In the face of a constantly changing market and increasing competitiveness, companies face significant challenges to stand out. Today, only traditional business strategies are no longer sufficient. Not by chance, Gartner consultancy 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 a qualified salesperson by your side with access to the right tools to meet both the brand's goals itself, regarding the demands of modern customers, recognizably more critical and discerning. This is because, although it is important to have experienced professionals, it is impossible to assemble a team solely with specialists without exceeding 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 salespeople's performance. Tools like CRM, for example, allow a complete mapping of the commercial process, offering data that not only records the history of transactions, but also generate strategic insights to enhance the performance of each professional. With the data in hand, sellers can act more precisely, understanding customer behavior and personalizing their approaches, what translates into better results
In everyday life, the use of these tools continues to be a differentiator. The automation of operational tasks allows salespeople to focus on more strategic activities, how the relationship with customers. By offering an integrated management platform, the CRM directly contributes to sellers adopting a more consultative approach, acting as specialists who help the client make decisions autonomously. This approach reflects the transformation of the salesperson's role, that stops just "pushing" products and starts to add value to the purchasing process
Technological innovations provide resources that make training more dynamic and effective for these professionals. The CRM itself, again, enables, for example, the creation of simulations and role-playing based on real situations, providing a hands-on and direct experience to sellers. This methodology allows practitioners to assimilate theoretical content and experience everyday sales scenarios, enhancing your skills in a personalized way. Such training, allied to performance monitoring and Individual Development Plans (IDP), ensures that learning is more effective and tailored to the specific needs of each salesperson
Furthermore, the CRM allows for better performance comparison among sales professionals. Companies that do not have visibility into what salespeople do cannot even understand why one professional performs better than their peers. By bringing the entire process to a tool, it is possible to understand what exactly is working better and replicate that knowledge for the rest of the team
Due to all these factors, it becomes essential for companies to help their salespeople adapt to new technologies. Many professionals still face difficulties when using modern tools, whether due to lack of familiarity or resistance to change. Thus, trainings focused on the use of these solutions are crucial to ensure that teams are prepared to explore the full potential of the available technological resources, maximizing your results in the sales environment
In addition to training and the use of technology, the skills of salespeople need to be adapted to the new pace of consumption. A consultative competence, for example, it is a highlight. The current consumer sees the seller as an obstacle to accessing products and services. With the evolution of audience behavior, sellers need to position themselves as authorities in their market, providing clear and objective information so that the customer can make decisions independently. The traditional "push sale" has become obsolete and technology, when well used, facilitates this transition to a more collaborative model focused on the customer experience
Therefore, the continuous qualification of employees is a strategy that goes beyond 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 advantage 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 discerning and evolving market. After all, in a world where change is the only constant, who does not keep up to date, falls behind
