We must take advantage of Sales Tech to facilitate, enhance and increase sales. Something we always talk about is digital transformation in the world of sales… And although we are talking about digital tools, digital transformation is about people. In the end, they are nothing more than tools that facilitate or enhance our daily lives. People must be behind all these technologies.
—And how can the company enhance this?
The company's philosophy must favour and encourage the use of these technologies. The first thing that must be digitally transformed is the company's culture. I insist, this is about people. For example, a CRM used well is a sensational tool. But a CRM should not be, as is sometimes the case, a control tool. What we must achieve through Sales Tech is much more.
—Much more than having control?
Yes, it is a much broader world. Tools are not just about france whatsapp data recording. They can facilitate, suggest, help, eliminate unnecessary tasks, propose new products, update information, give recommendations for the future…
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—Returning to the CRM example, let's say what differences are there between a traditional CRM and the possibilities that Sales Tech opens up for us?
Traditionally, CRM has required interpretation by the person using it. Or, in fact, it was the person themselves who extracted the information they considered important. What Artificial Intelligence now allows us to do is to allow the salesperson to receive recommendations, suggestions, forecasts... When is the best time to visit? What are the best products? or even When should I come back? What should I offer the person?
— Is it also true that technology gives customers the ability to carry out processes on their own that were previously handled by sales teams? We see this clearly with e-commerce. How does this autonomy come into play?
A while ago, in a talk given by a Telefónica executive, he gave the example of Amazon. Amazon already knows in advance what you are going to buy and has it ready in the warehouse, even before you buy it. So, where does this autonomy end?
— One thing in exchange for another? More autonomy, but the company has more information to guide this autonomy?
Customers are still autonomous. But it is true that data makes the sales process more agile. Artificial intelligence can predict a customer's behavior. Then there is always the human component, which is not entirely predictable, but of course, if we talk about data at a macro level, we can establish trends or recurring purchases, intuit, with a high degree of reliability, where a customer is going to go or what they will end up buying in the future.
— Finally, how would you say sales will be in the future? What is the key concept?
I wish I had the perfect answer. I think the key is access to information. Access to information is now open to everyone, not just the seller, but also the buyer. Sales no longer consist so much of the salesperson explaining the characteristics of a product. I think that sustainable sales in the future will be more consultative. The seller is not only a person who has information, but a person who advises, accompanies, facilitates, and manages the sales process. On a much more equal level. People want to think that we do not buy, but rather that we choose. And the seller is the one who should guide us.