Sales transformation is in the bucket-list of most businesses. However, the success rate of sales transformation in most organizations is not very promising. Is it because they are missing some vital elements in the transformation process?
Let us begin by defining sales transformation. According to Wikipedia, “Sales transformation is a change management discipline that enables company executives to improve sales performance by aligning resources that relate to sales, management, marketing, and customer service or improving sales talent and sales operations.”
Sales transformation is aligning people, processes, and technology to enhance revenue and pipeline generation.
Why is there a need for sales transformation?
There are two main reasons why an organization needs to transform its sales:
1. Digitalization
Digitalization has brought forth new technologies and new processes. The sales process of an organization can benefit from leveraging these technologies. In fact, it has become imperative for businesses to be aware of these technologies and implement them else they will be left behind in this highly competitive market.
2. Changing Consumer Behavior
This is related to the previous point. Digitalization is responsible for transforming consumer behavior. Today’s consumers have all the information available to them on their fingertips. They conduct their research before arriving at a purchase decision. They are no longer interested in cold calls by pushy salesmen. They would rather connect with a sales rep when they feel the need.
Here are a few tips for successful sales transformation in an organization:
Setting Goals
A sales transformation in an organization begins by establishing goals. This helps give direction to the process. This will also help determine how the different “spokes will fit in the wheel,” meaning the roles of various divisions can be defined. Clear metrics for measurement must be defined. This will help track and correct the process.
Holistic Transformation
Sales transformation in an organization is not limited to the sales department. A holistic approach is necessary for a successful transformation.
It is necessary that the sales transformation is led from the front, meaning the leadership should be prepared for the changes that are implemented.
Another important aspect is the aligning of the sales and marketing teams. They need to work in cohesion for successful transformation.
Leveraging Data
We are living in an era where there is no dearth of data available to us. This data is useful in providing insights that can help us strategize sales. For instance, data can be leveraged to get information about the buyer’s needs, etc. and the sales professionals can tailor the marketing according to it.
Data analytics is a basic step for sales transformation.
Agile Approach
The sales transformation should be agile. This implies that the changes adopted should be ready for iterations.
This is because the market is dynamic and the changes occur very fast. A business needs to have an agile approach where testing, learning, and adapting takes place at a fast pace.
Balanced Automation
Adopting emerging technologies is the need of the hour for most organizations. However, it is also important to decide to what extent technologies are adopted. Ideally, routine tasks can be automated. However, certain tasks where innovative thinking is required will require the human mind.
Sales Teams
It is important now, more than ever, to recruit sales personnel who are keen learners and are ready to adapt to the new sales methodologies in the market. Since they are ones who face the customers, you need to have strong sales teams who know the product well and are aware of the ways of providing the customers a stellar buying experience.
Sales Enablement
Sales enablement is an important element for sales transformation wherein you equip the sales teams with tools, technologies, content, etc. so that they can meet the demands of the customers.
In Conclusion
It is no brainer that sales drive the revenue of any organization. The digital disruption that has impacted the buyer behavior, the sales processes need to undergo a complete transformation to keep pace with the dynamic market. To achieve this, a holistic transformation is required.
