4 steps to create a frictionless selling experience
Over the past few years, sales processes and buying have become increasingly digitized. It is estimated that 67% of the buyer’s journey is now done online, according to a study by SiriusDecisions, reported in a Forrester article. In the modern world, it is increasingly important to stay up-to-date on technology to keep up with ever-growing customer demands. Instead of being stuck in familiar ways of working, modern sales teams must adapt by enabling seamless customer experiences.
Frictionless selling is a way of approaching sales that removes roadblocks and creates more convenient, engaging experiences for buyers and sellers. Not converting to the modern ways of B2B sales will result in a drop in buyer loyalty, as well as confusion, mistrust, and impatience. Who wants that for their company?
“Transparency and collaboration are key to ensure a frictionless customer experience,” says Abby Dean, Client Success Manager at Collective[i].
Let’s review four easy steps companies can take to capitalize on a digitized, frictionless world and gain a competitive edge against companies that don’t adapt.
4 steps to create a frictionless selling experience
Step 1: Emphasize customer-first selling
Give buyers exactly what they’re looking for, and they’ll come back time and time again. Modern B2B companies have to get into buyers’ head, know their needs, and address those needs head on. More than 50% of customer loyalty is based on the sales experience, from calling to closing, according to a study by The Harvard Business Review. The buyer’s engagement with sellers has to be top-notch, or they could lose the buyer. The key is to focus messaging according to the buyer’s unique needs. Another important element: Empower sellers to build relationships with their buyers. Arm them with the tools to close deals and be additive.
Step 2: Eliminate redundancies and inefficiencies
We know a company’s messaging needs to be top-notch and meet the buyer’s needs. The next step is to eliminate any redundancies, inefficiencies, or roadblocks that a buyer might encounter with the company. An approach to take here is to map out the current sales process and identify all customer touch points. Then eliminate unnecessary steps to narrow down the sales process to what is absolutely essential.
Step 3: Create visibility within sales teams
Just as it is important to eliminate friction for the buyer, so it is to eliminate friction within the sales team. Every person on the team needs access to the same objective information. They need to know the facts rather than brief overviews or summaries. Once everyone understands the details of each prospective sale, the team can better direct its actions toward sealing the deal with the buyer. In practice, removing silos of information so all stakeholders can see the stage a sale is in can speed up the sales process.
Step 4: Accountability and collaboration
It is essential for sellers to understand the roles their co-workers play in closing the deal. It’s also important to know what actions have been completed or what is still left to complete in the sale cycle. According to The Harvard Business Review, the number of people involved in B2B solutions purchases climbed from an average of 5.4 in 2015 to 6.8 in 2017. A lot of time is wasted waiting for each party to connect with each other and getting the steps of the process completed one at a time, potentially delaying the close of a deal by months. Instead, communicate effectively so steps within the sales process can be done simultaneously or ahead of schedule. Eliminating this friction results in efficiency and gives a competitive edge against companies that don’t move with similar speed.
Implementing the frictionless selling experience
We’ve built Collective[i] with a focus on empowering sellers to do more through tools built to enable collaborative selling. Leveraging artificial intelligence (AI) and a growing neural network, our platform gives sales teams a 360-degree view of deals, eliminating friction so buyers can be efficient and maximize their skill sets accordingly.
“For us, friction has been this buzzword for the past 18 months because so much of the friction that we have faced has been self-imposed,” says a Collective[i] client. “As we looked at our process and saw where there was friction, we realized that these self-imposed problems could be solved through Collective[i]’s technology.”
Our Intelligent InsightsTM use AI to give selling insights that help teams navigate a world where buyers are in control. Our AI analyzes vast data sets of buying behavior to provide recommendations and coaching prompts that shorten deal cycles, improve win rates, and increase sales forecasts. With end-to-end efficiency, our technology eliminates the friction in transactions, improves resource utilization, and automates complex processes so sellers can get back to what they do best.
We’ve also created Virtual DealRoomsTM, where everyone from marketing to sales and legal can track progress on a deal in one place. Everyone is informed, accountable, and armed with AI-driven recommendations to help align activities with optimal execution. With a Virtual DealRoom, sellers can “call plays” (assigning tasks to different team members) to create efficiency and accountability. All called and executed plays are visible to the entire team, making the sales strategy visible and task-oriented.
See the Collective[i] difference for yourself. Click here to explore our Intelligent Insights and Virtual DealRooms.Explore Collective[i]