The business case for increasing sales through customer centricity

Are you a customer curious sales leader looking to new sales technology to boost success?

Read on to find out how to create an effective business case for investment in new sales technologies.

Your organisation wants to increase revenue and respond proactively to today’s ever-evolving, competitive landscape, and digitally driven buyer led sales process, by being more customer centric in its approach. It is a given that the sales behaviours of old will bear no more fruit in an environment where buyers:

  • Mindsets have changed and their expectations of customer service are higher;
  • Want to buy a partnership with a vendor, not just a product or service;
  • Expect vendors to always be a few steps ahead of their needs
  • Want the vendor to take them on a journey of mutual business and competitive advantage

It is also a given that in an increasingly interconnected world, digital is both a barrier to communication and an enabler to relationships. But…

  • Digital communications are often disjointed and easily interrupted
  • People hide behind impersonal email and instant messaging making engagement less genuine and poignant
  • Digital interaction lacks the sincerity of face-to-face contact because external clues like body language, facial expressions, eye contact and tone of voice are missing

How does a sales leader avoid the pitfalls and harness digital to build deeper customer relationships?

Great customer centric selling and successful digital relationship building relies on 4 key factors:

  1. Relevance – having in-depth real-time understanding of your customer and ensuring that every engagement is driven by what is most relevant to them and their business, not your own
  2. Context – understanding their marketplace and the external and internal challenges they face. Likewise, having knowledge and confidence in the value you can deliver and how to guide them through the steps they need to take
  3. Timeliness – businesses operate according to their own timelines – understand and look for triggers to indicate when would be a good time to contact your customer, where they are in the buying cycle and the right person to approach at the right time
  4. Insight – keeping one step ahead by harnessing insight to predict their needs both now and in the future and perhaps even uncover and offer a solution to problem they have not anticipated

How to write a compelling business case for new sales technology

Lay the groundwork

Your sales team will be mixed – some will be innovative, inquisitive people naturally gifted at relationship building, others will rely on traditional techniques like sales pitches that are one directional and arguably have no place in the digital market.

Nothing happens without consensus. You need to start by getting buy-in from every member of your team, and perhaps even from across the wider business, by demonstrating shared goals and explaining how the technology you want to invest in will make each and every person’s daily life easier and more successful.

The sum is always greater than its individual parts. Get backing from your team and your peers and you will be best foot forward when putting together and presenting your business case.

Think outside the sales box

Sales leaders don’t traditionally have a role in buying technology, and their external focus means they are not perhaps always au fait with wider business strategy or ambitions.

When making a case for new sales technology one of the biggest mistakes is you can make is putting the business case out of context to fulfil immediate targets when the business has other priorities.

Frame your proposal within the context of overall goals and priorities, both short and long-term, for the greatest chance of success.

Be holistic in your approach

What benefits and added value will the new technology will deliver within the context of both sales and overall business goals?

What is the expected ROI both in terms of hard facts, such bottom line revenue growth, exceeding targets and reduced customer churn, as well as how it will encourage the adoption of new behaviours and a stronger customer focused approach.

Bring wider context and embrace the power of advocacy and competitiveness

Include a variety of use cases and real life examples of technology that has driven customer centric selling initiatives and the outcomes achieved. Give examples of how your competitors are using similar technology to increase market share.

How can Artesian help your team adopt a customer centric approach?

With the knowledge and up-to-the-minute insights Artesian provides, you can make each customer feel like an individual.

Making your communications relevant to them, fortuitously timed, contextualised within their marketplace and showing genuine interest in them and their business puts you and the person you are selling to on the same team.

Over time, you will build credibility and trust until your customer ceases to see you as a vendor and thinks of you as a trusted advisor.

The opposite is also true – if you don’t communicate in a timely way that is relevant to your customers, shows knowledge of their marketplace and shows interest in them, you will lose credibility and trust.

To find out why our customers choose Artesian for customer centricity, book a demo from our dedicated team.