# What makes a successful seller in the digital age?Why sales professionals must retain their personal touch to succeed
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2019-01-16
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: The Evolution of Sales Excellence in the Digital Age
Meta Description: Discover the crucial importance of quality customer service and added-value in the digital sales arena. Focus on the personal touch for sales excellence.
URL: https://financedigest.com/makes-successful-seller-digital-agewhy-sales-professionals-must-retain-personal-touch-succeedhtml

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**Huthwaite’s Director of Marketing Rachel Massey writes on what makes a successful seller in the digital age.**

You’ve heard it once, you’ve heard it a million times. The digital age has transformed the sales arena. And, as many professionals are looking to technology as the panacea to improve their performance, a continued focus on quality [customer service](https://www.financedigest.com/transforming-to-customer-centric-service-in-financial-services.html "Transforming to customer centric service in Financial Services") and added-value is at risk of being overlooked. For anyone recruiting sales professions, recognising thischange is clearly essential. Rather than rushing out to [source tech-savvy candidates](https://www.financedigest.com/oranges-board-selects-three-candidates-for-new-ceo-sources.html "Orange’s board selects three candidates for new CEO – sources") who might lack core skills, it is important to understand the crucial importance the personal touch still plays when it comes to sales excellence.

**The role of globalisation**

The [digital age](https://www.financedigest.com/constructive-digitization-to-let-the-tissue-diagnostic-market-come-of-age.html "Constructive digitization to let the Tissue Diagnostic Market come of age") arrived in tandem with globalisation. Globalisation saw a greater [focus on cost](https://www.financedigest.com/cost-of-living-in-focus-as-australias-election-race-hits-final-stretch.html "Cost of living in focus as Australia’s election race hits final stretch") reduction such as outsourcing and offshoring.  Has this led to a loss in quality and [value for the customer](https://www.financedigest.com/the-value-of-customer-centricity-to-c-suite-financial-strategy.html "The value of customer-centricity to C-Suite financial strategy")? Many would argue yes. And it’s a key consideration for those whose job is to [sell a service or product](https://www.financedigest.com/itv-shares-jump-on-reports-it-could-sell-stake-in-production-arm.html "ITV shares jump on reports it could sell stake in production arm"). Whilst many feel the digital age must be accommodated and that’s certainly borne out by the increase in digital and social selling activity – there is also a growing need for a more focused and human [approach for the successful](https://www.financedigest.com/a-holistic-approach-to-esg-is-the-best-chance-of-success-in-a-competitive-private-equity-investment-market.html "A holistic approach to ESG is the best chance of success in a competitive private equity investment market") seller.

The [rise in demand](https://www.financedigest.com/eyewear-market-rising-demand-or-trendy-and-fashionable-eyewear-drive-potential.html "Eyewear Market – Rising Demand Or Trendy And Fashionable Eyewear Drive Potential ") for organic produce, ethical business practices and locally sourced product is no coincidence. Society is breaking away from traditional capitalist behaviour and instead looking to feel more human again. Enter the ‘hipster’ movement – people looking to re-connect in an overly [digital world](https://www.financedigest.com/impact-com-releases-the-partnership-economy-a-new-book-that-guides-businesses-to-success-in-a-digital-world.html "impact.com releases The Partnership Economy, a new book that guides businesses to success in a digital world").

**So, what makes a successful seller and what does all of this mean for sales?**

A rise in [digital products](https://www.financedigest.com/geometric-progression-based-on-digitization-to-be-witnessed-by-reproductive-management-products-market.html "Geometric Progression based on Digitization to be witnessed by Reproductive Management Products Market") and services, should never mean the fall of quality customer service – and that includes sales. The savvy [consumer now requires more than just a cost-effective service](https://www.financedigest.com/keeping-up-with-heightened-consumer-expectations-in-financial-services.html "Keeping up with heightened consumer expectations in financial services"), they want a cost-effective solution.

Buyers – whether consumer or corporate – want to feel important, like they matter. As globalisation and digital connectivity has risen so too has our need for individual acknowledgement. We want the bespoke approach.

