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According to a recent Gartner study: "80% of B2B commercial interactions between suppliers and buyers will take place over digital channels by 2025". At the heart of this transformation, [...]
According to a recent Gartner study: "80% of B2B commercial interactions between suppliers and buyers will take place over digital channels by 2025". At the heart of this transformation, the growing complexity of sales cycles and the precise and varied expectations of decision-makers are raising the standards of the sales approach. It is at the crossroads of Modern Selling, Sales Enablement and the digitization of sales practices that the Digital Sales Room (DSR) finds its place of choice. Thanks to DSRs, sales reps can offer their contacts a premium approach, enriched with tailored content and privileged discussion forums, and get closer to the decision-maker.
All about the Digital Sales Room
1 - What is a Digital Sales Room?
A Digital Sales Room is a modern environment where sales reps and buyers can interact throughout the sales cycle. The aim is to create a virtual space that gives sales reps access to a range of functionalities that facilitate sales, particularly during complex cycles. These include the sharing of relevant content, personalized to the buyer, integrated chats, traceability of content consulted, notifications, etc. According to Gartner, 80% of B2B sales cycles will be managed in Digital Sales Rooms by 2025. So why not exploit its potential now and stay one step ahead of your competitors?
2 - Why use a Digital Sales Room?
The first reason to adopt a Digital Sales Room is its ability to respond perfectly to current market requirements. Sales cycles are now longer (often more than 6 months on average) and more complex, due to the growing number of decision-makers involved in the process (from 11 to 20 according to Gartner), who may be C-levels such as COMEX members, CEOs, CODIR and N-1s, or more varied interlocutors (CSR, CISO, etc.).
These decision-makers generally have 4 to 5 key pieces of information before validating a purchase. It is therefore crucial to adapt the organization to effectively support sales teams throughout the purchasing process. The second reason, again according to Gartner, is the changing behavior of B2B buyers. They are now looking for enriched virtual purchasing experiences, and no longer perceive the added value of the salesperson in their buying journey.
The growth in online purchasing interactions is also leading to an accumulation of data for sales and marketing teams to analyze. Against this backdrop, the role of the salesperson needs to evolve, organizations need to modernize, and the use of the Digital Sales Room is becoming essential.
3 - How does a Digital Sales Room work?
A Digital Sales Room functions as a centralized hub, integrating various tools and functionalities that simplify collaboration between buyer and salesperson. It's simple and intuitive to use for all users: the salesperson creates the space dedicated to the account in just a few clicks, invites buyers and stakeholders, then assigns specific access rights to each. They can upload marketing content and add to it as the sale progresses.
The DSR also enables the salesperson to track the actions of each user, and to communicate easily with the buyer thanks to an integrated chat. Depending on the sales organization in place, DSRs can also be initiated and pre-fed by Operational Marketing, then entrusted to the account manager or KAM.
What challenges can Digital Sales Rooms solve?
1 - Information centralization
Information is often scattered and shared at different times, whether by email or via access to a drive, making it difficult to consult and complex to analyze depending on the format used. By centralizing this content within a Digital Sales Room, you offer a single repository that can be used by all stakeholders.
sales reps' content is always up to date and easily accessible to buyers, simplifying their task. As the sales cycle progresses, sales reps can provide more content to the buyer and his team, helping them to make an informed decision. The Digital Sales Room also helps to reduce information silos, speed up the decision-making process and ensure greater transparency.
2 - Improving the customer experience
B2B buyers are increasingly demanding, and expect the same seamless, personalized experience as they encounter in B2C.Customer experience has become so crucial that 64% of buyers believe it takes precedence over price when making a purchase (Gartner). It's essential to recognize that every business has unique needs, which can make it difficult for sales reps to personalize the experience.
The Digital Sales Room responds to this challenge by offering a sales space dedicated to the buyer and his or her company, where every element can be adjusted: from the design of the space to the content, from the logo to the messages exchanged. Importantly, the ability to interact directly with the salesperson in the shared space reinforces the buyer's sense of proximity, helping to improve the relationship and foster loyalty.
3 - Improving collaboration between teams
A sale often involves the participation of several teams, such as marketing, sales, purchasing, IT and even the management board. This diversity can sometimes slow down the progress of a project due to the complexity of coordinating the various stakeholders. The Digital Sales Room facilitates this collaboration by providing a common workspace where all teams can interact, share information and monitor project progress in real time.
Thanks to this collaborative environment, every member can easily contribute to the discussion, reinforcing commitment and alignment around common objectives. As Forbes underlines: organizations using digital salesrooms report a three- to five-fold increase in buyer engagement, as well as a 95% faster analysis time.
