THE FUTURE OF SALES CONVERSATIONS
New Frontline Sales Playbook for the Modern Buyer 4.O
New World. New Buyer. New Skills.
The playbook of B2B selling just leveled up.
Selling today is more complex and demanding than ever before. The shift has been radical. The modern Buyer Journey has replaced the traditional linear sales process with a dynamic decision-making network and flexible touchpoints. The buyer now sets the pace – and customer interactions follow entirely new BUYING CODES in a digitalized world.
Most sales professionals and consultants hit their limits.
FACTS
Forrester Research
Gartner confirms:
72% of sales professionals feel overloaded by their role.
THINK BUYER !
Follow the New Codes of Buyer 4.0
THE BUYER 4.0 – New Mindset
Modern decision-makers think, act, and decide fundamentally differently today. They are more informed, better connected, and consistently guided by economic benefits. They prioritize the CUSTOMER EXPERIENCE and follow a completely new DECISION LOGIC.
To succeed in the New Economy, sales professionals must be familiar with the new way of thinking and behavior of the modern Buyer 4.0 and understand how to address these CODES precisely in conversations using new skills and concepts.
However, 70% of salespeople are still in the traditional “product selling mode” – without having redesigned their skills. (CSO Insights)
TALK BUSINESS !
Shifting Conversations to Buyer Expectations
Commercial impacts, business value, and financial benefits — clearly articulated by the salesperson in the context of the customer’s specific world — are now the for successful business deals. This is exactly the kind of experience modern buyers seek and value in sales interactions today. After all, 90% of decision-makers do not move forward with change unless they clearly see financial benefits for themselves and their business. (IDC)
McKinsey: “If you can’t tell a customer what you’re going to do to enhance his profit and loss, then you have no reason to exist as a salesman.”
* Videos in German Language
CeeX YOUR BUYER !
Level up your conversational fluency with Today's Buyer 4.0
SALES CONVERSATIONS – No.1 Differentiator
Sales conversations have now moved to the center of modern sales systems. CONVERSATIONAL SKILLS have become a key driver for success and performance in sales. Personalized dialogues – tailored to the persona, agenda, and BUYING STATE of the buyer at each TOUCHPOINT along his journey are the new critical differentiator.
From the perspective of modern decision-makers, the capability to create a consistent and personalized BUYER EXPERIENCE in conversation is the relevant differentiator – a guarantee for sustainable performance in buyer-dominated markets.
PWC
73% of all people point to customer experience as an important factor in their buying decisions. (PwC)
Our business:
“Selling VALUE along the modern Buyer Journey through customized Sales Conversations that meet the New Mindset of Today’s Buyers and create a personalized CUSTOMER EXPERIENCE at every TOUCHPOINT!
Make Your Salespeople CX-Ready
Build Your Blue Ocean
Driving CX Sales Conversations
- Buyer 4.0 Focus: They reflect the new mindset, expectations, and modern buying codes that drive decisions among today’s buyers.
- Business Value: They consistently place business impacts, essential financial benefits, and economic facts at the very center of the conversation.
- Buyer Journey: They are precisely tailored to the stakeholder’s position and their current touchpoint along the buyer journey.
- Value-Chain©: They articulate solutions directly aligned with the Value-Chain©, centering on each persona’s specific Why and core buying motives.
- Storytelling & CX: They leverage targeted storyboards and storytelling techniques to build a value-based, emotional buying vision for a personalized buyer experience.
- Systematic Closing: They define a structured Evaluation Plan acting as a personalized roadmap to ensure a successful closing.
- Conversation Models: They dynamically draw upon distinct conversational models tailored to individual sales scenarios.
The answer to the new sales reality with Buyer 4.0.
* Videos in German Language
Voice of Customer
Buyer Centricity
The B2B Messy Middle Loop
Business Conversations
Customer Experience
NEW WORLD. New Settings.
The New Direction
For a long time, traditional sales methods focused primarily on the product and its features. However, in a world flooded with digital information, pure product pitches are no longer effective. Salespeople who only present technical features lose out to the competition and struggle to establish a preference among decision-makers.
