The rise of technology, including new consumption habits, social networks, numerous information platforms, among others, encourages consumers to develop new purchasing behaviors. This change encourages sales professionals to adopt new approaches, to update their ways of doing things. Thus in 2020, a new skill appeared in the list of 21 key skills for a salesperson by Objective Management Group: that of using technology to sell. Find out how a salesperson should combine technology to make their everyday work easier.

The 3 components of the new sales skill

Technology use is therefore one of the measures that predict the success of an individual in a sales role. Indeed, techno is turning into a privileged communication and productivity tool, in addition to generating new sales opportunities. The seller must, moreover, use it to differentiate himself and also, to facilitate his relations with the organization. Technology thus becomes an essential element for representatives and its mastery, regardless of the seller’s age, is one of the key skills sought.

Social selling

The first way to use technology to its advantage is through social selling. In this sense, we use social networks to make sales. As most of the networking is done online (it’s been even more true for a year!), It is essential for a salesperson to know platforms like LinkedIn and above all, to know how to use them, to approach prospects. . It could also use automation tools, which are very useful for accelerating sales opportunities.

A salesperson will also have to develop visibility by occupying the virtual space, as he would in a face-to-face event. On the other hand, this visibility must be acquired in a disciplined manner, at the level of 15 to 30 minutes each day. It is not excluded that you also have to invest a few dollars to occupy online space to be seen. Moreover, participating in or even organizing virtual events or webinars always represents an excellent opportunity for visibility. A salesperson’s mastery of technological tools will not only allow them to participate in discussions but also to share content to develop credibility with potential customers.

Using a CRM

The use of customer relationship management software(CRM) represents a second essential skill in sales. Growing volumes of opportunities must be managed and CRMs are becoming essential productivity tools. This is a way for salespeople to save a lot of time. These tools will measure the sales funnel using statistics, in addition to providing templates, such as email templates, and creating predetermined sales sequences. A CRM can also suck information from the web about potential customers (purchasing behavior, locations, location, etc.). The CRM also offers facilitating applications, such as a link to a calendar for making appointments. This productivity tool allows the representative to accomplish more in less time.

Video as a sales tool

The salesperson will be increasingly forced to use video for sales meetings, so they will have to master the basics in technical terms (such as lighting, framing, or how to get good sound). On another note, the seller will also have to familiarize himself with the different video conferencing platforms, to be more flexible. Technology shouldn’t be a barrier when working with a potential client, especially since it’s up to the representative to adapt, not the client. Otherwise, it is increasingly recommended to communicate with customers through personalized videos, using platforms such as Vidyard and Loom.


All in all, technology raises some great dilemmas for companies, who wonder if they should hire people who are not tech-savvy, but who have mastered the art of conversation. For example, the youngest master the technology, but do not always know how to converse with others! Either way, there are no perfect solutions on what kind of person to ally. There will always be pros and cons, and either way, there will be a gap to be bridged.

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