HOW TO LIGHTEN THE LOAD AND IMPROVE THE PRODUCTIVITY OF MY SALESPEOPLE?

Today's sellers do not perform the same functions as before, because buyers also do not behave as they did in the past. Now, strategies to improve sales are based on accompanying and advising the prospect during their purchase decision process.

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Some years ago, the research firm Forrester Research predicted in its report "The death of a seller (B2B)", that by 2020 "one million sellers would lose their jobs due to the advancement of self-service e-commerce."

According to their study released in 2015, one in three corporate buyers preferred to visit the websites of supplier companies to learn about the products or services offered, instead of receiving a seller in person; and most favored shopping online.

At the time, Forrester proposed that professional marketers transform their role to incorporate tools that made technological advances available to them. In this infographic you can see an analysis of the evolution of sales in recent years:

Consulting selling, the answer

We are in the second half of 2018, approaching at full speed to the 2020 milestone set by Forrester, seeing the concept of consulting selling born as a response to buyers' approach to investigate, inform themselves, buy and receive post-sale attention through digital means.

This new concept is based on the integration of the marketing and sales areas to combine efforts to find, attract and retain customers, accompanying them throughout their purchase process to detect when the seller should intervene.

Why waste your time contacting customers who aren't ready to buy yet? That is the mantra behind consulting selling .

Two out of three B2B buyers are not yet in the final stage of closing a deal. Marketers need to be patient, but also adopt digital marketing techniques that help guide them toward conversion.

If once the job of the sales rep was to provide product feature and pricing information to the buyer in the early stages of their buying cycle, now they must focus on closing sales, offering post-purchase service, and cultivating long-term relationships.

If you ask yourself "how can I improve the productivity of my salespeople?", The answer is by making them change their mentality regarding how to sell. Now they will be consultants seeking to offer solutions to customer problems.

To do this, they must identify the pain points or concerns of the prospects and guide them on the solutions that can help them, which, coincidentally, are those offered by your products.

The new process with the help of digital marketing

The consulting selling passes through six stages:

Identification and qualification of prospects.

Exploration and evaluation.

Access and development of the solution.

Presentation of the solution and follow-up.

Negotiation and closing.

Implementation, post-sale monitoring, evaluation of results and cultivation of the relationship.

To move from the first to the sixth stage it is helpful for marketers to apply three proven techniques of digital marketing:

Delivering content through blogs, emails, and social media that lets prospects know that your business understands their concerns and needs is the way to capture their attention and engage them early in the buying cycle. The goal is to build trust and get buyers to make the first contact.

Avoid direct sales techniques. They are changing their skin, right? They are no longer sellers, they are consultants, and buyers need to see them as expert advisors in the industry who can add value to them.

Collecting and analyzing data gleaned from prospects' interactions with the company's digital marketing efforts will give them valuable information about their interests and preferences, and allow them to personalize their messages and offering.

Tools to improve sales

How to improve sales is not a task that should be focused exclusively on the sales department. Lightening the load on your salespeople and boosting their productivity requires you to link your efforts with those of the marketing space.

To that end, you need to design an integration strategy and equip your sellers with tools that give them access to relevant and timely information about customers and their passage through the buying cycle. These include:

Social CRM. That allows you to identify the senders of emails and messages on your website and in the different social networks of your company, and this provides a lot of information that allows you to segment your prospects.

Automated marketing. It allows collecting data on the behavior of the visitor on the website and their interactions with the different contact points established by the company, that makes it possible to identify prospects and segment them, as well as monitor and personalize messages to guide them towards conversion.

CRM . It allows to store the information of the contacts that the client has had with the company and to manage the relationship in an organized way.

Metrics and analytics. Measuring results is essential to identify deficiencies to correct and good results that can be replicated. The analysis of the metrics allows the preparation of reports that give rise to an informed and timely decision-making.

Content creation. They are the hook to attract prospects, the beginning of any sales process today. Therefore, it must be taken care that it is original, interesting and that it really adds value to the client.

Conventional sales have lost ground to digital marketing and if you want your sales force to be productive and competitive, you must help them adopt new strategies to reinvent their role.

How do you integrate your marketing and sales areas? How do you follow up on the customer throughout their purchase cycle? Do you have tools that tell you what stage they are in and identify when they are ready to buy?

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