Go Beyond Sales Enablement to Engage the Modern Buyer

By Meghan Ganzer | July 31, 2018

While the modern B2B buyer is changing the way they interact with salespeople, it might seem like a no-brainer that salespeople should be changing the way they interact with buyers. So why do only 8% of B2B buyers believe they’re getting value from their sales interactions¹?

Mediafly’s EVP Sales, Matt Suggs, joined The Sales Whisperer, Wes Schaeffer, on The Sales Podcast to break down the most important things marketing and sales professionals need to know to successfully interact with the modern buyer.

“The challenge with starting with the discovery phase is the B2B buyers are getting frustrated educating the next salesperson who walks in the door. What we’re telling our salespeople to do (both inside and outside sales reps) is to sprinkle in those relevant insights that you use to overcome the force of static friction in an account. You use those in conjunction with the discovery to keep your buyer engaged. In this way, it becomes more of a conversation than a presentation.” –Matt Suggs, EVP Sales at Mediafly

During the interview, Suggs provides insight into how the B2B buyer has changed and outlines steps B2B sellers must take to increase sales efficiency, sell dynamically, and create an interactive buying experience. To hear more about delivering value and generating actionable insights from sales expert Matt Suggs, listen to the full podcast here:

Sources:
1. “How B2B Sellers Win in the Age of the Customer.” pp. 1-14, 2016, Forrester Research.

Meghan Ganzer is the Digital Communications Manager at Mediafly. Since making the strategic shift from sales to marketing, Meghan has focused on content writing, external communications, and event collaboration to support the Mediafly sales team through demand generation. Meghan attended Miami University in Ohio and graduated with a Bachelor’s degree in Communications.