The sales market is expected to change every year, but 2023 has been marked as a uniquely transformative year. There is artificial intelligence – of course – and all the ways it is changing how we sell. However, sellers also had to work under economic uncertainty, which is likely to continue into 2024. Additionally, buyer expectation shifts continue to redefine our strategies year after year.
Use artificial intelligence to enhance, not to stutter
When artificial intelligence became popular this year, we wondered if these powerful algorithms could replace human sellers. But once we put this technology to the test, we quickly realized that AI could not replicate the human touch that is a fundamental part of the sales process. But how can sellers leverage artificial intelligence without losing that human connection? John Barrows, CEO of JB Sales, recommends being selective in how to use AI. He told me, “Start by asking yourself: ‘What can I do that a computer can’t?’ Focus on automating those activities that don’t require being in front of the customer using AI so you can spend more time working with the customer and developing the relationships that matter to you.”
Content is key to building trust
It’s no secret that buyers nowadays are more informed than ever. They can spot when a deal is fake or when a seller is overly pushy. This doesn’t mean sellers are powerless, but they need to take a different approach to influence. For Alex Haydon, CEO of Closify, the better approach is to become a resource for buyers, providing the right content at the right time. He told me, “As the market evolves, pushy sales tactics are ineffective. The new way to sell is through providing sales content like case studies and training. Content marketing should become a focus.”
Amplify sales efforts through social media
As mentioned above, sharing content with potential customers is good, but having a platform to amplify it is much better. As Haydon explains, “You need to share content everywhere: short video content, long video content, newsletters, tweets, and repurpose content across all platforms. You should have as many touchpoints with as many potential customers as possible.”
Amid AI connection, authenticity and thoughtful engagement will stand out
Kyle Gibson, Principal Marketing Expert at HubSpot, told me, “It will be easier for sellers to scale their outreach efforts to potential customers using AI – which means potential buyers will face more noise and clutter in their email inboxes and voice mail. While this influx of generic AI-generated content is frustrating for potential buyers, it’s an opportunity for sellers to stand out – by being thoughtful, genuine, and sincere.”
Provide value first – don’t use pushy sales tactics or gimmicks
Although objections are a natural part of the sales process, they often feel like insurmountable obstacles that require some concessions. However, Brian Selinger, Head of Investor Solutions Team at Motley Fool, views objections differently. He told me, “Objections regarding price are typically an excuse for not seeing value, so provide value first. Our top sellers believe in what we offer and take the time to understand the source of our customers’ concerns and what they value. That way, they can overcome these objections.”
GivePriority for Long-Term Relationships Over Short-Term Gains
Silingo said, “When most consumers think of sellers, they imagine a man in a plaid suit trying to sell a used car. That does not represent who I am or most people in this profession, but it is the reputation we have to fight against.” Thanks to this reputation, building trust with buyers is a cumulative effort, meaning long-term relationships must be prioritized over short-term gains.
A Strong Sales Pipeline Needs High-Quality Data
A full pipeline means a healthy pipeline, right? Not necessarily. As Holoman explains, “It is important to understand that a sales pipeline can only be strong based on the quality of the data collected at the top. The fullest pipeline might be the healthiest, but only if each prospect has a confirmed chance of converting.”
Simply put, quantity must be balanced with quality. This means asking the right qualifying questions early in the process to identify the prospects most likely to convert. It’s helpful to think from the customer’s perspective: if they’re unclear about why they’re being contacted, it could lead to a poor interaction.
Ultimately, sales teams should focus their efforts on real revenue-generating opportunities instead of pursuing leads that are unlikely to convert into sales.
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