A critical phase of a successful sales cycle is validating the decision maker(s). Digitalization has made communication — the centerpiece of any sales negotiation — much faster and broader. Also, this has enabled more people and more data to be involved in the validating the decision makers.
Enterprise Selling
So radical is the change brought on by digitalization that in the last two years the title for the sales process has changed from “Consultative” to “Enterprise Selling.” Consultative selling refers to a process involving mostly personal interactions. However, enterprise selling implies the use of digital tools, such as an integrated Enterprise Resource Program (ERP), eCommerce, content management, and artificial intelligence (AI), in addition to people. This approach involves a broader group of decision makers.
Bringing in a wider group of decision makers
In consultative selling, the salesperson would ask his/her contact, “Besides you and me who will be involved in resolving the issues we discussed?” Today’s digitally embedded customer relationship management (CRM) software broadens the group of decision makers.
AI can generate an organizational chart that provides important details about how a customer makes decisions. Predictive AI can assess the reasoning from the viewpoint of the C-suite executive’s strategic direction. It can uncover the desires of the plant manager, engineering, and quality control for the results of implementation. Additionally, it can highlight the need for operations and purchasing agents to minimize disruptive change during implementation. All of this information helps the sales team confirm the decision makers.
For independent distributors, eCommerce and AI have opened up channels that allow you to differentiate your products and services from other online websites. Moreover, decision-makers can recognize the benefits of personalization, local presence, added-value services, and preferred telephone services offered by independent distributors.
Validating the decision makers
Lastly, the sales team has a broader group of decision makers to validate and support in today’s digital world, but it also has more tools with which to do that. In conclusion, be sure you take your time to make sure this step in the sales cycle is done correctly. It will ensure your success in the all-important investment and proof stages.
Get tips and tricks like the above in The Art of Sales books. Or subscribe to the FREE monthly articles here.