As the COVID-19 affected businesses prepare to return to work, Gartner, Inc. has identified three key workstreams to prepare for a rebound in sales.
Gartner says: “CSOs around the globe are taking decisive action to tackle the ongoing COVID-19 crisis by implementing innovative practices, driving change to address the unique challenges and re-thinking the future of business.
Organizations that quickly adapt to this new normal of uncertainty, helping make sense of the market dynamics and driving a market narrative, will see a host of benefits
Nick Toman, chief of research, Gartner Sales practice
“Well-developed but flexible plans that help the business evolve, to shifts in customer behaviours will be critical in providing clearer points of engagement for customers, partners and sales teams alike.”
Align re-engagement plans
Sales leaders must make clear their market re-engagement plans, highlighting necessary shifts in digital commerce, virtual selling, and digital marketing spend to their executive teams.
CSOs must assess gaps in digital content, buying aides/tools, virtual demo capabilities, etc. to better leverage the opportunity to help buyers evaluate decisions and align customer stakeholders digitally.
Sales organizations need to rethink their customer engagement strategies to focus on a more omnichannel approach
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Revise customer engagement strategies
There has been a tectonic shift toward digital channel buying as a result of the COVID pandemic. Organizations need to rethink their customer engagement strategies to focus on a more omnichannel approach
Despite this, another Gartner poll of 80 CSOs on March 26, 2020, revealed that only 24% of senior sales leaders have conducted an audit of their digital buying experience from the customer’s vantage point.
Sharing data-rich sales presentations, intended for face-to-face, lengthy meetings with customers is a losing proposition right now.
Maximize Seller Productivity
While many have already set up and are maintaining remote work environments for sellers, sales leaders must now plan for how they will retool the sales force for a rapid rebound.
Leading sales organizations are rethinking how to drive and build customer consensus, and not simply waiting for face-to-face selling to happen again
The Gartner survey suggests sales leaders focus sales skill-building efforts on guiding buyers with insights and reissue sales playbooks with focus on selling virtually.
