With the beginning of internet age, we can find many examples of companies reducing their field sales team and replacing it with many digital tools - emails, videos, audios, podcasts, websites, mobile apps. Some companies have even reduced the number of offices across the country and used these resources to invest more in digital initiatives. Most companies are using a mix of field and insides sales teams as well as digital channels.
But the impact on sales organizations is not as simple as digital replacing the sales team. While digital is taking over tasks such as information sharing and order taking, the field sales team is still required in situations that involve complex solution sales. Many digital startups, cloud computing companies are adding to the sales force. Across industries, digital affects more than sales jobs, as it creates more opportunities for organizations.
Sales organizations can thrive in the new digital world by responding to the changes digital brings to products, customers, salespeople, and channels. A more data-driven approach to sales decision making will be critical for success.
PRODUCTS:
Some products such as software and information are inherently digital. But a growing number of non-digital products are adding digital value elements. The digital support of the buying process can enhance the customer value of any product. Also, the digital products are booming with the subscription model as well as the consumption(SaaS) model getting wide acceptance. The role of the sales team is also gradually shifting from win the customer to show the customer the path to value. For all products, digital or non-digital, the sales team can add value in customer's buying process and customers can find solutions, find alternatives, and assess the ongoing value digitally.
CUSTOMERS AND SALES VALUE:
With easier access to information, customers can explore options and gain insights before they deal with the sales team. More and more Digital Natives (Millenials) are joining the workforce and they are comfortable forming opinions by doing internet research and discussing with peers and social media.
This requires a shift in the way companies position themselves and respond.
They can influence their online presence, ensuring buyers get information from them before engaging with the company's sales team.
The sales team must focus on discovering what the customer has learned during their research thereby identifying opportunities to add value.
Companies can take advantage of the skills of DN in sales roles. This includes proficiency in digital tools, connections on the social platform, promote them as solution architects, customs success managers where they can directly interface with the prospective buyers, and talk the same language.
Also, companies can manage the diversity that DN brings to sales by implementing more creative and diverse approaches to motivation and management.
SALES CHANNELS:
Today's customers get information from multiple channels. - websites, online videos, reviews, push emails, texts, etc., Companies should plan a channel mix that fits the situation. A pure online platform will work for smaller customers with straight forward needs. A bigger customer with complex requirements would require a mix of channels including field sales, inside sales, and digital which will adapt as technology and customer needs evolve. With the right channels in place, companies must publicize the channel to create a consistent buying experience.
DATA-DRIVEN APPROACH:
In every domain, data-driven decisions are replacing gut and instinct-driven decisions. Sales organizations use data to improve their strategy, resource deployment, talent, motivation, and customer engagement.
Sales organizations that proactively address the challenges are more likely to navigate the digital landscape driving success for customers and the company.
How Sales Teams Can Thrive in a Digital World
by Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer
HBR February 18, 2020
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