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clearly the premium more than anything else today is on creativity it's on innovation it's on experimentation it's all about doing something different instead of just looking the same but at the heart of everything is our belief that digital is gonna happen it's already happening there's no use simply telling 43 of our customers that they're wrong for wanting a rep free buying experience so with that as our guiding principle we need to look at the three steps that suppliers can take to turn a potential crisis into a really fantastic opportunity first you gotta know your product go for a trial close and see how easy it really is hi there i'm brent adamson and this is the future of selling so in our last two episodes we talked about b2b buyer shift to digital buying and the effect of that shift on b2b customers decision confidence you might remember that three-legged stool of customer confidence creation so customers perceptions of consensus nuance and the sales reps that are selling to them well just as the problem has three parts the solution it comes in three steps step one is to design and deploy digital experiences that are different that are unique immersive engaging so this isn't about redesigning your website it's about a ground-up rethinking of how we interact with our customers using real-time online experiences immersive digital worlds using things like augmented and virtual reality and interactive content and i will tell you the kinds of solutions most likely to win here are more than likely solutions that we can't even imagine yet today because if you just wait two more years and just copy what everyone else is doing then you kind of miss the point all together this isn't the place to follow best practice this is the place to become best practice so once that differentiated digital experience is built step two is all about identifying moments of nuance so now what we have to do is we have to identify those specific but often subtle ways in which our solution is different is better and then what we have to do with those moments is we have to sprinkle those moments of nuance almost like little breadcrumbs directly in the path of our customers as they move through that digital experience and we need to ensure that those details are not only findable but we need to make sure that they're well they're understandable that they're that they're meaningful now remember how digital works digital is the world of shallow learning of skimming of scanning and skipping so step three is all about placing our sellers our human beings inside of that digital experience so if we want to make sure that our customers not only see those moments and nuance but appreciate their importance then we're gonna need to give them some help specifically human help so what if we placed our sales reps inside of the digital experience to meet customers where they want to be this is the sales organization of the future it's a world where human and digital customer interactions are really one and the same where our sellers are no longer an increasingly irrelevant and overlooked alternative to digital but a critically important resource inside of digital after all if we want to engage customers on their terms in the place that they're going to be then that's where we're going to need to be too join us next time for more future selling cheers everyone you