3 tips that every salesperson should know in the digital revolution:
The art of sales has been, for many companies, the backbone of business, the area in charge of generating the most important assets & customers. And the protagonists of this work are us, the vendors, who for years have challenged new trends, generational changes and even any crisis; either creating, maintaining or managing those valuable assets. However, this digital transformation revolution leaves us limited. The reason? The new approach of companies towards customers or the cultural / generational change of buyers has led to the search for new protagonists. This does not leave aside the sellers, but it forces us to specialize.
Prospecting has been taken by marketing, responsible for segmenting and generating leads, the sales closings lost strength for the seller, now it depends on a decision, also segmented and more studied by the buyer. The maintenance of the portfolio was taken away by operations, and the administration was freed by systems like CRM or ERP. This evolution is nothing more than a call of attention to us commercials, the small adjustments that I wrote about previously are not at all unknown, it is simply a matter of focusing our usual commercial strategies but now inwards, that is, the effort must be as a team and from within the company. If we understand how to connect the objectives of each area and translate them commercially to the client, then we will be part of the evolution and we will not be left out. However, we have to modify our way of seeing sales:
1. Salespeople are no longer in charge of bringing customers, we are in charge of bringing business to the company, our focus should be on the immediate and future entry of a business.
2. Marketing, operations and all other areas may lack commercial vision, this is not bad, but it is up to the sellers to maintain that balance.
Three advices for this digital times:
Always service! It is not something new, but it did become a priority. The difference between one financial advisor and another, between one insurance seller and another, between one consultant and another, is in the quality of care and service, which generates value for the client (this is another issue that we will discuss later, segmentation). We stop being salespeople and become business advisors or consultants, it is the perfect approach with our clients. They say we don’t sell, we only serve. In this era of digital transformation, it is necessary more than ever for consulting sales, to understand not only the problems of our clients but also their objectives to know how we can help them with our product or service.
The new protagonists of the commercial process of our company are nothing more than key allies, take advantage of them. The most effective persuasion is in your work team, knowing how to lead the team’s objectives with a commercial vision and direct them to the needs and objectives of your client, will be the master key to achieve commercial success.
In my opinion, the most valuable thing we have learned in this new productive generation, the millennials, it is to specialize efforts for a single market, that is, if we can identify what type of client our products or services generate value, and we only dedicate ourselves to serving this niche, we will understand that working less but better will be much more profitable. Unlike Gen X, in this new information age, working 10 to 12 hours, 8 days a week, is not the key to productivity, but specialization. Segmentation is accompanied by change, letting go of sales that do not match our philosophy, services, products, which simply do not generate any value for our commercial proposal, is maturity.