*Per Clayton Montarroyos
Much is said about digital transformation and it is underway in several segments, such as retail, health and industry - changes that were already underway and were accelerated by the impacts of the pandemic.
According to the study “Brazilian Software Market - Panorama and Trend 2020”, the IT sector in Brazil increased 10.5% in 2019, and handled R$ 161.7 billion (US$ 44.3 billion).
Within an optimistic perspective of IDC, the sector may show a growth of around 4% in 2020. However, it is certain that the scenario is challenging and demands actions from ICT companies that aim to grow above the market average and consistently.
The concept of "consultative sales" has entered the vocabulary of the information technology (IT) sector and has been promoting an evolution in the commercial approach, being an important strategy to leverage the growth of companies.
Advances in IT have renewed all aspects of marketing and sales, as technology companies may have more data about potential buyers. Salespeople need to show customers prospects and current customers that price should not be the main factor in the purchase decision tree.
It is worth understanding that the commercial area is not restricted to selling hardware, software or services. Sales professionals should help build relationships and increase cooperation with customers.
The business strategies of an IT company must provide analysis to its staff, based on business intelligence and analytics so that professionals can go deeper into the universe of customers' business. The data and analyzes make it possible to identify trends, competitive behavior and risks.
This is a process that begins in the pre-sale phase, when the professional in the commercial area helps clients in identifying their real needs and objectives, discussing alternatives, demonstrating the solutions in use to finally arrive at the time of decision making and signing the contract.
Consultative selling is an approach that encourages understanding of customers' businesses, identifying problems, needs and expectations, and also anticipating future demands. Thus, the team can provide more personalized solutions in order to build better and lasting business relationships.
An important advantage of this system for the organization, which will acquire the solution, is that the supplier ends up assuming co-responsibility for the successful implementation and evolution of the project.
Most software can be customized to suit each market segment and marketed through consultative selling. The sale of technology ends up being based on strategic recommendations and on building a commercial relationship based on trust, providing tangible results.
The consultative sales process can be conducted by an own team and also with the support of regional sales partners, who are important to provide a closer monitoring for the customer in different places, contributing to the customer success and loyalty.
We know that the pandemic has encouraged digital transformation initiatives and opened up new business opportunities that, now, should be taken advantage of through consultative sales strategies.
* Clayton Montarroyos, CEO of IN - Business Intelligence
Warning: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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