Sales used to be about instinct. It no longer is. In fact, the modern approach is a far cry from the processes of decades past. Today, we stand empowered by technology. There are specialized roles, and organizations rely on teamwork to stay ahead or on par with demanding market conditions. But before we head into why we needed the change, let us look at what we changed from.
It’s easy to say that old-school sales teams lacked in certain areas, and significantly so. They were often disconnected with information filed manually and data difficult to find. Sellers would work in isolation, operating individually and without strategy. Needless to say, they had no process. They had become grandfathers.
Everything started with the emergence of the internet, and to take it a step further – eCommerce. In an apples by apples comparison, sales historically had an edge over buyers. They controlled the cycle of information, enough to manoeuvre a buyer into purchase. Information today, however, is merely a couple of keystrokes away. The buyers had become sophisticated, and now controlled the flow of information just the same.
Unfortunately, while the buyers stepped ahead, a majority of organizations – across the globe – remained sales archaic. But that doesn’t imply that there aren’t companies with a stellar sales force. What’s important is to identify what they’re doing differently to address increased buyer sophistication. And it is possible to dissect the same in three ways:
- Teamwork Hits A Sweet Spot
You could call the era of siloed sales professionals dead. People who work less as a team player and more as an individual contributor in a sales ecosystem is bound to fall short in comparison to someone more open to advisement or support. A McKinsey study reported that companies with around 50-60% of staff dedicated to supporting sales roles witnessed a significant increase in ROI.
- Role Specialization is Important
Specialization drives efficiency by enabling your sales team to take ownership over a narrower, more defined set of responsibilities. This has been known to foster both focus and innovation. Aaron Ross, author of the bestselling book – Predictable Revenue, popularized this methodology.
- Embrace Marketing Technology
The 21st Century Digital Age has helped marketing become more relevant than ever before. Several organizations are known to drive their lead engine through their marketing department, be it via email marketing, social media, or search engine marketing among many others. This leads to smart prospecting, tracking, social selling, and even predictive analytics, which is the identification of leads likely to convert.
In conclusion, a company ready to become and stay agile and data-driven is more likely to succeed in the rapidly dynamic marketplace of today. What do you stand as, an ageing grandfather or a young frontrunner?
About the Author
Ravi Kiran Vernekar
Ravi is the Head of Sales at GlobalEdge, he is one of the few who recognized the need for fast and flexible engineering solutions for global technology companies at an early stage and leads a group of young and experienced minds to deliver the right solutions to our customers.