You might expect that a lot of conversation at a sales and technology conference would be about technology and tools. But we’ve heard a lot this morning about the human element of selling. Namely: The way sales professionals interact with customers is where the future of selling lies. Here are some highlights from Gschwandtner’s keynote:
- By a show of hands, about a dozen people among the 500-plus crowd at the conference professed to be in sales operations. Gschwandtner said: “You are in an enviable position; you are the first ones to diagnose where the pain points are. During the recession, companies and customers experienced a lot of pain. We need to shift from pain points to gain points. Look at big picture. Ask: how can we grow the sales function and process?”
- The architecture of the successful sales organization will be customer-centric, where *everyone* (not just sales folks) in the company takes responsibility for the customer experience. Sales success is customer success.
- Customer engagement is not “yelling at customers” but delivering content that “catches” your customer. We need to move from “me” to “we” mentality.
- Content catches customers. Curation trumps individual creation. Quote other people and refer to others, not just your own content.