Live from Adobe Summit 2015: The three success factors to achieve digital sales excellence
We’ve seen before how mobile is the future of sales enablement, as 84% of sales managers believe it is fundamentally changing the nature of the job on an enterprise level. Adobe Summit 2015 is all about digital transformation – and sales are by no means an exception to that shift!
How are companies transforming themselves to adapt to this reality? Earlier today, Stefan Wiemann from Merz Pharmaceuticals hosted a session at Adobe Summit 2015 on the topic of digital sales excellence, which provides some valuable guidance for forward-thinking marketers.
The pharmaceuticals business is fundamentally changing. Whether it’s the rise of ‘Dr. Google’ (according to the ‘Health Consumer Study’ by Google/OTX, 65–75% tend to research their symptoms online before consulting a physician), the explosion of personal health data tracked by fitness bands, smart watches and other wearables, or bigger structural developments like smart contact lenses, digital transformation is also here to stay when it comes to pharma.
With great transformations come great opportunities. As patients and Health Care Providers (HCPs) are integrating digital tools into their daily lives, Merz strives to change and adapt their marketing/sales approach. Here are their three main success factors to achieve digital sales excellence.
1. Engage with your customer
Merz work with highly specialised products in an ultra-competitive space, so engaging customers in a compelling and credible way is essential. Data is the backbone to deliver a more personalised experience, but presenting customers with memorable visual assets and interactive tools is also indispensable if you want to effectively communicate the value of your services. All of this is powered by the capacity to always keep the necessary information at your fingertips. The future belongs to those who deliver the right message to the right customer at the right time.
The next success factor is what brings all this together…
2. Tell an emotional story
Great content is effective only if you are able to tell a great story. By combining smart data with vivid, memorable images and interactive tools we’re in a much better position to serve our customers, but it’s the story behind all of it that helps outline the value we’re providing to our customers. Having the right resources at our disposal is essential; it’s our responsibility to bring those to life through storytelling.
Which brings me to success factor number three…
3. Train your confidence
Sales teams need to carry the right amounts of self-confidence, passion and knowledge to effectively present their materials. The problem is that basic training can often become quite tedious or even boring, which is why Merz also focused on changing their training practices, combining utility and fun, information and entertainment.
By combining their global digital selling platform with a new digital training companion called iLearn, Merz were able to create an iPad-based, interactive educational program to empower their sales reps through the process of digital sales. This in turn elevated their credibility and confidence whilst on the job, not only adding value to prospective and existing customers but also making sure they mastered this digital-first approach.
Earlier this year, while discussing digital trends for 2015, we concluded that going from ‘digital marketing’ to ‘marketing in a digital world’ requires a shift in both culture and strategy. With tools like Adobe DPS (and the upcoming Adobe Publish release) we believe we’re on the right track to support forward-thinking marketers on that journey, leveraging the transformations that are happening in marketing, sales and business. How do you see digital technology changing your own company? Let us know on Twitter @AdobeDigitalPub and join the conversation at #AdobeSummit.