The sales environment has changed in recent times. Organisations need to transform their approach in a digital world. Getting your strategy right can differentiate between a business struggling to scale and a streamlined operation that drives revenue and growth.
I often hear leaders make statements like,
“Our sales pipeline is in decline.”
“I know the opportunities are out there, but my team can’t seem to find them.”
“Lead generation is almost impossible for us since the pandemic.”
“We can’t build the same relationships with our clients online.”
The importance of adopting modern strategies have become evident in sales teams. They now attempt to embrace the ‘new normal’ that has emerged from a global pandemic and ever-growing buyer expectations.
Yet, any ‘thrown together’ strategy can become a risk. It can threaten the ability to drive growth in an organisation. Without understanding the fundamentals, jumping into digital selling can create a fractured strategy between the ‘good old ways’ of doing things and a digital approach. It can often lead to a demotivated sales team, an inefficient sales process, a lack of focus and a waste of resources.
With these changes, uncertainty and confusion often follow. So, it’s no surprise that sales leaders get questions from their teams about Digital Sales Transformation (DST). As a sales enablement consultancy, we get asked many questions about this very topic. Here are some of our frequently asked questions.
What is Digital Sales Transformation?
Whether you are asking about DST, Social Selling or any other buzzword of the month, the answer is the same:
Any sales transformation should be intentional and with growth in mind.
Taking Sales into a digital world takes a strategic effort but will help align your processes, technologies, and people so that you can grow.
Buyer behaviours have changed, and we can meet their needs by taking a digital approach. For example, research from Gartner recently states that by 2025, digital channels would account for 80% of B2B sales interactions between suppliers and buyers. It also says that buyers typically spend only 17% of their time meeting with potential suppliers when considering a purchase. Virtual selling via digital channels will be paramount with less customer face time.
Why Should I Take Digital Sales Transformation Seriously?
You should care because your buyers do.
The Gartner research shows that you will benefit from adopting these new methods. You must sell to customers where they expect to engage and interact with suppliers.
If you don’t give your prospects and clients what they need, you risk losing them. Investing in DST allows you to reap several rewards such as reaching your sales objectives, gaining competitive advantage, building stronger relationships with your clients – the list goes on!
Imagine if you could connect and engage in a meaningful way with your ideal customers using PROVEN strategies?
What if you could clearly understand how to attract and gain traction from your target prospects and add REAL VALUE to them?
Wouldn’t it be great if you could GROW REVENUE, using a tried and tested strategy for increased sales success on platforms such as LinkedIn?
Who Should be Involved in Digital Sales Transformation?
Leaders often assume that “this is a sales and marketing thing”, but ideally, we need the wider team involved to meet the buyers’ requirements. Clients are online looking for credibility from the people that will deliver for them. Credibility and trust goes beyond just sales and marketing teams. It includes engineers, managers and technicians, for instance.
At Doqaru, we have seen the best results with our clients when a cross-section of disciplines get involved. For example, the C-Suite, Sales, Marketing, Operations and even HR are some of the functions that participate. Effective employee advocacy is a game-changer! Digital selling is also effective across the B2B landscape. For example, in technical sectors such as Oil & Energy, the industry average on the LinkedIn Social Selling Index (SSI) has recently grown from 24 to 30, showing the growth in industry professionals using the platform correctly.
If you’d like to know more about sectors where you’re active, please let me know.
Why is Digital Sales Transformation not working for us?
If you’ve invested time in digital sales but it’s not working, it might be time to review the fundamentals with your team. That way, you will align the wider team and achieve results together.
Businesses often start selling via digital channels without evaluating and gaining insights. Therefore, it is important to understand all aspects before embedding the appropriate strategy for your company. Unfortunately, there isn’t a ‘one size fits all’ approach. Algorithms and buyer behaviours are ever-changing. So, it’s crucial to stay updated and identify what works for you and your business.
Leaders need to share the vision and show teams how to improve and develop their digital sales strategy. Therefore, we need to embrace the new ways of working ourselves. We need to become part of the solution while empowering those around us.
At Doqaru, we’ve helped leaders achieve results and transform how their teams sell in a digital world. If you face this inevitable change and want to know more, please contact me at firstname.lastname@example.org.