We have all heard the stat that a potential customers is 54 percent of the way through the buying cycle before they ever talk to a sales rep. This stat makes it sound as though sellers are at a disadvantage; however, this just isn’t the case. Today’s sellers have more access to information than ever before. They can research buyers through their social networks, identify all the content the buyer has consumed on the company website, identify additional insights through predictive analytic tools.
In this digital sales environment, salespeople have to be better. There is no excuse for poor sales practices anymore. Below are four ways sales organizations must adapt to meet this changing buyer expectation, delivering sales excellence at scale:
1. Consider Specialization. The role of an inside sales rep has transitioned in a way that allows individuals to create a very specialized job function, allowing them to be an expert in their field. They are no longer tied to the expectation of the field sales rep – where one who must be a jack-of-all-trades, selling every product to every type of customer in their territory. Now, inside sales reps can be assigned leads based on product expertise, industry expertise, personal relationships, and social proximity. This is mutually beneficial for the vendor and customer, and ultimately much more effective.
2. Take Advantage of Virtual Learning. The Internet has revolutionized sales training. Virtualization allows salespeople to learn at scale. For example, ELEVATE, a virtual training event hosted in December by Velocify, will be the world’s largest ever sales kickoff event. Velocify will be bringing 40 of the world’s most renowned sales experts and sales leaders together to enlighten and train sales executives on the best practices and tools they need to be successful in the coming year. By putting on the event virtually, we are able to offer the training for free to an unlimited amount of attendees, eliminating the traditional costs of attending a conference in-person.
3. Collaborate Beyond Boundaries. The Internet has opened the doors to unlimited collaboration. For example, on the buyer’s side, everyone involved in the buying decision can be involved in the presentation virtually and can collaboratively discuss the pros and cons. On the seller’s side, it is possible to pull more internal experts into a sales process than ever before. At Velocify, Salesforce is the customer relationship management platform of choice and Chatter (the salesperson’s version of a Twitter exchange) is heavily relied on to exchange tips and tricks on deals across the company and gain updates from the virtual pitch team leading up to a big presentation. A process that used to take substantially more effort can now be done in real-time.
4. Build Your Virtual Network. Traditionally, there was a very long courtship process for salespeople and customers. That meant several in-person interactions, meeting up for dinners, golf trips, and generally building a relationship with a potential buyer prior to closing a deal. While building lasting relationships and trust with a customer is important, the traditional methods were costly to the company. Now, your social connections on LinkedIn and involvement in key online forums and groups are the fabric of how buyers decide whether they can trust you in a sales relationship.
Today’s buyers expect more from your sales team. Make sure you are elevating your game to meet their needs.
