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How modern sales teams are leveraging technology to boost effectiveness

Here’s what you need to know.


Today’s B2B buyer is flush with information. They are knowledgeable, discriminating, interconnected and able to smell a disingenuous sales pitch from a mile away. In other words, these modern buyers require modern sellers.

The old model of a sales team, revolving around a sales rep who might spend half their time on organizational tasks, only to cherry-pick a few leads to contact, is no longer viable. In order to get the job done well, a modern sales rep needs modern solutions. 

This post will discuss a few of the ways that today’s sales teams are leveraging technology to boost effectiveness. 

Workflow Automation

A sales rep used to give up much of their time to organizational tasks. They would open their CRM and take time to choose which lead to contact. They would look up the contact info. They would craft an email or dial a number. They would log what happened. And then they would start all over again. 

Workflow automation, as part of a sales engagement platform, cuts down significantly on all that manual time, greatly increasing productivity. The platform prioritizes the rep’s queue of leads, telling them which lead to contact next. It then auto-dials that lead (or auto-populates an email.) When all’s said and done, the platform automatically schedules when to follow-up with the lead. A faster process means more leads are contacted; more leads contacted mean more sales made. 

Sales Tracking

Before, a sales manager might see poor results and not really know what’s broken in the sales process. They could follow a hunch, but there was really no detailed record of the process. 

With sales tracking software, a sales manager has access to real time inside sales insights they can leverage to improve their process. This might be a clear view of activity call metrics, individual team member performance, drop-off rates, sales conversion rates, etc. You get a full, aerial view of the pipeline so you can determine where the problems are and how to solve them. 

Logical Branch Scripting

The old type of sales script was as stiff and starchy as a work shirt collar. It was a single, linear script with no room for deviation, variation or conversation. It didn’t adequately reflect the way in which prospects receive information. 

Logical branch scripting on the other hand (sometimes referred to as “dynamic scripting”) provides the rep with branching dialogue options, depending on where the conversation goes. The prospect might respond a number of different ways to a question, but a rep has all those responses covered – they simply click on the appropriate option to follow the dialogue branch.  

Of course, even though this article has to reference many of the “old ways” of doing things, the truth is that many of these methods are still in practice. It takes time for whole industries to embrace change. But these technologies are signaling a promising shift in sales away from inefficient processes and stale messaging and toward effective, productive teams. 

Have any thoughts on this? Let us know down below in the comments or carry the discussion over to our Twitter or Facebook.

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Chris has been blogging since the early days of the internet. He primarily focuses on topics related to tech, business, marketing, and pretty much anything else that revolves around tech. When he's not writing, you can find him noodling around on a guitar or cooking up a mean storm for friends and family.

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