In my previous post, Understanding a Seamless Omni-Channel Sales Process, I discussed what having a successful Omni-channel strategy entails (in case you missed it, you can find that post by clicking here). Creating an effective Omni-channel strategy, however, might not be as easy as you think. I’ve complied a list of 5 ways that sales enablement software can assist you in successfully implementing Omni-channel for your business.
- Successfully Manage your Omni-channel Strategy
In order to effectively use Omni-channel strategies, B2B sellers must align organizational and process change with digital technology spending (Source: Accenture, 2014). Managing content on more than two channels can get quite complex. If you already have an Omni-channel strategy in place, investing in technology will enhance your efforts, making the implementation process easier for both you and your customer. Using sales enablement software also allows you to execute your Omni-channel strategy from one location as opposed to several.
Sales enablement software effectively manages content designed for many different channels and devices. With the help of these mobile sales applications, sales reps have access to all types of content that can easily be shared with customers on any device. With 24-hour accessibility, sales reps are able to access the content they need whether they are online or offline. With information in one central hub, sales reps no longer have to spend time searching for content and answers to customer questions. This speeds up response time and helps to move buyers along their decision journey more quickly.
(Source: Direct Marketing, 2015)
- Build Brand Loyalty
With the assistance of technology, customers have an endless opportunity to shop around for the best deal and therefore finding loyal customers is increasingly difficult in today’s marketplace. Best-in-class performers understand that a comprehensive Omni-channel experience can help ensure customer loyalty (Source: Accenture, 2014). Sales enablement supports and nurtures relationships with new and existing customers in an Omni-channel environment.
Customers dislike a fragmented sales process (Source: Accenture, 2014). Sales enablement software can create a seamless Omni-channel strategy as it ensures that all marketing materials and engagements across all channels are consistent. Sales enablement technology is also important given that it captures all conversations with customers. By integrating with your current CRM, content consumption by the customer is recorded. This creates a seamless experience for the customer as 89% of customers are frustrated with having to repeat issues to multiple representatives (Source: One Reach, 2015).
- Better Understand Customer Behaviour
Through sales analytic software, sales enablement users are able to better understand customer behavior. When it comes to using Omni-channel, 42% of B2B companies point to difficulties in sharing customer data and analytics between channels, countries, or locations (Source: The Future of Commerce, 2015). Using sales enablement software can eliminate this problem because data collected by sales reps in the field, by your CRM system, and by marketing teams are all located in one database.
Understanding your customer means that you can build better organizational structures for your Omni-channel strategies (Source: The Future of Commerce, 2015). Through sales analytic software, marketing teams are able to see what content customers are seeing and how long they are viewing that content. This data is especially important because showing what channels are used through various stages in the decision journey and what devices are being utilized enhances your ability to connect with the buyer. At the end of the day, best-in-class performers understand that if they aren’t connecting with customers, they’re not making sales. If you can understand what your customers expect from you, you will be in a better position to overcome the organizational challenges that are prohibiting you from making sales (Source: The Future of Commerce, 2015).
- Create Sales & Marketing Alignment
A seamless Omni-channel strategy ensures that your sales and marketing teams are on the same page. In fact, when sales and marketing teams are in sync, companies found they are 67% better at closing deals (Source: Type A Communication, 2014). Sales enablement solutions align sales and marketing teams because they are able to work off of one another to produce better content, generate better quality leads, and build better relationships. Sales enablement works as a communication tool between the two teams.
Still not convinced that sales and marketing alignment is necessary? May I suggest reading our previous post, “Why use Sales and Marketing Alignment and 5 Best Practices”, found here.
- Create Effective Content for Engaging Conversations
Using sales analytics software, marketing teams are able to determine what content relates to the buyer at various stages in their decision journey. This is also important as marketing teams are able to create content specifically tailored towards each channel.
Using digital sales aids, sales reps can also tailor and customize content in the field. Armed with the ability to create custom presentations that better reflect the customer’s interests, sales reps can have more engaging conversations and can ultimately build better relationships with customers throughout all of the channels.
Interested in Sales Enablement? Wondering if it is the right fit for you? May I suggest reading my previous post, How to Determine the Right Sales Enablement Software, found here.
[RELATED CONTENT] If you found this post interesting, I suggest you have a look at our white paper, “Multi-channel Engagement Improves Sales Effectiveness”.
If you're interested in seeing what real sales enablement software can do, feel free to book a demo and let us show you what seamless Omni-channel feels like.
