December 8, 2021

The Secrets of Successful Sales Teams: the Seven Sales Era

Picking up on the changing face of sales, this blog post explores the seven different eras that have shaped how businesses sell their products. From door-to-door selling to today's digital marketing techniques, we explore what it takes to be a successful salesman through time and across industries.

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It’s no secret that sales teams are in crisis. Whether it be the inability to grow sales, decreasing sales numbers, or untapped markets; sales teams are looking for new ways to find success. 

Sales has always been a difficult profession and at times can seem impossible. But fear not! 

The team over at Marketing Simplexity is here with the secrets of successful sales teams - The Seven Sales Eras of Marketing Simplexity. 

We studied 502 sales teams across North America and found that there were seven different eras in which they operated within: 

Innovation Era, Optimization Era, Consolidation Era, Uncertainty Era, Rapid Growth Era, Transformation Phase 1 & 2, and the Sustainability Era.

THE 7 ERAS OF MARKETING

Simple Commerce Era (Pre-Industrial Revolution): Everything was handcrafted and offered in limited quantities during the simple trade era. It was also a period in which basic commodities reigned supreme. Households would be able to produce what they ate.

The Industrial Revolution ushered in the mass production era, which lasted from the 1860s until the 1920s. Products were mass-produced at a minimal cost. Businesses usually only produce one product at a time. 

Businesses also had the idea that "if you manufacture it, someone will purchase it" and so increased profits during this time period. Businesses could sell anything they created due to the current market.

The Sales Era (1920s-1940s) saw growing competition among enterprises as the market became more saturated and intense. 

This necessitated the use of marketing and sales strategies. Companies anticipated that by employing persuasive techniques, they could persuade customers to buy their products.

Companies, on the other hand, were more concerned with selling items just to get rid of them for a profit, rather than to meet the requirements of their customers. Everything was about the price in the sales era, not the quality of the items or the demands of the customers.

The marketing department was defined during this era, which lasted from the 1940s until the 1960s. Advertising, sales, promotions, and everything else linked to marketing are all bundled together in one department.

The Marketing Company Era (1960s-1990s): This is a period in which the marketing department takes command. 

We've seen marketing departments assist in determining a company's path. Because all employees are involved in marketing, it is critical to the company's success.

Furthermore, there is a movement from mass production to consumer satisfaction. Customers have become kings and are now the centre of attention. Businesses thrive because they exist to meet the requirements of their customers.

During the marketing business era, distribution methods and price strategies are also defined.

Relationship Marketing Era (1990s-2010): During the relationship marketing era, the emphasis is not only on building short-term ties with clients, but also on building long-term relationships with customers. 

Customer loyalty is the ultimate goal of any firm. Businesses strive to build items that will entice customers to return time and time again.

(2010-Present) Era of Social/Mobile Marketing: Businesses are putting a premium on being social and communicating with customers in real time. 

Businesses and customers can communicate 24 hours a day, seven days a week, thanks to technology. Customers, not enterprises, are now in the driver's seat.

HAS PERMISSION BEEN GRANTED TO YOU?

Marketers and advertisers pushed content to consumers regardless of whether or not they were interested in the product or service during much of the sales era. 

This form of traditional marketing is referred to as "interruption marketing" by marketer and entrepreneur Seth Godin.

Advertisers would use material to disrupt your day, just as it sounds. A TV commercial during your favourite show or a phone call from a telemarketer during your family supper could cause this type of interruption.

Traditional marketing aimed to catch your interest and divert your attention away from what you were doing at the time. 

Until the social marketing age, consumers did not have choice over the type of material they sought. Consumers had little control over the types of advertisements they saw or received.

During the relationship period, we saw the birth of permission marketing.

Permission marketing, according to Godin, no longer disturbs customers, but instead asks for permission to transmit content. 

Advertisers must seek permission from customers since millions of messages overwhelm the world on a daily basis. 

This sort of marketing encourages customers to learn more. Because firms must communicate more with customers, permission marketing allows them to build relationships with them.

