(3 minute read)
As a result of the combination of the situation lived during the last year and the market volatility, the buying behaviour of consumers has become even more unpredictable.
It is not surprising that the future of sales expects to show a proportion of commercial agreements in digital channels of 80%. However, the future of sales will also see a radical transformation in the strategy of companies, their processes and the resources allocation increasingly focused on the final consumer, regardless of their position in the value chain. Either through online or offline channels, companies must place the consumer at the center of their strategy.
As we can see in the following chart, just in the retail sector, an accumulated growth of approximately 75% of the volume of revenue through e-commerce platforms is expected by 2023, where the management of customer data in real time plays a crucial role. We must bear in mind that e-commerces can provide data about customers that can be used to know in depth their profile, and try to get the most out of the commercial relationship in all channels.
New sales trends
Between 2021 and 2025 the number of digital interactions between buyers and suppliers is expected to continue its exponential increase. As we indicated, companies must be aware that digital environments and processes automation can be a great facilitator when it comes to getting to know their client better and offering them at each moment of their commercial life what best suits their needs.
However, this significant continued growth will almost completely break the traditional sales models, where we will find new trends that will define the new business rules:
1. Customers perceive less and less value from salespeople. Beyond the learning involved in a sales process, customers (especially millennials) are able to make better decisions thanks to the amount of information they have and are much more skeptical of representatives of sales than its predecessors.
2. Customers positively value digital shopping experiences. As customers learn and buy more online, their expectations increase in terms of personalisation, an achievable aspect thanks to a correct management the company’s data.
3. Increased digital shopping means more data. Increased digital activity and information storage systems mean more and more detailed data on customer behaviour and purchasing patterns. Thanks to solutions like the ones we have previously mentioned, companies are able to capture, organise and consult this data in a systematic and more optimised way than ever.
As we have seen, the importance of an optimal process of automation and digitisation of the business structure, as well as the proper use of the data that companies have are aspects that will define the evolution of their competitive advantages and their growth in the market in which they operate.