The Human Factor — Exploring the Essential Role of the Salesperson

Online and self-service options are becoming more commonplace when it comes to selling products and building relationships between buyers and their suppliers. This is as true in the B2B wholesale space as it is in retail.  Against this backdrop, some suppliers are focusing their wholesale efforts on buyer self-service channels and questioning the role of salespeople.

At MarketTime, we could not disagree more with this approach. We believe, and the data shows, that salespeople are essential to building relationships between wholesalers and retail buyers.  The ability of salespeople to build relationships and act as trusted advisors to retail buyers translates into superior outcomes for both suppliers and retail buyers - higher average order size and reorder rates for suppliers; and improved sell-through for retailers.

MarketTime is proud to support more than 7,000 sales professionals and believes they provide a human factor that is critical for the sustained success of both suppliers and retailers.

An Omnichannel Buying Experience in B2B Wholesale

Buyers have made it clear that omnichannel is the future. However, that does not mean that sales professionals are no longer important. Instead, it is increasingly clear that personal relationships remain crucial in driving B2B sales across channels.

For instance, 76% of buyers see face-to-face visits as indicating that a supplier values their relationship. Additionally, 59% of buyers will only make a purchase if they have met a sales representative at least once in person. 

It isn’t only in-person visits that are effective. Ultimately, it is the human factor that buyers value. For example, 72% of buyers find value in connecting with sales team members using video conferencing or other technologies.  The most effective sales teams are making use of technology to enhance their relationship with buyers through all available channels.

The Generational Impact on B2B Sales Is Greatly Exaggerated

Those who insist salespeople are no longer necessary often repeat that Millennial buyers are simply not interested in engaging with sales reps. This is an oversimplification. 

Many millennials are more comfortable and proficient at using digital procurement tools. However, these same buyers also recognize the value of working with sales reps. These buyers understand the unique value that great sales reps deliver, including:

• Helping retailers make better purchasing choices and get better results
• Providing product education
• Enabling retailers to efficiently make multi-line purchases
• Supporting retailer discovery of new lines
• Serving as a trusted advisor and source of industry knowledge

The opportunity (and challenge) for sales teams is to meet these buyers where they are, through both digital and physical channels.

Field Insights on the Importance of B2B Sales Reps

The team at MarketTime isn’t alone in our belief that sales professionals are essential in the B2B sales process. 

Randa Crisler, VP of the Portico Collection, provides great insights into the value that salespeople bring to buyers. She details how sales reps provide practical guidance to buyers, including helping buyers with social media content and in-store events.

Kelly Spears, Central Texas Territory Manager with Cliff Price & Company, also articulates what sales professionals add to the retailer buyer experience. She details how sales reps develop an understanding of the buyer’s needs through the trust built by their relationship, and then help them find products that will successfully sell-through at their store as a direct result of the sales rep’s knowledge and relationship with each brand they represent.

Julia Higgins, prior Director of Sales at Corkcicle, also outlines the importance of a salesperson’s involvement in the sales process in this article from Gifts & Decorative Accessories.  Higgins says, “When wholesale orders come through a software system with no sales rep involvement or review there are typically errors and, most critically, lost opportunities for the vendor, rep and the retailer... Sales rep engagement at every level helps ensure that resources and opportunities are maximized.”

Providing Support for B2B Sales Professionals

Our mission at MarketTime is to “enable trusted networks to conduct commerce more efficiently”. Sales professionals are at the center of these trusted networks.  We are proud to provide an end-to-end wholesale suite, designed to help sales reps save time and grow their business.

Built from the ground up to support B2B commerce, and incorporating 35 years of experience serving the most demanding and innovative sales team, the MarketTime platform and team are ready to help you succeed. We would be thrilled to show you how we can support your growth. Contact us to schedule a demo today.