Building trustworthy relationships – Sales Tech

Sales Tech

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Sales technology is booming. This is what we can read on every tech report that covers the subject today.

From 2016 to 2017, sales professionals expectation for increases in technology investments in their companies saw an increment from 36% to 55%.

Linkedin Report – The state of Sales 2017

At this rate, by 2020 the majority of sales professionals expect technology integrations to support their sales. This isn’t a surprise, considering the change in consumer behavior that the market is going through and how it has modified the way people buy, and consequently the way sales professional should sell.

The same report highlights that 91% of sales professionals say they are using such technologies to shorten lengthy sales cycles, close bigger deals and grow their revenue.

But what happens during the process that enables these goals? Are your time and efforts being allocated to meet customer’s expectancies?



The only way sales reps can sell more is by spending time understanding their customer’s needs and keep coming back with more interesting solutions.

Administrative and Service tasks are dominating non-selling time (41%), meaning that almost half of sales reps time is being wasted.


Customer’s expectations are always ready to be challenged


They expect a customized experience, a painless process and a solution tailored to their needs.

This is why sales data and automation become crucial to driving company’s productivity and efficiency to a new level.

Sales professionals are leaving software in charge of collecting information and performing the standardized and repetitive tasks that were before a waste of productive time.

Being able to delegate those activities opens the possibility to spend more time engaging with customers, understand their needs and actually help them grow their companies.

This is how sales reps are building stronger relationships and long-term business partnerships. According to Linkedin Report – The state of Sales 2017, trust in the relationship is the most important aspect when it’s time to close.



“Good relationships are the cornerstone of a successful sales process. Compared to economic considerations, such as price or the return on investment, trust comes out as the most important factor when closing the deal.”




For this to happen, customer relationship managers (CRM) plays an important role. CRM software is pointed as a primary layer on technology sales stack, because of its capability to help build stronger and more productive relationships. It should become more intelligent every day, produce meaningful insights and perform tasks which sales reps would otherwise be spending time doing.

“CRMs make me work for them, but I’m paying. They should work for me.”

Early Attentive beta tester

When customer’s data becomes manageable, accurate and efficiently segmented, sales reps are able to deliver higher levels of customization. And when non-selling time is shortened by automation, it becomes possible to do what every sales professional should be doing: spending more time with their customers building trustworthy relationships.


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