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Sales are rebuilt – and top sellers thrive by using sales techniques wisely
Throughout history, technology has transformed the sales process.
At the beginning of the 20th century, new technologies such as cars and telephones allowed salespeople to knock on more doors and speak to more potential customers. As the century drew to a close, the advent of the internet and email enabled sellers to reach bulk buyers from their laptops and cell phones.
However, these technological developments also brought negative aspects for buyers. The rise of telemarketers made a do-not-call list a necessity. The pandemic and the rise of remote work accelerated the spread of sales technologies like CRM systems and sales intelligence tools. According to LinkedIn’s new 2022 State of Sales report, 91 percent of salespeople in large organizations use a sales rep once a week.
Still, the rise of vending technology has been disappointing for shoppers in many ways. Selling techniques often make sellers more efficient in contacting potential buyers for products they don’t need or aren’t on the market at the time.
This reality has created a gap between buyers and sellers. Many companies run misguided advisory services simply because they can. For example, at the start of the pandemic, HubSpot data found that sales teams increased their emails by 50 percent.
So the sales situation in 2022 is paradoxical: the adoption of sales technology is at an all-time high, accelerated by the pandemic, while the success rate of this technology is declining.
“Digital shopping is here to stay, and sales organizations need to adapt to stay relevant and engage with their customers,” said Steve Goldberg, CRO, Salesloft.
Here are the top three findings from the 2022 revenue report:
Pandemic has disrupted the sales process – sustainably and positively
For sellers (and the buyers they target), remote work has gone from being rare to normal over the past two years. Vendors have adjusted to a new reality of limited travel, fewer live conferences and infrequent face-to-face meetings. In response, they’ve improved their outreach skills, with our data showing that 78 percent of salespeople say they’re doing more prospect research than they did a year ago. Additionally, 64 percent of shoppers say remote work has made purchasing decisions easier.
Sales technology and data-driven sales continue to grow
Sales technology permeates the modern sales organization. For the most successful sellers
CRM systems and sales intelligence tools lead the way while avoiding the intrusive reach that is often implemented ineffectively. Successful sellers are more likely than others to consistently implement sales technology and leverage data in all its forms to ensure they reach buyers at the right time.
The most successful salespeople were 16 percent more likely to use sales technology at least once a day. With 81 percent of sellers reporting having seen a deal changed or moved by a decision maker in the past year, using sales intelligence tools and CRM systems to track buyers was more important than ever.
Top performers thrive on their intelligent use of technology
Top performers who score 150 percent or more of quota are more likely than other sellers — ranging from 47 to 76 percent — to research “all the time” before reaching prospects. They’re more likely to use sales techniques, put buyers’ needs ahead of their own, and use LinkedIn.
They also report that solutions like LinkedIn Sales Navigator are important. The top-performing group are 18 percent more likely than other sellers to plan to use a sales intelligence tool like Sales Navigator “significantly more” this year.
bottom line? Top performers rely on data and technology that leverage available information to make relevant, timely and inviting connections with buyers. This approach helps high-performing sellers exceed quotas, sales teams meet revenue goals, and sales organizations thrive in the new reality of virtual selling.
Discover the latest trends in the sales industry in the LinkedIn 2022 State of Sales Report