Driving change: arming your road warriors with weapons of mass mobility.

Louise McLoughney
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On: 8 Nov 2018
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Sales mobility

Simply equipping field salespeople with a laptop and smartphone is not making the most of mobility. It’s also not making the most of your salespeople. In an increasingly dynamic and competitive marketplace, face-to-face sales relationships still have an important role, but they need to be supported by the latest mobility tools and solutions.

Mobility has the potential to enable employees to access real time information across all functions of their organisation, reduce manual processes, improve productivity and efficiency, and leverage the insights gained from data capture. However, many salespeople only use their phones and laptops for calls, emails and maintaining a calendar while working offsite. This may be due to a lack of supporting systems and processes in their organisation, or they may not have been convinced of the benefits mobility has to offer. In particular, where they have experienced enterprise apps that are difficult to use or time consuming. Also, the unique needs of the sales community are frequently overlooked when new tools, technology and processes are being implemented across organisations.

Salespeople have traditionally built strong customer relationships on trust and human interaction. They’re unlikely to clamour for technology which – as they may see it – can slow down the sales cycle. However, used correctly and with alignment throughout the organisation, the technology and associated processes that support mobility will bring benefits to salespeople and field workers specifically.

Using mobile tech to add value to the conversation.

In many ways, the salesperson’s role is harder now than it has ever been. The buying process has become more sophisticated and in many cases the buyer is already well down the path to choosing their vendor by the time they speak with a sales representative. They are fully aware of the advantages and disadvantages of the vendor’s products and services, what the competition has to offer and what current and past customers have to say. This can make it more difficult for the sales representative to provide differentiation to drive the sale to a close. Anyone still relying on a briefcase full of sales literature or even a laptop loaded with a PowerPoint, will find it hard to impress a customer who’s a digital native.

Mobility can permit easy, instant and secure access to company assets so the sales team are using the most current data available, such as customised and relevant collateral – from case studies to white papers and customer references. They can also access in-depth specialist information tailored specifically to the customer. With video conferencing, you can bring your in-house experts from your head office into the meeting at the customer site to answer a customer’s unique questions. With the right mobility tools, applications, security and connectivity, no salesperson should ever have to say “I’ll get back to you on that”.

Informing customer relationships.

Sales has always been about relationships – especially in B2B. That hasn’t changed, but it has developed. Customer Relationship Marketing (CRM) is now an essential element of any organisation’s operations; driven less by face-to-face interaction and more by data analysis. The greatest challenge is getting accurate and up-to-date customer data from the sales-force out in the field.

Recording, collating and delivering data back to the office is not the best use of a salesperson’s time. Mobility can make it quicker and easier to record information and securely send it back to HQ for more effective CRM, which ultimately benefits the sales team by providing better customer insights and warmer sales prospects.

Also, by employing mobile technology instead of having to drive back to the office to file reports, salespeople can use their time more effectively to do what they do best: visiting customers and prospects and building relationships.

Organisational focus.

Making the most of mobility isn’t only about the sales team or the latest technology and tools. It can only reach its full potential if it is fully aligned with the organisation’s goals. It requires supporting systems and processes to securely utilise the data collected, to capitalise on its insights and to support the sales team with all the resources they need.

The sales team may be out on the road, but where mobility is concerned it’s the rest of the organisation that has to do the driving.

Talk to Three’s Business Advice team to find out how we can support you in your journey to optimise mobility.