Empower Your Seller and Engage Your Buyer with Digital Tools


Today’s sales organization must strike a delicate balance between digital and personal. The traditional sales process alone will not reach your prospects in 2019; technology is the key to achieving a new era of buyer engagement.

According to recent research by Microsoft, the modern buyer wants to access product information online, likes to initiate contact in the sales process on her own terms and timing, and prefers not to be contacted by a sales rep over the phone.

Additionally, 60 percent of buyers feel that while sales reps have a solid understanding of their industry, they do not have a good handle on their companies’ unique priorities and challenges. This is a problem, considering the first step of the sales process—discovery—is about tying buyer needs and pain points to the product or solution.

When looking at sales content, 71 percent of buyers want information that’s specific to their industry or business. Social media, company websites, and vendor collateral are the least desired channels for such information.

Engaging the modern buyer

Clearly, buyers want to be known. In a journey where traditional sales practice meets technology, engagement is about offering value to the buyer in context to his business, in the format he prefers, and when he wants it. The most successful sales teams combine their talents with insights gleaned from digital tools to determine what information and interactions a buyer wants and when he would find this knowledge most helpful.

Sales reps at high-growth organizations spend 67 percent or more of their day on customer engagement, using technology to reach buyers more effectively, while reps at low-growth organizations spend a mere 43 percent of their days on engagement. When the right digital tools are in place and used in accordance to buyers’ preferences, it is not difficult to gather intelligence for strong sales teams to drive buyer engagement.

For example, technology can enable relationship-based selling, segmenting, and measurement. It can automate relevant touches at the right moments in the buying cycle. Sellers who rate customer engagement as important say they are more likely to use digital tools including email, sales intelligence, customer relationship management (CRM), LinkedIn, reporting, and analytics.

Integrating technology in the sales journey

Considering the sales journey is critical when determining technology timing and integration. An effective sales process begins with a well-executed discovery phase, when a sales rep learns about the prospect’s business, challenges, and priorities. This needs assessment results in an engagement strategy that determines when to sell value rather than functions and features, segments the buyer base, and uses metrics to drive actions.

Next, an ideal buyer journey requires a combination of sales fundamentals and technology. Armed with data-driven insights and relevant metrics from the discovery phase, skillful salespeople can adapt to what the buyer wants—boosting engagement and growing sales.

Predictive analytics is one new practice growing in popularity and widespread use throughout the sales process. This tool suggests the next best actions—whether content recommendations, upsell or cross-sell options, or specific interactions with customers—which are then carried out by informed sales reps. Such data enable each customer interaction to be personalized in real time. Predictive analytics can be used to track measurements using metrics such as close rates and productivity—an activity that high-growth organizations do (while low-growth organizations often don’t have metrics in place).

Using technology smartly

Technology alone is ineffective—digital tools will empower your sales team and engage your buyers only when they are used smartly. Align your sales strategy with buyers’ expectations and enhance the talents of your reps with digital-driven intelligence.

Are you ready to unlock the unique insights that your sellers need when interacting with buyers? Choose a solution that combines relevant transactional and relationship data across your CRM and social networks with your productivity, collaboration, and email system.

Learn how Microsoft Dynamics 365 CRM for Sales, powered by BroadPoint, can help you become a high-growth organization that effectively engages your buyers.

CRM, CommercialAlex Quinn