But there are obstacles to overcome, driven predominantly by having personal selling in the mix. The very source of salespeople’s power in driving a great buying experience comes with complications. While bringing empathy, creativity and flexibility, salespeople also bring egos and the need for control. Digital channels are rules driven and transparent. Salespeople can be unpredictable and opaque.
Most companies also have a marketing activation platform for managing the execution of marketing campaigns and experiences. Leading-edge companies, such as Microsoft, take this a step further by creating a digital customer hub. The hub connects digital assets, including all customer interaction data, an intelligence engine, and channels and programs for delivering insights to customers or salespeople. This helps sales and marketing work together to deliver a better customer experience.
For salespeople to coexist with digital channels, success is both about mindset and capabilities. A legacy and lingering desire of many salespeople is to control relationships with customers, while treating sales methods as proprietary and not to be shared with other team members. The new world of customer experience requires transparency and authenticity. The best salespeople combine the new mindset with the capability to leverage and coexist with digital channels.
Legacy sales incentive plans and sales management practices place intense focus on sales goal achievement and large individual incentives. This is not congruent with the new definition of sales success. Sellers are beginning to rethink traditional sales compensation plans while emphasizing other methods of directing and motivating salespeople.
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