Changing Sales Dynamics
In the book, Thriving on Chaos, Tom Peters states: “If you’re not confused, you’re not paying attention”. As a result of digitalization, sales dynamics are changing at an accelerated pace. Furthermore, this has caused a lot of confusion. To put the chaos in order, I find that taking the time to plan a solution to the problem is the best approach. As Collin Powell said, “There is no secret to success. It is the result of preparation, hard work, and learning from failure.” Let’s look at how to build a successful sales team for the digital age.
More Proactive Inside Sales
Alternatively, prior to the pandemic, the distributor sales strategy was based on the complementary pairing of outside salespersons with inside customer service teams. Each group had contrasting skill sets. Additionally, the outside team was the face of the company that brought in the customers, while the inside group took care of the details. They worked together to satisfy customer needs.
With the introduction of digital capabilities like ERPs, CRMs, eCommerce, and AI-driven customer analytics, the dynamics of selling have been radically altered. The digitizing of customer data has enabled businesses to become increasingly effective in identifying and meeting customer demand.
However, today’s inside sales team has new resources that enable it to take on more complex roles. With customer analytics and AI-generated insights on their desktops, they can be more proactive and less reactive.
Reframing the Outside Sales Team
Moreover, With the changing role of an inside sales team, the outside sales team’s value proposition role shifts. Although, it becomes less transactional and more like that of a counselor/partner/profit producer. According to McKinsey & Company, companies that personalized sales and marketing were 60% more likely to grow market share in 2021. Additionally, 72% of B2B buyers said they would actively look for a new supplier if their current one doesn’t offer a consistent customer experience across all channels. The sales relationship’s basis in trust remains critical. However, the client must believe the field rep is working in the customer’s best interest.
The objective of a successful digital sales team is to remove any stress caused by these developments. Lastly, an effective digitally integrated sales program includes the elements covered above. It can eliminate much of the confusion that can be caused by a lack of understanding. Put your carefully constructed digital sales strategy plan in place today.