Have we lost sight of the fundamentals in Sales by implementing too much technology? If so, how do we get back to them?
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The issue is we buy tools and we are not sure how we are going to use them, train on them, get user adoption. Best to map what the sellers need to do in order to meet the buyers on their journey and once that is mapped, see which existing tools support that and which don't. Then find the gaps and determine the best way to fill those. Sometimes the existing tools can do a lot more than we use them for, so be on the look out and teach everyone how to use all the features of the tools you have. Then expect them to do it and measure.
In some companies I have seen processes and procedures take away the fun in selling.
100%. Especially in the tech sector. For the past 10 years VCs have been throwing money into tech with a grow-at-all-cost mentality. Companies have tried to keep up by hiring like crazy and overloading with tech and have skipped training on the fundamentals. Combine that with the fact that a lot of reps are entering the workforce right now in a remote environment so they don't get the benefit of learning through osmosis by being around other reps and listening to their calls, etc. and you have a house of cards that falls pretty fast in a down economy.
I agree to some extent. I have several disparate thoughts on this. While technology can be a tremendous asset and should support sales processes, it should not replace the core principles that drive successful sales engagements.
One prevalent issue I see is the expectation that sales tools will autonomously qualify leads and progress them through the pipeline. I do see the need for less cold calling because of technology, but someone needs to still look at the leads and decide what needs to be developed and how. Unfortunately, the setup of these technologies is often set up by tech administrators who may not fully comprehend the nuances of sales. (A simple example is asking Sales to fill in this drop down of 8 choices and make it required and not realizing Sales does not get that data on the first interaction.)
To address this, I suggest the focus on the setup of technology and automation systems to streamline data input, minimizing the reliance on sales professionals for these tasks. E.g. Connecting email systems to CRM platforms is one effective way to eliminate manual data entry. Implementing automated "ticklers" or emails ensures timely follow-ups with leads that might otherwise be overlooked. Deciding and monitoring these processes has led to the emergence of Sales Ops as a critical role in bridging the gap between technology and effective sales strategies. And if your organization is not gifted with this role, you will be challenged to expect Sales professionals ( who are typically experts at relationship- not tech) to maintain the efficacy of the systems.
Despite the advancements in structured outreach and automation, reducing the need for cold calling, the essence of sales remains rooted in building relationships. Technology should enhance, not replace, the human touch in sales interactions. It's crucial for sales teams to strike a balance between leveraging technology for efficiency and maintaining a personalized, relationship-driven approach in their strategies. In my experience collaborating with Sales and Marketing teams daily across several clients, I've observed very little focus on sales training, such as Sandler, Miller Heiman, or equivalent. Revisiting fundamental sales training and investing in Sales Ops and the right mix of technology and human connection is key to getting back on track.
Lastly, once the automation systems trigger a reply from a prospect, have a real person jump in. Don’t try to automate replies from hot interested prospects!