In the last years, sales, purchasing habits, and processes have completely changed. Thanks to the digital transformation, we now find ourselves with a more empowered consumer and greater control of their purchasing process, having relegated shop assistants, sellers, and salespeople to second place and prevailing in many cases, their own research on tech giants such as Amazon, and Google. An important term to explore and understand is “sales,” which includes all the activities necessary to provide a customer or company with a product or service in exchange for money. However, for companies, the meaning of this word goes much further.
In the pre-internet era, we needed to follow push strategies and impact the user to advertise our solution, our added value, our qualities. In short, we had to create a speech to impact our target. When the user has the information at his disposal quickly and easily, push techniques are less and less effective, and it has become practically vital to use pull strategies. This new client does not want to adapt to the sales processes of the companies, but rather the companies are the ones who must adapt to the user’s new purchasing wishes and process. They want to be guided, advised, and accompanied in their research and decision phase to be an active part in solving their needs. This strategy is more related to inbound sales, unlike the outbound sales that focus on the pitch, that is, on the message given to the user about what the company offers and what is their added value. These two methods, especially the inbound sales-type, provides visibility to the entire process since it allows to know the life that exists between a potential client in a phase of awareness, research and decision, and the purchase: their first interaction, the most optimal channels, the type of content with which interacts. This inbound sales strategy allows businesses to know and have more visibility of the customer’s preferences since, in addition to the information that would come from marketing, it is possible to know the entire itinerary that has been followed until the purchase.
The sales process has moved from punctual repetitive actions (calling leads over and over, door-to-door…) to a more agile, data-based informed, in constant need of innovation to get customers’ attention and answer their needs. The current and future models focus on the company’s journey and their whole funnel, from reaching and converting them to increasing their brand awareness and virality. As everything can be measured fast, integrating sales in the company’s culture has to be done the same way employees and founders get more data-driven and informed. The challenge remains in keeping a share of creativity, intuition, and impulsiveness to stay over the top.
Text by: DANIELA PATERNINA