4 Reasons Not To Trade Your B2B Sales Reps For Robots

Olin Hyde
May 19, 2019

Automation is a big part of doing business. If used correctly, it can bring about benefits to productivity and efficiency. One area where you shouldn’t look to automate is in the arena of B2B selling.

But what do we mean when we refer to ‘robots’?

This is not meant in a literal sense. It’s about hiring the best B2B sales reps who are only going to work with the lines you give them. In the most extreme cases, you may even give them a script they have to stick to on the phone. There are so many reasons why this is the worst thing that you can do, and this article is going to reveal some of them.

B2B Buyer Engagement is Down

The US Department of Labor believes the number of sales managers will increase significantly by 2022. And yet this mass hiring of managers won’t lead to more engagement. With more sales departments hiring than ever before, you need to concentrate less on quantity and more on quality. Just because you can make more calls doesn’t mean you’re going to increase sales.

Did you know that only 29 percent of B2B customers are engaged?

This is a serious problem for B2B businesses. Many companies are losing out on hot leads because they are failing to engage them. It’s something you can solve on your side.

Buyers Want an Education

Before making a big purchase, businesses want to look over that purchase with a microscope. They want to work with someone who can give them that information. If there’s even a shred of doubt in their minds, they won’t green light the sale.

The only way that you can make sure you are making more sales is to hire sales reps who know their stuff. Allow them to put forth the figures and allow them to answer the questions that businesses want the answers to. This requires a degree of creative thought, and if you aren’t going to give your sales team that freedom you’re going to struggle.

One area you need to consider is whether you are giving people the information they want to hear. Not every feature and benefit is something companies are going to care about.

Customized Solutions are In

Companies adhering to the sales traditions of old are going to struggle because they don’t meet the needs of the modern B2B buyer. Expand your mind and listen to other perspectives. Old-style sales pitches are tiresome and work to generate mistrust.

Every business is different and every business will take your product into consideration for different reasons. You need to use the resources you have to try to understand every company’s main problem that you are hoping to solve. The scripted sales pitch has no relevancy any longer.

The Big Companies are Increasing Focus on Lead Qualification

Sometimes you need to look at the big names to figure out why you need to change. Fortune 500 companies are investing more in lead qualification than ever before. This is where they are focusing on the most responsive leads. They are not wasting their time trying to call as many people as possible to give the same old sales pitches. They are concentrating more on individual leads.

Executives are using every tool at their disposal, including the trends in big data. This is a significant step forward, and the best part is even startups can adopt big data.

What about Real Robots?

It’s true that robots are finding use in many industries, particularly manufacturing. Some argue that B2B businesses could soon be using them to help with sales. While some people believe that this would be advantageous, a lack of hiring human sales reps demonstrates a lack of innovation.

By using robots, you are not innovating and will not advance B2B relationships toward a sale. Anyone who has worked in B2B sales knows clients want to form a real relationship with you.

It can take weeks and months to close a sale because it’s such a big decision for a business. Without that one-to-one relationship, you are more likely to lose money than gain it.

What do you think your B2B firm should do to boost sales and engagement levels?


Further Reading

Lainey Mebust
July 10, 2020
Lainey Mebust
June 24, 2020
Lainey Mebust
November 22, 2019