THE IMPACT OF DIGITAL TRANSFORMATION ON THE WORLD OF SALES
Digital transformation is commonly known as the change associated with the application of digital technology in all aspects of human society.
This transformation stage can also be linked to the concept of “going paperless”. The progression into digital transformation means that digital usages allow new forms of digital innovations and creativity to be utilised within all areas of any given company, instead of just strengthening and supporting the usage of traditional business methods.
Digital transformation affects every business and every person within that business; and some simply view it as a stepping stone towards creating a fully digital business model. Whilst it can be seen as a method to convert a business from paper to digital, it can also be seen as a way to revolutionise every aspect of a business.
Sales executives are completely changing the types of channels they use. This is because nowadays, potential clients and customers expect a more personalised relationship with their contacts, and want desired information provided on time, on the right medium and their order processes to be completed in the quickest and easiest way possible.
Because most sales executives sell different types of digital orientated products, they need to understand a vast amount of digital jargon. Concepts such as application markets, mobile technology, web technology and collaborative economy need to be understood and used correctly when speaking to digital professionals.
Sales executives can’t let themselves fall out of the loop when it comes to current digital age trends. Potential clients and customers expect their sales executives to be tech gurus and should be able to predict to them an accurate picture of the future products set to take the world by storm. Because of this, businesses are under pressure to ensure their business is always one step ahead of their competitors.
The concept of personalisation has made its way into almost every aspect of business. Even before they meet a potential client or customer, most sales executives will already know a lot about the person they are going to meet. You will most likely know about their work history, hobbies, personal life and even what holidays they have been on in the past few years! The rise of Facebook, LinkedIn, Instagram, Snapchat, Twitter, blogs, forums and articles online allow sales executives to research everything about their targeted client or company.
The skills needed to be a successful in sales in the digital age are empathy and fact finding. Sales job criterias have done a complete 360⁰ and sales executives need to develop these skills quickly or they will find themselves out of a job!
When looking at the impact of digital transformation on jobs, skills and methods used to conduct business, it is imperative that every part of a company adapts in order to succeed. If sales executives want to be excel - if they want to know how to sell the right product at the right time to the right person, on the right channel - then they need to know how to decode data and data technology.
When it comes to the prospects of future employment, people are always worried that technology, robots and artificial intelligence will render the human race obsolete. Why invest
in a human, when you can purchase a robot that can do everything a human can at a much lower cost? However, with the acceptance of digital transformation comes the emergence of new jobs. The sales world will have to create jobs which have a more interesting outcome, whilst robots will take the positions which contain more dull and simplistic tasks.
Progression in sales will always be a part of business! We need to allow innovations and new methods of conducting business to take over to ensure that all aspects of any company perform at the highest level possible. We cannot and should not ever fight against change, as we are the ones that will lose.