You’ve tried it all—Zoom sales pitches, online webinars, digital product launches and more. You know that digital is here to stay, and you’re trying to embrace it, but there’s something missing. The numbers are struggling. Customer engagement is off.
We get it. Making the switch to a digital sales strategy isn’t easy. For decades, we’ve been taught that good sales means building relationships and engaging leads. And while that hasn’t changed, building relationships via Zoom is, well, awkward.
It’s time to stop being awkward and start embracing a new digital buyer journey. But your quick 2020 fixes just aren’t going to cut it in a post-COVID world and here’s why.
1. Too Small Thinking
If you’re like most companies in 2020, you scrambled to compete in a new, digital market. Every aspect of your business, from sales to onboarding to retention, did what they could to “make it work” and take what they do to a digital environment. But everyone did something different. Sales used Zoom while onboarding used Google Meet. The strategies weren’t connected or strategic. In short, they were too small.
Hacked solutions just won’t cut it in a post-COVID world. Solve the issue by creating a well-oiled digital customer experience. Every aspect of how you do business should be included in the strategy to reach this new, modern buyer. From the top of the funnel to the bottom, your teams should work seamlessly to embrace customer engagement, personalization, collaboration and more for an intentional new buyer journey.
2. Band Aids Don’t Work
From sales meetings to webinars to pitches, 2020 saw the movement of nearly every sales action to the digital sphere. In-person sales meetings became Zoom meetings. Actually, they were awkward Zoom meetings and companies struggled to figure out why.
Moving everything to digital without changing anything is a band aid that won’t work long-term. Digital is different than in-person and brings with it unique challenges. For instance on a Zoom meeting, we’re faced with a hundred distractions you just don’t have in in-person meetings from emails and open tabs to door bells, dogs barking and our kids’ distance learning.
Without addressing digital’s unique challenges, your virtual sales strategy is fighting an uphill battle for attention and it's losing. To win in that battle, virtual sales must be interactive, engaging and tailor-made for a digital medium. From interactive tools to on demand webinars, your new strategy must include ways to engage leads from every angle.
3. Temporary Mindset
The biggest problem with your post-COVID sales strategy is holding onto the hope that somehow, someway, things are going to go back to normal. But there’s a new normal and sales tactics have to evolve. If the majority of your pre-COVID strategy was wrapped up in new leads through trade shows and sales pitches over dinner, this is a tough one to swallow.
If you’re at a loss at where to start, it might be time to embrace buyer enablement. Buyer enablement sales strategies provide leads with the tools they need to make the buying process easier. For the modern buyer, this means meeting the buyer where they are, and right now, that’s all online.
Winning at digital sales is no longer optional. In a post-COVID world, it’s your lifeline and scrambled strategies just aren’t enough. Cast aside the band aids, the disconnect and the temporary mindset to embrace the modern buyer with a digital strategy that moves the needle. Personalization, collaboration tools, customer relationship management and more can help you get there. And if you’re short on ways to engage digitally, we’ve got more than a few ideas.
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