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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 been forced to evolve at high speed. With physical meetings no longer an option, many companies have had to turn to digitalization.

Although this change is sudden, it has many advantages:

• digitalization of companies saves time and increases productivity for both customers and sales staff
• the container (channel) is not the content (conversation), not everything has to change
• format and channel better meet customer expectations
• this accelerated digitization will continue over time

What was it like to work in sales before companies went digital?

Before 2010, there weren't really any alternatives to the physical appointment. The salesperson's role was to transport information, to bring it to the customer.

Customers are now autonomous. They carry out 70% of the purchasing process alone. Customers increasingly appreciate distance selling.

Changes in customer expectations

Sales used to be process-centric: the customer would express a defined need, the salesperson would identify a player with decision-making power over the act of purchase, and then a demonstration of added value would be made, in comparison with that of competitors.

Today, selling is all about adding value.

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

Finally, in the nature of his conversation with the customer, the salesperson's mission will be to disrupt his way of thinking and get him to challenge his existing organization.

In practice, how are companies digitizing? 

Elements that are likely to evolve 

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 listening
• the telephone is a neutral place, so it creates a situational balance more favorable to the salesperson.

Elements that are not likely to change

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

• strategic account objective
• tactical account objective
• formalized interview framing
• 80% of speaking time on the customer's side
• always set a date for the next conversation

Tools for success

You have to be careful not to fall into the trap of "we do the same thing, except we use the phone".

The digitalization of companies means that tools and processes have to evolve.

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?