How to Create a Unified Buyer Experience to Bolster Sales Engagement
Your ability to close deals depends on how well you create an engaging buyer experience, especially in the digital age. Doing so can shorten the sales cycle and establish customer trust.
In today’s world, selling relies on technology and digital experiences. Gartner found that buyers spend only 17% of their time meeting with suppliers; the rest of the purchasing decision process is done on digital channels.
With the rising influence of digital channels over sales, front- and back-end digital experiences need to work together. Without that synchronicity, sales fall short.
Here’s everything you need to know about front- and back-end digital experiences, plus more about their unification.
Front-End Digital Experiences
Front-end digital experiences are an essential component of the sales engagement process. Here’s how to improve buyer experiences through front-end technologies.
The Six Essential Technologies
The technology associated with front-end digital experiences centers around virtual meeting platforms. Buyer experiences rely on these positive and high-quality experiences.
The technology your company needs to have in top shape includes the following:
1. Virtual meeting platform
2. Web camera
6. Internet connection
These technologies create high-quality, memorable buyer experiences that boost sales engagement.
Although it’s up to you to use high-quality cameras, lighting, speakers, mics, and internet, your digital experience platform should support the best of these technologies. It should offer a seamless experience for customers, free from technical error and fully secured.
How to Improve Front-Facing Digital Experiences
Improving front-end digital experiences will boost buyer engagement. Here are the best ways to do that.
First, know your tools in and out. The digital experience platform you use should be comfortable to navigate. Upgrade your mics, lighting, and camera to enable high-quality video streaming, and test all your technology before sales calls.
Additionally, ensure your digital experience platform is fully secure to protect your and your prospects’ data.
Other than the higher-level considerations, here are some more minor things to keep in mind:
- Make sure shared screen presentations are easy to read with large but brief text.
- Use the mute button when you aren’t talking.
- Consider wired rather than wireless internet if your connection isn’t stable.
- Understand technology other than your own; if your prospect has difficulties and needs help, your ability to walk them through it gives you an edge.
Back-End Digital Experiences
The other component of a successful sales enablement strategy is the back-end experience. Here’s how to boost buyer experiences with back-end technologies.
The Ten Essential Capabilities
Back-end digital experiences are at the heart of sales engagement. The digital experience platform you use to create a unified buying experience should provide you with the six following capabilities:
1. Call recording
2. Content sharing
3. Video recording
4. Call tracking
5. Presentation generation
6. Interactive content
7. Centralized content
8. Data and information
9. Sales quota management
10. Lifecycle management
Buyer experiences are now primarily digital. By utilizing the above capabilities, companies can engage with prospects meaningfully throughout the sales engagement process.
How to Improve Back-End Digital Experiences
Your unified digital experience platform should allow you to improve back-end digital experiences in the following ways.
Firstly, you’ll want to be able to record calls – just ask permission first – to ensure you get down every personal detail across prospects.
Make sure it’s easy to share content with buyers. You must be able to share timely, relevant content and track engagement based on the nuances discovered during front-end interactions. Make this targeted contact that responds to your prospect's needs and sales journey.
Further, your digital experience should allow you to centralize content to create a better buyer journey and let you gauge interest levels. This content should be interactive and specific to the buyer’s experience.
And, of course, ensure you adequately manage customer lifecycles through in-depth analytics and tracking.
Unify Front-End and Back-End Experiences
Front- and back-end components of the buyer experience must work together to maximize success.
Given the brevity of many front-end sales meetings, offloading as much as possible to the back-end stages frees up critical meeting time. Sales teams can then use this time to interact and collaborate with prospects, increasing their closing odds.
These back-end technologies also provide companies with insights that help them better understand their prospects’ needs and pain points. This data is essential for sales enablement and increases your conversion rates.
Lastly, back-end experiences allow companies to create meaningful and personalized touchpoints at the proper stages of the sales process. Tailoring the buyer experience in that way will bolster the success of front-end efforts. The more understood your prospect feels the more likely they are to buy.
Which Digital Experience Platform Should You Use?
Your success in unifying the buyer experience depends entirely on your chosen digital experience platform.
Dealintent is proud to be an end-to-end digital experience platform that provides all the tools you need to bolster the sales engagement process. Our platform helps you synchronize front- and back-end experiences for the most conversions possible. Learn more today!