Digital Transformation in Sales: what it means and how to start this process in your company
With the crisis in 2020, many companies were forced to modernize their business processes. Understand how this affects the Sales area and how to get started!
In this moment in which we are living, the subject of Digital Transformation in Sales has become a mandatory agenda in most Brazilian companies. Suddenly, we were all surprised by a quarantine, we had to close stores and offices and stay at home. Not all businesses were ready to operate remotely, they still relied heavily on “offline” processes and routines.
Eight months after the first impact, there are companies that have already got along with the digital and have adapted; others have not yet found an ideal working model. The coronavirus pandemic accelerated a Digital Transformation process in our country, and it is very important to analyze how the sales area is impacted by this change.
In this post, you will understand a little more about what a Digital Sales Transformation means, what changes with a digital process and how technology can help you change the game and boost your results. At the end, a special invitation for you to continue learning about this topic!
The Digital Transformation in the Sales Process
Nowadays, it is difficult to find a company whose sales process does not have digital steps, planned or not. Most purchases start or go through digital platforms at some point, whether through ads, surveys or content produced by companies on social networks, for example. However, this is not enough for your sales process to be considered digital. Digital Sales Transformation is a process that needs to include the entire company, all routines, all areas. It’s not just about implementing a modern tool or having a profile on a social network.
In the sales area, Digital Transformation will intervene from the model for acquiring new customers to signing contracts and managing results, going through the entire process of approaching and negotiating with each new Lead.
This means to say that:
- Face-to-face meetings or field visits can become video call meetings;
- Sending signed contracts by mail or another delivery method can be replaced by an electronic signature and storage solution;
- Corporate cell phones can be replaced with a virtual phone;
- Sending emails can be automated, and message contact becomes much more common than face-to-face meetings;
- Your customer can make all payments online, using the payment method that best fits his and your company’s needs;
- All routines for monitoring the performance of salespeople can be done by a CRM, which generates automatic and updated reports in real-time among many other possibilities.
In addition, the Digital Transformation in the Sales process is also about a cultural and process change, which can be the most difficult step. After all, for many years we’ve heard that selling is an art, that good salespeople are naturally talented, and this tends to generate a lot of resistance from professionals when it comes to implementing or changing processes.
Those who believe that processes are “just bureaucracy” are not prepared for this transformation.
The ideal professional for digital sales
The Digital Sales Transformation also presupposes a transformation of the salesperson figure. In other times, the seller was the one who had a monopoly on information and sales on a product. It was the only source for a customer to know something and buy.
Today, it is safe to say that consumers can find information about any product in a few clicks on the internet, without going through any salesperson or consultant. In this active search, they will come across different suppliers, models, colors, formats, and prices for the same product. And companies that don’t appear in this search basically don’t exist in this context.
Thus, the ideal professional for digital sales is one who understands this modern buying journey and fits into it as an ally. That won’t ignore the knowledge that the customer has acquired on its own, but rather complement it. That doesn’t approach anyone to sell at any cost and understands that not everyone is a potential customer.
The great challenges with Digital Transformation are to modernize routines, increase productivity and improve sales results with intelligence. For this, leaders and salespeople need to be in tune with this purpose.
Traditional companies may think that the only way to achieve this harmony is to fire the current team and hire new, young and modern salespeople, which is not true. Anyone can be a good digital salesperson as long as they are open to learning a new way to sell.
At this point, what is essential is to provide training, playbooks and opportunities for everyone to develop a new look at the processes they already perform.
The use of technology as an ally
The foundation of Digital Sales Transformation is the use of technology as an ally, not just a technical resource.
A common scenario is the following: the company’s board decides to hire software, which promises to help salespeople to better organize their tasks and gain productivity. The system is implemented by the IT team, which gives access to the sellers, and they must start using the tool from there.
Over time, management discovers that the software is not being updated, that each vendor continues to use their old methods of control and organization, and the money paid for the tool was a huge waste.
With this, they cancel the payment of the system due to lack of use. Nobody has gained productivity, the company has lost money, the business process is still messed up, and everything is back to square one.
All this happens because the technology, here, was treated as another resource, imposed on the team as an order, without adherence to the users’ real needs. Digital transformation goes far beyond contracting software.
Considering technology as an ally means including it in your processes in an organic way, choosing with the right criteria the tools hired to act at each stage, when necessary. No tool solves problems on its own, and not every process needs a tool to work!
Using CRM in Digital Transformation
The main technological ally in a sales process is CRM, a tool that helps control the sales funnel and the activities of each salesperson on a daily basis. It is indispensable software for a sales operation that handles multiple trades simultaneously and needs to organize data intelligently.
CRM delivers essential reports, graphics and views for managing the sales team and area performance indicators. Therefore, an important step in the Digital Sales Transformation is the adoption of a CRM, to concentrate the most important part of your business process in one place.
Also, the CRM helps in the control of tasks, follow-ups, and backlogs of sellers with their ongoing negotiations. Therefore, if you use a complete CRM, it will not be necessary to hire a task management software, for example.
CRM also replaces management by spreadsheets and documents. Even if shared in the cloud, these resources end up decentralizing sales management, do not follow a pattern of data organization and make it difficult to monitor results.
Another important software in Digital Transformation in sales is ERP , which helps mainly in financial and tax management. The ERP will provide the necessary support for monitoring all bank reconciliations, payments, receipts and the company’s cash flow. He needs to be connected to the CRM, to receive the billing data and to be always up to date.
There are also several solutions to support routine functions, such as prospecting for customers and sending and signing contracts electronically. All of this software also needs to be integrated into your CRM to ensure productivity and prevent data loss.
All these systems act as part of the Digital Transformation, bringing its processes to a level of intelligence and clarity. With data organized in integrated systems, all sales and results management becomes simpler and more assertive. That’s the big goal!
Digital Transformation in Sales
If you are interested in the topic of Digital Sales Transformation and want to discover other ways to modernize your operation, I recommend that you register for the B2B Sales Summit, the largest B2B sales event in the world!
It will be an event totally focused on discussing new techniques, technologies and ways to hire, motivate, train and manage high-performance commercial teams. More than 80 national and international speakers will be gathered in 5 days of the event, sharing their experiences and sharing a lot of knowledge. RD Station CRM is co-host of the B2B Sales Summit, and we will have several lectures and exclusive actions for the participants!
The event is 100% online and free, and anyone can participate. You just want to learn more about sales, discover the possibilities that digital offers and learn about the news that the best professionals in the market will be able to present.