Noticias | 15 May, 2019

Digital transformation of sales teams

The goal of any sales team is to attract higher income, regardless of the type of business, size and industry in which it operates. However, it is very difficult to grow back due the social and technological changes that are brewing in sales organizations.

Digitizing a sales team is far from limited to putting at your disposal a new tablet with a multitude of new apps. The aim of the digitalization of the sales team is to equip them with the necessary tools to develop their work effectively and at the same time, a resource for the sales management to take objective decisions agilely.

Having a rapid reaction to any situation is essential to address any matter affecting the company, but in the case of sales evolutions derived from the digital age this is much more necessary because it has changed the entire sales process. Therefore it is mandatory a transversal and objective view of the business.

In the same way, the role of sales teams have changed. That is the reason why it is key to train the sales team communicating the true value of the digitization process. At the end of the road, these tools must help them to anticipate the needs of the clients, to increase the volume and the profitability of the sales and to provide custom solutions, working on concrete data and not so much on forecasts.

1. Agility and automation

It is key the sales force assumes the process of digitization as an opportunity to maximize its sales and not just as a control element by the company’s management. To reach this goal, it is essential to incorporate new technologies that optimize your work, reduce time spent on secondary tasks and provide reports, summaries and data on customers that allow you to obtain a deep analysis of your work. And it is because of this reason that nowadays, reach the goal of increasing sales, will happen when these sales become relevant.

This means, that it is not enough to place the products. Nowadays we look for recurring customers and supporters, and that will only happen if we are able to generate add value. To do this, we need to provide specialization and customization and this will only be possible with a full knowledge of our potential and recurrent customers from the analysis and interpretation of all data collected.

That is possible thanks to automating certain tasks on one hand and enhancing data analytics on the other. Incorporating to the systems relevant data, bringing us a closer view of the customer, getting the right information at the right time.

2. New roles, new opportunities

Traditionally, the sales team has been the department in charge of identifying customer needs and opportunities and, finally, to supply solutions to it. In the digital age, it would be appropriate that these first two phases of the process no longer fall into it or, at least, should not invest much time in them. The objective is to combine technological and human resources in sales transactions.

That means, technology takes care of the reports and sales monitoring, in order to understand the real state of each point of sale… And, thanks to that, the sales representative focus their activity on proposing new sales-oriented strategies and the effective resolution of doubts and problems. In this sense, it will be essential to have a deep knowledge of the product, as well as the use of the emotional intelligence that allows to connect and empathize with the client

Obviously, the emotional intelligence of the sales representative also plays in their favor, making them a salesmen-advisors. The experience dealing with customers should make them opinion leaders in which customers can trust, enabling them to influence stakeholders and their decision-making processes – especially if they are complex –.

3. Visibility and transparency

Another strong point of technology is that it allows accessible information almost instantaneously to a large number of people. Digitization is essential to reorganize business operations. Tools such as ‘ Big Data ‘, traceability devices and the introduction of algorithms in the digital route, allow to improve the visibility of the actions of the sales team in the face of the management controls and, at the same time, it allows to expedite the reaction and take of decisions.

Another interesting aspect of the digitization process is that allows us to evaluate the work of our sales force beyond the specific turnover. In other words, it is possible to give visibility to other indicators such as the number of surveys carried out and their qualification, the recurrence of visits or the potential of certain routes, beyond the current sales figures.

4. A global process

Although traditionally the areas of marketing have been responsible for adapting to all processes of digital transformation, the reality is that today the adoption of such strategies should be carried out in all processes and departments, more even the sales team.

The implementation of a successful digital route it will depend not only on the implementation of new digital platforms, but also on changing the perception of organizations so that they assume that, in order to achieve their business goals, their interests must be aligned with those of their customers.

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