4 - A modern sales approach
The Digital Sales Room offers a flexible, efficient and personalized alternative to traditional sales methods. It's the perfect answer to the demands of an ever-changing sales landscape, with its ever-increasing demand for " Modern Selling ". By 2025, Gartner predicts that 80% of B2B sales interactions between suppliers and buyers will take place via digital channels. B2B buying behavior is evolving towards a buyer-centric digital model, a shift that has accelerated over the past two years.
According to Gartner, 33% of buyers across all sectors express a desire for a sales experience without the intervention of a salesperson, a preference that rises to 44% among Generation Y. This means that buyers are more autonomous than ever in their purchasing process. Against this backdrop, salespeople must adapt and position themselves as players who provide real added value, albeit from a distance. The Digital Sales Room facilitates this transition by offering sales staff a 360° view of the sale, enabling them to understand how the buyer evolves throughout the buying process.
He or she will simply have to intervene to guide the buyer in the right direction by suggesting complementary content, being present to answer questions, or simply making courtesy calls to ensure the satisfaction of the buyer and stakeholders. His role is evolving towards that of an advisor, as Salesforce testifies: 87% of BtoB buyers want sales reps to adopt an advisory role, and not just that of a salesperson. They must really make sense of the information they share, and facilitate the sale.
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Digital Sales Room VS Email
The Digital Sales Room is a major asset when it comes to managing long sales cycles, especially when compared with the traditional use of email. Email is by no means suited to this type of situation, especially when it comes to project collaboration, content sharing and accessibility, and real-time monitoring of sales activity. DSR creates a true premium sales framework where information is structured, easily accessible and where each user can interact in real time on the project. As a result, the purchasing experience is enhanced, communication times are reduced and project follow-up is strengthened.
Marketing & Sales Management: What are the benefits of using a Digital Sales Room?
1 - Personalize your sales space
80% of buyers are more inclined to buy from a company that offers personalized experiences (Forbes). The Digital Sales Room enables sales reps to personalize their sales approach with the buyer in an entirely dedicated space. Whether in terms of shared content, chat with a sales rep or the layout of the space, everything is designed to help you increase your sales conversion rate.
DSR offers a premium sales context, where the customer can even invite stakeholders from his organization to access the elements shared by the sales representative. In some projects, the customer needs to collaborate with different service providers. By giving them access to the DSR, the customer gains project efficiency.
2 - Supporting complex sales cycles
The Digital Sales Room is ideal for supporting sales reps in long, complex sales cycles. By centralizing all the necessary information, it fosters better collaboration between teams and ensures efficient follow-up at every stage of the sales process. When you consider that an average of 7 people are involved in the purchasing process of a company with 100 to 500 employees (Gartner), it becomes essential to have a tool that facilitates communication and access to information for all the players involved.
The DSR makes it possible to organize shared elements, update them easily, and make this content available for unitary comment. The Digital Sales Room harmonizes everyone's efforts and increases the salesperson's chances of closing the sale. What's more, the DSR offers a more extensive, less jerky sales approach lifecycle. Buyers can take time to reflect, consult content at their own pace, and return to shared elements at any time to ask for clarification.
3 - Collect information on interactions
By gathering real-time information on buyer behavior, you can better personalize their shopping experience and support them towards informed decisions. A sales rep who knows who has viewed what content is in a better position to determine the most relevant next follow-up actions, speeding up the project.
Collecting this data is a real goldmine for the sales team, as it makes it easier to keep track of shared elements, and helps identify the people likely to support and defend the project with management. Sales staff can then direct their efforts towards the right contact. What's more, this data will be used to improve the Digital Sales Room itself.
4 - Changing the format of customer relations
It's true that buyers are increasingly looking for a sales-free experience, which makes them less inclined to buy via channels entirely managed by salespeople. However, when they make digital-only purchases without the support of a salesperson, they often feel more regret and dissatisfaction with their decision (Gartner).
The exchange space offered by the Digital Sales Room bridges this gap by giving everyone a role in the purchasing process. If a buyer needs help on a particular subject, he or she can easily send a message to the sales rep, but there's nothing to stop the sales rep from taking the lead by chasing up the buyer or proposing additional content at the right moment. The Digital Sales Room fits perfectly into the era of Modern Selling, and is truly disruptive when it comes to customer relations. It increases the salesperson's availability to the buyer, which is unique in its field.
5 - Facilitate the onboarding of new customers
The Digital Sales Room is an excellent tool for companies wishing to optimize theironboarding process. This space provides instant access to the content required for customer onboarding (contracts, user guides, FAQs and tutorials), accelerating the adoption of solutions. Its self-service mode considerably improves the efficiency of the integration process, and guarantees a personalized experience. What's more, it's possible to track each customer's progress through the onboarding process, and identify any bottlenecks.
