Technology Archives - TAB Corporate

Leverage Technology to Strengthen Your Sales Culture

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Anyone involved in sales will likely agree that conventional sales processes of the past—even the recent past—are giving way to a new order. The newer approach leverages the use of digital technology to enhance virtually every aspect of the sales process, thus enhancing efficiency and reducing redundancy and other time-consuming aspects of sales.

The question for small business owners is, how quickly can you adopt new technology and leverage it to boost sales and build a strong sales culture? Here are action steps you can take to incorporate advances in technology and get your sales team on board with changes for the best sales culture ROI:

Explore the world of sales apps. There’s a bounty of sales rep and sales enablement apps available out there. Such tools include e-signature apps (for quicker approvals and closing of deals); digital to-do lists to share with fellow sales team members; and apps that offer real-time updates on various accounts. Anything that makes your sales staff more effective is well worth looking into.

Adopt sales automation software. Many sales-related tasks that once had to be performed manually now take dramatically less time and effort due to automation. Email software, for example, automates follow-up messages to prospects, messages that can be personalized and closely tracked for data-collection and other purposes.

Other technology enables sales reps to proactively suggest relevant and informative content that keeps prospects informed about industry news and their company’s offerings.

Create an internal CRM platform. As with apps, there are plenty of generic CRM platforms available for businesses to choose from. A better solution is investing in the creation of an internal sales platform geared to your company’s unique processes and culture. This way, you get a far more insightful compilation of data related to client accounts, user interaction and conversion rates.

Sometimes sales teams are slow to recognize the value of new technology. To move the needle in this area, here are tips to keep in mind:

Act as a “tech champion.” Whether it’s the CIO or another member of your executive team, an individual who actively promotes adoption of new technology can help spur acceptance within the organization. By clearly communicating the reasons behind this approach—and the ways in which the sales team directly benefits—this “tech champion” serves to represents the depth of the organization’s commitment to adopting new technology.

Promote training for the team. Sales reps might more enthusiastically welcome new resources if they have the proper coaching and training.

“Sales coaching should be a proactive practice—not a reactive measure at the end of the quarter,” notes sales strategist Shelley Cernel. By using the right sales technology, you can “provide dynamic sales training content, recommend the most effective training materials and content, and outline best practice next step for sales reps.” Just as importantly, Cernel adds, sales tools “also provide leadership with the insights to identify areas of improvement.”

Technology is revolutionizing both the sales process and the customer experience, making it easier for sellers and buyers to interact in an efficient, mutually beneficial manner. It’s worth investigating how to leverage new sale technology to benefit your customers as well.

Want more advice on improving your sales process? Find out if a TAB Board is right for you!

 

Why Optimizing Your Website is Good for Business

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A sizeable percentage of your customer base is already using their mobile devices to purchase your products or services. In all likelihood, given current statistics, this percentage will grow exponentially in the near future.

The question is, how prepared is your business website to handle the explosion in mobile usage among your target audience?

Simply having a website up and running won’t meet this demand. The way your site looks and how well users can navigate differs dramatically from desktop usage to mobile devices. Screen size is different. The speed with which websites load is different. The way a business site’s homepage looks on a mobile screen is different.

If your site isn’t optimized to accommodate mobile devices, it can be difficult to view and navigate. Any such difficulty can be enough to deter prospective customers and their impulse to make a purchase on the spot. If so, chances are you’re losing out on a lot of business.

According to online marketing expert Ian Mills, mobile users “report that their mobile purchases are often impulse buys,” which “underscores the importance of optimizing your mobile experience to match a visitors needs and behaviors” when they browse your site.

Generally speaking, three design strategies are used in optimizing websites: mobile optimized, mobile friendly, and responsive design. All three ensure—to differing degrees—that mobile users can download your site and view it effectively, regardless of browser or device being used. It’s up to you and your IT team—or trusted third-party vendor—to analyze the strengths and weaknesses of your site and opt for the best design solution.

What’s important to include in your optimization strategy? Consider the following:

The call-to-action (CTA) must be visible and accessible at all times. A user interested in getting more information about your business should be able to easily locate a CTA on their mobile screen—and click for whatever comes next. The simplest solution is creating “eye-catching, stand-alone calls-to action” to enhance visibility.

Streamline the navigation process. Mobile users must be able to move through site pages with speed and efficiency. Consequently, there should as few steps as possible to take them from your home page to the products/services page and then to check-out. Other key tips:

  • Employ image scaling to make sure images download with appropriate dimensions, and without slowing the navigation process.
  • Offer content that is quick, succinct and easy to read.
  • Stay away from pop-ups, which can be inconvenient and frustrating to mobile users.

A mobile optimized website enables “more customers to be reached at a quicker rate,” notes digital strategist Justin Wong, and this can dramatically “increase customer satisfaction.”

Use icons instead of words. On larger screens, it’s OK to feature text like “click here” to prompt further actions. On an optimized site, the use of traditional mobile icons is far more preferable. These reduce clutter and make the desired action easier to recognize and perform.

Keep contact information front and center. Prospective customers may or may not make that all-important impulse buy, but most do want essential business information (contact numbers, email, store location and hours, etc.). As concisely as possible, make sure such information is highly visible on all of your optimized web pages.

Test your optimized site. Want to know how effectively your optimization upgrade is working? Try Google’s mobile-friendly test. After providing your site’s URL, this resource will assess its degree of “mobile-friendliness” and give you a view of how the site appears to a mobile user. It can also offer insights into how well or poorly various pages load.

The need for mobile optimization isn’t going away. It’s become a necessity for businesses concerned with retaining a competitive edge in the marketplace.

Want more advice on technology and its impact on your business? Find out if a TAB Board is right for you!