Permission marketing, on the other hand, is a slow and steady process. Consumers don't just give you permission on the spot. Before you consider selling or promoting your goods, you must first obtain approval for each stage. 

A big part of it is communicating and offering value. Permission marketing is used to increase brand exposure and develop trust. Anticipation, personalization, and relevance are the three pillars of permission marketing.

Permission marketing is still used today. Consider what happens when you sign up for a company newsletter or like a brand's Facebook page.

Permission marketing is what it's all about. Are there any other permission marketing instances you can think of?

WHO RUNS THE SHOW?

You, the consumer, have power, believe it or not. Today, you are in charge of the game. This is owing to the Internet and the shift to a digital environment (social media). We now have a different manner of accessing information. 

As a result, consumer behaviour and the purchasing process will be altered. Traditional marketing is no longer an option for marketers. 

They must devise a strategy that sends consumers relevant and value messaging. It's time to get down to business. It's time to put the client first.

We are currently in the era of social/mobile marketing, when the primary focus is on customer engagement. In order to succeed, businesses strive to innovate and interact with customers and consumers. 

Consumers want to interact on social media and other forms of technology, but they also want to create actual relationships. Community influencers are used by many businesses to affect their reputation and success.

These influencers can aid in the development of your brand and increase awareness.

Businesses that are upfront and honest about their products or services, both in person and online, are becoming more frequent. They aren't scared to be open about their weaknesses and defects they have. 

Transparency like this helps to generate not only trust but also brand loyalty. Buffer is an excellent example of a transparent firm. 

There's even a blog dedicated to it! People want to be able to connect with a company. Always keep in mind that people, not brands, sell to customers.

COVID-19 upended what we thought we knew about forming business-to-business relationships. 

Face-to-face consultations were no longer an option. We haven't seen a physical event in months, and live product demonstrations are no longer available. COVID has created such a profound shift that it has prompted a new historical division.

We've started measuring time from Before COVID (BC) to After Domestication (AD) (AD). So, how do businesses succeed in this environment? What are our options for the future?

Revenue Grid's team has been working hard to grasp this new terrain that we're moving into as leaders in sales interaction and sales management. 

We conducted conversations with dozens of market leaders and evaluated data from over 502 B2B sales teams. Now, in our new sales era, we're providing you the most important lessons we've learned about sales management. Let's get this party started.

The Most Important Sales Management Focus Areas When COVID first hit, many businesses' primary concern was simply survival: relocating personnel to remote locations and ensuring that customers continued to buy. 

However, in recent months, we've begun to transition from the survival stage to a new stage of evolution. Companies must think hard about how they are preparing for the years ahead at this stage.

Many businesses continue to train their salespeople using antiquated sales tactics that were rendered obsolete decades ago. 

Today's sales teams must make the transition to digital as quickly as possible, and there is no time to waste. Older techniques, such as in-person presentations and cold emails, simply won't cut it anymore. 

And it wasn't just COVID that triggered the switch.

COVID was simply a catalyst for improvements that were already in the works. By 2025, millennials will account for roughly 45 percent of the global workforce, and they are heavily reliant on technology. 

With this in mind, let's look at how sales executives need to change their mindset and approach in order to achieve these objectives and keep their businesses afloat in this new era.

It's time to rethink your sales strategy. Sales teams have started working almost entirely from home in recent months. Traditional offices and events are no longer in use, and online purchases are more popular than ever before. 

As a result, effective sales executives must adapt the way they manage their employees. Remote workers, for example, require more digital tools to manage their sales approach than in-office personnel.

While your in-office team may have spent a lot of time in meeting rooms and board rooms, your remote team communicates via instant messaging, video, and audio conferencing.

Managers must figure out how to have the same important talks in a new setting. And the adjustments aren't restricted to team leadership. 

Today's industry leaders have realised how critical it is to plan every step of a customer's purchase journey. Consumers are now spending more than 5.8% of their time on SaaS websites.

As a result, you must carefully consider how your sales staff will be aligned with your clients' new digital journey. 

This could entail providing more social media support or teaching employees to use new tools for virtual demonstrations. It could also imply purchasing new equipment.

