BY Tim Londergan
For generations, B2B salespeople relied on relationship-building, personal expertise and direct communication to turn out exceptional sales performance. This was well before today’s digital tools and CRM databases. And, as much as things have changed, many principles have remained the same.
Today, one could argue that interpersonal skills are more powerful simply due to the overabundance of detached and anonymous trappings. For example, relationship or consultative-based selling, strategic account management and solution-oriented approaches are timeless.
However, technology is undeniably reshaping modern sales strategies and allowing businesses to operate more efficiently. Sales teams are empowered to stay informed and be competitive in this ever-evolving market. Embracing these technologies will help you be better equipped to adapt, grow and thrive for continued success.
Exceptional Sales Performance Beyond Relationship and Reputation
Consider how “Today’s You” would compete against yourself of thirty years ago. Back then, you made phone calls from your Rolodex of hot prospects and hoped they answered. Hurriedly, you made your pitch and struggled to be recognized as a problem-solver. Exceptional sales performance was simply a numbers-game.
Still, your offering was embedded in the trust established through face-to-face meetings. Get-togethers may have been at trade shows or conferences and information was scarce. Printed material, direct mail and trade publications were charged with educating and advising potential clients.
Marketers functioned as gatekeepers of information while sellers sought to impress buyers with their interactive capabilities. Customization and personalization relied on a salesperson’s memory, diligence and being able to tell a good joke.
The Rise of Modern Sales Technology
Salesforce developer, Danilo Rito, writing for kompetenza.com lays out how technology is reshaping process and strategies in today’s market. He touches on the impact of sales automation, CRMs, omnichannel strategies, as well as the impact of AI on today’s sales activities.
CRM databases absorbed the Rolodex and ingested product usage and purchase history. Digital channels now deliver pinpoint messaging and encourage two-way communication of both professional and casual varieties. AI and virtual engagement portals allow meetups with clients wherever they happen to be.
Exceptional sales performance is now a function of how well you can wield the systems at your disposal. Rito says today’s sales success depends on how well you can leverage these cutting-edge technologies. The potential impact is breathtaking.
Trust and Reliability Through Sales Technology
AI automation and insights
AI and machine learning are transforming the sales landscape. Chatbots and virtual assistants engage potential customers and set the scene for live interaction. This frees up time for sales teams to deliver exceptional sales performance.
Further, AI can identify patterns and conduct predictive analysis to identify opportunities for sellers to step in. In addition to handling complex tasks, AI can refine personalization and offer actionable insights.
Omnichannel consistency
Appearing in front of your prospect with a consistent, tailored message at multiple points throughout their day is significant. These relevant and timely messages boost awareness and increase the likelihood of conversion. Demonstrations of reliability and competence will drive trust and credibility.
Data takes on a new life
The translation of raw data into actionable intelligence helps sellers align product benefits with customer pain points. Advanced analytic tools uncover customer behavior and monitor market trends while seeking new opportunities. Leveraging these insights ultimately leads to stronger relationships and mutual trust furthering exceptional sales performance.
Were there sales before the CRM?
It’s hard to imagine operating without the huge repository of customer data that resides in our CRM. This single-source powerhouse that manages and tracks our customer interactions is essential today.
From first contact to finished contract and beyond, the CRM possesses a comprehensive view of customer history and communication. The integrated data informs customer support, resolves issues and will enhance the overall client experience. High levels of seamless service build trust, increase satisfaction and drive exceptional sales performance.
Photo by Glenn Carstens-Peters on Unsplash
