Q: SHOULD SELLING BE VIEWED AS A BUYING EXPERIENCE AND WHY
Sergey: What customers are buying is changing. Not long ago, buying experience was only about consumer-facing sales, while B2B was all about solution selling. Now the buying experience trend has come to B2B. Your customers are regular people, and when they come to work, they are expecting intuitive, frictionless buying process, just like at home. It is a massive shift from selling solutions to selling experiences.
Q: WHAT ARE THE TOP WAYS COMPANIES CAN TRANSFORM SALES TO IMPROVE THEIR PROSPECTS' BUYING EXPERIENCE IN THE NEXT 12-24 MONTHS
Sergey: Most of the transformation will come from sales processes. Sellers will organize the way they sell according to the buyer journey. Additionally, they will need to offer personalized, frictionless approach that delivers quick outcomes.
Q: HOW SHOULD COMPANIES DECIDE WHICH BUYING EXPERIENCE IMPROVEMENT INITIATIVES TO START WITH - ASSUMING THEY CAN'T DO ALL AT ONCE?
Sergey: Start with identifying who to target and understanding their unique buying processes. Then design tailored interactions and offerings. Know who your buyers are and use personalized messaging, content and smart outreach.
Focus on organizing your sales process around the buyers’ needs. Biggest impact metrics? Speed & ease (Instant omni-channel outreach wins) and the quality of engagement (How deeply are your buyers engaged?).
And make sure to deliver on the promises made quickly.
Q: WHAT ARE YOUR TIPS FOR ENSURING THAT TECHNOLOGIES CONTRIBUTE TO THE BUYING EXPERIENCE IN MEANINGFUL WAYS?
Sergey: Successful companies double down on buyer engagement analytics, productivity improvements, and data-driven decisions. Are you using the right content at every stage of the buyer journey? What drives the highest engagement? Is it personalized? Is your outreach about quality or quantity? Look at sales enablement and sales engagement platforms that have shown up to 600% ROI. If you need to understand who the buyers are and to get a single view of the customer, look at customer data platforms.
Q: HOW DOES YOUR SOLUTION HELP SELLERS IMPROVE THE BUYING EXPERIENCE?
Sergey: ClearSlide helps sellers to engage buyers in a meaningful way. With sales content organized and recommended based on how the buyers buy, we provide accurate engagement insights to let you effectively respond to prospect signals.
Sellers can assemble engaging personalized presentations with peer rating and feedback, share them via email, online, or mobile – and get the unprecedented insights and instant notifications when buyers engage. Marketers can ensure consistency, A/B test content, and report ROI.
With slide-by-slide analytics, they can see what is used, in which channels, and what messaging customers respond to. And sales leaders can scale best practices and provide tailored coaching at every step of the buyer journey.
Q: WHAT IS AI'S ROLE IN IMPROVING THE BUYING EXPERIENCE?
Sergey: If you think about how technology can help improve the buying experience, then you have to look at artificial intelligence. There’s real productivity gain from AI in almost every function that allows sellers to spend more time with the prospects and offer personalized experiences. And then there are AI-powered insights and suggestions into the buyer engagement.
Q: What are some good resources if someone wanted to learn what questions to ask, what others are doing, or factors related to sales transformation?
Sergey: I try to get information from as many sources as possible – from customer interviews to sales influencer content, including The Sales Hacker podcast, Smart Selling Tools, and analyst reports from Aragon, Forrester and others.
Head of Product, ClearSlide
ClearSlide is a unified sales enablement platform that delivers buyer engagement analytics, content management, and communication tools to inform every stage of the sales process. Chosen by industry leading brands including Starwood Hotels and Resorts, Yelp, Refinery29, and the Sacramento Kings, ClearSlide helps sales teams create truly amazing customer experiences and make every interaction count — whether it’s in person, on the phone, or through email. Powered by artificial intelligence, ClearSlide makes it seamless to discover and communicate the best content and gain critical insights into how customers engage. ClearSlide is a division of Corel.