In the coming years, sales professionals in data centers and digital infrastructure will need to adapt to a more informed and self-educated client base.
Patricia Alvina emphasizes the importance of active listening and understanding client challenges before proposing solutions.
Joshua Feinberg highlights that 83% of the buyer's journey is completed before vendor contact, necessitating sales teams to provide exceptional value.
Both agree on the critical role of tools like LinkedIn and CRMs in understanding client needs and staying competitive.
Training and upskilling are crucial for sales teams to meet these evolving expectations and maintain relevance in the market.
This video is excerpted from the podcast Ep. #42 Patricia Alvina, Sales Manager ASEAN at Siemens Singapore | Data Center Go-to-Market Podcast.
Action Items
- Upskill the sales team to focus on active listening and understanding client challenges.
- Leverage tools like LinkedIn and Sales Navigator to research and prepare for client meetings.
- Ensure sales professionals are equipped with the necessary training and resources to stay ahead of the informed buyers.
Outline
Future of Sales in Data Centers and Digital Infrastructure
- Joshua Feinberg asks Patricia Alvina about the future role of sales professionals in data centers and digital infrastructure, focusing on energy and facilities management.
- Patricia Alvina emphasizes that sales will remain the core function, but due to better information access, clients will become increasingly educated
- She highlights the importance of understanding the challenges behind the questions asked by potential clients, requiring active listening skills.
- Patricia Alvina stresses the need to learn about the solutions clients have tried and their satisfaction levels before proposing new solutions.
The Impact of Self-Educated Buyers
- Joshua Feinberg discusses the trend of self-propelled buyer's journeys, where buyers consume significant content before vendor contact.
- He mentions Gartner's research indicating that 83% of a typical buyer's journey occurs before vendor contact.
- Joshua Feinberg points out the challenge for sales teams to add value beyond surface-level knowledge brought by prospects.
- He emphasizes the need for companies like Siemens to provide continuous training to keep up with prospects' evolving expectations.
Upskilling and Market Understanding
- Patricia Alvina acknowledges the importance of training programs and tools like LinkedIn Premium and Sales Navigator at Siemens.
- She stresses the necessity of doing homework on clients before meetings to be well-prepared.
- Joshua Feinberg agrees, noting that it is now expected to spend time researching LinkedIn profiles and understanding different stakeholder perspectives.
- They discuss how tools like CRMs provide detailed insights into what prospects have consumed, making it crucial for sales teams to stay informed.
The Role of LinkedIn in B2B Selling
- Joshua Feinberg and Patricia Alvina reflect on how LinkedIn has become a significant part of B2B selling in less than 20 years.
- They discuss the importance of understanding client concerns and terms clients use to build rapport effectively.
- Joshua Feinberg advises focusing on the social media platform where prospects and clients are most active.
- Patricia Alvina agrees, highlighting the benefits of LinkedIn in understanding client needs and building a personal brand.
Resources
Watch the full podcast Ep. #42 Patricia Alvina, Sales Manager ASEAN at Siemens Singapore | Data Center Go-to-Market Podcast
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