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How to build relationships in today’s sales environment

by Spanish Point - Sep 21, 2021
How to build relationships in today’s sales environment

The relationship between buyers and sellers grows more complicated each day. Every potential partnership requires finding the right buyer, fully understanding their business, tracking progress through the buying cycle, and engaging them with the right content—when and how they want it. Faced with having to replicate this to meet increasingly divergent buyer needs, most sellers know relationship selling—the art of converting leads through the building of long-term relationships between buyer and seller—is a complex discipline.

Customers expect personalised touch points along their purchasing journey, and sellers need to effectively engage customers at scale. Microsoft Relationship Sales integrates Microsoft Dynamics 365 and Office 365 to do just that.

Understand your customers and uncover leads

Unify data from multiple sources for a 360 view of customers. Create multidimensional customer profiles and define highly targeted segments with Dynamics 365 Customer Insights. Export segments to Dynamics 365 Marketing to execute personalised campaigns. With built-in artificial intelligence (AI) to predict customer needs and prioritise sales-ready leads.

Unify and enrich all your customer data to create complete customer profiles across channels—including campaign responses, in-store and online visits and purchases, loyalty redemptions, customer service encounters, social interactions, or Internet of Things (IoT) signals.

Discover new audience segments with AI-driven recommendations. Predict churn, next best action, and product recommendations with quick-start machine learning templates. Reach customers with the right message at the right time in the right channel. Align sales and marketing teams for lead and event management.

The customer journey continually nurtures leads and provides information to improve targeting strategies. Create customer journeys with custom or out-of-the-box templates for promotional emails, emergency communications, and newsletters.

Stay connected to customers

According to Forrester, more than 80% of B2B engagement will be digital and remote. Adapt to this new way of doing business with Dynamics 365 Sales. Gain buyer insights with a unified view across customer relationship management (CRM), social networks such as LinkedIn, and productivity tools. Accelerate deals and build credibility and trust with buyers, through digital experiences.

Sellers can be more responsive to customers with CRM data at their fingertips. Dynamics 365 data is embedded within everyday applications, such as Microsoft Outlook or Teams. Sellers can bring ideas and colleagues in real-time to move deals forward. Hold virtual meetings, streamline communications, and collaborate with colleagues and customers. The intuitive mobile experience is optimised to improve field sellers’ productivity. Save time and reduce friction with quick access and updates key customer information.

After an opportunity is closed, sellers can use Power Automate to automatically trigger a post-sales survey to buyers via Dynamics 365 Customer Voice, enabling your organisation to capture customer feedback on the sales process, buying experience, or product.

Customer sentiment, feedback, data, trigger words, and survey activities are captured and reflected within your customer’s profile after they respond to a survey. Sales reps and managers use these insights to drive action, improve processes for upselling and cross-selling opportunities, and build relationships with customers.

Build meaningful relationships

Tap into LinkedIn’s vast network of business decision-makers to find the right customers, understand their interests, and create connections through warm introductions. View their profiles, obtain recommended leads, initiate ice breakers, and access a unified timeline. Understand the actions required to grow the relationship and see which content resonates the most with customers. Get the complete picture with interactive org charts. Stay connected to customers with proactive notifications like when a customer changes jobs. Monitor overall customer sentiment with relationship health to see which customers need attention.

Adapt to rapid changes

With a flexible platform, your sales operations team can tailor the prebuilt AI and business processes to keep pace with internal and external demands. Leverage a powerful, flexible, no-code tool to quickly design and implement next best action recommendations for your sales team. Design a sequence of activities and connect the sequence to leads and opportunities that appear in a seller’s work queue.

Sales forecasting in Dynamics 365 helps sales organisations drive visibility and accountability. Easily analyse and trigger actions based on the forecast through dashboards, workflows, and proactive alerts. AI-driven predictive forecasting supplements seller-generated forecasts to increase forecasting accuracy.

With Dynamics 365 Sales and Dynamics 365 Marketing, you can orchestrate customer journeys to personalise buyer experiences, nurture demand, build relationships at scale, and make insight-driven decisions to stay connected with customers. Create exceptional experiences, increase revenue, and drive more qualified leads with sales and marketing applications that are built on the same Dynamics 365 platform and work seamlessly with Microsoft 365. Find out how to improve your relationship selling by contacting a today.