According to Forrester Research, 1 million business to business salespeople will lose their jobs by 2020. This fact represents a 20% reduction in the B2B sales force.
Sales positions are defined as four units, designating where the most significant sales job changes will happen:
- Order takers: With artificial intelligence, the internet, and other technologies, order takers will become obsolete. Buying through new technology like that of many fast food providers will continue. Sellers in this category will see significant job loss. Today there is an application for your phone to circumvent the salesperson in many businesses. Just arrive at the pickup window.
- Explainers: With the vast amount of information out there—videos, reviews, online publications — buyers are much further along in the buying process when they interact with sellers. They already have a good sense of the capability set of the company. Explainers will experience moderate job loss.
- Navigators: These sellers shepherd the buyer through the buying process. However, buyers are more educated than ever, and they do not need a guide to help them buy. Expect to see some job loss here.
- Consultants: This is the one sales position where growth will happen. The consultative seller enlightens buyers, shares ideas and insights, and provides value above and beyond the products and services they offer.
