Selling Smarter in 2009 and Beyond with Remote Selling

The plain facts of life for sales organizations targeting the midmarket (defined as companies of 100–999 employees) are that buyers are fragmented and the revenue potential is smaller. Many sales organizations simply approach the midmarket as they would any other segment, too often reapplying the same traditional techniques they are accustomed to using — namely driving, flying, sitting in lobbies, and setting up and emphasizing face-to-face meetings with the goal of building rapport with the buyer.

The habits of old, which rely on personal contact, simply do not work cost-effectively in the midmarket. The number of opportunities and prospects is simply too large. Sales managers must determine more effective and efficient methods to pursue opportunities and close business.

According to IDC demand-side research, midmarket decision makers want relevant, accurate information delivered at the right time — more than they want face-to-face meetings. Moreover, salespeople calling on midmarket buyers are expected to be technical, whereas enterprise account managers are expected to be relationship focused.