Sales support tools - which ones are worth looking into?

The fierce competition present in today's market requires companies to look for new solutions in reaching potential customers. Proper sales support is crucial to the results obtained. In this article we will focus on the tools that can be used for this purpose. Check which ones are actually worth knowing!

What to look for in sales support programs and tools?

Sales support programs, like the tools a company uses, must be tailored to its individual needs and the goals it has set. Thus, it is worth starting by identifying the areas of the business that require appropriate support. Sales support systems should be tailored to, among other things:

• The industry and nature of the business conducted by the company,
• Specifics of the group of potential customers,
• Company sizes.

It should be noted here that completely different sales support tools are likely to work well for companies that target young people who use the Internet intensively, and others for potential elderly customers who are more likely to get their information from the radio or television. That's why precise definition of the target audience for your product/service is crucial for successful sales and marketing efforts.

B2B and B2C customers also deserve to be distinguished. In the case of B2C (business to consumer) sales, the only decision maker is the consumer, who may have to consult his or her purchase with a close relative, such as a partner/partner. This significantly simplifies the sales process. B2B (business to business) sales involves a multi-step buying decision process. An offer usually goes through the purchasing department first, then is presented to the next person, and finally the decision is often based on the company's board of directors or CEO. Conclusion?  InB2B sales, your product or service has to convince far more buyers, which further extends the wait for the eventual finalization of the deal.

It should also be noted that the sales support program will vary depending on what channels those sales are actually made through. In the case of online sales, it will be crucial to properly segment shoppers to offer them a precisely tailored offer for their needs and preferences, track reasons for shopping cart abandonment and create a store with a clear, intuitive shopping path. In stationary sales, on the other hand, product awareness on the part of the seller (a mystery shopper survey will test it well) and visual merchandising, among other things, are of great importance.

In this article, we will focus on what sales support tools can be helpful for both online sales and stationary outlets. Curious? Read on! You will learn from another text on our blog, what sales support is, so we encourage you to read it.

Professional Merchandising

Merchandising means positioning merchandise in the store in such a way as to encourage the customer to buy. However,the merchandiser's responsibility does not end there. It is also crucial to get the potential buyer to the store, so consider using outdoor signposts to draw the consumer's attention. There are a few basic principles in merchandising, such as placing the products you want to sell in the shopper's line of sight, making proper use of lighting, music played, and influencing the customer's other senses, such as smell.

Supporting online sales does not at all mean abandoning merchandising activities.  In thecase of e-merchandising , it is inevitable to focus primarily on the sense of sight, so aesthetic photos should be taken care of, and product descriptions can be supplemented with short, dynamic videos showing their appearance. An aesthetically pleasing, simply structured e-shop, in which the purchase path is so intuitive that the buyer should not have to think about the next steps he needs to take to complete his order.

Sales force outsourcing

Outsourcing sales representatives has many advantages. What are they? First of all, using a team of outsourced salespeople, the company does not have to conduct the recruitment process itself, which means big savings - both in terms of time and financial costs. Besides, thanks to the outsourcing of salespeople, the entrepreneur can focus on the core areas of his business, delegating side duties to specialists. Cooperation with an external company that manages sales force teams is an opportunity for the company to create an effective sales team, without the need to involvethe company's own work. Outsourcing will also allow the company to remain flexible in cooperation and quickly adapt to current requirements, increasing its competitiveness - you do not waste time on your own to create a team, but use ready-made solutions.

Point of sale audits

A point-of-sale audit makes it possible to analyze the presence of products and marketing materials, the way products are displayed, product awareness among salespeople, etc., thus allowing to determine areas that need to be optimized. What's more, the results of the audit can also be helpful from the point of view of the point-of-sale staff, who receive clear information on the results of their work. It is worth remembering that proper sales management is possible only on the basis of reliable information.

POSM distribution

POSM (point of sales materials) are designed to increase sales by informing the customer about current promotions, products/services offered, news, etc. Through them, the company has the opportunity to quickly reach large groups of people. POSM materials include, among others, brochures, shelf stickers, stands, leaflet racks or light boxes. Cooperation with an external company specializing in sales support services not only allows you to better plan the expenses of POSM distribution, but also takes this duty off the shoulders of the company's sforce halls, so your salespeople can focus on the most important task, which is the actual sales. POSM handling can be much easier, thanks to outsourcing services.

Content marketing

Content marketing is an activity that can very effectively support sales, regardless of whether distribution is done stationary or online. Nowadays, it is difficult to imagine the possibility of reaching customers without the presence of the brand on the Internet, so taking care of the content published or sent to users can be very important for the sales results obtained. However, you must remember that you are creating content for people, so focusing only on its sales context is a big mistake. Content is supposed to answer the questions and needs of the audience. Don't be afraid of multimedia content either - content in the form of dynamic videos is performing better and better and is being well absorbed by users.

E-mail marketing

The duties of a sales support specialist may include e-mail marketing. Sending messages via e-mail is quick, easy and, above all - cheap, and at the same time allows you to reach a very wide range of people of different ages, needs, backgrounds, wealth status, etc. Note, however, that effective e-mail marketing activities must take into account the segmentation of recipients - this way you will be able to personalize messages accordingly. With e-mails, you can not only interest the recipient in your product or service, but also establish a long-term relationship with them. In the case of e-mail marketing, you should additionally consider the issue of automating the sending of messages - this will allow you to truncate the team of employees who deal with this slice of the company's marketing activity. You can outsource many sales support activities - cold mailings, cold calling, etc.

Finally, one more thing: when choosing any sales support tools, check whether the team actually uses them. If not - it's a situation for your company that needs improvement.