The Digital Sales Process: What Matters?

Digitizing the sales process is very much in line with the times: CRM systems are familiar to everyone, presentations are almost never done on paper anymore, and orders are placed digitally. Yet the digital process isn’t always optimal. Content that doesn’t resonate with the other party. Customers whose information needs aren’t being met, and tools that don’t communicate with one another. Which elements are important here? And what exactly do you monitor to see if your process is working?

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To answer these questions, we’ll break down the digital sales process into four components: customers, content, features, and insights.

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Customers

Know who your customers are and how best to serve them. By integrating with CRM systems, you can tailor content and features to individual customers. This allows you to engage with customers on a personalized level through customized content and features. At the same time, this approach helps you enrich your CRM with more information. This ensures that customers’ information needs are met, making every sales conversation personal, targeted, and valuable.

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Content

Every salesperson wants to use content that’s perfectly tailored to the other party. To truly respond to the buyer’s needs as effectively as possible, the content must be as personalized as possible. At the same time, salespeople don’t want to (and shouldn’t have to) spend hours customizing content, and from a marketing perspective, it’s also not ideal for every salesperson to be winging it with homemade sales presentations.

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So here we already see a certain paradox: a uniform brand message versus a personalized presentation. So what, then, is actually ideal? The truth lies somewhere in the middle. For one thing, it should be easy to select specific content from a digital content archive and put it to use. On top of that, you should be able to adapt this content to the needs of your audience with as few steps as possible.

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Features

But how can you provide your customers with an even better shopping experience? During a sales conversation, you want to be able to quickly access the right, eye-catching images and product specifications, and perform calculations without having to open Excel or similar programs. Digital features and integrations are essential in sales conversations to speed up follow-ups and make it easier to close deals.

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Which integrations and features do you need? That always depends on how you sell, what you sell, and which systems you use.

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Understanding Your Digital Sales Process

By monitoring the digitized sales process, you can see which content resonates with which customers and through which sales representative. This allows you to see not only which sales representative is performing well, but also how they’re doing it. On top of that, you can see which content resonates and which doesn’t. You can use these kinds of insights into the needs and behavior of customers and sales representatives to continuously improve customer interactions.

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These four components will help you improve your digital sales process by making sales faster, smarter, and more effective—with the goal of closing more deals in less time. Curious about how your digital sales process could be improved? Contact us to explore the possibilities.

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