Many misguided pundits have suggested that our prospects and clients don’t really need us anymore—that the automation of selling has made salespeople irrelevant. Don’t believe the hype!

Our customers no longer need us to walk them through the ins and outs of our products. But they can still benefit from our expertise, maybe more than ever.

Buyer 2.0 Meets Seller 2.0

Buyer 2.0 is very good at homework. In fact, 86 percent of business buyers engage in research independent of the sales cycle. Before they make contact with us, prospects have usually checked us out online. They’ve read all about our products and services, downloaded an e-book or two, listened to a webinar, and/or viewed a demo. They’ve also researched our competition.

Yes, today’s buyers are very well informed. But information isn’t knowledge. Knowledge comes with wisdom, experience, and a clear understanding of the big picture—not just the immediate problem at hand. And that’s exactly what great salespeople have to offer.

Tell Them Where It Hurts

Prospects come to us with problems that need to be solved—pain that needs addressing. And while they know it hurts, they’re often unclear about exactly what’s causing the pain and how to fix it. They don’t know what they need from us, or how to get it most efficiently and cost-effectively. They don’t know the traps to avoid and what doesn’t work. And they usually don’t fully understand the commitment needed (from themselves and their teams) to implement solutions that guarantee knock-your-socks-off ROI.

But we do. We know our industries; we know our products and services; and most importantly, we know our clients. So with a little investigating, we can show them exactly where it hurts.

Don't let anyone convince you technology has replaced salespeople, or that it will do your job for you. Pick up the phone, reach out, and have a real conversation. Dig in. Ask questions. Find the right solutions for your prospects. They'll thank you for pushing back, and they'll refer you in a heartbeat.

About the Author

Joanne Black is America’s leading authority on referral selling—the only business-development strategy proven to convert prospects into clients more than 50 percent of the time.