Data collection is an essential pillar in today's sales and marketing. In contexts such as social media or ecommerce purchases, data collection is constant and serves to improve the customer experience.
However, especially in B2B contexts, collecting information has not always been so straightforward.
It commonly happens that the sales management team has prior information about the customer, which is used to prepare the sales visit. And at the same time the salesperson also completes the CRM after the visit.
But there is a gap there: what exactly happened during the visit?
The era of exact data
In the current context, “exactly” is not a superficial concept. New technologies allow extraordinary accuracy in data collection that was not possible before. And it is important that we take advantage of it.
That is, although it is true that the salesperson can report what happened during the visit, this will always have a certain subjectivity, it will not be a precise collection. Of course, this also implies that the margin of error is greater.
Traditionally, this subjective collection in the CRM has been the most common. Thanks to smart sales digital solutions we can make a rapid transition from this to a new, much more effective way of working.
Now then, how can we know what happens during the visit?
Regain control thanks to AI
To resolve this lack of information, the best approach is to opt for a platform for Sales Enablement, to collect data in an automated, way, which also includes a system of Artificial Intelligence.
AI is based on automated and constant data collection, so it provides information: accurate, rigorous and specific about customer interests.
Furthermore, AI systems have a great capacity to cross-reference data and find patterns, making them the best option for:
- Detecting sales opportunities very precisely through constant monitoring of sales actions and their results.
- Personalising the customer experience by offering the salesperson recommendations tailored to each case
How to successfully implement a smart sales solution?
But it is not only about acquiring the right platform. To have greater control over what happens during the visit, it is necessary for salespeople to put the platform to regular use. That is, to improve sales it is necessary to promote the digital adoption of the sales team.
For this to happen, the platform must help them in their daily tasks beyond data collection. We must opt for a platform that is easy to use and intuitive, which puts at salespeople's fingertips all the content they need for the sales visit. And even recommends which content is best to use at each moment.
Benefits of data collection during the visit
Thanks to regular use of the smart sales platform, there is a double benefit for sales:
- The salesperson can offer a better customer experience, with attractive and always up-to-date content.
- The Machine Learning system can learn from the best practices of salespeople more effectively, and then make recommendations tailored to each case.
In other words, thanks to the collection of valuable information during the sales visit, both the system and the salespeople themselves can improve customer service. And in this way, we manage to increase engagement and ensure that we close more sales.
