Buying 2.0: Trends Redefining the Role of Sales Buying 2.0: Trends Redefining the Role of Sales © Jack B. Keenan, Inc.,

Trends Redefining the Role of Sales 2 © Jack B. Keenan, Inc., 2014 Alternative Sources of Information Next Generation of Technology Users Commoditization Current Economic Conditions

Recent JBK Research 3 © Jack B. Keenan, Inc., 2014 Do you believe that the role of a Sales Professional must expand from one that just does Demand Capture to one that includes Demand Creation? 94% say yes 78% say Immediately 16% say Eventually 6% say No Maintain the status quo

Redefinition of Customer Value Fulfill order / request Provide best offering / price Respond and listen when approached Challenge their thinking Proactively bring innovative ideas Provide thought leadership 4 © Jack B. Keenan, Inc., 2014 Which do your customers value more from you? 18%82%

Value Evolution 5 © Jack B. Keenan, Inc., 2014 Information (early 2000) Insight (now) Data 2020 Vision

Redefinition of Customer Value Demand Fulfillment The need is known Active buying motion Beating the competition Uncovering and identifying needs Solution sell Demand Creation Discover need Nonexistent buying motion Alert and educated on business issues Original thought leadership Starting something new 6 © Jack B. Keenan, Inc., 2014 The New Dialogue of Demand Creation

Nature of the Change About selling differently not selling better Selling smarter not selling more It a transformation not a tweak The change is massive The change is irreversible The change needs to be immediate 7 © Jack B. Keenan, Inc., 2014

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