Death of a Salesman? Forrester says Yes (at least 1 in 5 at risk)!
- Order takers – transactional B2B sales reps are most at risk of being displaced by an online buying experience that makes it easy to obtain personalized recommendations, price / configure and purchase, often creating less friction in the buying process when compared to working with the Order Taker.
- Explainers – who have been leveraged in the past to convey information about various solutions, are next most at risk due to buyers being able to find this relevant content online more effectively in most cases than from the Explainer sales rep.
- Navigators – who are talented at helping buyers navigate the decision making journey and gaining consensus with larger buying committees, will still be relevant, but will see some shrinkage as well, as online self-service resources get smarter at helping buyers navigate the decision making journey.
- Consultants – who focus on buyer outcomes and value, are the only archetype expected to grow, adding ½ million to their ranks, as their insights and advice remain relevant and vital to their customers.
What are you going to do differently to keep your sales reps relevant and valuable?