Emerging technologies are impacting all areas of business right now. AI-powered chatbots and automated marketing campaigns are just some of the advancements shifting how all types of professionals work.
For sales teams, almost every aspect of their daily jobs is changing. Customer data repositories are becoming automated. Meanwhile, enhanced data integration means more information is available than ever. AI (artificial intelligence) is transforming consumer interactions and better defining what constitutes a qualified lead. Sales professionals must adapt to these changes to keep their performance high. However, businesses must also consider the skillsets they’re searching for when hiring new salespeople.
The Rise of Technology in Sales: A New Era
Salespeople engage with business technology in multiple ways, from software as a service (SaaS) to website chatbots. As these technologies change, so must the toolbox of the successful sales team.
CRM (customer relationship management) tools have been a core aspect of sales and marketing strategies for many years. Advancements in this area mean that much of the data collation is now automated, as are many aspects of communication, including email, messages, and even order updates. Customers can log into their online accounts and change their personal details. An effective CRM will apply these changes across all related systems, ensuring salespeople don’t call the wrong number.
AI and machine learning (ML) are major drivers in the changing approach to sales strategies. Within CRMs, these technologies note buying behaviors and suggest cross-selling opportunities. AI can even group customers into effective cohorts for more successful targeting.
AI also powers ever more granular data analytics. Those buying behaviors can help sales teams predict peak periods or plan effective marketing campaign directions. Analytics can also show why leads failed to qualify, helping teams hone sales strategies.
By utilizing data-driven strategies, sales teams enjoy improved efficiency and performance. Plus, each of these technologies moves sales toward a higher level of personalization.
Shifting Sales Strategies: From Traditional to Tech-Driven
This level of hyper-personalization is an important goal because it aligns with consumer demands. Customers want to feel connected to the brands they engage with. Collating their data (with consent and in line with data privacy rules) powers tech solutions to create more highly targeted campaigns. Sales teams can use these tools to create communications they’re confident will positively impact their target audience.
However, moving from traditional sales strategies to a more “tech sales” approach doesn’t remove the human element. Instead, it allows sales and marketing teams to adopt techniques like microtargeting to make customers feel like every campaign is created just for them. Technology allows for increased lead generation and the careful nurturing of those leads.
The Hiring Challenge: Finding Tech-Savvy Sales Talent
Understanding how technology is impacting sales is only the first step. Now, it’s time for businesses to consider how they can hire salespeople who can leverage new technologies. With any sudden leap forward in technology, as we’re seeing in Industry 4.0, there’s the real risk of being left behind. You can mitigate that risk by hiring sales and marketing talent with the right skills.
Key skills sales recruiters should look for include:
- Familiarity with modern CRM software solutions
- Data analytics or business intelligence (BI) skills
- Social media skills, for example, social listening
- Adaptability to new technologies
- An understanding of the uses of AI in sales and marketing
Research shows that 85% of marketers are upskilling themselves due to AI and other emerging technologies. Get ahead of the curve by adapting your hiring processes to identify candidates who already have those skills.
It’s important to remember that while tech/sales is a powerful combo, your new hires must still have great interpersonal communication and other soft skills. Sales teams aren’t being relegated to data crunchers or analysts. Technology is there to aid the process, not to replace the important aspects of one-to-one communication. Those conversations between qualified leads and expert sales professionals still matter.
Developing Future-Ready Sales Teams
Remember, it’s impossible to hire teams in which all employees understand every aspect of the technology at their fingertips. That’s why savvy businesses invest in continuous learning and development programs.
Sales professionals can quickly grasp new technologies with the right upskilling and training initiatives. They can also receive regular refreshers to handle updates and upgrades or to fill any knowledge gaps.
With this approach, you can hire enthusiastic and adaptable salespeople without focusing solely on their technical aptitudes. Hiring based on the right attitude also helps you foster a company-wide culture that embraces technology and change. Resistance to change is a top reason new business strategies fail. When you hire people who readily embrace change, you can spread that enthusiasm throughout your organization. Plus, you’ll create a future-ready workforce equipped to handle any new technological challenges that come their way.
Shifting the Approach to Hiring
The impact of technology on sales strategies is significant, and it’s only going to become more sharply defined as technology advances. With the right teams, businesses can leverage new tools more effectively for increased efficiency and profits and better customer relationships.
An adapted hiring process could fill teams with enthusiastic, tech-savvy, yet customer-centered salespeople. Start with the right talent and ensure you have the tools in place to keep them in touch with the latest tech developments — and stay one step ahead of the competition.
Connect with MRINetwork and discover how we help businesses create the most effective sales teams via our expert talent advisory services.