A majority of leaders now believe in balancing a data-driven business strategy with a human approach. A combination that could help sales teams and organizations adapt to changes in, for example, customer expectations.

This has been pointed to by Accenture research, where close to 90 % of business leaders are onboard with the idea of combining a more human-centric approach with a data-driven strategy. A finding that rings true, especially if we also take a 2021 Sendoso study into consideration, and that showed how a majority of revenue leaders “believe building a human connection with their buyers has become more important to closing sales since March 2020.”

This can become a success factor in the current, quickly changing world where disruption is all around and customer expectations differ from the past. Where Accenture points to that “businesses are no longer being compared only to direct competitors but to all other customer-facing businesses“, and suggests adding a more empathetic, understanding lens to the business strategy. So as to really comprehend what individuals are after, as well as looking beyond actions and see the motivations of, for example, customers and prospects. I.e. it’s about understanding, and asking the questions that can help sales representatives understand how they can best help the customer.

Understanding priorities, using the right tools

A recent Forbes Council article, by the CEO at Sendoso, Kris Rudeegraap, also underlined the importance of this thorough understanding. Explaining that a human approach to sales means to really grasp the priorities of the other person – and showing that these priorities are attended to and solved. Which can bring about the trust that we think is particularly important now, that sales have gone virtual.

The article also goes on to discuss the importance of technology that can help personalize the customer journey. Here, we believe that sales enablement tools and platforms that can help keep track of important information, as well as allow the sales representative to shine and connect with the customer on the other end of the virtual sales call, can be immensly beneficial.

When it comes to planning for the future, and creating a strategy to grow sales even in times of disruption and uncertainty, a more human approach to sales can be a differentiating factor. Where a more empathetic way of connecting with customers, building trust and really understanding their priorities, can be a good way forward. Something that can be facilitated by using the tools that can allow sales representatives to do exactly that.

Want to know more about growing and closing sales in a digital and remote world? Check out our Remote Sales Hub or contact us to talk to a Remote Sales Expert.

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