How deep sales will disrupt business strategy

Deep sales, which combines relevant information in real time and the evolution of commercial practices, makes it possible to reduce the gap between decision-makers and salespeople.

The market has changed…

After the pandemic and while everyone was expecting an express recovery in world trade, the economic context has become tense and sales departments are struggling to reorganize their organization to prepare their business for market changes. And there are changes because the gap between decision-makers and salespeople has never been greater than it is today. So what to attribute this to? Some think it is linked to the democratization of telework, others to the Great Resignation which led to many job changes, and others to the coldness of decision-makers, tired of being constantly canvassed. One thing is certain: decision-makers are harder to reach than ever.

Sales teams are finding it increasingly difficult to achieve their goals, sales cycles are getting longer and the costs of customer acquisition, retention and support are rising. All these accumulating obstacles are the result of a lasting change in the BtoB environment which requires the renewal of sales methods.

… Decision makers too

For many sales managers, the fact that their teams lack opportunities to influence decision makers’ purchasing decisions represents the main difficulty. Decision makers are less responsive and in high demand, which makes impersonal emails and cold-calling ineffective. Moreover, the recent report BtoB Sales Trends in France highlighted that what decision makers ultimately want is for salespeople to put their interests and expectations at the heart of their concerns. A wish still not granted in 44% of cases, where 78% of salespeople have the feeling of giving satisfaction.

To these behavioral changes must be added economic uncertainties. Business budgets are often reassessed and buyers are therefore much more cautious: this therefore lengthens sales cycles and impacts the sales pipeline.

Sales tools far from effective

So, for several years now, sales departments have been deploying intelligent sales support tools. Mostly ineffective tools because when sales reps find a prospect’s contact information, they have to put all their effort into identifying the decision makers on the account, getting in touch with them, understanding their needs and building the relationship. Hence, they end up opting for cold calling and impersonal mass emails.

Another element to take into account when we talk about tools: data. The quality of the data provided by these traditional sales tools is far from being there. This data is often outdated because it is static extractions that are not updated, inaccurate because it relies on weak signals like keyword research, and limited because it only covers a segment or a market.

Salespeople are doing well

And yet, even in times of crisis, there are always teams that are doing better than others. So LinkedIn took a look at the secrets of the best salespeople.

According to the report Trends in BtoB sales in France, the most successful sales people know that relationships, even if they take a lot of effort, are unstoppably effective. They first identify the right contacts, conduct research and establish a relationship early in the sales process. For them, relationships are useful for making the sale; they are not the result. Knowing the prospect well, his needs, his internal situation and his environment, allows the salesperson to contact him at the right time and in the right way. It may seem obvious, but the report shows that 79% of the best salespeople systematically research their prospects before approaching them… compared to 36% for the least efficient!

The other most important element is the use of sales technologies. After CRM systems, business intelligence tools (Sales Navigator type) are the most essential tools according to the best salespeople. This is also confirmed Philippe Omer-Decugis, Head of Contentsquare France: “The place of technology is important because the more we digitize, the more we demonstrate velocity in the sales cycles! We are in a time when some say “speed is the new currency” so it is absolutely fundamental. »

Deep sales : revolution of the sales profession

Of course, it is possible for companies to set up internal sales training programs to replicate the best practices of their best salespeople and equip them with the best sales tools. However, more business tools do not always mean better information. What if everyone could be as effective as top performers with better data and better use of it? This is where the deep sales join the game.

The technologies of deep sales leverage comprehensive quality data to provide sales reps with real-time signals to identify, analyze, and prioritize relevant accounts. A sales system based on real-time signals creates a real virtuous circle. The closer sales reps get to decision makers, the more data they generate, the more relevant alerts they get. the deep sales will feed on its data to learn, make predictions, analyzes, and better guide sales teams in their prospecting.

The implementation of a deep sales platform makes it possible to solve several very concrete problems: the provision of more quality information allows salespeople to save time and to make relevant contacts, the best identification territories allows marketing teams to better target their actions and salespeople to better understand the scope of the purchasing committee and the increase in customer knowledge facilitates the creation of a relationship of trust.

Prioritize the targeting of the most important accounts thanks to always up-to-date data, alert salespeople in real time when a commercial opportunity is available thanks to artificial intelligence and better identify allies within target accounts, that’s all what the deep sales according to LinkedIn.

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How deep sales will disrupt business strategy

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