As millennials continue to mature into decision making positions, enterprise B2B selling companies need to continually evolve their sales processes on two fronts. The first is the consideration of people. To build successful relationships with their prospects, salespeople need to undertake more homework than ever before. They have to become immersed in the prospect’s business, what their goals are and the challenges they face. This is because the rise of digital buying journeys and technologies, opportunities for salespeople to get directly in front of their prospects have reduced. Therefore they need to make the most of every opportunity they do get by showing that they are an industry expert and adding value to the professional life of the prospect.

The second front is in the use of technology. It is important to remember that technology is only a tool in your toolbox, it should not drive your sales strategies. Technology is great for identifying companies that you can sell to and making sure that your content gets in front of the right people. But it’s up to you, as a human, to identify who those right people are and what matters most to them. Take the time to regularly speak with as many of your customers as possible through surveys and find out how they prefer to be interacted with. It’s also important to remember that in enterprise sales, there is normally a buying committee of several people rather than one sole decision maker. So make sure that you understand who is in that committee and their individual preferences to create more meaningful conversions that ultimately lead to sales.