With the rapid development of B2B technology in recent years, none has reformed human interaction quite like mobile devices. Where sales reps once relied on desktop PCs, personal planners, and in-office phone systems to fill the sales funnel, they can now manage their day-to-day activities from a single pocket-sized workhorse, no matter where they are.
However, therein lies a common objection about society’s ever-increasing use (and, in some cases, dependence) on digital technology: the lack of human connection required for each interaction. Phone calls have evolved into text messages. Handwritten letters and thank you cards have become bland emails. Mobile device users stay engaged in apps and internet activity upwards of 3 hours a day. It appears society has reached a point where the convenience of mobile technology has isolated users from socially stimulating activities.
But in the B2B technology world, that couldn’t be further from the truth. Sales reps remain more connected and more available to their customers than ever before. Where they were once limited by the resources available while in the field, on-the-go sales professionals now have the capability to completely mobilize their office, which is driving sales and fueling customer relationships like never before. And it’s all thanks to the progression of mobile B2B technology.
Examine the facts
We are well past the tipping point where mobile internet usage surpasses that of traditional desktop browsing. A survey conducted by Pew Research Center discovered that 68% of adults currently own a smartphone as of 2015, a significant 35% increase from the previous year. Meanwhile, the number of desktop PC users only increased slightly, giving reason to believe fewer people are buying PCs and instead turning to mobile technology for their online interactions, including the way they do business.
As the landscape of mobile trends continues to shift, B2B technology shifts along with it. CRMs, websites, and email clients continue to gravitate to mobile-friendly interfaces without any loss of functionality from their desktop counterparts. In the midst of our current technological boom, it’s become almost necessary to stay on B2B technology’s cutting edge, lest you fall overboard into a sea of irrelevance.
Think like your customers
With mobile usage skyrocketing, it’s clear that implementing mobile sales strategies is no longer optional. In general, technology should serve one purpose, and that is to make the user’s job easier. But oftentimes a transition to a new solution will simplify one task only to complicate another.
So how can you deliver the best mobile experience for your customers and sales reps, maximizing mobile sales.
The best way to answer this is to put yourself in your customers’ shoes. Ask yourself:
- How does the sales rep currently handle customer transactions?
- How could the sales rep handle customer transactions more efficiently and effectively?
Knowing your customer well enough to understand the pain points that you help to alleviate represents one of the most genuine forms of human connection. Do they want on-the-spot ordering? Do they want less paperwork? Do they appreciate product recommendations? Do they expect immediate answers to their questions?
Making lighter work for your sales reps and freeing up their time to focus on building relationships is only one side of the equation, the other is an improved experience for the B2B customers. With the right mobile B2B technology in place, you can prioritize efficiency and effectiveness at every step of the sales process.
Personalize the experience
While mobile devices don’t offer the warmth and personalization of handwritten documents and tangible collateral, they do provide the tools needed to help the sales rep forge a strong human connection with the customer during each visit. By arming your outside sales reps with all the tools they need in a mobile solution, they can deliver a personalized experience to every customer every time, and focus less on admin work and problem-solving.
Mobile sales automation gives companies the ability to serve their customers at unprecedented speeds. Sales reps can recommend products based on previous purchases and never miss an opportunity to upsell or cross-sell. They can easily check previous order history, top selling products, order frequency, inventory levels, and special preferences. Best of all, quick and easy order taking saves time, not to mention the almost 100% reduction in order errors, inherent with manual order taking.
In short, mobile technology helps sales reps to know more about their customer than ever before, so they can offer a level of personalized service that wouldn’t be possible otherwise. By implementing mobile B2B technology, whether it’s a self-service app, CRM, or inventory management, can eliminate some of the common frustrations for both you and your customer, and keep the sales reps doing what they’re good at: selling and building relationships with the help of mobile CRM solutions.
What lies ahead
The idea that mobile technology has distanced us from social engagement is compelling. However, it’s also the case that technology can provide the basis for improved social relationships when used to replace time-consuming, mundane tasks.
With the constant advances of mobile B2B technological advances, it’s important to remember that customers are human and if you can harness B2B technology while maintaining and improving the human connection with your customer, then you're onto a winner.