In Why Lie?, Seth Godin points out that prospects of (B2B) salespeople often lie because they do not want their decisions to be questioned by salespeople: “… when we announce that we’ve made the decision to hire someone else, or when we tell the pitching entrepreneur we don’t like her business model, or when we clearly articulate why we’re not going to do business, the salesperson responds by questioning the judgment of the prospect.”
Great insight, but it pre-supposes a lack of trust that is totally outdated and unnecessary. Let’s review how this comes about and how to disrupt the whole cycle.
Redrawing Your Map: Selling in the Knowledge Economy explains how the 21st century and digital social networks are changing client behavior, and sales, forever.
Having started in business in the 1980s in Chicago, I have had a front row seat to the waning of the Industrial Economy, which has created unprecedented human wealth through fabrication, distribution and scale in countless iterations. Its meltdown sets the context for a profound shift in all businesses, and it holds the key to understanding the new ways to bring new business to your firm. The Industrial Economy practice that is known today as “selling” is on life support in the ICU, and it won’t survive in most areas of the economy. Here I’ll explain how profoundly things have shifted and how you can use this understanding to revitalize how you bring new business to your firm. I’ll close with how social business empowers this disruption.
2012 B2B Marketing Social Business Opportunities presents rare career and business opportunities for B2B marketing pioneers
It happens every time. Executives in regulated and specialized B2B industries see disruptive technologies rise above the horizon, and they discard them out of hand because “that doesn’t apply to our business.” This attitude temporarily serves as a self-fulfilling prophesy, but it subsequently falls by the wayside.
Having been in the vanguard of ebusiness transformation during the late 1990s and early 2000s as both management consultant and marketing executive, I believe that 2012 will see serious adoption of social business by pioneering B2Bs.
In November 2012, I laid out the rationale in “2012 Will See B2B Early Adopters Move on Social Business,” so here I’ll describe this year’s specific opportunities for B2B marketers.
B2B Early Adopters Move on Social Business in 2012 predicts that 2012 will see significant movement toward social business among B2B pioneers. This prediction is based on CSRA’s recent research as well as my twenty-five years experience with guiding B2Bs’ adoption of disruptive technology. First, a critical mass of B2B executive leaders are familiar enough with social technologies to consider them for the first time. Second, the business driver will be the economy. During the past 4-5 years, enterprises have continue to cut costs wherever they could, but few are performing at the level they want to be. B2B marketing and sales are under more pressure to perform very efficiently than ever, and some leaders will enlist social business because they have tried everything else.