Death of a B2B salesman
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DEATH OF A (B2B) SALESMAN
ERIK ESKEDAL
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92% AV ALLE KJØPSPROSESSER STARTER MED ET
GOOGLE SØK !KILDE: FORRESTER
@Eskedal
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OPP TIL 90 % AV BESLUTNINGSPROSESSEN
ER OVER FØR MAN KONTAKTER SALG !
KILDE: FORRESTER
@Eskedal
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FORBRUKEREN ER DIGITAL
@Eskedal
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HVA FÅR OSS TIL Å TRO AT IKKE B2B KJØPEREN HAR BLITT
DIGITAL OGSÅ?
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B2B KJØPERNE VIL LÆRE OM TING SELV OG IKKE SNAKKE
MED SELGERE
Kilde: Forrester; Death of (B2B) Salesman@Eskedal
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By 2020,customers willmanage 85% of theirrelationships withouttalking to a human.Gartner Prediction
DEATH OF A SALESMAN…
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DEATH OF A (B2B) SALESMAN…
20% OF ALL B2B SALESPEOPLE, WILL BE
DISPLACED BY SELF-SERVE ECOMMERCE BY
2020. Forrester; Death of (B2B) Salesman
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SALG I 2015->DIGITALT FØRST
@Eskedal
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WEBSIDENE OG ANDRE DIGITALE KANALER ER PÅ
JOBB 365/24/7
@Eskedal
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GI DE DIGITALE KANALENE BUDSJETTENE DE FORTJENER
@Eskedal
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Kjøper: «Vis meg» Kjøper: «Opplys meg»
Kjøper: «Betjen meg» Kjøper: «Guide meg»
Forklarer Konsulenter
Ordemottaker Navigatør
Produktet eller tjenestens kompleksitet
Kompleksitetet i kjøpsprosessen
Høy
Høy
Lav
Lav
@Eskedal
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SOCIAL?SELLING@Eskedal
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KKJENNSKAP
IINTERESSE
VVURDERING
KKJØP
BBRUK
G MGJENKJØP MISJONERING
MARKETING SALG ?SALG?
70-90% av beslutningsprosessen er gjennomført før kunden kontakter salg.Kilde: Forrester ++
KUNDEREISEN
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Inflytelsen fra sosiale medier i hvert steg av beslutningsprosessen*
* Studie gjort av Forrester Consulting for LinkedIn, August 2012
KJENNSKAP
IINTERESSE
VVURDERING
KKJØP
BBRUK
G MGJENKJØP MISJONERING
54% 45% 46% 47% 44%
Inflytelsen fra sosiale medier i hvert steg av beslutningsprosessen*
KUNDEREISEN
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SOCIAL SELLING
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EVERYBODY HATES A COLD-CALL
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SOCIALHUNTING?
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SOCIAL?YELLING@Eskedal
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SOCIAL?YELLING
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SOCIAL?BUYING
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WHY?«Because truck buyers are surrounded by a lot
of influencers»
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Friend of mine
Frame of Mind
Top of Mind
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er nå involvert i en gjennomsnitts kjøpsprosess
menneskerSjef
Meningsytrer
Rapporterer direkte
Avdelingsleder
Konsulent
Corporate Executive Board 2013 – Winning The Consensus Purchase
Din innkjøper
5.4
Det er flere involvert i beslutningene enn noensinne
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75 %av B2B-innkjøpere bruker nå
digitale kanaler for å holde seg
oppdatert på leverandører
International Data Corporation 2014 – Social Buying Meets Social Selling
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Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
90%av beslutningstagere sier at de aldri responderer på cold calls
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5.4 75av B2B-innkjøpere bruker digitale kanaler for å være mer informert om leverandører
% 90av beslutningstagerne sier de aldri responderer på kalde henvendelser
%mennesker er nå involvert i en gjennomsnitlig B2B kjøpsbeslutning
Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
Kjøpsprosessen er endret
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PÅVIRK PÅVIRKERNEDet er de, og ikke
beslutningstager som bestemmer.
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I EN FRAGMENTERT MEDIEVERDEN, HVORDAN NÅR DU UT MED DITT BUDSKAP OM DIN MERKEVARE?
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SHORT & SIMPLEKORT OG ENKELT
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HELPFULGI VERDI
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INFORMATIVEGI INFORMASJON
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TELL A STORYFORTELLE EN HISTORIE
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EVERYONE LOVES A GOOD STORY
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SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY
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SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY
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HISTORIER GJØR DET LETTERE Å RELATERE SEG TIL IDEENE
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HISTORIER INSPIRERER OG MOTIVERER
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KJENN KUNDEN DIN
HVA GJØR EN HISTORIE GOD?
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KUNDEN BRYR SEG IKKE OM PRODUKTET DITT, DE VIL HA PROBLEMET SITT LØST
HVA GJØR EN HISTORIE GOD?
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SÅ FIKS DET! ELLER FORTELL DEM HVORDAN
HVA GJØR EN HISTORIE GOD?
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VIKTIGST AV ALT… GJØR KUNDEN TIL HELTEN I HISTORIEN
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KJØPSPROSESSEN STARTER MED ET GOOGLE-SØK
Da må vi posisjonere oss der!
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VAREPRAT MELLOM KUNDENE ER VIKTIGERE ENN MARKEDSFØRING
Da må vi stimulere og synliggjøre denne praten
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VI BLOKKERER REKLAME OG PRODUKTSKRYT
Vi må gi dem nyttig og relevant informasjon
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KUNDENE ER OPPTATT AV Å FÅ LØST ET PROBLEM
Derfor må vi lage innhold som viser at vi forstår deres utfordring
og kan hjelpe dem å løse den.
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TAKK FOR OPPMERKSOMHETEN
@ESKEDAL