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Orchestrate digital selling success
February 6, 2024

5 Ways to Orchestrate Digital Selling Success

Orchestrate digital selling success

In the age of digital transformation, the sales landscape has undergone a remarkable shift. Digital selling has taken center stage, offering sales professionals unprecedented opportunities to connect, communicate, and close deals in ways previously unimagined.

To navigate and excel in this evolving digital arena, let’s explore the five fundamental digital selling principles outlined below. Embracing these principles will set you on a transformative journey, unlocking the secrets to digital sales mastery and paving the way for remarkable success.

5 Digital Selling Principles for Achieving Success

1. Enhance Buyer Experiences Digitally

The digital landscape offers a unique opportunity to engage with buyers in innovative ways that were not possible in traditional face-to-face settings. This requires a deep understanding of the buyer’s journey in the digital space and an approach that’s tailored to meet their evolving preferences and needs. Here are some practical tactics for enriching the digital buying experience.

  • Personalize with Data: Memorable digital buying hinges on personalization. Leverage data analytics to grasp individual buyer behaviors, preferences, and pain points. Craft personalized messages and recommendations that resonate, fostering understanding and value. Tailored interactions boost buyer satisfaction and increase deal closure rates.
  • Use Engaging Content: Captivate digital audiences with interactive sales content like videos, digital tours, live demos, and presentations. Simplify complex products or services for informed decisions. Engaging content retains attention and enhances the buying process.
  • Leverage Technology: Choose the right tools to elevate the digital buying experience. Invest in quality video conferencing, CRM systems, a sales content management system, and digital sales room software. Streamline interactions, scheduling, follow-ups, and information exchange for a seamless, high-quality experience.
  • Optimize Digital Touchpoints: Maximize the impact of every digital interaction, from initial contact to deal closure. Ensure appealing, user-friendly websites, landing pages, and social media profiles. Swift responses, accessible information, and clear calls to action create memorable, effective touchpoints.
  • Deliver Ongoing Value: Go beyond the sale by offering valuable content such as industry reports, webinars, or workshops. Deepen buyer understanding of challenges and solutions, positioning yourself as a trusted resource. Cultivate long-term relationships and loyalty.

Deliver Buying Experiences Today’s B2B Buyers Want

Modern Revenue Enablement ebook cover. White text on black background.Download Modern Revenue Enablement: A Buyer-Centric Approach to Win Sales and Grow Revenue and learn how go-to-market teams can reach, engage, and win over more buyers.

2. Leverage Sales Orchestration

Sales orchestration in the digital environment is a symphony of technology, strategy, and teamwork, all harmonizing to achieve the ultimate goal of closing deals and driving growth. This holistic approach ensures that every aspect of the sales process, from lead generation to deal closure, is optimized for efficiency and effectiveness. Here’s a closer look at how sales teams can leverage orchestration to enhance their digital selling efforts:

  • Integrate Sales Tools for Efficiency: Streamline your sales process by integrating CRM systems, email, sales automation, sales enablement, and video conferencing tools. This reduces manual tasks, ensures data accuracy, and optimizes time, allowing teams to focus on selling.
  • Streamline Communication Across Platforms: Establish a clear communication protocol for using tools like Slack, email, and CRM for both internal and external communication. A unified system prevents information loss and keeps everyone aligned.
  • Align Team Members with Sales Goals: Regular updates and training ensure team alignment with the company’s sales objectives, fostering a culture of continuous improvement and adaptability.
  • Leverage Analytics for Strategy: Utilize analytics to guide sales strategy, identify trends, and focus on promising leads. Data-driven insights lead to better decision-making and resource allocation.
  • Automate to Enhance Productivity: Identify repetitive tasks for automation, such as lead scoring and email follow-ups, to increase efficiency and provide consistent customer experiences.
  • Foster Collaboration and Knowledge Sharing: Create a collaborative environment where team members exchange insights and strategies, leveraging collaboration tools and knowledge-sharing sessions for innovation.
  • Personalize Customer Interactions: Tailor interactions with data and insights from integrated tools to meet customers’ unique needs, enhancing the effectiveness of engagements.

3. Master Frontstage Selling Techniques

In the digital world, mastering frontstage selling techniques is essential for grabbing and keeping potential buyers’ attention. It’s not just about knowing your product or service; you also need to be savvy with the digital tools that make digital sales happen. Here are some strategies to help you improve your frontstage selling skills:

  • Make Your Virtual Presentations Pop: Success hinges on engaging your audience with clear messages, compelling stories, and eye-catching visuals. Keep your presentations relatable and to the point.
  • Get Clients Talking: In digital selling, interaction is key. Encourage feedback and use open-ended questions to create a two-way conversation. This builds rapport and helps you understand what your clients really need.
  • Show Your Product’s Value Digitally: Use online platforms to give live demos and virtual tours that highlight how your product can solve your clients’ specific problems. This boosts engagement and interest.
  • Spice It Up with Storytelling and Visuals: Transform complex ideas into memorable experiences with stories and visual aids like infographics and videos. Make sure your audience can easily grasp your message.
  • Be Ready for Tech Hiccups: Familiarize yourself with your tech tools and have backup plans in case something goes wrong. Handling technical issues with grace keeps your presentation on track.
  • Be an Active Listener: Show your engagement by actively listening and responding thoughtfully. Pay close attention to your clients’ verbal cues so you can truly understand and address their concerns.
  • Personalize the Digital Experience: Make your selling approach more personal by referring to past interactions and tailoring your presentations to your clients’ individual interests. This makes your virtual connection more impactful.

