Sales systems in 70% of French SMEs are in need of modernization. It has been observed that 70% of customers prefer remote or self-service interactions. To overcome this problem, companies are going to have to implement various keys by modernizing their sales organizations. 

Key 1: Define a clear sales strategy

Since the Tapie years, the role of the sales manager has changed enormously. In those days, sales managers were seen as sergeants, with the logic of enforcing defined elements. In 2022, that role is over. The number of players and parameters has increased, and a sales manager these days will be seen as more of an orchestra conductor than an officer enforcing a defined policy. 4 components have changed dramatically: customer segmentation and the level of response to the offer, variable resources, acquisition and interaction channels, and roles in the customer cycle. So there's a real need to take all these components into account, as well as an evolution in the manager's role.

2nd key: Developing and managing teams

To develop and manage your teams, you need to know how to coach them well. Everyone needs a coach, even the best. There are 3 types of coaching in a sales organization. Firstly, there's coaching to integrate a new employee and show him or her how to progress, coaching to help an employee progress and, finally, coaching to help an employee succeed in a project. The time allocated to coaching should represent 70% of a manager's monthly time to develop his or her teams.

3rd key: Generate leads

How do you generate leads in 2022? The usual methods work, but there are new ones. You need to spend 20% of your time exploring and testing new components in order to generate leads. So you need to define the areas of exploration by analyzing the pipeline, and focus on the areas that work best. Marketing and sales must work together to generate and convert leads. 

4th key: Convert leads

To be able to convert leads properly, you need to have a sales organization separated into specific roles. You need to evolve the shape of your pipeline: sort and maximize! Working on GO / NO GO will help you achieve your objectives. If the % of deals that are stopped is tiny, then the GO / NO GO process is not allowing you to make real decisions. 

5th key: Structuring information and providing support  

To structure your information and support your sales organization, you first need a multi-channel process. This process is accompanied by continuous digital interaction: LinkedIn, email, webinars, groups, blogs... CRM is also an essential tool for structuring information. The problem is that CRM is not directly linked to the tool, but needs to be enriched and activated. However, 43% of companies observe a lack of investment on the part of managers, and 65% of sales organizations admit that information is poorly entered by users. The choice and use of a CRM system is therefore something to think about beforehand, so as to get the most out of it. To structure your sales organization, you can also use sales enablers, which are highly relevant to the actions you want to implement.

6th key: Offer a unique customer experience 

The customer experience is of paramount importance. Customers use all their senses to create a unique experience. 3 points need to be taken into account: the persona, the customer journey and the customer's expectations and needs.