COVID-19 has irrevocably changed the world. It’s touched everything, from how we attend work to how we shop and pay for groceries. And it’s forever changed the ways that buyers buy and sellers sell.

With these shifts has come a widening of the gap between buyers and sellers. Even before 2020, individual seller metrics were declining: for example, lead conversion and quota attainment had fallen by double digits (13% and 10%, respectively).1 That’s because, for some time now, buyers have looked at sellers less as resources and more as a means to an end: by the time buyers reach out to a seller, they’ve already decided what they want and how they want to buy it. All buyers need is someone to close the transaction and deliver the goods. And that’s bad news because it means that sellers’ ability to influence the outcome of a transaction has been considerably reduced– limiting opportunities to be on the front foot and to be able to direct up-sell and cross-sell deals.

Buyers’ indifference toward sellers is even more evident now that digital sales have thoroughly penetrated the B2B sales realm as a result of the pandemic. However, it’s not too late to take action. Sales organizations need to rethink and transform how they engage with the customer— through their go-to-market strategy, their approach to talent, their sales structure, process, and methodology.

Download to learn the seven levers that sales organizations can pull to accelerate their transformation journey.