B2B Sales Practices Turning Off Customers
First Published on www.crmadvocate.com
United States - In a survey of more than 1,200 companies in the United States and Europe, McKinsey and Co. investigated what practices by sales representatives are most destructive to business-to-business relationships.
The study found the most criticized traits are:
• Too much contact: 35%
• Lack of knowledge about their own or competitor's products/services: 20%
• Lack of industry knowledge about usefulness or product/service to customer: 9%
• Sales style is too aggressive: 8%
• Customer forgotten/ignored after the sale: 8%
• Other: 20%
Do you see a common denominator in the above list? It seems each of these traits is created by incentive structures that focus on closing deals, meeting quotas, and short-term thinking instead of problem-solving, consultative selling, and general empathy for the customer.
Do your incentive programs focus on business objectives at the expense of customer advocacy?
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