Companies are heading towards a time of transformation where efforts in innovation, the adoption of automation and Artificial Intelligence are vital . Thus, it is intended that innovation in the sales process connects with the customer 's purchasing process through resources such as, for example, the use of the buyer's vision. Innovations such as live shopping, shoppable video, visual search & shopping and product placement will be channels that define new sales strategies. These are some of the conclusions that can be highlighted from the Innovation Series study: Transforming the way of sales is the new study by ICEMD, the Institute of the Digital Economy of ESIC, focused on applying innovation to the sales strategies of professionals in the sector.
Innovation Series: Transforming the way of sales , Francisco Huidobro , Director of Digital Services at Orange Large Companies, pointed out that “this implies a large investment by companies. We are selling in every act of our lives.” Enrique Benayas , Director of Corporate Education and General Manager of luxembourg number data ICEMD, for his part, stressed that “the line between B2B and B2C is increasingly thin, since there are people behind companies and it is essential to identify them.”
The role of the salesperson has evolved to become something different. Frédéric Jombart, Commercial Director of FNAC Spain, pointed out that “differentiation is now the human part of sales.” In fact, the approach has even changed. According to Esther Soriano , Marketing Director of Saint-Gobain Isover and Placo, “sales are changing and it is essential to understand the specific needs of each client. Our argument must vary depending on who we are addressing.”
Sales trends have taken the path of evolution to serve the new digital era. According to Eva Zaera , CCEP ES Associate Director Digital Commercial Development, "the digital approach favours data, which for us is already the new oil, helping us to better understand the consumer and what their needs are."
The names that have developed this study are Enrique Benayas ; María Albalá , Director of Innovation Hub at ICEMD; Belén Grana , Director of Knowledge Development at ICEMD and Manuel Serrano , CEO of Coolhunting Group Research Partner at ICEMD. Alongside them, more than 100 professionals and companies from the sector have participated in this study, including Acciona, DHL Parcel, Comansa, Signify, Renault España and Siemens Gamesa .
Following the Innovation Series: Transforming the way of sales , ESIC Corporate Education has presented the "Advanced Program in Sales Innovation", focused on determining and guiding students in new marketing and sales techniques and disciplines, and aimed at profiles related to commercial strategy and the development of sales activity.