“Death of a B2B Salesman,” a new report from Forrester Research, lends urgency to the need for companies to rethink and radically transform their sales models by incorporating digital media into their processes. The study found that by a factor of 3 to 1, B2B buyers want to self-educate themselves by going to sellers’ websites to learn about offerings, and a majority of buyers prefer to make purchases online. Despite this shift, many sellers continue to force customers to deal with a sales representative to learn about prices and complete the transaction, Forrester found.
B2B Salespeople Can Survive If They Reimagine Their Roles
A new study finds buyers are making more purchases online.
April 17, 2015
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.