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Last updated on 2024年8月6日

How do you adapt your sales strategy to changing customer expectations?

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Customers today have more information, choices, and expectations than ever before. They want personalized, relevant, and value-added solutions that solve their specific problems and goals. As a complex sales professional, how do you adapt your sales strategy to meet these changing customer expectations? In this article, we will explore six key steps to help you align your sales approach with your customer's needs and preferences.

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1 Understand your customer's journey

The first step to adapt your sales strategy is to understand your customer's journey. This means mapping out the stages, touchpoints, and decision-makers involved in their buying process. By doing this, you can identify the key challenges, opportunities, and questions that your customer faces at each stage. You can also tailor your communication, content, and value proposition to match their journey and provide relevant information and guidance.

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Nadh Thota

Global Technology, Innovation, AI, Digital Transformation Sales Leader with 36,000+ followers (Ex-Wipro, Synaptics, Wistron, Tata Elxsi, TVS); multi-million Content impressions
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Understanding Customer journey so far, changing goals time to time, and other key metrics are essential to get aligned with Customer w.r.to Sales strategy fine-tuning. In addition, account mapping and taking wholistic view of key decisionmakers, influencers and other stakeholders in Customer organization is always the best approach to score edge over competition and win deals!

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Michael Oliveira

Healthcare IT Leader | PACS, RIS, CVIS, VNA | Driving Innovation in Digital Health Solutions
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Understanding your customer's journey also helps you to anticipate and address any potential objections or concerns they may have at each stage of the buying process. This enables you to proactively address these concerns and build trust with your customer, ultimately leading to a faster sales cycle and higher conversion rates.

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Hervé Petetin

Ense?o y entreno a comerciales a cerrar ventas complejas gracias al conocimiento del Comportamiento Humano | 100% de los comerciales y clientes son personas | Director Comercial en Interim Management Part Time
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Según mi experiencia, una aspecto clave del viaje del clientes es identificar y comprender los campos de fuerza entre los profesionales que interviene en la decisión de compra. ?Quienes son los que están alineados y en qué? ?Quienes son los que tienen objetivos diferentes incluso opuestos? ?Quienes son los que tiene poder de influencia y quiénes no? Todo eso para después definir estrategias ganadoras a pesar de estos obstáculos.

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2 Build trust and rapport

The second step to adapt your sales strategy is to build trust and rapport with your customer. This means establishing credibility, empathy, and rapport with your customer's decision-makers and influencers. You can do this by demonstrating your expertise, understanding their pain points and goals, and showing genuine interest and curiosity. You can also use social proof, testimonials, and referrals to reinforce your trustworthiness and reputation.

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Nadh Thota

Global Technology, Innovation, AI, Digital Transformation Sales Leader with 36,000+ followers (Ex-Wipro, Synaptics, Wistron, Tata Elxsi, TVS); multi-million Content impressions
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Being 'trusted advisor' to Customer is key to close deals consistently and retain the account for long. In my experience, customer always considers, acknowledges, respects and appreciates the value addition through trusted advice during needy times. In addition, rapport built over time really helps customer to seek necessary support without any hesitation. So, building trust and rapport with any customer are essential for sales strategy!

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Hervé Petetin

Ense?o y entreno a comerciales a cerrar ventas complejas gracias al conocimiento del Comportamiento Humano | 100% de los comerciales y clientes son personas | Director Comercial en Interim Management Part Time
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Un factor clave para generar confianza es identificar la forma de ser y de tomar decisiones de cada cliente. En base a cada perfil podemos adaptarnos y conectar para que el cliente se sienta a gusto. 4 tipos principales de clientes: 1) Directos y orientados a resultados. 2) Abiertos y orientados a la innovación. 3) Tranquilos y orientados a las personas. 4) Analíticos y orientados a procesos. Saber qué hacer y qué no hacer es clave para demostrar empatía.

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3 Focus on value and outcomes

The third step to adapt your sales strategy is to focus on value and outcomes. This means showing your customer how your solution can help them achieve their desired results and benefits, rather than just listing features and functions. You can do this by using value-based selling techniques, such as quantifying the impact, presenting a clear ROI, and creating a compelling business case. You can also use storytelling, case studies, and demos to illustrate the value and outcomes of your solution.

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Hervé Petetin

Ense?o y entreno a comerciales a cerrar ventas complejas gracias al conocimiento del Comportamiento Humano | 100% de los comerciales y clientes son personas | Director Comercial en Interim Management Part Time
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Según mi experiencia, una buena fórmula de un argumentario de ventas es: Característica + Ventajas + Beneficios. Y a menudo cuesta construirlos. Porque los comerciales están enfocados solo a las características.

