Enterprise buying is dramatically changing and with that, so must enterprise selling competencies. Holden embarked on a proprietary, global 12 year study of over 28,000 B2B sales professionals and 50,000 competitive deal reviews, in order to enable clients to understand and replicate high performing sales behavior, thereby increasing customer loyalty and winning competitive market share on a more predictable, consistent basis.
Holden has categorized 28,000 B2B sellers along our Four Stage Model of Sales Proficiency. What it shows is that the best sellers manage BOTH customer value (vertical axis) and competitor threats (horizontal axis). Stage I & II sellers (80%) have not evolved much past “information provider” status. Stage III & IV sellers (20%) are the most advanced, by going beyond mere “solution selling” to becoming true Compete Sellers and Customer Advisors.
Our research probed for behavioral drivers behind the Holden Four Stage Model by assessing seven core competencies: