Have you heard yet? Emerging sales performance secrets of 2019
When it comes to the sales industry, it is important to recognise that it is not what it was a couple of years ago. Trends, technology and international politics have all played a vital role in changing the sales industry for good. This article will inform you of the 4 critical things you need to know when walking into a career within the sales industry in 2019.
#1 Generation “Z”
A decade ago, it was Millennials that Marketers and Salespeople were giving a majority focus towards. Also known as Generation Y, this involves people normally born between the 1980’s and the 1990’s - 2000. Although Millennials are evidently booming when it comes to buying power, it is Generation Z that marketers and salespeople now need to focus on as they become less tolerant and more demanding with products and services.
Those born after 2000 are considered Generation Z and the impact of technology and communication advancements has had a profound effect on their personalities, behaviours, attitudes and attention span. With all this said, they are becoming the largest generation of consumers due to their expectations and their abilities to adapt, improve and multi-task.
For Generation Z, access to Wi-Fi, social media, a personal smartphone (often the latest design or trend) and access to goods and services online has become the “norm” as have been born into it. With the rise in consumerism and expectations, of course this has meant that Generation Z has become more particular with their products and services. They are concerned about where they are from, how they are made, who they are made by and the overall impact their actions of being associated with a particular product, brand or material may have on worldwide issues such as environmental issues or carbon footprint. Of course, the advancement of accessibility to the internet, particularly Google’s search engine, has made it a doddle to gather instant information on a brand, impact or data.
Evidently, statistics show that with their concern for understanding, information and more independence, Generation Z actually prefer brick and mortar stores as opposed to online shopping. This is a great opportunity for media and technology sales workers as it still allows us to use techniques to persuade and advise at point of sale.
“What is the best approach to sell to Generation Z?”
As with any sales customer or client - the approach you use is determined by understanding the psychology of your buyer. Once the individual feels you are on the same wavelength as them and they know you care about their needs, they will place trust in you. Predominantly, the most important thing to remember when selling to Generation Z is customisation. That’s customised service, customised product and customised approach.
#2 Omni-Channel Adaptation
Following on from the Generation Z and the new characteristics that come with this, omni-channel experience is now becoming a greater expectation when conducting online sales or advertising.
Communication across multiple business channels is now common practice where users have access to multiple devices, they can research products and services extensively before they purchase an item, they can share information in an instant across multiple audiences and personal experience is the key to keeping them happy.
In order to adapt to this new omni-channel demand, the sales team must ensure they work closely with the marketing team to ensure high performance integration between channels.
#3 Consider your Sales Enablement Approach
Sales Enablement is the process of selecting and providing your organisation with specific tools, resources, content, information and training that enables your sales team to sell more effectively. More so in this era of Digitisation, it is vital that sales workers are able to converse with their buyer throughout the buying process and have access to meeting their needs with ease and efficiency.
With growing and more diverse demands occuring, Sales Enablement strategies within sales organisations are becoming the norm.
When putting together your Sales Enablement Strategy it is useful to be aware of current technologies and systems that make it easy for you to do this. Some examples are Brainshark and Connect Leader which are platforms that will enable you to implement your strategy effectively among current and new sales employees. Artificial Intelligence and Analytics will enable you to make coaching programs and analyse efficiency and results with regards to the strengths and skill gaps in the team.
#4 Artificial Intelligence and the growth of machine learning
Yep, the talk of the year! Artificial Intelligence (AI) is currently a term that almost everybody has heard of however, fewer people are actually discovering what it is and its incredible capabilities and uses. As mentioned in the Harvard Business Review 2018, companies such as Amazon, Netflix and Uber that involve AI at the front of their service.
“What is Artificial Intelligence and how can I use it too boost sales performance?”
AI is an area of computer science where intelligent machines are designed to work and react like humans. Current AI technology primarily consists of speech recognition, learning, planning, problem solving and more. This advanced intelligence is being used by sales companies to turn customer data into business insights that can help in the making of better, more customised decisions in the future. Wiser predictions and recommendations can put you above competition and enable you to reach customer demands quickly and intelligently.
Overall, the changes occuring through new technologies and customer behaviours need to be established within the sales industry. 2019 is a year bringing about transition from one generation to the next and tools such as AI, Automation and Social Platforms are now becoming a primary source to access, communicate and gain customers.