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The main aim of implementing a Sales Enablement strategy is to improve a company's sales performance. This strategy must enable the entire marketing & sales chain to be better aligned to bring the best of what the company has to offer to appointments. The customer experience in appointments is a key point in improving sales performance, and must be central to your Sales Enablement strategy. Here's an article on customer appointments, the appointment experience and the new expectations of B2B buyers.
MODERNIZE THE CUSTOMER APPOINTMENT EXPERIENCE
Ultra-connected, more autonomous, better informed and more demanding, the buyer has evolved over the last few years, and his or her needs at the time of an appointment are more precise. The customer experience and personalization are more than ever at the heart of this change, as evidenced by the Global B2B Payments Playbook (85% of B2B buyers place as much importance on the buying experience as on products) and La Poste Solution (the lack of personalization according to the buyer's needs is an obstacle to purchasing). How can Sales Enablement meet these new needs?
The Sales Enablement application is built around the appointment itself, so that it can be approached from different angles. In this way, the right document can be accessed from a variety of angles in a given context. A number of advanced search functions can also be used to identify specific content using cross-referenced criteria. Beyond the contextualized path, your Sales Enablement application needs to interconnect your content. The aim is to extend the reach of initial content with other content. In this way, you can provide teams with synthetic, easy-to-handle content, then supplement the information contained in the content with other, complementary content. A product data sheet, for example, can be enhanced with precise technical data sheets, promotional or assembly videos and visuals. With a simple click, your sales reps can provide buyers with precise, contextualized information without systematically weighing down all the other appointments that don't require this information. Content activated in this way is much more effective, and buyer perception is greatly enhanced.
Several features of your Sales Enablement application are designed to increase sales performance in appointments. These include "on-the-fly" qualification of information from your CRM, and offer or contract generation. These functions must be at the heart of your transformation, and may require specific support for your sales reps staff as they get to grips with them during appointments.
OFFER A PERSONALIZED EXPERIENCE WITH SALES ENABLEMENT
Although the two concepts may seem similar and sometimes confused, modernizing and personalizing have two distinct purposes. The modernization of your customer approach is based on the flexibility and quality of the appointment information. It is precisely this part that also corresponds to a form of personalization of the speech and the displayed content. The personalization of the sales approach also covers the upstream, the generation of personalized content and the post appointment.
Personalizing the sales approach means improving the way sales reps prepares appointments. This improvement does not have to be time-consuming, and it does have to result in a gain in the quality of the materials offered. This enhanced preparation relies on the production of personalized content, access to up-to-date information and available training aids to better master the sales pitch. Personalizing the sales approach during a meeting means being able to take account of the unexpected and integrate it into what has already been prepared. During the appointment, access to validated information from your CRM enables contextualized sharing and updating with the customer. Finally, after the appointment, the tracking of shared elements enables you to intelligently adapt your sales reminders for greater efficiency.
The design of your application plays a key role in the customer experience. That's why the co-construction between your marketing and sales teams, and the participation of Salesapps, ensures the best possible first draft. The scalability of the platform will enable you to regularly improve its structure by learning from what works and what doesn't work so well.
DATA AT THE HEART OF THE CUSTOMER EXPERIENCE
Personalizing and improving the customer experience requires precise analysis of the KPIs used to measure performance. Using a Sales Enablement application gives you access to all the data on the progress of appointments sales reps. This data is extremely valuable for optimizing sales paths, adjusting the content made available to sales reps, training them and arbitrating your marketing investments. The data emanating from your appointments is thus active, enabling you to continually improve the material made available to sales reps.
Interconnected with your CRM, information from your appointments can also be automatically fed into your accounts, contacts, opportunities and more. Your sales reps saves precious time, and the information captured is precise and verbose: paths taken during appointments, content shared, information displayed, etc. In 2022, 77% of companies consider that their CRM data is of poor or very poor quality. By connecting your CRM to Salesapps, visit reports are automated, enabling sales reps to spend less time on this administrative task, and ensuring that your entire organization has access to quality data in the CRM. The reliability of the data collected is essential if you want to target your customers accurately and improve your sales performance. Salesapps takes the customer experience even further! For example, it notifies users as soon as content is read or downloaded, enabling them to be much more agile in their follow-ups.
Digitizing sales activity impacts several levels of the customer relationship and allows to drive continuous improvement within sales and marketing teams. Although modernization and personalization of the appointment allow performance, only data and its analysis will allow you to achieve perfect control and continuous improvement.
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