While all sales agents look forward to the closing date, very few buyers anticipate handing them thousands in commission money. To curb this issue, companies like Houseo have transitioned their organizations into digital selling to eliminate these inconveniences, but still make a profit while at it.
This company has removed the commission fees by offering sellers a package that provides buyers everything from marketing assistance, evaluations to escrow details and closing documents.
Although transitioning to digital selling can be challenging, its potential benefits justify it. For instance, according to a study done by EY, companies that incorporate digital selling have 5.7 times higher chances to secure meetings with prospective customers and hit 150% of their quotas on average.
Still, adopting the digital selling strategy alone does not guarantee actionable input. Most startups that follow this path get stuck with more theoretical content than they can handle, which ultimately leads to failed implementations and refocusing of the selling culture.
Instead, sellers need to combine the digital selling strategy and consistent client experience, also known as a human-style digital strategy across all channels to develop deeper client relationships.
This strategy is especially important for startups looking to build name recognition and staying relevant in the market. Organizations must maintain personal communications across all digital channels to show audiences and some human touch to their digital messages.
Here are three ways you can achieve this;
Have your sales team go through each step of your customer experience to identify gaps and how to close them. Here are a few questions that will help you identify gaps;
- How often do you communicate with your customers?
- What type of communication channels do you use?
- Are your company emails generalized or personalized to meet the specific needs of a customer?
According to a study on the top 20% of quota-attaining sales personnel conducted by the Corporate Executive Board, this type of approach is the key to success.
Collaborate sales and marketing teams to maximize customer outreach
One mistake that most companies make today is having the sales and marketing team work and manage their responsibilities independently instead of creating a union. When marketers and salespeople share data and work together, they enhance the customer journey, reduce obstacles in the sales funnel, and eliminate customer frustrations.
This collaboration not only benefits the customers but the organization at large. A survey conducted by the LeanData showed that 53% of salespeople and 51% of marketers were dissatisfied by the other team’s performances. Creating a collaboration between the two helps reduce this type of stress for companies. Fortunately, making this transition is not as hard for startups as compared to bigger companies.
Startups can focus on hiring professionals that understand both sides of the aisle, and structure their organizations accordingly. Bigger companies can also implement this by creating interdepartmental liaison or incorporating technology that facilitates both teams’ conversations to ensure efficient and effective collaboration.
Caesars Palace is an excellent example of an organization using technology for this union. This company tracks the customers who use their loyalty card and alert the host responsible for dealing with those customers. The alert may include buying behavior, geological services, and historical data which is aimed at enhancing the host's ability to engage and connect with the customer.
Eliminate department barriers when dealing with customers
Finally, organizations adopting the digital selling strategy should work on building a unifying front, especially when dealing with clients. When a customer lodges a question or concern, they do not care if it belongs to customer care, the sales department or even the marketing department. All they want is for the problem to be solved in the shortest time possible.
As a company, it is important for the sales team to present a unified front to its customers and handle their needs as quickly without having to refer them to a different department. This efficiency can be achieved by breaking down and sharing departmental knowledge with the sales team. This strategy is known as the Jack Welch, and it works by eliminating silos to get everyone in the same room, regardless of proximity. This, in turn, influences quick decision making, fosters stronger relationships and ensures the sales team has the support of other departments when communicating with customers.
Digital selling does not have to mean an impersonal sale. Hopefully, these three steps will help your company provide a more seamless customer experience through insights that drive internal changes and maximizes outreach.