesperson. Everything they could ever want to know is online.
They can research problems they face and the resulting business implications. They can discover how other companies address these challenges. They can find out about the vendors, get opinions from their colleagues, learn about pricing and decide which direction they want to take – all without consulting a salesperson.
Also, time is their most precious commodity. They zealously protect their calendar against interruptions. And, since most salespeople are still in the pitching mode, they do whatever they can to avoid contact with them.
That’s the primary reason why I wrote SNAP Selling. Sellers need to understand what it takes to succeed with these busy, busy people.
Why are customers so much more “frazzled” these days?
Public companies are obsessed with maximizing shareholder value and quarterly earnings. They will do anything to keep costs down. Lean-and-mean is the name of the game. To remain competitive, private companies do the same things.
Their employees are simply expected to do more, with fewer resources and in less time. Is it any wonder that they’re burnt out and overwhelmed. I recently read that 78% of the workforce would gladly switch jobs if an opportunity arouse.
The bad economy has contributed to the problem. But, even if it recovers, companies will not go back to staffing up. People are working at a breakneck speed and expected to keep it up if they want a job.
Finally, there’s just so information and new stuff out there. People are bombarded with emails, advertising, data, statistics, reports, ebooks, manuals, webinars, seminars, new technology. It’s endless. You can never learn enough.