A Practical guided to driving sales teams in the technologically advanced world we live in

By Peter Sinodinos

I have been considering this topic for a long time. Especially when it comes to understanding why some organisations and their sales teams are performing better than others. How technology is helping drive sales teams, and the role that different generations play in sales teams. So, I have tried to capture my thoughts below.

To be an effective sales leader today, understanding how technology influences people and recognising generational differences within sales teams is crucial. Leaders must adapt sales strategies and coaching methods for different generations to connect effectively with a diverse audience. The biggest differentiator today in the sales equation is technology. Technology has significantly transformed the role of traditional salespeople in several ways and will continue to do so with the debate about AI and its capacity and impact growing every day.

Here are some things to consider. You can call it the top ten impacts technology has on the sales process/people and generational dynamics.

1.????? Access to Information: Salespeople now have vast information about prospects and customers. Tools like Customer Relationship Management (CRM) systems and social media platforms provide insights into behaviour, preferences, and purchase history, allowing tailored pitches and remarketing to existing customers.

2.????? Automation and Efficiency: Automation tools streamline sales processes, freeing up time for relationship-building. Email marketing automation, chatbots, and AI-driven customer service enhance efficiency, all designed to save time.

3.????? Enhanced Communication: Video conferencing, instant messaging, and social media enable personal interactions regardless of location. Real-time demonstrations and support are possible into the remotest locations.

4.????? Data-Driven Decision Making: Analysing sales data and customer feedback empowers informed decisions. This data-driven approach improves targeting and conversion rates.

5.????? Social Selling: Platforms like LinkedIn, Twitter, and Facebook help sales professionals engage with prospects, build their brand, and establish trust before formal sales processes. After sales follow up a crucial factor using these platforms as well, gathering endorsements and testimonials to be posted on websites.

6.????? Virtual and Augmented Reality: Still developing further, but these technologies allow immersive product experiences. Effective for real estate, automotive, and retail industries, not to mention role playing gaming, or gamification of selling.

7.????? E-Learning and Training: Online courses and webinars provide continuous learning opportunities, keeping salespeople updated on techniques and trends.

8.????? Enhanced Customer Experience: Integrated platforms offer a unified view of the customer journey, enabling personalised interactions and recommendations.

9.????? Remote Selling: Virtual selling, fueled by digital tools, connects sales teams with global prospects as well as suppliers to use for demonstration purposes.

10.? Challenges and Adaptations: While technology brings advantages, salespeople must adapt to new tools and remain flexible.

Point number ten is the most telling when considering what is happening around us, and our teams. Coaching different generations in sales teams requires a nuanced approach now. There is no cookie cutter approach – ‘say this do that!’ Whilst technology is streaking ahead PEOPLE are still the most critical factor in sales and understanding how to deal with them, helps navigate the ten technology impacts in the marketplace.

If you are struggling, try some of these strategies with multi-generational teams you may lead:

1.????? Understand Generational Differences: Recognise that each generation (e.g., Baby Boomers, Gen X, Millennials, Gen Z) have unique communication styles, work preferences, and motivations. That means being successful means tailoring coaching based on these differences.

2.????? Flexible Communication: Adapt your coaching style to match the preferred communication channels of each generation. Some may prefer face-to-face meetings (e.g. Boomers and Gen X), while others (Gen Y) might respond better to virtual communication or instant messaging.

3.????? Feedback Preferences: Understand how different generations prefer to receive feedback. For instance, Baby Boomers may appreciate direct, in-person feedback, while Millennials might be more receptive to regular check-ins via email or video calls.

4.????? Emphasise Skill Development: Focus on skill-building rather than just performance metrics. Provide training opportunities, workshops, and resources to enhance their abilities. Consider e-learning platforms for continuous development.

5.????? Mentoring and Reverse Mentoring: Encourage cross-generational mentoring by creating buddy systems in house, or instore. Experienced salespeople can mentor younger team members, while younger employees can offer insights into technology and social media.

6.????? Recognition and Rewards: Tailor recognition and rewards to resonate with each generation. Some may value public praise, while others prefer private acknowledgment or tangible incentives. Either way this is a principal factor in driving success and esteem of the team.

7.????? Work-Life Balance: Covid made us realise and recognise that work-life balance priorities vary across generations. Be flexible with schedules and consider remote work options where feasible.

8.????? Stay Current with Technology: Keep up to date with technology trends. Understand how different generations use tools like CRM systems, social media, and virtual meeting platforms.

9.????? Lead by Example: Demonstrate the desired behaviours and work ethic. Show that you value diversity and appreciate the strengths each generation brings to the team.

Fostering that collaboration across different generations in the workplace is essential for a harmonious and productive environment, especially when challenged with technological advancements. What do you do? Acknowledging, that different generations have varying levels of comfort with technology is the first step, and then providing training and support to ensure everyone can effectively use digital tools the next.

Lastly, my favourite is a steely focus on shared goals and recognition of strengths helping transcend generational differences. When everyone works toward a shared purpose, collaboration becomes more natural. This also leads to professional development opportunities where workshops, seminars, and mentorship programs can drive change and understanding. Fostering this style of collaboration involves understanding, respect, and a willingness to learn from each other. So, if you find yourself in a room of different generations and technology abound, try these small team exercises to get the ball rolling.

1.????? ?Have each team member identify their top workplace values. Discuss commonalities and differences, emphasising mutual respect and understanding.

2.????? Assigning multi-generational members to work together on projects to draw out and expose different outlooks and communication styles for a deeper understanding of each other.

3.????? Technology training sessions where you offer workshops or lunch-and-learn sessions to help generations understand each other’s perspectives. Address digital literacy gaps and promote technology adoption through experimentation and firsthand practical engagement/use of the new tools.

4.????? The most popular by far, and the most effective, is do not make it look like work. Casual team-building events through organised activities that encourage communication and collaboration in a relaxed setting. These can include team lunches, outings, or creative challenges.

Remember, technology is here to stay, and scarier than that learning from us every day, so creating an inclusive environment with our best people, no matter what age they are, involves active efforts to bridge generational differences.

Thank you.