The past decade has given us the maturation of social media, the transformation of ecommerce, and the expansion of mobile devices. But for many leaders, this begs the question, “what are we doing to put ourselves into the conversation?”
Finding a Future: Transforming the Sales Organization with Connected CRM
It’s a tough question to answer. Sales and marketing still lack alignment, a traditional ‘eat what you kill’ mentality still holds back ecommerce initiatives, and many staff members still believe in an old-school sales model. This presents a problem. Buyer needs have changed, and unless your sales staff changes to meet buyers where they want to be, sales numbers may suffer.
Many have talked about digital transformation and its impact on the organization. It’s a big idea and often an overbearing one.
But sales transformation, a focused series of changes to align staff with buyer needs and goals, is built on data, intelligence, and evolution. It’s a smaller change that puts people first.
Knowing this, it pays to ask yourself whether or not your CRM is helping or hindering this evolution. Today’s buyer wants a connected experience that gives them control over search and discovery. They need sellers to be collaborative and conversational. Your salespeople need to deliver on these expectations—and with the right tools, training, and technologies, this is possible.
A Clear Picture: How 2020 Made Transformation Inescapable
Sales transformation is nothing new. Cold calls have been dead for decades. Buyers wanted to be 60-70 percent of the way into their decision before speaking with a rep—in 2014. B2B ecommerce will reach $20.9 trillion by 2027 and Amazon went from being nonexistent in the wholesale distribution space to holding one of the top three spots within five years, according to MDM.
But everything that was promised about the rise of ecommerce and the transition to customer-driven buying processes got a hearty push in 2020. Traditional models—especially those driven by outside sales staff—disappeared overnight.
Meeting the Connected Customer Where They Want to Be
Buyers want seamless and connected experiences. As noted by KPMG, “The “connected customer” expects personalized solutions, frictionless transactions in real-time, and a seamless experience across all channels— whether that’s in person, online, or over a mobile device.”
But how are you going to meet the connected consumer where they want to be? Find out who they are and plan their journey to your sales staff.
Better Data Usage
Your buyers are putting out a lot of data. You just need to know where to look—and how to connect it. It’s easier than ever to segment or even automate the process in which you move a potential customer through the sales funnel. Using data properly can go a long way in enabling sales transformation.
One of the biggest and most important trends in the past decade has been the rise of guided selling. Introductory content draws the attention of a lead and systems recommend what to look at next. This is especially effective for those companies selling complex and customized solutions with extended timeframes and buying cycles.
Why? Simple. The concept of guided selling not only empowers the buyer, but it also gives the sales staff a clear picture of what this person wants to buy.
Guided selling is great, but you can do even more to facilitate the close. Now that you’ve handed a salesperson someone ready to buy, why not make the process even easier. Process facilitation will require connected and integrated data that goes beyond the system. For example, the Q2C process has been lamented as a broken system for years—but not for those who took steps to connect the business.
Automating processes and connecting systems can go a long way in revolutionizing your sales model. Whether it’s connection with ERP, inventory management, or the like, you can help everyone see the big picture and do more in less time.
Redefining Your Business and Sales Model with Connected CRM
With a changing sales process and a transforming sales model, your CRM needs to empower a buyer-focused business model. At MIBAR, we specialize in CRM solutions from Dynamics 365, NetSuite, and Acumatica, but have also helped our customers evolve with ERP-CRM integration services.
As a leading provider of business management software in the New York Metro, we understand how to help your business do more with ERP and CRM solutions customized for your unique business. Get to know more about our company, the work we do with CRM, and contact us for more information.
Additional CRM Resources
How CRM Makes Business Work: Understanding the Features and Benefits of Employing a CRM System
More Than a Sales Tool: Why Integrated CRM Delivers for the Entire Organization