4. Master Backstage Selling Operations

Mastering frontstage techniques is crucial for grabbing and holding your audience’s attention. But that’s just one part of the puzzle. To truly excel, your sellers need to master their backstage selling operations. Backstage activities are communication or collaboration that is asynchronous (not live or in real time). They happen outside of meetings and include text messages, emails, videos, voice mail, or a digital sales room.

Here are some practical backstage selling strategies:

  • Personalize the Experience: Personalization is important even when sellers are not in front of buyers. Everything from prospecting calls and emails to post-meeting communications must be customized to the buyer.
  • Prepare for the Meeting: Sales reps who excel at virtual selling and achieve significant success do so by rigorously practicing and preparing until their presentation is perfect. This level of preparation enables them to tailor their pitch to the individual and ensures they remain focused, even when faced with challenging questions from a buyer.
  • Share Materials and Track Engagement: Effective content is key to advancing deals from initial contact to final contract. Types of content to share include case studies, solution briefs, and customer testimonials. By tracking the activity on the content shared, which you can do via a sales enablement platform, your sellers can better understand the prospect’s interest and buying intent.
  • Follow Up to Stay Top of Mind: Continued engagement with buyers beyond the presentation is crucial for sellers to solidify their relationship and demonstrate their value. By sharing personalized recap videos of meetings, addressing any overlooked points, and gradually distributing relevant reports, case studies, and other helpful content, your sellers can maintain buyer interest without overwhelming them. Digital sales rooms are perfect for this, as they provide one central location for content related to a deal and eliminate the need to keep track of emails and files.

In the ever-evolving landscape of digital selling, fostering a team that is adaptable, skilled, and motivated can make all the difference.

5. Empower Virtual Sales Teams

Empowering your virtual sales team is about more than just providing them with the latest tools and technology; it’s about cultivating an environment that promotes growth, collaboration, and resilience. In the ever-evolving landscape of digital selling, fostering a team that is adaptable, skilled, and motivated can make all the difference. Here’s how sales leaders can empower their virtual sales teams for success:

  • Invest in Ongoing Education and Sales Training: Keep your team ahead in the dynamic digital sales landscape through ongoing education. This includes workshops on sales tech, advanced techniques, or trend webinars. It boosts skills, confidence, and sales effectiveness.
  • Cultivate a Growth Mindset: Embrace challenges for growth, fostering resilience and creativity. Celebrate successes and constructive failures as stepping stones to innovation and learning.
  • Foster Collaboration and Teamwork: Use digital tools for communication and teamwork in virtual teams. Virtual meetings, team activities, and projects maintain camaraderie and connection.
  • Leverage Technology to Bridge Gaps: Equip your team with efficient communication, data sharing, and customer management tools. CRM, video conferencing, and revenue enablement software bridge physical gaps and ensure smooth operations.
  • Inspire and Motivate Your Team: Set a positive tone with enthusiastic and resilient leadership. Recognize achievements, provide constructive feedback, and offer support to boost morale and motivate your team.
  • Promote Work-Life Balance: Maintain a healthy work-life balance with clear work hours and breaks. Prioritize your team’s well-being for increased productivity and engagement.
  • Encourage Autonomy and Empower Decision-Making: Empower your team with responsibility and decision-making authority. Autonomy fosters ownership and agility, driving innovation, and problem-solving.

Charting a Course to Digital Sales Excellence

The world of sales has undergone a profound transformation, and digital selling has emerged as the new frontier. To truly excel in this digital landscape, it’s essential to embrace change, adapt, and master modern selling skills.

By enhancing buyer experiences, leveraging sales orchestration, mastering frontstage and backstage selling techniques, and empowering your virtual sales teams, you equip yourself and your organization with the tools and strategies needed to thrive.

The journey to digital sales excellence may be challenging, but it is also full of unprecedented opportunities. As you navigate this transformative path, remember success lies in the seamless fusion of technology, innovation, and a customer-centric approach. By following these five ways to orchestrate digital selling success, you’ll not only stay ahead of the curve but also lead the way, achieving unparalleled success in the dynamic world of digital sales.

Deliver Buying Experiences Today’s B2B Buyers Want

Modern Revenue Enablement ebook cover. White text on black background.Download Modern Revenue Enablement: A Buyer-Centric Approach to Win Sales and Grow Revenue and learn how go-to-market teams can reach, engage, and win over more buyers.

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