We see this [time and time again in contemporary marketing](https://www.financedigest.com/automotive-timing-chain-and-belt-market-to-be-valued-at-us-10-20-bn-by-2027-comprehensive-research-report-by-fmi.html "Automotive Timing Chain and Belt Market to be valued at US$ 10.20 Bn by 2027 – Comprehensive Research Report by FMI"). From the success of the personalised Coca-Cola bottle, to the multi-million-pound budget channelled into bespoke [digital marketing](https://www.financedigest.com/digital-marketing-for-finance-and-insurance-firms-is-changing-are-you-ready.html "Digital marketing for finance and insurance firms is changing — Are you ready?"). If it isn’t bespoke, it isn’t of interest.

Does this mean our product offering [needs to change](https://www.financedigest.com/a-mindset-change-is-needed-in-the-financial-services-industry.html "A mindset change is needed in the financial services industry")? Thankfully no. But whilst your service may not be bespoke, your approach to selling it can be.

The real priority for the successful seller is to position products or [services as solutions](https://www.financedigest.com/veritone-launches-marvel-ai-a-complete-end-to-end-voice-as-a-service-solution-to-create-and-monetise-hyper-realistic-synthetic-voice-content-at-commercial-scale.html "Veritone Launches MARVEL.ai, a Complete End-to-End Voice-as-a-Service Solution, to Create and Monetise Hyper-Realistic Synthetic Voice Content at Commercial Scale"). It’s nothing new but it’s still a widely neglected part of the selling process. Where historically you may have sold features or even benefits, it’s now more important now than ever, to adopt a more consultative approach.

Before jumping into a sales pitch, get to know your [client’s needs](https://info.huthwaiteinternational.com/developing-sales-opportunities). What issues are they facing, what is it they want from your [product or service](https://www.financedigest.com/rebound-in-the-oil-gas-exploration-and-production-activities-to-boost-mobile-servicing-rig-market-fact-mr-report.html "Rebound In the Oil & Gas Exploration and Production Activities to Boost Mobile Servicing Rig Market, Fact.MR Report")? This information is vital – whether you’re selling your [services to the CEO of a multi-billion-pound company](https://www.financedigest.com/why-financial-services-companies-should-consider-rfps-in-their-digital-transformation-strategies.html "Why financial services companies should consider RFPs in their digital transformation strategies") or a start-up. If you don’t understand the [needs of your customer](https://www.financedigest.com/change-is-inevitable-how-banks-need-to-adapt-to-customers-new-banking-habits.html "Change is inevitable – how banks need to adapt to customers’ new banking habits"), simply put, you don’t know what you’re selling.

Let’s take the high [value sale](https://www.financedigest.com/in-line-transit-time-ultrasonic-flow-meters-sales-are-set-to-be-valued-at-us-337-5-mn-in-2021.html "In-Line Transit Time Ultrasonic Flow Meters sales are set to be valued at US$ 337.5 Mn in 2021") as an example. Is your customer buying it to [save money](https://www.financedigest.com/4-ways-small-businesses-can-save-money-while-outsourcing.html "4 Ways Small Businesses Can Save Money While Outsourcing") in the long-term, or to increase revenue in the short-term? Are they buying it to replace an existing obsolete model? Or to replace jobs previously done by people. Purchase drivers can be more varied and complex than these simple illustrations but you get the idea.  The lesson is, ascertain the answer and you can position your service more persuasively.

It may be the high value product you’ve sold a million times, but you’re selling it to an individual [every time](https://www.financedigest.com/how-to-nail-your-banking-audition-every-time.html "How to nail your banking audition every time") – so change your sales approach to accommodate their needs.

In this digital age we desire greater recognition of our humanity and individuality. The seller who recognises and responds to this by differentiating their [approach will be successful](https://www.financedigest.com/intuitive-decision-making-could-this-approach-be-the-most-underrated-way-to-becoming-a-successful-leader.html "Intuitive decision making: could this approach be the most underrated way to becoming a successful leader?") over those who don’t. An important lesson for any [recruiter wanting to source the very best candidates](https://www.financedigest.com/recruitment-in-a-candidate-tight-market.html "Recruitment in a Candidate Tight Market ").


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