We live in a hyper-connected, onlife world where the distinction between online and offline is becoming obsolete, as the fusion between digital and analog is complete. It is in this context that online purchasing is increasing, driven even more by the Covid-19 pandemic. This is why those involved in sales need to change their approach to selling, designing, and implementing a real digital selling strategy.
First of all, when we talk about digital selling, we might mistakenly think of activities historically linked to marketing, such as campaigns, content to be shared on social networks, etc. All these activities have more to do with a digital marketer than a digital seller. Obviously, marketing and sales activities are increasingly integrated as they belong to two phases of the same funnel - hence the term "smarketing" - but they still remain distinct figures and activities.
Digital selling refers to a sales strategy oriented towards online. It should not be misunderstood simply as selling remotely, using the computer or other tools and technologies, but rather as a true rethink of the methods and approach to reaching, building relationships, and presenting a product or service to a prospect.
A strategy leads us to follow a series of necessary steps to achieve certain objectives.
The first phase involves the analysis and understanding of the target, which in general is an important phase to understand the direction a business is heading.
A digital seller undoubtedly relies on a series of inbound activities, i.e., activities towards those who are most interested in our brand and our products, people who visit our websites, our social channels, or other content, but unlike the digital marketer, they are proactive on the same digital channels and beyond. To do this, the first step is to actively research potentially interested individuals on social media because everyone is on social networks. For example, it can be useful to join groups that discuss relevant topics, there are many on LinkedIn, and it's possible to get an idea of the discussion topics, people's needs, and potential interested individuals there. LinkedIn also offers various tools for online sales activities.
Presence on social networks is fundamental, especially for the digital seller, considering that their profile has a purely professional purpose, so the shared content and activities are extremely relevant and help a salesperson to position themselves. We're talking about personal branding associated with the brand they work for. All this serves to be a reference point in the market, an industry expert, and thus attract more attention, credibility, and authority. It can also be useful in this sense to plan a real editorial calendar and be very active in groups or comment on relevant individuals effectively to be recognized as an expert.
Obviously, to implement a successful strategy, it is necessary to use the right tools suitable for each phase of the funnel. From lead generation tools like LinkedIn Sales Navigator, to CRMs to manage the relationship phase with the lead, to tools to showcase our products online in the right way, i.e., content management tools, and CPQ (Configure, Price, Quote) for the final phase of the sales funnel.
There is a lot of information to gather in a relationship-building phase, sharing a solution, which is why these tools are even more important as they help systematize everything and not lose track of what the seller or a team of sellers is doing.
Like any respectable strategy, it must be iterative, consisting of a phase of data and performance analysis that helps us change for the better the way we present ourselves, the potential target, the interests of our possible prospects, an audit of the work that has been done, which thanks to technological tools is also easier for us because there is a lot of data we have collected and that the tools can provide us with more easily and clearly. Thanks to this, we can analyze the phases of the funnel that are less effective, where, for example, our prospects drop off, and modify our strategic actions.
In conclusion, this is why it is so important to take follow-up actions.
Builds trust
Addresses issues at the outset
Sells more
Fosters customer loyalty.
Sales are increasingly moving online, which is why it is necessary to organize ourselves and not find ourselves improvising by designing a real digital selling strategy.
Digital selling and digital marketing are not the same thing but two intersecting phases of the same funnel.
A digital selling strategy includes various phases and actions: analysis, research, and understanding of online prospects, the seller's personal branding with the creation and sharing of relevant content, the choice and use of technological tools, data analysis, and an audit of what has been done.
A digital selling strategy is a structured process that integrates the use of digital tools and social platforms to connect and interact with potential customers online. This approach requires a detailed analysis of the target audience, the development of relevant content, the selection of suitable digital technologies, and careful data evaluation to continually refine the strategy.
Strong personal branding helps establish credibility and authority in your industry, making you a reference point for customers and prospects.
