Well before COVID-19 required work-from-home and social distancing, person-to-person “sales calls” were being disrupted by technology. Field sales professional had already been increasing their time virtually with prospects and customers at a rate three times greater than connecting in person. Enabling technologies such as machine learning and artificial intelligence, not only increase ROI on sales investments by shifting volumes to lower-touch channels, they also boost the buyer experience.
Every sales organization will engage with customers differently in the new reality. Success will depend largely on how rapidly sales models can be reinvented, allowing sales talent to be redirected toward higher-value, more meaningful activities.