Sales leadership can be a tough job. You’re constantly managing competing priorities and personalities, all while trying to hit targets and grow revenue. But as we navigate a shifting economy, sales leaders are facing a new set of challenges that require a different kind of leadership. In a recent webinar featuring top execs from New Breed, HubSpot, Semrush, Teamwork and SaaSWorks, we discussed the top challenges facing sales leaders this year and insights on how to tackle them strategically that motivates teams and drives results.
Approaching the Cautious Customer
Customers have become more deliberate in their purchasing decisions than ever before. This has led to a shift in company-customer relationships, where customers are now expecting more value and more botim database personalization earlier in their journey. In this landscape, sales professionals who prioritize empathy, curiosity, and solutions for their customers in the pipeline will continue to thrive.
In other words, empathy is key to selling in 2023 more than ever. Tara DiCristo-Schmitt, HubSpot's VP of NAM Small Business Sales, emphasizes the power of empathy in uncertain times:
"By saying, 'we know how you're feeling, we're feeling and going through those things, too. Let me tell you what we're learning and what's happening and how other businesses are making decisions,' sales reps can truly connect with buyers and build trust." — Tara DiCristo-Schmitt, HubSpot's VP of NAM Small Business Sales
Building Trust with Executive Decision-Makers
Getting buy-in from executive decision-makers has always been a challenge for sales leaders, but in 2023 it's more critical than ever. Reps are now facing larger and more diverse buying committees as finance and operations leaders take a more central role in company budgets. According to HubSpot's 2023 Sales Report, the average number of individuals involved in the sales process from a prospect's organization is now around four or five, including up to three decision makers.
As a result, larger buying committees can lead to longer sales cycles and tougher negotiations. Reps must engage each stakeholder effectively, anticipate objections, and pivot quickly when priorities shift or new stakeholders enter the picture.
For example, CFOs are now playing a more direct and significant role in the decision-making process, often getting involved earlier and with broader go/no-go authority over spending. Anticipating their needs and modifying your approach to win these key stakeholders can be a huge difference-maker for your overall effectiveness.
By building trust with executive decision-makers, sales leaders can make their case more effectively and win more deals. As Suneet Bhatt, Chief Customer Officer of SaaSWorks, points out, CFOs are increasingly involved in the decision-making process, and leaders need to understand their priorities and constraints.
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