It’s not WHAT you do but WHY and HOW you do it
Too much choice drives consumers to seek real connections and deeper meaning – a spiritual, psychological connection if you will. Restlessness is emerging among consumers about who they want to connect with and buy from – they want to simplify and make every moment count. Still many organisations struggle to explain why they exist and how they do what they do, in a way that is easily understood and generates a curiosity to know more. In 2012 if we cannot communicate our story to our employees, customers, suppliers and investors then they cannot tell others or make informed decisions.
Why you do what you do and how you make a difference will be front and centre in the people’s minds. In the wake of consumer disquiet at corporate greed, business’ cost management obsession, outsourcing and the move away from product as the focal point, what you do is not enough anymore. With consumer and professional now better educated, techno-savvy and better connected than ever before, the need to articulate why you do what you do and how you do what you do is critical for differentiating your business in 2012 and beyond.
The sales brain – using neuroscience to sell
The science is clear, our success resides in how we use our brains – our brains can continue to learn, grow and adapt until the day we die. 2012 will see neuroscience become the topic du jour for sales teams. Learning how to train and in many instances, retrain our brains to incorporate effective thinking and habits will see sales teams forging new neural pathways leading to greater sales success.
For years, scientists and psychologists have heralded the application of neuroscience tools and processes as a pathway to wellness and success. The amount of knowledge we have discovered about the brain in the last 10 years alone surpasses anything that we knew before. Now, it’s finally and officially arrived on the doorstep of sales and marketing professionals. If you are not training your sales, marketing, service and leadership teams in neuroscience and neuropsychology you could be left behind in 2012.
Using scientific data to predict B2B buying behaviour
In 2012 smart organisations, large and small, will follow the lead of business-to-consumer (B2C) retailers such as Amazon.com by making smarter use of customer data to predict behavior, drive sales, and deepen relationships. Companies are now faced with an increasing availability of knowledge and an opportunity to exploit it.
As available data grows around buyers’ preferences and habits, emerging trends, new values sets and ways of living, businesses will find new ways to understand their customers and new metrics to access. With the advent of social media and intuitive CRM we now have the science of behavioural economics where business can selectively target, connect and communicate with the worker, buyer, supplier and communities with much greater accuracy, relevance and meaning. 2012 is about paying attention, really listening and responding in a much more considered manner.
Shrinking product life cycles
The scale of change in the last 100 years is vast. We have gone from the horse to the space shuttle. Our lives have been changed dramatically, both socially and professionally. Technology has lowered barriers to entry and significantly shortened product lifecycles. Shrinking product life cycles make it increasingly important for businesses to get innovative offerings into the customers’ quickly. In 2012 with continuous product innovation and further market fragmentation, customers will have more choices and leverage than ever before. We will see customers become more demanding, insisting on both off-the-shelf products and more complex, customised solutions all requiring different levels of sales support in 2012. In 2012 organisations must find fresh ways to respond to the ever-changing global marketplace or perish.
Buyers are in the driver’s seat
The new generation of educated, techno-savvy, connected consumers will be purchasing products customised to their needs and lifestyles. Corporate customers are seeking individualised value propositions and customised offerings that accelerate their business results.
Empowered and informed by the internet and influenced by their peers, these customers have come to expect control of their buying experiences. If you are accustomed to selling products and walking away, your business will be forced to prove how you add real value. So don’t for a minute take your customers for granted, patronise them or treat them like idiots or you will hear about it via Twitter and Facebook or other social media channels where your reputation will be hung out to dry. 2012 brings with it a whole new respect for transparency and buying power. Ignore this growing force at your peril in 2012.
Which of these trends will have the greatest impact on sales next year? Go to our 12 Sales Trends in 2012 Poll to tell us which trends will be on your radar in 2012. We will publish the results in January.
Remember, everybody lives by selling something.
