People, Not Tech, Seal the Deal

By Eric Taussig | Updated: 12 Aug, 2014

Most companies today leverage at least a few technology applications to close deals with prospective customers. The sales process has quickly evolved in that one or more apps may be used to cultivate product interest, generate leads, contact customers, and ultimately, make the sale.

The continued importance of the sales rep role, however, cannot be disputed.

Below are three reasons why sales reps are the unsung heroes of all successful organizations:

1. People buy based on mutual trust and confidence in the salesperson

Trust begins with interaction, and no one but a fellow human being can interact effectively with your prospects. Establishing a sound relationship with the sales prospect is key to scoring a sale. Letting your client know that you identify with who he is, what his needs are and understand what his problems and concerns are is an assurance that you are selling him a product that can add value to his life.

People would rather buy from a salesperson who can answer their questions and warmly discuss how their products can benefit them, rather than from an app, a website or an email that offers mechanized answers to their queries. According to Baymard Institute, 67.45% of online shopping carts are abandoned prior to making a purchase. One of the main causes of losing a sale is failing to establish a relationship of trust with the customer.

2. Salespeople offer personalized service

Could it be that your product is not a match for what they’re looking for? Or perhaps they want the product but want it delivered in a slightly different way. Is there anything you can do to make the product or service perfectly suited to the customer? The great thing about having sales reps available to talk to prospects is being able to answer questions, even complex ones, and get answers that overcome objectives and solve problems.

Flexibility and creativity allow salespeople to be a cut above any technology on the market. Salespeople can identify what the customer needs even before the customer realizes his own suffering. Salespeople can present other options and work out a way to ensure that a client gets the product the way he wants it. Most importantly, they are able to turn features into benefits, and products into needs, such that the customer comes to an understanding of why he has to have the product right now.

3. Salespeople offer consultative services

Today, as technology is taking over the entire processes of marketing and selling, a sales rep can adapt to the role of consultant and specialist. He can educate customers on how a product can improve their quality of life. He can assist customers with the use and optimization of their new product purchases. He can also help define the type of product that would best suit a prospect. Most importantly, he can connect with customers while facilitating sales, upselling and influencing customer retention, ultimately delivering every company’s ideal – repeat purchases and brand loyalty.

At the end of the day, a salesperson is someone that adds value to a company, much more than any app or technology platform ever could. Without salespeople, good ideas wouldn’t become great and innovations wouldn’t become the next big thing. Clearly, a company cannot go forward without trusted sales reps who can warmly walk customers through the sales process, answering questions and providing expertise, delivering the necessary human touch that is missing from many sales interactions today. Though apps may be able to boost sales and increase productivity, it’s the people behind the apps that essentially make the sales process a success.

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