Many organizations are revising their go-to-market strategies to include digital and social selling. But what should that process look like? How can you find success if you’ve only known a world of traditional sales? Shane Gibson—the co-author of Real Results in a Virtual Economy—shares some of his tips and strategies in this episode of Sales Reinvented. Check it out!
What can organizations do to improve their digital selling capabilities? Everyone was forced to sell remotely because of the Coronavirus pandemic. We’ve had seven years of digital adoption happen in a year, where the consumer—both business and individuals—have made the majority of purchasing decisions digitally. It’s a larger market accustomed to making decisions remotely. Shane clearly believes that’s not going to stop.
Shane shares that most people don’t have the budget to fly their sales teams around the world. So you have to knock on people’s doors using digital tools. You have to learn to think like digital-first sales organizations. Why is it so important? Gartner predicted that by 2025, 80% of B2B sales will be conducted digitally.
Shane starts with the customer and works his way backward. He notes that sales leaders fall in love with the tools all the time. The challenge with digital tools is that they’re thrown at you and you get excited about them. Shane emphasizes that you need to get excited about your customer first.
Your strategy needs to be customer-centric. What channels are your customers on? What platforms are they making purchasing decisions on? What is their buying process? How do they use digital tools in that decision-making process? How can you develop a process that enables the buyer?
It’s time to move from giving salespeople the tools they need to giving the customer the tools they need. Up to 80% of the customer buying cycle happens before the sales organization knows they exist. So you must become the #1 source for self-education for potential customers. Content marketing specific to your target niche is a vital part of the sales process.
You must first understand your niche. The #1 challenge for most sales organizations is getting the first conversation with a prospect. You have to move from a focus on closing to a focus on starting the conversation. This starts on LinkedIn, Twitter, and even chatbots on websites. The goal should be starting contextual conversations with the customer and curating content that resonates with them.
What is Shane’s “Principle of Context?” Listen to learn more about the importance of context!
What do sales professionals need to master to become successful with digital selling? Shane shares his virtual competency skills to master:
What are Shane’s top 3 digital selling dos and don’ts? Listen to find out!
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