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The New Role of Sales in a Digital World

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Repeatedly the death of salespeople has been announced in the last 50 years. Each time, sales people survived. Why? Because they evolved.

The digital evolution has changed how organizations conduct business. By 2020 customers will manage 85% of their relationship with a business without talking to a human being.

The buyer is also more informed than ever thanks to the abundance of online content, and now has the upper hand in negotiations.

Sales organizations and sales people must evolve. In this presentation, we will clearly depict how sales organization can evolve, and how they can redefine the role of the new salesperson in a digital world.

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The New Role of Sales in a Digital World

  1. 1. CONTENT. SOCIAL MEDIA. REVIEWS. COMPARISONS. CUSTOMERS TODAY HAVE ALL THE POWER.
  2. 2. THEIR RESEARCH PHASE IS INCREASING, EVEN FOR LOW INVOLVEMENT PRODUCTS. 32% 44% 64% Source: GfK 2013 | Understanding consumer journeys + SiriusDecisions 60-80%
  3. 3. NEW CUSTOMER EXPECTATIO NS
  4. 4. TODAY, BUYERS WANT INSTANT GRATIFICATION (AND NOT ONLY IN B2C) The rise of real-time communication Buy buttons in social media Ever faster logistics & instant delivery 3D Printing
  5. 5. TODAY WE USE SOFTWARE AND ALGORITHMS TO BUY STUFF ::: DIGITAL ASSISTANTS PREDICTIVE BUYING INTERNET OF THINGS :::
  6. 6. YOUR REACTION?
  7. 7. BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions
  8. 8. PEOPLE GO THROUGH 67% OF THE DECISION MAKING PROCESS BEFORE INTERACTING
  9. 9. BY 2020 CUSTOMERS WILL MANAGE 85% OF THEIR RELATIONSHIP WITH A BUSINESS WITHOUT TALKING TO A HUMAN BEING. Gartner
  10. 10. DO WE STILL NEED SALES PEOPLE? CHANGES ARE HAPPENING TO SALES ACROSS THE SPECTRUM
  11. 11. SALES HAS LOST THE MONOPOLY TO THE CUSTOMER RELATIONSHIP
  12. 12. LET’S RETHINK THE ROLE OF SALES
  13. 13. SALES MUST ADD VALUE ALONG THE CUSTOMER LIFE-CYCLE THE CUSTOMER JOURNEY IS STILL THE SAME. BUT TODAY, IT HAS BECOME MUCH MORE COMPLEX.
  14. 14. HOW CAN SALES ADD VALUE ALONG THE CUSTOMER LIFE-CYCLE?
  15. 15. Discuss buyer persona's Craft the journeys on paper & discuss Analyze journey and redesign the sales funnel •  discover new points of differentiation •  define added value of sales and marketing •  track down barriers and remove BY SHIFTING THEIR MINDSET FROM SALES CENTRIC TO BUYER CENTRIC
  16. 16. Sales enablement content •  knowledge base •  buying journey aligned •  curated content Capturing behavioral data BY HELPING CUSTOMERS, THROUGH CONTENT
  17. 17. Train to listen, share, converse, engage New tools •  social CRM •  social sharing Social business leadership and employee coaching program BY BEING SOCIALLY 'SWITCHED ON’
  18. 18. Content & channel engagement signals – immediate / history / data-driven triggers Launch personalized marketing actions by sales Tools •  CRM, BI & marketing automation technology •  Predictive analytics engines BY ACTING UPON DATA & ONLINE BUYING SIGNALS
  19. 19. New behavior and high value behavior tracking and signals to sales teams Shift from manual to automated sales enablement fulfillment of content Build interest profiles & get content recommendations BY ENGAGING ‘IN CONTEXT’
  20. 20. Sales becomes part of the Content Creation process Sales supports the creation of marketing actions Set-up lead qualification criteria and lead recycling programs BY CLOSELY WORKING WITH MARKETING
  21. 21. Insight in what content has been consumed, and what not Provide more focused content •  alert customers about content they missed •  bring stories / tools / demo’s USING CONTENT TO FACILITATE THE CLOSE
  22. 22. Need for people understanding awareness creation Need for people understanding lead nurturing Need for people understanding data management and automation Need for people understanding the art of negotiating and closing Model 1 Marketing and sales as communicating silo’s with strict rules related to lead transfer, follow-up and reporting. Model 2 Marketing in the lead of the selling process and sales as special intervention team. Model 3 Integrated customer engagement department with sales, marketing and automation specialists working together or revenue generation Organisational concepts AND FINALLY, BY RE-ORGANIZING SALES AND MARKETING RESOURCES
  23. 23. WRAP-UP Customers lead. Digital disrupts. You’ll need new skills & new Technologies Sales adds value. Along the life-cycle.
  24. 24. GET IN TOUCH www.invisiblepuppy.com
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Repeatedly the death of salespeople has been announced in the last 50 years. Each time, sales people survived. Why? Because they evolved. The digital evolution has changed how organizations conduct business. By 2020 customers will manage 85% of their relationship with a business without talking to a human being. The buyer is also more informed than ever thanks to the abundance of online content, and now has the upper hand in negotiations. Sales organizations and sales people must evolve. In this presentation, we will clearly depict how sales organization can evolve, and how they can redefine the role of the new salesperson in a digital world.

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