Think of your very best buying experience recently. You probably decided you needed something, did some research on your own, then bought the product with one click. It might have been delivered to you the next day with no shipping charge. The experience was likely simple, seamless, and most of your decision-making happened before you clicked “add to cart.” You’ve got high expectations for the companies you’re buying from. Well guess what: so do your own customers. Your sales team is tasked with meeting those expectations, and it’s not easy.

The changing buyer’s journey

The buyer’s journey is not what it used to be, even a few years ago. Sales professionals used to be involved in the buying process much earlier. However, as the internet evolved and more information was put online, buyers’ attitudes started to shift: why take a meeting with a sales rep when they could do their own research first? It doesn’t help that younger generations don’t necessarily trust salespeople. Gartner found that millennial buyers are twice as skeptical of sales reps as their baby boomer colleagues; 44% of millennial B2B buyers would rather not interact with a sales rep at all during a sale. In fact, in 2020, the average buyer spent just 17% of the sales process interacting with a salesperson.

That was pre-pandemic. Lockdown sped up the transition to digital sales; the ease of B2C selling experiences boosted buyers’ expectations of their professional clients. If they were able to order groceries and other supplies with one click and minimal hassle, why couldn’t they do the same at work? Now, every buyer is a savvy researcher, they know what they want, and customers are willing to switch brands if their expectations aren’t met.

What do buyers want from sellers?

No matter whether your customers are individual consumers or enterprise buyers, customers want a lot of things from a brand:

1. Trust

   Both business buyers and individual consumers see trust as the most important piece of their relationship with a brand. According to Salesforce, 88% of customers put a high value on trust in their vendors.

2. Authenticity

   Customers want more than the product you’re selling. They want honesty. In many cases they are looking for a company that aligns with their own values and ethics: customers look at honesty, treatment of customers, treatment of workforce, environmental impact and other stances when deciding to buy from a customer. In fact, 66% of customers say they’ve stopped buying from a company whose values didn’t align with theirs. They’re also researching individual sales pros: when a seller reaches out, the top three things buyers do include checking the company website, Google the rep, and checking the seller’s LinkedIn page.

3. Personalization

   Just because a buyer may not trust sales professionals doesn’t mean they don’t need salespeople. Gartner found that B2B buyers are often overwhelmed by the information they consume during the research process. Salespeople are a necessary guide for buyers who may not be able to understand all the information they’ve read about a product or service on their own. Buyers want the reps they choose to speak with to anticipate their needs, understand their unique challenges, and offer personalized deals. Sales reps are seen as consultants; according to a recent Salesforce survey, 73% of sales pros say that their jobs have become more consultative and less transactional since the start of the pandemic.

4. Speed

   When a buyer is ready to talk to a salesperson, they don’t want to wait around; 83% of customers expect to interact with a human being immediately when they contact a company. In fact, despite the move to digital selling, customers tend to choose old ways of getting in touch when they’re ready to buy: in 2022, 59% of customers picked up the phone, 57% of customers sent emails, and 46% of buyers turned up in person.

5. Excellent online service

   We’ve all been spoiled by the smooth digital experience from companies like Apple and Amazon. Considering that much of the buyer’s journey takes place digitally, it makes sense that customers are put off by poor online service. 57% of customers prefer online channels when making a purchase, but many reps still aren’t comfortable with online sales: 58% of reps say it’s harder to sell virtually than in an office and 40% percent say they’re not trained to sell virtually.

   How can you help sales reps meet rising expectations?

   Sales has never been the easiest job. Work is intense, turnover is high, and meeting quotas can be stressful. Your team needs support so they’re able to provide the high-quality interactions customers expect of them.

   • Online sales: Today’s reps need sales training when it comes to virtual and digital selling. Salespeople who cut their teeth on meetings and conferences may thrive face to face, but unless they understand how to sell online, they’re likely to falter.
   • Soft skills: In an age where texting is the norm, many people now shy away from taking a phone call. Since buyers are picking up the phone to close deals, all of your reps need strong interpersonal skills like good communication and phone skills.
   • Product and company training: Your customers expect reps to be experts when it comes to your product and organization. They should know the customer, know the customer’s problems, know everything about the solution they’re selling, and know about your organization’s stance on a range of issues.

   All of this may seem like a lot for a salesperson to remember, especially for new reps. However, this is a challenge that can be solved by strong sales enablement. By giving your reps ongoing training, you can ensure they meet all of your customers’ rising expectations.