3 ways to achieve Sales Effectiveness

Today’s buyers have studied your and your competitor’s products and services thoroughly before having a conversation with your sales people. The availability of information on the internet makes the job of your sales staff harder: sales people are no longer expected to explain the features of a product or service. Instead they are expected to give the buyers new insights, to demonstrate the benefits and to prove the RoI of the proposed solution.

On top of this, digital workflows are the new normal. Today’s clients expect immediate follow-up, with tailored proposals that stand out. Buyers expect the sales person to take end-to-end responsibility and do not tolerate mistakes in order and delivery.

Next to increasing sales effectiveness, sales executives are under pressure to make their organisation more efficient. In a multi-channel environment, the face-to-face sales force is competing with other channels. They need to demonstrate their relevance and efficiency.

In recent years, lots of attention and resources has gone to CRM systems to build efficient sales organizations. These investments create efficiencies and insights in the back-office, but also lead to an administrative burden on the sales representative.

True sales effectiveness starts from the seller in the field. Understanding the challenges of sales people in the field to simplify workflows and increase impact when meeting customers has a direct effect on the top line.

Here are 3 ways to realise the sales effectiveness of your sales staff:

1. Add value to each face-to-face interaction

While face-to-face meetings are critical for acquisition of new clients and building trust with existing customers, research shows clients don’t get value from meetings sales people. Especially in the acquisition phase, clients are often dissatisfied with the lack of relevance for their particular situation.

d!nk makes each sales interaction relevant by providing sales people with scripted presentations, pitch books and specific sales tools adapted to the client interaction flow.

The scripted presentations make sure that sales people ask the right questions and highlight the right arguments, while tools such as calculators and simulators prove the benefits. Even the most detailed information is right at the seller’s fingertips and can be shared on the spot with the client. The d!nk system makes sure that all sales content, data and compliant information are centrally managed and always up-to-date.

d!nk sales tools are typically presented on a tablet device, as a tablet invites the customer to engage without a screen obstructing the interaction.

2. Eliminate the visit report poetry

Typically, information on the customer interaction is registered after the sales interaction. There is no direct feedback on what happens during the client interaction. Insights into this ‘blind spot of sales’ unlock an omni-channel customer experience, including the actual and objective customer feedback during the face-to-face interactions. Additionally, the time saved to write the meeting report can be used for valuable sales activities.

d!nk offers deep feedback from the customer interaction: d!nk presentations and sales tools contain interactive elements that capture the input of customers in simulators and probing questions. The data is sent to existing customer information systems like CRM.

3. Sales Readiness

The insights from d!nk analytics on how the sales tools are actually used are used for coaching of sales staff, to improve pitch books and sales tools and to fine-tune the sales process.

Accelerating sales is not only about technology. Sales people have always and will always need the right skills. d!nk’s Sales Readiness features team communication and skill development modules which get your sales force up to speed with market insights and sales tools for new products and services.

Article by: d!nk

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