How Technology Supports Your Digital Sales Process

By: Allison Eckstein

Investigative journalist who loves to write industry specific pieces from tech to multifamily.

When building your digital sales team, assign technology a role. From a smart CRM that can prioritize online leads to AI-powered web conversion software and automated lead nurture, give your digital sales department tools to help them succeed and drive more profit.


Collect Data in a Smart CRM System


Dynamic CRM software delivers a great deal of information about the digital customer and about your sales team’s performance. Studies show that without a CRM 79% of leads fail to convert, and 74% of businesses using a CRM report better customer relationships


Online shoppers provide clues not only about what they’re looking for, but also where they are in the sales process. Utilize a platform that captures high-level data about a lead’s activity on your website and provides consumer engagement opportunities to interact with your digital team. 


If you’re looking to upgrade your website software, pick an integrated platform that ties directly to a CRM and automatically prioritizes the digital leads generated. Some platforms assign color-coded indicators within the CRM tool so users can easily identify the qualified leads that require immediate follow-up by the digital sales staff. 


Utilize the CRM to assign those hot leads to a specific salesperson and track their lead follow-up efforts. Be sure digital sales team members keep their CRM logs current, noting the number and types of follow-up attempts made, and whether those efforts resulted in a sale.


Personalize Responses with CRM Data and Automated Lead Nurture 


To take some work off an already stressed sales staff, set the CRM system so new leads trigger automated lead nurture email cadences for timely follow-up with online leads. AI technology makes it possible to personalize those automated messages and schedule their delivery based on a lead’s data and online behavior. 


Before a digital salesperson personally reaches out to prospects, first make sure they know how to access and interpret the consumer profile data in the CRM. Encourage your sales staff to cater their responses around a digital lead’s recent website activity, products of interest, relevant sales incentives, and any questions or requests for more information that the prospect submitted online.


Learn to Communicate Through Digital Channels


In addition to personalizing lead follow-up, the sales team should reach out to customers using their preferred method of communication as documented in the CRM. While your sales associates may prefer face-to-face interactions with consumers, smart technology provides valuable information to guide their outreach efforts. 


With instant access to your home furnishing products listed online, consumers seek information around the clock via a variety of channels. Respond to leads using the same method they used to reach out to your store. Today that might mean learning how to best communicate through online chat, email, text messaging, or phone calls. Consider giving the digital sales team templates for each communication channel to guide conversations and highlight the slight nuances of each. 


Marketing technology enables your digital sales team to do their job effectively and efficiently — in an easy-to-implement and personalized manner. It also provides all members of the team with clear actionable insights, including the ability to see appointments virtually set by online visitors and prepare accordingly. 


Use Data Analytics to Track Leads, Sales and Gain Consumer Insights 


Technology also allows store management to track each salesperson’s outreach efforts and win rates via historical data captured during customer and sales interactions. Analyze the average number of emails, texts or phone calls it takes to win the deal, and share those consumer insights with your team. 


Celebrate their successes, learn from the losses, and then tailor the store’s digital efforts moving forward to better serve your customers and support the digital sales staff.