The future of sales and the 'always on' customer
Aditya Rath, Tom Lurtz, and Walt Becker discuss the impact COVID-19 has had on the sales space and how organizations can weather the turbulence.
In the digital revolution, customers have taken control of the search and discover process of sales. In our conversations with clients' sales teams, they note that consumers now seek out reviews and listen to recommendations and advocacy from influencers rather than relying on advertising for information. However, it’s imperative for sales teams to be collaborative with their market, both customers and potential customers, to involve them in the journey and listen to their needs. In order for sales to provide the experiences their customers expect, their teams must understand when, where, and how their customers want to interact.
To optimize touchpoints, sales functions need to embrace a fundamental shift where they provide different interactions, engaging in direct conversations that deliver on customer value propositions and advance the customer lifetime value calculation that is built into performance metrics.
With the help of emerging technologies, sales can provide rich, multi-channel, easy engagements through seamless transactions and efficient payment processes to meet rising customer expectations and deliver value in every interaction.
Legacy sales strategies no longer align with today's connected customer. The new way of buying needs a new approach to selling.
Changes in the front office will lead the journey into the future for most companies. It’s here, after all, that the enterprise meets the marketplace and the connected customer. To embrace a new front-office structure, marketing, sales and service executives will need new processes, policies, capabilities and skills that address the six must-haves: data, analytics, automation, organizational structure, metrics and culture.
Leaders don’t wait to be disrupted; they prepare for the future with preemptive disruption of their own. Contact us today to find out how KPMG helps enterprises create better customer experiences and be ready for the future of the front office.