3 tips for successful salespeople with a Digital Sales Room
1 - Strategy for using the DSR
The creation of the Digital Sales Room is usually a collaborative effort between the sales and marketing teams. Sales can initiate the creation of the room based on a specific sales opportunity, while marketing can provide the necessary content and resources. Ultimately, it's a collective effort to ensure that the DSR is well structured and effective.
When responding to a call for tenders, the Digital Sales Room is particularly useful for centralizing information, enabling teams to work together on drafting sales proposals and responding to the specific requirements of the call for tenders, while ensuring that deadlines are met.
2 - The minimum DSR format
A Digital Sales Room must be carefully prepared to offer the B2B buyer an optimal experience. The aim is to integrate all the elements essential to the sale, so that the interaction is enriching for the buyer and his stakeholders. An effective DSR is customized to the buyer's specific needs. Whether in terms of visual appearance or shared marketing content, the buyer must feel as if he or she has access to a private space, designed just for him or her.
In terms of content, it's important to include a short video explaining your solution, as well as pricing documents, white papers and customer testimonials in video form. You can also provide information about the team that will be in charge of the project, to build trust and establish a personal connection.
3 - The role of the salesperson in the DSR
The sales representative must bring the Digital Sales Room to life, in particular by sharing marketing content according to the progress of the sale, by communicating actively via the integrated chat or by granting access rights to new users. He/she must encourage stakeholder participation by ensuring that everyone has the opportunity to express themselves via chat, and is responsible for coordinating the various stages of the project. The information gathered on participants' activity gives him a 360° view of the project, giving him an edge in anticipating needs and expectations linked to his offer.
The salesperson must no longer be positioned as the source of information, but rather as a "sense-maker", helping the buyer to make sense of the information surrounding him in the DSR. By adopting this role, he will significantly increase his ability to close deals, as he will have a direct impact on the buyer's confidence.
Gartner underlines the importance of this approach by illustrating the opposite scenario: when the sales person doesn't accompany the buyer, the latter feels less confident about the project. Indeed, "B2B buyers with moderate to high uncertainty are 30% less likely to close a purchase and 42% less likely to complete a high-quality transaction."
Close sales faster with Salesapps' Digital Sales Room
The Salesapps Digital Sales Room enables you to stay one step ahead of your competitors. On the one hand, because you meet the expectations of the b2b buyer by modernizing your sales approach, and on the other hand, because you give your sales force the necessary means to facilitate the buying process. Thanks to the Digital Sales Room, your sales reps are better prepared to manage long and complex sales cycles, involving several interlocutors.
The centralization of information enables them to remain in control of the sales process, even in offline mode. He no longer wastes time trying to find out what was shared with the buyer 1 month ago, and has visibility over the actions taken in real time, by all stakeholders, i.e. who has been invited, who has consulted commercial content, who is interacting the most in the DSR... This space enables him to be proactive in his relationship with the buyer by making himself more available than normal thanks to live chat.
This tool is a game changer for marketing and sales teams. It isolates the buyer and his stakeholders from outside distractions. In fact, the dedicated sales space prevents the buyer from searching for additional information online, and therefore from being targeted by your competitors in the middle of the sales cycle. Finally, DSR is simple to use and easy to adopt, whatever the profile of your sales teams.
A DSR, also known as a Digital Sales Room, is a virtual space in which the buyer and members of other teams involved in the project can interact in real time with the salesperson. The special feature of a Digital Sales Room is that it centralizes all the content required for sales in a secure, collaborative space, customized to suit the company.
What are the advantages of a DSR?
A DSR offers several advantages: centralized information, simplified collaboration, tracking of interactions by sales reps, improved customer engagement and time-saving validation of project stages.
How does a Digital Sales Room improve the customer experience?
DSR offers an intuitive, interactive interface that enables buyers to navigate easily through content shared by sales teams. By tracking their behavior (documents consulted, time spent on each resource), sales teams can adjust their sales strategy to precisely meet buyer expectations. Collaboration between stakeholders is enhanced, and decision-making is accelerated.
How secure is the Digital Sales Room?
They use encryption technologies, access controls and authentication options to ensure the confidentiality of shared information. What's more, only authorized persons can access documents and files stored in a DSR.
How does a DSR differ from a simple file-sharing platform?
Unlike a standard file-sharing platform (such as Google Drive or Dropbox), a DSR is specifically designed for sales processes. It includes advanced features such as interaction tracking, interactive content personalization, integration with CRM tools and real-time collaboration options.
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