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Why is the digitalization of companies a key issue since 2020? 

Since the beginning of the COVID crisis, the sales approach has had to evolve rapidly. With physical meetings no longer possible, many companies have had to embrace digitalization.

Although this change is sudden, it has many advantages:

• The digitalization of companies allows for a gain in time and productivity for both customers and sales representatives.
• the container (channel) is not the content (conversation), everything should not change
• the format and channel better meet customer expectations
• This accelerated digitalization will persist over time.

What was the work of salespeople like before business digitalization?

Before 2010, there were not many alternatives to physical meetings. Salespeople had the role of transporting information, bringing information to their clients.

Clients are now autonomous, completing 70% of the purchasing process on their own. They also increasingly appreciate remote sales.

The evolving expectations of customers

Previously, sales were process-centric: the client expressed a defined need, the salesperson identified a decision-maker, and then a demonstration of the added value was made, in comparison to that of competitors.

Today, sales are focused on delivering value.

The client is in a state of uncertainty, and the salesperson's role will be to identify a player open to changes and capable of influencing decision-makers.

Finally, in the nature of his conversation with the client, the sales representative will have the mission of disrupting his way of thinking to lead him to challenge his existing organization.

In practice, how does business digitalization occur? 

Elements that are expected to change. 

On a physical channel, appointments lasted between 45 and 90 minutes, which had an influence on the speed of progress. Sales reps were able to move quickly through the different stages of the sales cycle.

On the remote channel, 30-minute exchanges are ideal. This implies several things: 

• sequences with precise objectives: qualification, anchoring, co-construction
• The telephone will encourage questioning and therefore listening.
• The telephone is a neutral space, which creates a situational balance that is more favorable to the salesperson.

Elements that are not expected to change.

For many things, however, the work remains the same:

• strategic account objective
• tactical account objective
• Formalized interview framework
• 80% of speaking time is allocated to the client
• always set a date for the next conversation

Tools for success

Be careful not to fall into the trap of "we do the same, except we use the phone."

The digitalization of companies implies an evolution of tools and processes.

Several tools can be put in place to facilitate distance selling: 

• CRM
• Emailing
• Note-taking
• Video
• Agenda
• Digital signature

To dig deeper into the subject of business digitalization, we offer you this white paper: How can I optimize my business model?