Digital Transformation: 5 Revolutions Impacting the Sales Function

Digital transformation has not yet fully impacted sales. And it’s understandable, the sales profession is primarily human-centric. Nothing will ever replace a face-to-face meeting or a business lunch.

Yet, things are changing. The advent of social networks and modern CRMs is transforming prospecting and account management.
Digital technology allows for the automation of a large part of a salesperson’s work, enabling them to refocus on human interaction, on contact. Here are 5 ways that digital transformation is changing the lives of salespeople.

Digital Transformation: 5 Things Changing for Salespeople

1. Social networks are revolutionizing prospecting

According to an Action Co study, less than 25% of salespeople use social networks (Twitter, LinkedIn, etc.) for professional purposes, and half don’t use them at all.

Yet, they are one of the most effective means of prospecting, especially in B2B. A LinkedIn contact will answer the phone much more easily. Therefore, it’s about adding people on LinkedIn whose profiles interest you. Thanks to Sales Navigator (a paid LinkedIn extension), you can add perfectly targeted people to your contacts by position, company size, etc. This tool also allows you to add people who are not part of your first, second, or third-degree network.

Keep in mind that to add connections on LinkedIn, it’s important to have a complete profile and mutual connections (a large number of connections inspires trust).

Content is an excellent way to find prospects. Sharing your company’s content on a LinkedIn or Facebook group is a good way to engage potential prospects. Coordinate with marketing to produce engaging content for prospects. Join groups relevant to your industry. Similarly, sharing or commenting on a potential target’s posts is an excellent way to connect with them.

2. With digital transformation, your prospects are better informed

Before, when a salesperson met a client, they would ask what product they needed. Now, the client knows what they want.

Information is largely accessible to everyone, and clients arrive having already done most of the legwork. This means the prospect knows more about technical issues and has a precise idea of the price they will pay. Consequently, the salesperson must be highly knowledgeable; they add value to the client through their expertise. The good news is that you save time. You have less to explain about your products, and you can spend more time identifying the prospect’s needs and offering more personalized advice.

3. With digital transformation, you know your prospects better

If your prospects know you before calling you, the reverse is also true. Before calling a prospect, a salesperson should always check LinkedIn, which is (normally) full of information: position, tenure, company size, team members you may have already contacted, interests…

With an effective CRM, you can know what interactions the prospect has had with your site. You therefore know in advance what topics interest them. This information will help you get straight to the point during a sales discussion.

4. Digital transformation is changing account management

One of the keys to account management is maintaining contact with your clients. Here too, digital transformation plays an important role. For example, you can have a list of your prospects’ anniversaries in your CRM (contract signing anniversary, collaboration anniversary, anniversary of your contact joining their company, etc.) and send an email to the client, which can be automated or personalized.

Digital transformation facilitates client monitoring. For example, by following a company on Twitter, you will be aware of new products and news (acquisitions, mergers, etc.). This allows you to anticipate developments in your relationship: for example, asking if you will be working with the newly acquired brands.

Staying informed about new developments facilitates dialogue.

5. Digital transformation brings back the human element into sales organizations

In many companies, salespeople are spread across territories and rarely see their peers and managers.

Digital transformation allows for putting the human element back at the center of management. The Incenteev application integrates discussion and best practice sharing spaces.

Digital transformation facilitates daily engagement operations for top and middle managers, allowing them to focus on the human element. For example, with Incenteev, field feedback is simplified; a bug in the sales assistance application can be easily reported directly from the salesperson’s tablet. Or a salesperson can simply take a photo of their order receipts to record them.

Digital transformation also empowers middle management, who can build real connections with their teams. Thus, with Incenteev, a field manager has access to their salespeople’s KPIs (Key Performance Indicators) and can organize challenges in a few clicks.

Don’t hesitate any longer and jump on board with digital transformation! Specifically, you will boost your sales performance, both in terms of prospecting and account management. And you, are you at the forefront of the digital revolution? How are you using digital technology for your sales?

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