Enterprise buying is dramatically changing and with that, so must enterprise selling.
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.
The research is summarized in our new book, The New Power Base Selling: Lessons from 28,000 Sellers & 50,000 Deals, with a Foreword from Bill McDermott, Co-CEO of SAP.
The research is clear – sellers are in the midst of a Relevance Revolution. To succeed in this new market, the best sellers are no longer relying on traditional advantages inherent in their company’s product, price, and brand. The best sellers are elevating their profession by becoming nontraditional sources of competitive advantage by increasing the value of “what” they sell by “how” they sell.
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.