With the evolution of IT technology, there is a need to realize "DX (Digital Transformation)" in sales. However, many salespeople may still feel unsure about what the difference is between DX and digitalization, and what kind of changes are required in after-corona.
In this article, we will introduce the basics of DX, its benefits, and examples of its implementation that salespeople need to understand.
DX (Digital Transformation) refers to the use of information technology by companies to create new value and transform their business in a better direction. While "digitalization" simply refers to the introduction of information technology and IT services, "DX" refers to transformation through https://slimtime.co.jp/ the use of digital technology.
Definition of DX
The first person to propose the concept of DX was Swedish information scientist Professor Eric Strterman, who defined it in 2004 as "the transformation of human life for the better in all aspects through the penetration of advanced information technology into every corner of people's lives. In a sense, it points out the global trend.
In general, DX today is defined from a more proactive perspective. For example, the Ministry of Economy, Trade and Industry defines it as follows
"The transformation of products, services, and business models based on the needs of customers and society, using data and digital technology to respond to rapid changes in the business environment.
Challenges and DX in Sales
Many people feel that "foot-in-mouth sales" such as tele-appointments and door-to-door sales are inefficient and have problems with high levels of dependency and waste. An increasing number of companies are adopting digital tools to solve this problem with information technology, but in many cases they are not producing results.
The first step toward DX in sales is to "streamline and optimize operations using information technology. However, there is more to DX than that, and it is important to "provide new value to customers.
For example, Amazon and Google have brought a new way of life to people through the use of information technology. In this way, DX requires flexible changes in response to social and market trends.
Reasons for and benefits of DX
There are many advantages to incorporating DX into your sales activities. Here are three points to consider.
Securing superiority in the age of after-coronas
The spread of the new coronavirus infection has made face-to-face sales difficult. Many companies may have hurriedly introduced online conferencing tools during this period. with Corona era, DX was conspicuous in its aspect of efforts to recover business, but in the after Corona era, it will lead to securing an advantage for the new normal.
To achieve this, it is important to think of information technology not as a "replacement" for face-to-face sales, but as a way to create new value.
By incorporating DX into your sales activities, you can expect to increase your productivity. For example, online business negotiations have the advantage of reducing travel time, transportation costs, and the effort required for business trips. If the number of sales offices can be reduced, office expenses can also be reduced.
In addition, sales force automation (SFA) and customer relationship management (CRM) tools can be used to visualize the sales process and progress. By visualizing sales activities, it is possible to By visualizing sales activities, it is possible to clarify issues and share know-how of excellent sales activities, leading to more efficient sales activities.
Improving management efficiency
DX tools make it easy to understand and share the movement of sales projects and records of sales activities. Quantitative data can be used to understand the trends, strengths, and weaknesses of each employee, leading to more efficient management.
In addition, by proactively using online business meetings, employees can attend business meetings in their own seats without the need for managers to accompany them, and can check recorded conversations later. This can be expected to increase opportunities for coaching.
Let's take a look at some specific examples of the changes that can occur when DX is incorporated into sales activities.
In the past, the most common method of acquiring leads was to use a person-to-person, foot-in-the-door approach, such as door-to-door sales and telephone appointments. However, these methods have the disadvantage of requiring a lot of time and money, and placing a heavy burden on employees.
With the introduction of DX, the method of acquiring leads will change to a strategy using digital channels such as e-mail and web content. This is more efficient because you can approach many people at once. It also allows you to focus on the most likely prospects who have responded or inquired.
Customer nurturing is the process of nurturing prospective customers to the point where they are ready to buy. It also refers to the development of existing customers into repeat customers. The decisive factor in customer nurturing is how well you can make proposals that resonate with them.
In this phase, online business meetings and e-mail delivery that meets the customer's sense of issues are effective. The introduction of online meetings regardless of distance will improve the quality and speed of your proposals. In addition, grouping prospective customers by industry or level of interest and dividing the contents to be delivered will enable you to deliver information that is more suitable to the issues of the prospective customers.
The use of DX tools also improves the efficiency of customer analysis: unlike Excel management, multiple people can work together and analyze and share information in real time. There are also tools that use AI to analyze the accumulated data.
SFA (Sales Force Automation) is a good tool for customer analysis, as it supports sales activities scientifically and automatically. For example, by using SFA to analyze the types of business negotiations that result in a high percentage of orders, you can expect to increase sales.
There are certain points to be aware of in order to lead DX to success in sales. Here are four points to keep in mind.
Understand the customer's situation and challenges
The first point is to understand the customer's situation and issues. When it comes to DX, it is easy to focus only on your own sales activities, but DX is about optimizing both your own sales activities and your customers' purchasing behavior as a whole.
The best way to understand a customer's situation and issues is to interview the actual customer. It takes time, but it provides an opportunity to learn about your company's unexpected value, strengths, and weaknesses.
Restructure the sales process
In sales, it is essential to abandon the fixed concept of "earning your foot traffic," especially in sales. Embrace change and stop clinging to traditional success stories. Then, restructure your sales process to one that assumes the use of digital tools.
You can't expect great success if you incorporate tools into your existing processes. Identify what the tools can do and how you want to use them, and incorporate them into the sales process to be redesigned.
Build a team of DXers
Human resources are also important to the success of a DX project, so select or hire people dedicated to DX. However, not everyone on the team needs to be a DX expert.
Include not only those with IT skills and DX knowledge, but also those who work closely with the marketing department to understand customer needs. Also, include employees from the sales planning and sales promotion departments who have ideals and visions for DX in sales. The key is to appoint employees who understand the field.
Choose the right tool for your company
There are multiple tools for promoting DX. The key is to select a digital tool that fits your company's issues and objectives. Compare several tools and listen to the opinions of people who actually use them.
Make sure to do an overall design before selecting a tool. Selecting and implementing a tool without an overall design and planning is a recipe for failure.
DX is necessary to survive in the future, and it should be promoted with the right tool for the right purpose.
In order to prepare for the new normal of the future, a strategic DX implementation plan is inevitable. If your sales department is digitally enabled and able to respond flexibly to changes in society, it will be able to survive the period of change.
Why not choose the right tool for your company and take the first step toward change?
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