What is frictionless selling – and why it is necessary today
We live in a world where buyers are increasingly in control. Sales teams have to step up to the modern age and use artificial intelligence (AI) to navigate this world and ensure purchasing ease for buyers. “Frictionless selling” is a term referring to the connection between buyers and sellers that enables buyers to instantly find the products and services they need and makes the process more convenient and engaging. In a time when customers can purchase anything online in an instant, sellers need to be attuned to the customer experience to provide personalized, productive actions.
The days of phone calls, paperwork, long processing times, and jumping through hoops to make a purchase are fading. Now 67% of the buyer’s journey is done digitally, according to SiriusDecision in a Forrester article. Customers are also researching on their own, finding resources online to better pinpoint their needs. This marks the importance for marketing teams to pave the path of brand engagement at every step of the buyer’s journey. Not adapting to frictionless selling will result in drops in sales, diminished customer loyalty, confusion and mistrust, and loss of customer interest.
Customer-first selling comes with sellers knowing and addressing their buyer’s needs. The first way to reduce friction, be transparent, and give customers what they’re looking for is to remove any roadblocks — for example, internal inefficiencies such as a website that doesn’t let buyers find the information they need. Since buyers are doing most of their own research, the engagement sellers have with the buyer has to be top-notch.
Another element to reducing buyer friction is to empower sellers. A business should arm them with tools to close deals, be additive, and understand what they are accountable for. According to The Harvard Business Review, the number of people involved in B2B solutions purchases has climbed from an average of 5.4 to 6.8 between 2015 and 2017. Today there are even more. The selling cycle accelerates when every person in the selling process has the right tools to close deals and improve every aspect of the process.
For example, reducing friction could mean looping in a team member from outside the sales team, from legal or procurement, to help close the deal. Or the sales team could track how many interactions it has had with the buyer, or view the buyer’s concerns, so it could pick up the conversation with the buyer where they left off instead of repitching the same information with each interaction, irritating the buyer.
Collective[i] can enable these actions to reduce friction. We’ve built our technology with a focus on prescriptive sales forecasting and empowering sellers. Our collaborative selling tools are built around the way sellers actually sell.
Intelligent InsightsTM uses AI to help sellers navigate a world where buyers are in control. Our AI analyzes vast datasets of buying behavior to provide recommendations and coaching prompts that shorten deal cycles and improve win rates. With end-to-end efficiency, Collective[i] eliminates the friction in transactions, improves resource utilization, and automates complex processes. We also offer Virtual DealRoomsTM, where everyone from marketing to sales and legal can track progress on a deal in one place. Users are informed, accountable, and armed with AI-driven recommendations so that activities are optimally executed.
Use the intelligence that helps seal the deal. See the Collective[i] difference and click here to explore our Intelligent InsightsTM and Virtual DealRoomsTM — trailblazers for the modern world of B2B sales.Explore Collective[i]