MAIN INSIGHT 65
Laura Longhi
SALES DIRECTOR
How have buyer attitudes changed over the last 2-3 years, in your view?
There has definitely been an acceptance that business can be done more effectively in the new hybrid way of working. I have seen a softening in views, before the pandemic there were expectations that you needed to be physically present to demonstrate your investment in the relationship, this would include both face to face meetings, as well as all the post working hours entertaining, if you were not doing that then your competitors were. I have always held the view that this did not always lead to a constructive use in everyone’s time. Now I see a clear shift, while it is still extremely important to build relationships and trust through face to face time, especially for the more complex sales and higher-ticket items - there is less importance placed on being constantly visible unless there is a genuine need. Simply put - demonstrating value can also be done remotely.
Generally speaking I see a stronger desire to work effectively and for more work-life balance to be achieved for all parties, especially as we are all mindful of the economic climate and wishing to keep costs down on both sides. Ultimately I think it is what the customer is buying that will dictate how much time investment is required, to me this comes back to the consultative way of selling: know your customer first and foremost; know the culture of the company - and make sure that your outreach fits.
What’s the human role in today’s buying journey?
Empathy. I'm pleasantly surprised - but very happy - that we are learning to use this term in a B2B context, because it has been desperately needed, and I think the pandemic was a healthy reset here. The fact that we are able to be more human can allow people to be vulnerable and build closer working relationships, because we understand each other better.
While there may be a call required at 7 in the morning or 10 at night, there isn’t the same creeping of extending working hours, and everything is more flexible, it is the outcome that matters. This can help foster or highlight a compatibility of culture and values in a B2B relationship.
The fact that we are able to be more human can allow people to be vulnerable and build closer working relationships, because we understand each other better.
It allows us to be a bit more savvy about where we are putting our own scarce resources.
What’s your view of the scope for digital tracking of customer intent, as more engagement moves online?
It's very important, because it's such a competitive landscape right now. You have to use every single tool that you have, and that could be having a very slick marketing department that can track how many times a customer hits a web site. Did they download a white paper, a brochure, etc? What did their activity look like? Were they hovering over a particular topic?
All of these methods for observing a buyer give us intelligence about whether someone is going to turn into a warm lead. Is this a person or an organization that's interested in us as a company? Are they interested in a particular service? Does this mean that we can target them from a more account-based marketing model, to perhaps come to an event, for instance?
It allows us to be a bit more savvy about where we are putting our own scarce resources. For example - we will only have so many seats at a table at a breakfast briefing or a dinner, now we don’t have to use a throwing mud at the wall approach and hoping for the best, this allows us to be in better position to identify opportunities to invite more interested prospects to face-to-face meetings where we can have more intelligent conversations about their specific needs.
Adarma is one of the largest independent cybersecurity services companies in the UK, founded by and run by veteran senior cybersecurity leaders.
