Why has business digitalization been a key topic 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.

Even if this change is sudden, it offers 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. 

In a physical setting, appointments lasted between 45 and 90 minutes, which influenced the speed of progress. Sales representatives could move quickly through the stages of the sales cycle.

For remote channels, the ideal is to conduct 30-minute exchanges. This implies several things: 

• a breakdown of the sequences with specific 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.

Nevertheless, for many things, the work remains the same:

• Strategic objective on the account
• Tactical objective on the account
• Formalized interview framework
• 80% of speaking time is allocated to the client
• Always set the 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 implemented to facilitate remote sales: 

• CRM
• Emailing
• Note-taking
• Visio
• Agenda
• Digitalized signature

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