In the face of a constantly changing market and increasing competitiveness, companies face significant challenges to stand out. Today, traditional business strategies alone are no longer sufficient. Not for nothing, 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 by 10.2% in 2024.
Alongside factors like product quality and availability, it is necessary to take further steps forward, having by your side a qualified salesperson with access to the right tools to meet both the brand’s goals and the demands of modern customers, known to be more critical and discerning. This is because, while having experienced professionals is important, it is impossible to build a team solely with specialists without exceeding the department’s budget.
In this scenario, the role of technology is much greater than simply automating processes, becoming a powerful ally in improving the performance of salespeople. Tools like CRM, for example, allow for a complete mapping of the sales process, providing data that not only records the negotiation history but also generates strategic insights to enhance the performance of each professional. With the data in hand, salespeople can act more precisely, understanding customer behavior and personalizing their approaches, resulting in better outcomes.
On a day-to-day basis, the use of these tools continues to be a differential. Automating operational tasks allows salespeople to focus on more strategic activities, such as customer relationship management. By offering an integrated management platform, CRM directly contributes to salespeople adopting a more consultative stance, acting as experts who help customers make autonomous decisions. This approach reflects the transformation of the salesperson’s role, moving away from just ‘pushing’ products and adding value to the purchasing process.
Technological innovations provide resources that make training more dynamic and effective 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 for salespeople. This methodology allows individuals to assimilate theoretical content and experience everyday sales scenarios, enhancing their skills in a personalized way. Such training, combined with performance monitoring and Individual Development Plans (IDP), ensures that learning is more effective and tailored to the specific needs of each salesperson.
Additionally, CRM allows for better performance comparison among sales professionals. Companies that lack visibility into what salespeople do cannot even understand why one professional outperforms their peers. By bringing the entire process into 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 have difficulty using 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 explore the full potential of the available technological resources, maximizing their results in the sales environment.
In addition to training and the use of technology, salespeople’s skills need to be adapted to the new pace of consumption. Consultative competence, for example, is a highlight. Today’s consumer sees the salesperson as an obstacle to access products and services. With the evolution of public behavior, salespeople need to position themselves as authorities in their market, offering clear and objective information so that the customer can make decisions independently. The traditional ‘pushy 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 future vision. Companies that invest in the development of their sales teams and promote continuous learning ensure a competitive edge 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, those who do not update themselves fall behind.