Unlock New Sales Channels After COVID, investing in a new, more digital strategy isn't only about giving personnel with the necessary training. It's all about providing better service to your customers through the channels they already use.

Digital demand will not go away as the economy reopens and businesses gradually return to the workplace. 

Many customers will still be hesitant to come in person. Simultaneously, many of your customers would have found the convenience and quickness of digital sales platforms.

3 Steps to Refresh Your Sales Approach and Reopen Confidently

Just because you used to get most of your sales from in-person demonstrations doesn't guarantee it's still the best option. 

Consider the modifications that will most benefit your customers in this new environment.

Then examine your sales pipeline for areas where you can enhance and expand digitally to satisfy those objectives. Instead of reaching out for in-person meetings, can you start dialogues with clients using social media channels like LinkedIn?

Alternatively, you might be able to handle much of the onboarding and customer success process online. Without having to meet face to face, tools like Slack and Microsoft Teams allow your team to share content, videos, and instruction with consumers.

And you don't have to sell these tools to your clients or prospects. Some consumers will request a return to their previous, more traditional encounters. 

However, the majority of people will be looking for something fresh, and it is up to you to provide it. Learn about the preferences of new buyers. The increased demand for empathy is one of the big developments that will effect sales teams.

Consumers today want to know that the businesses they buy from are concerned about their requirements. 

During the "AD" period, according to McKinsey, spending will drop by roughly 50%. (the time after COVID). That means that if you want to keep your sales figures, you'll need to cultivate true relationships with your clients.

Renewals accounted for almost 78 percent of the possibilities that sales teams discovered during the pandemic, according to our research. This means that your most valuable clients will be your repeat customers in the future.

This is your opportunity to build on the trust you've already established with your consumers and make them feel unique. 

Because of COVID's terror, as well as the stress of things like social separation, today's purchasers value personal relationships more than ever before.

Your customers want to have a genuine connection to the businesses they buy from. 

As a result, we're seeing a lot of businesses looking for ways to demonstrate their sympathies by offering discounts, free accounts, and other amazing presents. 

Consider how you might demonstrate to your consumers that you are aware of their requirements.

For some businesses, this may entail offering payment plans and stopped payments to customers who are having trouble paying their bills. Other brands may only need to change their sales messaging.

According to our findings, sales teams who delivered communications emphasising how their software could help firms avoid disaster were more successful than those who solely focused on the product's benefits. 

In other words, you must demonstrate to your clients how you can assist them in achieving their objectives. Activate New Technology In the post-COVID era, new methods and ways of thinking will be critical.

Businesses will, however, need to consider how they can open doors in other ways, such as identifying the correct software and technology for a specific job. It's not a new concept to include technology into the sales process.

For years, companies have relied on customer relationship management and sales interaction technologies. 

Technology, on the other hand, is now more important than ever. Business executives require more project management and time management solutions in the world of remote working to track how and when their staff contact leads.

Guided selling tools are becoming more popular as a way to show teams how clients react to various items at different points of the buyer journey. 

And whether team members are working remotely or not, there are plenty of solutions that can empower them and keep them motivated.

As the number of tools used by businesses grows, there will be a greater demand for products that can bring together the various aspects of the sales landscape into a single environment.

Companies will require a holistic ecosystem in which to communicate with customers and open new prospects, as well as a single point of truth for all of their data. 

Customer Revenue Optimization systems, for example, can save sales teams time and effort by merging CRM data and email inboxes into a single pane of glass.

Avoid Life After COVID's Pitfalls It's not enough to have your finger on the pulse of changing sales trends to succeed in this new environment. 

Businesses in today's world must also be mindful of the various problems they may face. Let's take a look at the key blunders we discovered during our analysis.

Returning to old habits: When your employees return to the office, they may be inclined to resume their previous routines. However, things have changed dramatically in recent months, and your old strategy may no longer be effective. 

Make sure you keep applying the skills and lessons you gained throughout COVID. 

Trying to get in as soon as possible: To stay ahead of the curve and on top of the latest trends, today's sales teams must be nimble. That isn't to say that you should go into things blindly.

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Heba Arshad

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