Faced with a market in constant transformation and growing competitiveness, companies face significant challenges to stand out. Today, only traditional business strategies are no longer enough. No wonder, Gartner predicts that by 2025, 85% of sales organizations will invest in immersive and adaptive training worldwide. In Brazil, the scenario is also promising: according to Sebrae, the sales training market is expected to grow 10.2% in 2024.
Along with factors such as quality and supply of the products themselves, it is necessary to take other steps forward, having at your side a qualified seller and with access to the right tools to meet both the goals of the brand itself, as well as the demands of modern customers, admittedly more critical and judicious. This is because, although it is important to have experienced professionals, it is impossible to assemble a team with only experts without extrapolating the budget of the area.
Within this scenario, the role of technology is much greater than simply automating processes, becoming a powerful ally in the qualification of the performance of sellers. Tools such as CRM, for example, allow a complete mapping of the business process, offering data that not only records the history of negotiations, but also generate strategic insights to improve the performance of each professional. With the data in hand, sellers can act more accurately, understanding the behavior of the customer and personalizing their approaches, which translates into better results.
In the day-to-day, the use of these tools continues to be a differential. The automation of operational tasks allows salespeople to focus on more strategic activities, such as customer relationships. By offering an integrated management platform, CRM directly contributes to salespeople taking a more consultative stance, acting as specialists that help the customer make decisions autonomously. This approach reflects the transformation of the role of the seller, which leaves only “empurrar” products and starts to add value to the buying process.
Technological innovations offer resources that make training more dynamic and assertive for these professionals. CRM itself, again, enables, for example, the creation of simulations and role-playing based on real situations, providing a practical and direct experience to sellers. This methodology allows the actors to assimilate the theoretical content and experience scenarios of daily sales, improving their skills in a personalized way. Such training, combined with performance monitoring and Individual Development Plans (IDPs), ensures that learning is more effective and adapted to the specific needs of each salesperson.
In addition, CRM allows for better performance comparison between sales professionals. Companies that do not have visibility of what salespeople do can not even understand why a professional performs better than their peers. By bringing the entire process to a tool, it is possible to understand what exactly is working best and replicate this knowledge to the rest of the team.
Because of all these factors, it is essential that companies help their salespeople adapt to new technologies. Many professionals still find it difficult to use modern tools, either due to lack of familiarity or resistance to change. Thus, training focused on the use of these solutions is crucial to ensure that teams are prepared to exploit the full potential of available technological resources, maximizing their results in the sales environment.
In addition to training and the use of technology, the skills of sellers need to be adapted to the new pace of consumption. An advisory competence, for example, is a highlight. The current consumer sees the seller as an obstacle to having access to products and services. With the evolution of public behavior, sellers need to position themselves as authorities in their market, offering clear and objective information so that the customer makes decisions independently. The traditional pushes“” has become obsolete and technology, when well used, facilitates this transition to a more collaborative model and focused on the customer experience.
Therefore, the continuous qualification of employees is a strategy that goes beyond the short-term benefits, symbolizing a vision of the future. Companies that invest in the development of their sales teams and promote continuous learning ensure a competitive differential in the market. More than ever, training is the key to sustainable growth and to building a team prepared for the challenges of a more judicious and evolving market. After all, in a world where change is the only constant, who does not update, is left behind.
