Executive Buyer Insight Study: Are Salespeople Prepared For Executive Conversations?
Addressing Gaps In How Effectively Salespeople Engage With Executives
August 6, 2012
Why Read This Report
To avoid being relegated to commodity status, vendors are refining their sales strategies to engage with higher level decision-makers earlier in the problem-solving process. Getting a meeting with these executives is hard, but turning that meeting into a successful first conversation takes a lot more effort. Forrester's survey of senior-level buyers highlights the gap between what they expect and their actual experience with salespeople. To close this preparation gap, sales enablement professionals must start shifting the sales support content and training agendas from focusing on their own company and offerings to focusing more on the specific people that sales teams will encounter and the realities those customers deal with.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Also in Collection: Technology Buyer Insight Study
Technology Buyer Insight Study: How Executives Differentiate Among Their Suppliers
June 15, 2010 | Scott Santucci
Executive Buyer Insight Study: Executives' Preferred Forms Of Sales Contact
September 19, 2012 | Scott Santucci
Technology Buyer Insight Study: Executive Involvement In The Buying Process
February 18, 2010 | Scott Santucci
Technology Buyer Insight Study: The Expanding Role Of Procurement In The Buying Process
February 17, 2010 | Scott Santucci
Technology Buyer Insight Study: Preferred Or Exclusive Vendor Relationships
February 16, 2010 | Scott Santucci
Executive Buyer Insight Study: Defining The Gap Between Buyers And Sellers
August 29, 2012 | Scott Santucci
Table of Contents
- Executives Do Not Get Much Value From Engaging With Salespeople
- Customers Speak Out About Sales Preparation
- Change The Sales Support Design Point From Products To Customers
WHAT IT MEANS
- Four Steps Sales Enablement Pros Can Take To Refine Their Sales Strategies
- Supplemental Material
- Related Research Documents
Understand AR's Beneficiary Landscape
June 15, 2016 | Kevin Lucas
Organize AR's Personnel Around Desired Business Value
December 4, 2015 | Kevin Lucas
What Executives Believe Constitutes A Valuable Meeting
September 25, 2012 | Scott Santucci