article | September 6, 2013
Is Sales Ops Enabling the Buyer Process?
Today’s post is about flipping your perspective in all you do. Turning everything inside-out by
looking from the “outside-in”.
Buyers don’t care about how your organization wants to sell. They only care about making the
best buying decisions possible. Look across the spectrum of Sales Operations. Consider everything from strategy to territory design and all your work in-between.
Is everything you do making it easier for your buyers to buy? If the answer is no for any initiatives, apply the brakes right now.
In this post, I offer you the Outside-In Sales Ops Scorecard. The scorecard will help you identify where you must shift your focus.
Reverse Your Approach
You’ve been hearing that buyers have changed significantly. With each passing day, B2B buyers become more self-directed. Instant access to data, personal networks, experts and your competitors have enabled them. Product or service differentiation is harder to come by in today’s agile world.
Looking “outside-in” is the answer. Reversing your outlook to the buyer perspective needs to be part of your DNA. Examples of the difference between inside-out vs. outside-in approaches
for Sales Ops follows:
A few basic questions should clarify if you are looking inside-out or outside-in.
In the end, your buyers are not there to enable you to sell. Sales pros are there to enable them to buy. Perhaps we need to change the term Sales Enablement to Buyer Enablement. How about changing Field Sales Executive to Buying Process Executive?
This is not a subtle distinction. Download the Outside-In Sales Ops Scorecard.
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