Are companies really working on digital sales? Where do they fail and where do they usually succeed?
The tool is confused with the end. I mean not because of being on social networks, by contacting through LinkedIn, buying sales navigator licenses, publishing regularly or having video strategy; We are doing digital sales.
We are using digital tools, but we do not make digital sales.
The important thing is everything behind the tool, the what for. In the mentoring that I do, the part of the computer we do not touch it in person. That’s what my tutorials are for solving technical issues. The important thing is how we are going to use the tools.
For me, the basics of a good digital sales strategy are three:
DIFFERENTIAL VALUES: Do we already know what customers value about us? What do we have to communicate? The previous step if you have not done, is to know what we have to communicate as a company. People have to be the speaker of their company.
When I prepare the profiles of LinkedIn of the people of a company, we do a previous work on the subject of values. We give them a name. Magically, they are present and coincide. There is a way to do things and treat customers. The good thing is that the whole company communicates the same differential values, but that each person does it in their own words.
CONTENT: There are two types of content. On the one hand, marketing content is the one we see the most. It is the one that positions the brand at a prestigious level, the work to be in the mind of the consumer. On the other hand, the sales content is what helps to close them. The client lies and finds it difficult to recognize their problems. That is why it is important to create content that responds to all those problems that the client does not want to tell and that challenges him to get things that he had not even considered.
Many times because the relationship between marketing and sales is not good. Marketing brings potential clients and complains that commercial is unable to close them. Sales complains about having poorly qualified leads from marketing. How nice it would be if customer objectives were shared between marketing and sales so that the center of the strategy is the customer and not the department.
INTERACTION: Respond to everyone and be present always. It is not enough to classify the interactions between those that I think will buy me and not. People who do not buy recommend us. If they receive bad treatment from us, they can spread very negative information about us.