Sales technology is a powerful tool, but it’s not automatic. There are a few key concepts you’ll want to put into action if you plan to unlock the full potential of your sales tech platform. In that way, it’s like most other tech-based tools. Give a smartphone, without instructions, to someone who’s never used one before, and you may as well be handing them a very expensive hockey puck.
Of course, your sales tech is a much larger and more important investment than any mobile gadget, so the stakes are higher. The good news? You’re not alone in your efforts to wring maximum value out of your sales technology. There’s a clear, established path to success waiting for you. Follow these five tips for winning big with sales technology, and you can experience the benefits for yourself.
The data collection component has always been an important part of converting sales, but never more than it is today. This is one area where sales tech offers a real advantage… if you let it. The key here is making sure that data is shared between your sales tech and your customer relationship management platform.
If your CRM and sales tech aren’t integrated, then you’re selling yourself short. Fully integrating the information your tech platforms provide means that your sales team will always have access to the data they need when working with a customer. And there are few better ways to impress a potential customer than anticipating their needs based on the data that they provide.
As you recruit new team members, factor tech proficiency into your hiring and training process. You don’t want to turn away skilled salespeople simply because they’re not familiar with the tech platform you use, but new hires should at least demonstrate a willingness to learn. Perhaps the biggest key to sales tech is that it works best when everyone buys in fully to the process.
For the most part, you shouldn’t have to do much convincing to get new hires on board with your tech platform. They’ll get all the proof they need when they experience first-hand how sales technology streamlines their work, and improves their results.
Remember all that data we mentioned earlier? Well, it’s for more than just closing deals on a case-by-case basis. It can also improve your sales process on a macro level. All you’ve got to do is use the analytics that your sales technology provides. Yes, that means looking at what isn’t working, but analytics show you which tactics are generating positive results, too.
Sales tech isn’t static, or at least it shouldn’t be. It’s a process of constant improvement, and analytics are the key. Don’t be afraid to take an honest look at your analytics, and iterate your sales tech over time based on that data. Continual evolution is the name of the game.
Customers value convenience, in all forms. You can never go wrong making something easier for customers to do, especially when that “something” is communication. It’s hard work getting prospects to engage, and the last thing you want to do is turn away an interested prospect because you’re not prepared to communicate through their preferred channel.
Social media is the option that gets all of the marketing headlines, and it’s a great place to start. It’s just important not to stop with social. You can also engage customers through video chat, instant-messaging, and mobile applications, to name a few options. Better communication means better data, which ultimately drives the success of your sales technology.
Marketing automation is another hidden way to improve the performance of your sales tech, and your sales team. Automation is all about delivering the content customers want, when they want it. It will save your sales and marketing teams a lot of time, all while boosting performance. It improves relationships with customers even before you’ve engaged directly.
The key benefit of automation is that the leads you generate are qualified. These are people who have demonstrated an active interest in what you have to offer. By starting out with qualified leads, you can take full advantage of the benefits offered by sales technology.
If you’re new to sales technology, the process might seem a bit intimidating. Try not to get discouraged. As is the case with integrating any game-changing tool, there will be adjustments to make as you move forward. Trust the process, and look for ways to apply the benefits of sales tech to the unique aspects of your business. In the long run, your work will pay off in the form of a more effective, informed sales team.
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