As we continue to do sales for companies on a daily basis, the shift over the years as to what influences a sale, where a prospect goes for information or supplier qualification; even how to find information on a prospect and contact them has changed considerably. As an industrial or manufacturing company in a competitive global market, you need to evolve with the times or else you risk getting left behind.
People still tell me today that the business is relationship oriented and based on old person to person contacts and so there isn’t really the need. Well, reality is that your purchasing audience is changing and the people who have been buying from you for the last 20 years are retiring and the individuals taking over their roles don’t care about your old relationship necessarily. These individuals interact, communicate and digest information differently and to be successful you need to be able to not only cater to your existing, mature clients but your new, younger ones.