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Supercharging Sales with Dynamic Guided Selling

February 03, 2020 | By Seth Marrs

  • Dynamic guided selling is a concept that is poised to become a reality in B2B sales organizations
  • Integrating sales tools to build an iterative process enables sales teams to win more
  • E-commerce guided selling, configure, price and quote (CPQ) systems, customer relationship management (CRM) and AI are the foundation for every customer interaction

Sales tools have traditionally been used to enable administrative efficiencies for sales leaders who can drive adoption. Tools can identify top prospects, reduce admin and provide improved visibility to pipeline reporting. These things all sit at the periphery of what salespeople value most — winning the deal.  Human Machine Collaborations

Dynamic guided selling collects data from multiple internal and external sources and leverages AI to create a unique guide for each sales transaction. It goes beyond static sales processes to be adaptive and intelligent and integrates revenue operations tools such as e-commerce guided selling; configure, price and quote (CPQ) systems; the customer relationship management (CRM) ecosystem; and AI to enable salespeople to win more deals. This will be a significant change as top sales reps care less about efficiencies, and more about finding better ways to win. The following four tools are the foundation for dynamic guided selling and will give any salesperson an advantage:

  • E-commerce guided selling. Over the years, e-commerce solution providers have added guided selling capabilities that act in place of the salesperson to guide the customer purchasing online. This has evolved into a sophisticated process that leverages data from how customers interact with the website to increase close rates. As B2B customers spend more time researching products online without a salesperson engaged, providers need visibility into customer behavior that is integrated with a structure that captures and refines these interactions. Sales teams can then leverage this information within a selling process to understand how the customer wants to buy.
  • CRM ecosystem. These are the tools that track and monitor direct interactions with customers, including marketing automation platforms, sales activities and customer service interactions. Out of the four tool types discussed, this will be the toughest to get sales teams to adopt. However, it is crucial in building a picture of what it takes to increase a customer’s intent to buy.
  • CPQ. The biggest benefit of CPQ systems has been the ability to simplify and improve the accuracy of the sales quoting process while reducing administrative effort. With these benefits in place, sales reps can connect the CPQ process to the SFA ecosystem and analyze outcomes to evolve the sales process into one that maximizes the probability of success.
  • AI. AI’s ability to analyze, assess and reintegrate information in real time is what connects technology with sales and provides analytics and tools that can beat the competition and continue to evolve and improve to ensure future success.

The continuing evolution of sales technology is finally making dynamic guided selling possible. Once sales reps realize they can win more by leveraging these tools, they will embrace it. The more they embrace technology, the more it will deliver for them. B2B organizations that use dynamic guided selling will enjoy an advantage that allows them to stay ahead of their competition for years to come.

Resourcing Technology

The Keys to High Performance

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Seth Marrs

Seth is a principal analyst in the Sales Operations Research Service at SiriusDecisions. He has more than 20 years of experience leading sales operations, service operations and marketing organizations, and excels at leveraging data, process and technology to drive growth in organizations of all sizes and in all industries. Follow Seth on LinkedIn or Twitter @smarrs88.

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