In my previous blog post, I have referred to the way that digitalisation is affecting Sales and that it is high time for sales organisations to review “analogue” approaches, in order to be more successful in this new era. Today, I’m going to share some ideas on how this may be achieved.
It is without a doubt evident that we live in a more and more digitalised world, which has significantly affected our daily lives and routines in several ways. This digital transformation has also affected Sales, primarily by shifting the “balance of power” between seller and buyer in favour of the latter.
In my previous blog post, I wrote about the lack of differentiation between companies, which leaves the potential customers “swimming in a sea of sameness”, making difficult for them to reach to a decision, as they can’t easily find value.
Read more: Can the use of Best Practices reduce Profit Margins?
During the Christmas holidays I read “Lost in a sea of sameness”, a very interesting white paper from Danheiser, Kelly and Johnston regarding the lack of differentiation in the telecommunications industry.
Whenever we go to a doctor once we are faced with a health issue, he/she asks about the symptoms that we have, about our medical history, or even about our habits, prior to proceeding with the examination itself.