“It’s only getting harder to get a meeting with a decision maker today," the SVP of Sales was telling me, “and getting a second meeting can be even tougher.” When I ask groups of sales professionals whether it’s harder getting a sales meeting with a decision maker or key influencer today, they all invariably agree that it’s harder.
These days, with the amount of information available online, a seller can’t be a ‘walking brochure’. And, when he/she initially engages with prospects or customers, they are often already behind the curve on their need if they didn’t create the demand.
The infamous 57% statistic from CEB research on how far along in the purchase process a typical B2B buyer is before engaging with a supplier has been debated (for example here and here). But the core message is very important. If you didn’t create the demand or ‘write’ the RFP, you are already behind.