Product Expertise Isn’t Enough for B2B Buyers Anymore

From the NAW Blog:

It’s no secret that for years most distributors have neglected core sales skills training for their sellers. There are several reasons for this benign neglect of sales skills investment. First, historically, industrial B2B buyers didn’t necessarily need a highly skilled seller. Their purchases were largely needs-driven — not discretionary — and so the core need was product or technical expertise and order fulfillment. For this reason, virtually all systematic sales training in distribution was focused on products and applications (not selling skills or competencies).

Today, however, the internet, e-commerce, and online resources and communities have enabled a clear shift in buyer behaviors.


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