I plead guilty to enjoying a cold beer or two, and I’ve watched with amazement as the decade-long bull market in the craft beer industry shows no signs of abating.
To make the most of your tablet investment, focus on the device’s unique capabilities. The following five tips will help you improve the productivity and effectiveness of your salespeople while distinguishing the buying experience in the eyes of your customers.
Make CRM user-friendly.
Customize applications that make it easy and intuitive for your salespeople to view and update customer information, add or update opportunities, and enter and track new orders on-the-go. Prioritize features that help teams on the front lines make quick yet informed decisions. Creating a consumer-grade experience that your sales team loves will drive adoption.
Use tablet experiences to surface your best content.
Create a mobile experience that brings the most targeted and timely assets directly into the sales call, giving salespeople the right content, at the right time to make the most of each sales interaction. Set up your mobile application to automatically push the latest file versions every time a user connects and make sharing and presenting content as easy as possible, using sliders, buttons and other tactile interactions. In addition, detailed analytics allow managers to map when, where and how sales teams utilize sales assets, slicing and dicing usage patterns by team member, groups or territories to identify what content is most used and what isn’t.
Improve the selling experience.
A mobile sales application won’t move the needle on deals if your sales team doesn’t like using it. An effective solution allows salespeople to showcase capabilities, deliver quotes, collect information and close deals offline, whether they’re on a plane, in a car or at a remote location. Analytics and direct feedback mechanisms are also critical to finding out which features your sales team likes, which ones they don’t and what others they would like to add. Each new release of your sales applications should be informed by feedback from the sales team.
Enhance the buying experience.
Changes in the consumer buying experience — access to information anywhere and at anytime, and an expectation of engaging, integrated and relevant shopping experiences — have led to a demand for the B2B buying experience to follow suit. Armed with the right mobile solution, salespeople can cut through the clutter and delight prospects with a compelling and collaborative buying experience. Tablets allow incredible visualization tools to customize and personalize products. Real-time inventory helps streamline order processing and delivery. And on-the-spot booking decreases sales cycles and increases sales volume, helping you out-maneuver competitors.
Personalize sales training on-the-go.
Companies invest millions of dollars annually in employee training; yet 84 percent of training efforts are not retained after 90 days according to Sales Performance International. Too often, training isn’t well-matched to the salesperson’s unique needs or selling situation. Mobile devices provide a means to complement and extend the training experience on the road — a virtual mobile classroom and coach to help salespeople continuously improve their skills and knowledge. Tablets can also help management track and measure team performance. Selling scenarios can be recorded via the tablet’s microphone and reviewed later for one-on-one feedback.
Sales teams are on the front lines of your business. Mobile investments put the power of information at their fingertips and ensure a more engaging customer experience. Give them a tablet with a killer sales enablement solution.
Sam Gaddis is Chief Marketing Officer of Mutual Mobile, a company that creates rich user experiences that reinvent how businesses engage the world through mobile. This article is part of the Sales & Marketing Management cover feature about the importance of equipping your teams with the latest high-tech tools. You can read the rest of that editorial package here.