Today, modern sales systems place the CUSTOMER CONVERSATION at the core of the salesperson’s role. The new MASTERPLAN builds on dialogue models and conversation strategies that are tailored exactly to the BUYER’s world in their specific scenario and context. CONVERSATIONAL FLUENCY becomes the trigger for resonance and a TOUCHPOINT-specific customer experience.
The Reality: According to CSO Insights, only about 10% of salespeople master true value-selling skills – the ability to translate product features into business value and demonstrate economic impact for the customer. Yet, this is precisely today’s decisive buying criterion and the final trigger for closing the deal.
* Video in German Language
NEW BUYER. New Codes.
Today’s Modern Buyer 4.0
Today’s decision-maker follows new rules and is firmly in the driving seat. The buying journey dominates the sales cycle. The buyer holds the power and determines if, when, and how salespeople are integrated into the evaluation process.
They expect conversations that focus on economic impacts and financial benefits, open up new perspectives, and demonstrate concrete ways for them and their company to realize measurable performance improvements. Their agenda, as well as topics and challenges relevant to their specific role, are clearly front and center. Decision-makers reward BUYER-CENTRICITY with disproportionate resonance and an outstanding CUSTOMER EXPERIENCE.
FROM PRODUCT TO VALUE is the new sales maxim. For 90% of B2B decision-makers, the economic impact behind an offering is the No.1 buying criterion.
* Video in German Language
CUSTOMER CONVERSATION
is the Core Design Point of 21st Century Selling Systems.
[Scott Santucci, Analyst at Forrester Research]
NEW SKILLS. New Playbooks.
Buyer 4.0 Sales Conversations
With the newly developed CONVERSATION MODELING SYSTEM © by CODE I 21, B2B sales professionals are equipped to precisely address the expectations of today’s decision-makers.
Using the 4-Zone Conversation Model, salespeople are able to design situationally relevant dialogue strategies to create a business-related, personalized customer experience — effectively reflecting the decision-making patterns (Customer Buying Code) of modern buyers.
CODE I 21 provides four different dialogue models by default:
- The cybernetic Diagnostic Conversation
Targeted analysis of the customer and their needs situation combined with a systematically CONDITIONING – tuning and adaption – of their BUYING VISION according to our main portfolio, to build preferences for the final decision. - The consultative Innovation Conversation
Create new demand for products and services among clients (cross-selling and upselling) and new potential customers. In the style of a consultant and expert, by analyzing and presenting the implied BUSINESS VALUE, the economical impacts and the overall effects on company performance, in order to initiate new deals. - The C-Level Strategy Conversation
Leading strategic conversations at C-level – addressing business-critical challenges and winning top decision-makers as partners through shared concepts and strategies. - The inverse Competition Conversation
Salespeople today often enter the process late in the buying cycle. The goal in this Late Buying Cycle is to reshape, replace, or intelligently augment existing BUYING VISIONS—whether shaped by competitors or internal committees—to differentiate and build clear preferences for our solution. Redefining competitive advantages from the customer’s perspective.
- The cybernetic Diagnostic Conversation
* Video in German Language
NEW LEADERSHIP. New Routines.
Multi-stage Transition Framework
According to studies, training itself often accounts for only around 30% of transformation success. The true performance increase in sales comes from systematically implementing the defined skills into daily business operations.
For this purpose CODE I 21 offers a three-component framework:
- The CODE I 21 Sales Excellence Academy© A DIGITAL LEARNING PLATFORM that enables teams to acquire forward-thinking concepts, tools, and conversation strategies 24/7, while continuously developing their skills.
- The KATA Leadership- & Coaching-Modell© A unified COACHING METHOD for team leaders to ensure a consistent management process and to systematically implement the transformed SKILLS using the KATA method. It empowers managers to actively drive and permanently anchor change.
- The Plug-and-Sell Sales Enablementl© A SALES ENABLEMENT STRATEGY that enables the new competencies to be lived on a broad scale across the organization, spanning product lines and service portfolios, while accelerating the transfer of skills into practice.
The result: A fast, sustainable, and measurable transformation with a tangible impact on market resonance and sales efficiency.
* Video in German Language
MASTER TRAINING
CORPORATE TRAINING
