Why Sellers Must Adopt Sales Stack Tools to Stay Successful

BY Jessica Helinski
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Sales stack tools are gaining significant attention as sellers realize their value in an increasingly competitive, and digital, world. "The rising dependence on sales technology became particularly evident as sales teams transitioned from in-​person sales to completely remote to hybrid work over the course of the pandemic," the professionals at Demand Gen Report point out. Their latest study highlights the role these tools are playing in the industry and how reps can leverage them for optimum success.

Sales stack tools are in demand

The pandemic in 2020, and the subsequent shift to remote and hybrid working, fueled adoption of sales tools. Teams quickly realized the value of these tools for many areas of sales, and buyers responded. In fact, Demand Gen Report found that in the past two years, “51% of companies implemented new technologies to keep up with buyer demands.”

Specifically, while CRM reigns as the most popular, other in-​demand sales stack tools include:

  • A lead database
  • Video conferencing technology
  • E‑signature applications
  • Revenue intelligence
  • Sales enablement platforms, specifically for coaching and training.

Video will continue to increase in importance

Already a staple of modern selling, video will only become more important in the future. Continued hybrid work environments, improved technology, and increased budgets for video will ensure that this digital tool will only appreciate in value in the sales world. And already, research is showing that buyers have embraced, and expect, video when engaging with sellers. “46% of buyers prefer video outreach, especially in the absence of face-​to-​face meetings,” Demand Gen Report found. This aligns with SalesFuel’s own findings that among buyers, online meetings are one of the most-​preferred ways to interact with sellers. 

And research shows that video boosts win rates. SalesFuel reported that when sellers use video at any point in the sales process, they are 127% more likely to close the deal. When sellers personally use a webcam, their win rates are 94% higher than those who don't.

Embrace best practices when using these tools

With so many tools at sellers’ fingertips, it can be overwhelming. And reps need to be able to smartly use these tools for them to be efficient and worth the effort. Adam Perry, Demandbase’s VP of Customer Experience, details one of the biggest issues, telling Demand Gen Report that, “For sales enablement, the most significant thing right now is content coverage. Sales teams must know what persona they are selling to, what competitors they’re up against and the common use cases.”

Sellers absolutely need to understand prospects and their businesses first; only then can these sales stack tools complement their sales efforts efficiently. As Perry points out, “The key is making sure everyone on the team understands what patterns, behaviors and demographics all of your top customers have in common so ideal prospects can be quickly identified.” Once that is all clear, then the tools can do their part to seamlessly integrate with the overall sales strategy. 

Be strategic, and honest, when choosing tools

With so many available, and more slated to come onto the scene, deciding which sales stack tools to use can be daunting. Sellers need to work with their teams to take an honest look at their own practices and their buyers; then, they can determine which tools best fit everyone’s needs. Evaluate solutions based on integration options, support and the time and effort needed to use them. When combined, all of these factors can help sellers adopt tools that benefit both them and their clients.

Photo by Andrea Piacquadio