DX (Digital Transformation) is the process of transforming your business for the better through technology. In Japan, the new coronavirus is also being used.
In Japan, too, DX has become a "buzzword" due to the spread of the new coronavirus infection. However, it has often been pointed out that Japan lags behind other developed countries https://slimtime.co.jp/ in the adoption of DX.
DX involves the use of advanced technologies such as cloud computing, loT, AI, 5G, and big data analysis. However, the point of DX is not just to introduce technology, but to aim for future growth by fundamentally changing the business and organization.
What is DX in sales?
As other businesses develop based on technology, people are discussing whether it is possible to incorporate technology into sales activities as well. There is an increasing need to restructure the sales process to match social and market trends.
In the past, acquiring and closing potential customers was partly based on salespeople's long-standing intuition. In many cases, people with little sales experience would not be able to achieve the desired results.
This is why "sales DX," which aims to improve operational efficiency and productivity by incorporating technology into the sales process, is attracting attention.
Let's take a look at sales DX in lead acquisition. A lead is a "potential customer". In the past, the mainstream approach to acquiring leads was for salespeople to "do the legwork". The idea is to increase the number of leads by meeting as many people as possible, but since this involves travel time in addition to the time spent in business negotiations, it is not cost effective.
Therefore, the method of building a digital marketing system as a prelude to sales, and leaving lead acquisition to that system, has developed. The first step is to acquire leads online by enhancing email, SNS, and web content.
Inside Sales - Nurturing Customers
Customer nurturing is another area that has seen changes with sales DX. In the past, there was a limit to the number of meetings that could be held in a day because it was necessary to meet with customers at the right place and time. In addition, it was necessary to spend the same amount of effort to deal with prospective customers who just wanted to hear about the service for the time being, as well as those who were close to implementing the service and had a high level of consideration.
However, with the introduction of inside sales, it has become possible to provide information before a full-fledged business meeting takes place. This leads to improved operational efficiency, as the roles can be divided so that customers who have been contacted through the aforementioned lead acquisition can be interviewed about their current issues or explored for the possibility of adopting the company's services, and if they are willing to consider it, the baton can be passed to sales. Customer nurturing, also known as "nurturing," has reduced the number of unnecessary visits and improved the accuracy of preliminary preparations for business meetings.
And many technologies are used in the tasks required for inside sales, from scheduling, to providing information to customers, to sharing information within the company.
Sales Enablement - Optimizing Sales Activities
Have you ever heard the term "sales enablement"? Sales enablement is a way to visualize sales activities in numbers and optimize them while measuring progress and effectiveness. In the U.S., many advanced tools have already appeared, and they are useful for managing sales content, designing sales processes, and evaluating and training salespeople.
Sales DX Success Stories
Here we will discuss some successful examples of sales DX.
A case study of launching an inside sales center and achieving a 10-fold increase in lead acquisition and a 4-fold increase in order rate
This is a case study of a company that launched an inside sales center and achieved a 10-fold increase in lead acquisition and a 4-fold increase in order rate. An IT company was struggling with a sluggish growth in the number of closed deals, despite achieving its lead target. In this situation, the following problems emerged.
Coordination with the sales department
Human resource development
Achievement of KPI and hypothesis verification
The company has solved these problems by introducing sales IT tools. An inside sales center was set up to share new sales techniques and sales methods internally within the company and to build relationships with the sales department. In addition, by focusing on training sales proposals in response to web inquiries, and by achieving KPIs and verifying hypotheses, we have been able to acquire leads and improve order rates.
A case study of reducing the burden on sales staff and timely information dissemination by going paperless
A musical instrument manufacturer used to use paper catalogs to communicate a large amount of product information to its dealers. Every time the product information was updated, the catalog had to be reprinted, which caused problems in terms of cost and information transmission. To solve this problem, the company decided to use a smart phone application to communicate information. The app has enabled the company to go paperless, and has significantly reduced the time and cost of updating catalogs.
We have also started to use the push notification function of the app to deliver the latest information to customers in real time. This has enabled customers to check timely information on their devices at hand.
The key to success in sales DX
There are tricks to successful sales DX. Here are some tips on how to make sales DX a success.
Clarify the purpose of DX
The first step in successfully implementing sales DX is to clarify the objectives. The tools and methods to be introduced will differ depending on the objectives you want to achieve. Set a goal for the company, and work backwards from there.
It is important to focus on the problems that your company is facing, because unclear objectives such as "the competition is also going online" or "there is a social trend to promote DX" are unlikely to lead to success. Therefore, it is important to focus on the problems that your company faces. To do this, clarify what value your company will provide to customers and why your company needs DX.
Choose the right tool for your company
When implementing sales DX, choose the right tool for your company. When doing so, it is important to listen to the opinions of those in the field. By listening to what functions are needed in the sales field, you can select the most appropriate tool.
When implementing a tool, it is not recommended to outsource everything to a third party. If you leave it to the outsourcer, you may not know how to utilize and operate the tool. It is also important to do some of the implementation work in-house.
Prepare and train DX personnel
When introducing sales DX, it is important to select dedicated DX personnel. Select a dedicated DXer and train them if there is a shortage. It is important to continuously train personnel and prepare them for DX issues and problems.
It is also necessary to have dedicated DX personnel available to quickly resolve issues. In the unlikely event that it is difficult to select the right person, you can hire an outside advisor or consultant.
The traditional sales approach was to spend time and money to approach customers. There are more and more examples of companies that have succeeded in improving operational efficiency and reducing costs by introducing DX. There are more and more examples of companies that have succeeded in improving operational efficiency and reducing costs by introducing DX, so let's refer to these examples and aim for a form of sales DX that suits our company.
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