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4 Customize your solution

The fourth step to adapt your sales strategy is to customize your solution. This means adapting your solution to fit your customer's specific needs, preferences, and requirements. You can do this by conducting a thorough discovery, asking open-ended questions, and listening actively to your customer. You can also use consultative selling techniques, such as co-creating the solution, offering options, and addressing objections and concerns.

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Michael Oliveira

Healthcare IT Leader | PACS, RIS, CVIS, VNA | Driving Innovation in Digital Health Solutions
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Consultative selling techniques, such as co-creating the solution, offering options, and addressing objections and concerns, are also critical to customize your solution. Co-creating the solution with your customer demonstrates that you value their input and are committed to working collaboratively to find the best solution. Offering options enables your customer to choose the solution that best fits their needs while addressing objections and concerns helps to build trust and overcome any potential barriers to the sale.

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Nadh Thota

Global Technology, Innovation, AI, Digital Transformation Sales Leader with 36,000+ followers (Ex-Wipro, Synaptics, Wistron, Tata Elxsi, TVS); multi-million Content impressions
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Ability to customize and flexibility to work on 'tailor-made' approaches would be immensely helpful to grab customer mind share and there by improves winning probability remarkably. In addition, proven consultative selling techniques and methods like co-creation, conducting workshops with customer etc., to sharpen problem statement and discuss all possible approaches and feasible solutions with key stakeholders and decisionmakers in the customer account.

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5 Leverage technology and tools

The fifth step to adapt your sales strategy is to leverage technology and tools. This means using digital platforms, channels, and tools to enhance your sales process and customer experience. You can do this by using CRM, automation, analytics, and AI to streamline your workflow, optimize your performance, and gain insights. You can also use video, email, social media, and chat to communicate, engage, and nurture your customer.

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Nadh Thota

Global Technology, Innovation, AI, Digital Transformation Sales Leader with 36,000+ followers (Ex-Wipro, Synaptics, Wistron, Tata Elxsi, TVS); multi-million Content impressions
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My observation is - Covid-19 triggered immense need for more latest technology & tools utilization for grabbing more customer mind share and sales closures. Digitization moved to next level during Covid times and is expected to grow and impact decision making. Some of key latest technologies include AI chatbots, Voice technologies, OTT, Social media platforms like Youtube, Whatsapp etc., Sales strategy should consider and adapt latest technologies and tools to be more effective and stay relevant to rapidly changing current times!

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Mike Rabon ??

AM @ Cisco | IT Market Expert for Public Sector | Strategic IT Buying Expert | Empowering IT Leaders
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Understand how your customers want to communicate with you (or don't): If you are using the wrong methods you may waste time on an easy opportunity or focus too much on a lost opportunity. Some customers like text messaging; some like an old-fashioned phone call. Keys to remember: 1) What's the customer's preferred method of communication? 2) Keep track of these methods and look for patterns 3) Find the right tools to bolster efficiency: AI-Chat, design tools and search optimization

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Hervé Petetin

Ense?o y entreno a comerciales a cerrar ventas complejas gracias al conocimiento del Comportamiento Humano | 100% de los comerciales y clientes son personas | Director Comercial en Interim Management Part Time
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Ok pero no olvidemos ayudar a los comerciales. En la mayoría de los casos, siguen siendo ellos los que tienen la responsabilidad de la venta.

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6 Seek feedback and improvement

The sixth and final step to adapt your sales strategy is to seek feedback and improvement. This means soliciting and acting on feedback from your customer, your manager, and your peers. You can do this by asking for reviews, testimonials, and referrals from your customer. You can also ask for coaching, mentoring, and training from your manager and peers. By doing this, you can learn from your successes and failures, and continuously improve your sales skills and results.

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Hervé Petetin

Ense?o y entreno a comerciales a cerrar ventas complejas gracias al conocimiento del Comportamiento Humano | 100% de los comerciales y clientes son personas | Director Comercial en Interim Management Part Time
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Desde mi punto de vista, la retroalimentación es fundamental. Un sistema de evaluación y seguimiento efectivo puede seguir estos 4 pasos: 1) Logros. 2) Avances. 3) Zonas grises. 4) Estrategias y tácticas para superar las zonas grises.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you adapt your sales strategy to changing customer expectations?

1

2

3

4

5

6

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1 Understand your customer's journey

2 Build trust and rapport

3 Focus on value and outcomes

4 Customize your solution

5 Leverage technology and tools

6 Seek feedback and improvement

7 Here’s what else to consider

Complex Sales

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