Defining Sales Transformation
Sales Transformation can be a daunting phrase to some but simplified it means a shift from current practices to a change in the focus of all of the sales channels with the main goal being to drive growth. An example of this could be that selling a brand new product is a key part of the growth strategy of the business. And to undergo a sales transformation, the sales skills, sales knowledge and understanding of the behaviour of the potential consumer should all look to concentrate on this. Businesses typically focus on targeting new buyers, selling an entirely new product, entering new markets or creating a new sales approach. All of which should encourage an increase in levels of productivity and aim to bring in new revenue.
The focus is on the word “transformation” as this means there is a change from a current state and doesn’t require starting from scratch to achieve the new goals. The sales team have to adapt each sales channel’s approach for it to be effective for the new goal or target.
A Sales Transformation can offer up a variety of new challenges for sales teams, centred around changing the way that sales reps are trained, how sales coaches mentor and how each sales channel can most effectively reach their new goal. To be successful, sales organisations will need to provide new training to employees focusing on the new goal that they set out to achieve. This includes transforming the conversations that salespeople have with the customers to best fit the new sales approach and give them the relevant knowledge on the new product or new market. When undergoing a sales transformation, having a great understanding of changes in consumer behaviour are vital in increasing sales. If a sales team are trained in understanding who their new target audience is, what buying behaviours and habits they often exhibit, then they can tailor their new sales approach to the new consumer profile. Selling to more sophisticated buyers requires the salespeople to provide captivating insights to communicate the benefits of the product or service effectively.
The sales managers are a key component in the process of a sales transformation. Managers must be on board with the proposed changes to motivate the entire sales force across all channels to work collectively and efficiently to reach the new targets.
Customer satisfaction and customer experience should be at the forefront of any transformation. Is the new sales approach going to ensure customer satisfaction? Do customers receive a good customer experience when speaking to the salespeople? The answer to questions like these should always be yes. Failure to meet customer expectations in every sale can result in them switching to competitors.
There needs to be a strong relationship between the sales operations team and the marketing team to drive sales successfully. The two teams need to work together to produce marketing content and tailor sales conversations to the right people. They need to collaborate to identify the perfect customers to target and subsequently produce engaging content that appeals to the target audience. The sales operations team need to be fully informed of the marketing team’s progress and vice versa to provide a consistent and satisfactory experience for the customer whilst they are researching the brand and when they speak to a sales rep.
A successful sales transformation can be measured by seeing a change in sales behaviour and a change in the skills used to drive sales. These should have a noticeably positive effect on sales returns that can be measured and then sustained over a set period of time.