The Future of Sales in Technology

According to Merriam Webster, the meaning of “sales” is operations and activities involved in promoting and selling goods or services. Pretty straightforward, right? In my opinion and I believe in the minds of many professional sellers, the aforementioned is all but, straightforward. In fact, that little five letter word, leads to a lot of metaphorical unpacking, especially as the events of the past 18 months have unfolded and as we all continue to pivot in our professions.

Yes, in a “sale” the client will purchase a good or service but, I would like to argue that rather than being the final stage of the sales cycle, the purchase is actually more of a formality in the continuum.

With COVID-19, the digital sales evolution has gone from zero to 60 practically overnight. Therefore, as professional sellers, we are focused on reaching new customers and keeping our current ones by practicing insight selling techniques, leveraging new technologies, engaging in relevant conversations and more, to cope with the new normal.

Build relationships

For 18 months, and quite honestly still to an extent today, we as a society grappled with “What’s next,” “How will my business survive,” “How will I put food on the table,” “Will I have a job tomorrow,” “How can I differentiate my offering,” and ultimately, “Who can I trust to do right by me, my team, and my organization?” In my opinion, clients are no longer interested in hearing about promotional pricing, extra points off, or end of year incentives.

The recurring and pervasive element in the sales cycle, often overlooked, is the relationship. Sure, there are and will always be many transactional sales in our daily lives- purchasing plane tickets, ordering dinner, grabbing the latest book in your favorite series, but the technology industry has reached a proverbial wall and sellers must adapt or become obsolete.

Clients want a relationship with a person who cares about them, as well as their business, a person who has the vision to help them succeed not only now but, years from now. There is of course still an element of making financially prudent decisions but, relationships and the value being provided will far outweigh the dollar value.

Make a difference

When I look back on the pandemic, countless realizations come to mind (I will save all the musings of my busy brain for another day) but, the realization that infiltrates my headspace every single day is- we only get one shot to make a mark. And in order to make the best mark and find fulfillment in each day, I want to work with people I like. People I enjoy. People who will challenge me. People who will make me a better person while I work to improve their business. If I came to this conclusion, I can’t help but, believe others have as well and quite honestly, I love this profession and want to stay relevant. You heard it here: I am adapting!

Another relevant aspect we should always consider is to stay current and to never stop learning. From an industry perspective, and considering the technology world is non-stop, we should be inquisitive, read (read a lot!) to be aware of the latest trends and keep analytics on top of mind.

The sales profession has experienced an evolution as the digital landscape serves up increased access to data and improved insights. Analytics are constantly evolving, which is a beautiful thing, just as analytics transform our clients’ businesses, they transform our ability to bring relevant content and products to the table and allow us to view our clients’ businesses more holistically.

From a relationship perspective, sales professionals can be as intentional about client relationships as they would with friends, these are after all people you spend a tremendous amount of time with and advocating for. So be vulnerable, sincere, and kind.

The power of collaboration

Remember you are the client’s advocate. We need to hyper-focus on details in proposals, during projects, and most importantly in your clients’ lives. Here is where collaboration plays a key role when it comes to transforming a “sale” into a whole experience.

Collaboration is powerful. Marketing is a critical component to the overall success of sales because without marketing, there is no growth potential and likely a stagnant organization.

Sales and marketing could collaborate more effectively by over-communicating. We need to be willing to share what is and isn’t working with each other. We also need to be willing to challenge each other to try new things- complacency hinders growth and that is applicable for sales and marketing.

In conclusion, the future of sales in technology isn’t sales by the dictionary’s meaning. The “sales” will come and will always have their place in the cycle. Rather than the “sale” being the focus, let’s make a shift as we push forward.

The future is rooted in relationships and establishing a lasting, intentional, and sincere connection: Bring the human element to every meeting, always find a way to be helpful and most importantly…?Don’t sell, listen first!?