The digital sales process: what's important?

Digitizing the sales process is something very much of our time: CRM systems are unknown to anyone, presentations are almost never done on paper anymore and orders are placed digitally. Yet the digital process is not always optimal. Content, which does not match the other party. Customers, whose information needs are not met and tools, which do not communicate with each other. What components are important here? And what exactly do you monitor to see if your process is working?

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To answer these questions, we dissect the digital sales process into four parts: customers, content, features and insight.

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Customers

Know who your customers are and how to best serve them. Linking with CRM systems makes it possible to associate content and features with customers. In this way, you can act at the customer level with personalized content and functions. At the same time, this way you can better fill your CRM with information. In this way, you can ensure that customers' information needs are met. This makes every sales conversation personal, targeted and valuable.

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Content

Every seller wants to sell with content that perfectly matches the other party. To actually be as responsive to the buyer as possible, content will need to be as personalized as possible. At the same time, salespeople don't want (and shouldn't want) to spend hours customizing content, nor is it very desirable from a marketing standpoint when every salesperson is shooting from the hip with homemade sales presentations.

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So here we already see a certain paradox: uniform brand expression versus personalized presentation. So what, then, is actually ideal? The truth lies somewhere in the middle. For example, it should be easy to select certain content from a digital content archive and use it. On top of that, you should be able to adapt this content to the needs of your counterpart with as few actions as possible.

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Features

But how else can you provide your customers with an optimal buying experience? You want to be able to grab flashy images and product specifications as quickly and correctly as possible in the sales conversation, make calculations without opening Excels and the like. Digital features and integrations are needed in sales conversation, to speed up follow-up and make it easier to close deals.

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What integrations and features are needed for you? That always depends on how you sell, what you sell and what systems you work with.

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Understanding your digital sales process

By monitoring the digitized sales process, you can see which content is catching on with which customers and by which salesperson. Thus, you can see not only which salesperson is doing well, but also how they are doing it. On top of this, you can see which content is catching on and which is not. You can use this kind of insight into customer and vendor needs and behavior to make customer interactions better and better.

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These four components help you improve your digital sales process by making sales faster, smarter and better with the goal of closing more deals in less time. Wondering what improvements could be in your digital sales process? Contact us for the possibilities.

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