Next Generation Selling: The Digital Transformation of Sales
1:30 – 2:20 p.m. (EST)
HDAW ’21 is the largest North American event in the independent heavy-duty industry, aimed at educating, connecting and strategizing for the challenging road ahead. Duran’s workshop will tackle the changing role of sales in the midst of digital transformation and eCommerce. She will address how these trends accelerated during the pandemic and why there’s no going back to business as usual. Instead, heavy duty auto parts suppliers and distributors must take advantage of new data science techniques and software to better serve their customers’ needs.
Duran will walk attendees through the recent past, current state of the industry and recommendations to future-proof sales strategies:
Digital Transformation Trends
Buyer behavior significantly changed in 2020, with an astounding 80% of companies expecting to buy more products online in the next year, per Digital Commerce 360. Accompanying this fact is an increased importance placed on online self-service, transparent pricing and personalization driven by AI technologies.
Each of these factors significantly impact B2B sellers and threaten to de-emphasize the role of the traditional salesperson. Duran will address the necessary changes that are incumbent on sales management in this climate.
The Strategy to Execution Gap
Hear why competing corporate initiatives, overly broad guidance and product proliferation derail strategic campaigns, as sellers are asked to do more in less time. Often, campaigns are dismissed as just the latest “flavor of the month” as sales reps default to an order-taking mentality that will not hold up to the competitive digital environment we are now in.
How to Help Sales Work Smarter
Duran will then demonstrate where the rubber meets the road in terms of using technology to close that strategy to execution gap. Sales reps need targeted customer-specific guidance in order to filter out the noise and take revenue-driving action. She outlines the immediate actions that heavy-duty auto parts companies can take to establish a more rational process and pave the way for digital sales transformation. She also details the data science-driven technologies that leading companies will adopt sooner rather than later to stand out in the marketplace.
Prime yourself for the event with the following heavy-duty industry-focused content:
How heavy-duty truck parts distributors can navigate the year of constant change.
How auto parts manufacturers can turn strategy into action.