By Oier Gil, on 26 December 2023
Are you aiming to enhance your online sales in 2024 and break away from the usual routine? At Cyberclick, we present the most potent and compelling digital sales trends to help you refine your strategy and connect with your target audience effortlessly. While we may not have the luxury of being like Biff in Back to the Future, receiving insights from our future selves about the upcoming year's online shopping keys, we can still implement the most prominent trends to boost our chances of success.
Top Digital Sales Trends for 2024
Value-based selling is a customer-centric sales strategy that revolves around providing valuable information throughout the sales process. Sales teams employing this approach act as guides, assisting customers throughout their journey and offering the information necessary for informed decision-making.
In 2024, it is common to witness consumers bombarded with messages pressuring them to make purchases and spend money. This approach is not conducive to a positive strategy, particularly for B2B organizations. Customers are fatigued with brands viewing them solely as revenue sources rather than as decision-makers and discerning individuals.
Moreover, according to a study by GlobeNewsWire, 87% of high-growth companies embrace a value-based selling approach in their sales, while 45% of organizations with negative growth do not.
So, how do you implement value-based selling in the digital world for 2024? Here are some useful tips for your sales team:
- Speak sincerely and draw from experience: When a customer seeks information to make an informed purchase decision, refrain from recommending something you wouldn't personally do. Support your response with examples from your own experience. This approach fosters consumer trust and conveys honesty about the brand.
- Adopt an educational approach: Instead of relying on a typical sales pitch where the product takes center stage, it's crucial in 2024 to have a more indirect approach that focuses on informing the customer about various market options. Only at the end should you highlight why your product is the best, following the provision of objective information."
- Respect the timing and avoid rushing: One of the most prevalent sales mistakes is initiating sales pitches prematurely, especially when the potential customer is not ready. In 2024, this approach is akin to digging one's own grave. Therefore, we advise exercising restraint, resisting the temptation to rush, and instead, focus on detecting the opportune moment. This moment arises after actively listening to the customer and gaining a comprehensive understanding of their needs.
Training Is the Key to Sales
Often, companies overlook the significance of having a well-trained team, neglecting the importance of training and experience when faced with the immediate need to fill a position. Furthermore, once a person is hired, the importance of keeping them updated is frequently disregarded. Consider, for instance, whether you have invested in training over the past year to enhance the qualifications of your company's workforce. Many companies likely answer 'no' to this question, but in 2024, this trend is expected to change. Particularly noteworthy is the fact that, according to Highspot, investing in training (alongside recruiting genuinely qualified talent) can yield a return on investment (ROI) of 353% in the coming years.
Therefore, one of the digital sales trends for 2024 is the emphasis on having professionals who are genuinely prepared and trained for their sales roles, with ongoing skill enhancement through effective training. Achieving this, of course, necessitates the presence of a competent People and Talent team.
To provide perspective, according to Capital Counselor, a finance news portal, 80% of logistics leaders assert that the question is no longer whether to outsource, but rather, how many of a company's processes should be outsourced. Outsourcing proves to be an excellent means of enhancing the efficiency of the internal team, particularly for the sales team. This realization is gaining traction, making it a robust digital sales trend for 2024.
Through outsourcing, in-house teams can redirect their focus to more critical aspects, allowing them to operate at their full potential. Additionally, outsourcing proves to be a cost-effective solution, especially for smaller companies. In fact, this trend is expected to be particularly prominent among smaller companies in 2024, as they typically have limited resources. Outsourcing provides them with greater scalability, among other benefits.
Nevertheless, this trend will also manifest (albeit to a lesser extent) in larger companies. The advantages of outsourcing, including time savings and risk reduction, appeal to organizations of all sizes.
Foresight analysis involves forecasting and anticipating future events to make informed decisions, capitalize on opportunities, and mitigate risks. This discipline applies to various areas, including digital sales, offering a significant competitive advantage for companies that embrace it. Thanks to analytics tools, forward-looking analysis has reached a new level, and companies neglecting such technology risk falling behind. Therefore, in 2024, sales agents need to leverage these intelligent tools.
As of now, 75% of rapidly growing organizations have already incorporated these tools into their sales teams. If your company is not part of this percentage, it's time to catch up and align with the trend.
If you're wondering about the fate of historical analysis, it appears that it will gradually be supplanted by prospective analysis, which enables more informed decision-making.
Undoubtedly, one of the noteworthy digital sales trends for 2024 is the allbound strategy. While it can be applied to both marketing and sales, we'll focus on the latter.
If you're unfamiliar with it, the allbound sales strategy is a methodology that integrates both outbound and inbound approaches. Let's break down each approach:
- Outbound sales: This represents the traditional sales strategy where direct sales takes center stage. In this approach, the sales team actively pursues and persuades potential customers for conversions. The objective is to capture the attention of consumers.
- Inbound sales: In contrast to the outbound strategy, inbound sales involves providing value to the customer in an indirect and organic manner. Here, the sales team serves as a guide, offering information and subtly indicating how consumers can address their needs with the product or service.
Which is better? In reality, there is no single answer to this question, as both approaches have their positive aspects. The allbound strategy, therefore, is centered on integrating both techniques to leverage the benefits they each offer.
Historically, companies predominantly relied on the outbound strategy, but more recently, they have embraced the inbound technique. In 2024, organizations are poised to recognize the value of both methodologies, integrating them into their strategy and dispelling the notion that they are mutually exclusive.
Here are the benefits that an allbound sales strategy can bring to your company:
- Streamlined ROI (return on investment)
- Increased speed in verifying the effectiveness of actions
- Growth in the number of loyal customers
- Strengthening of brand authority
- Enhanced independence from payment channels
Buyers Dominate Sellers
This trend is not new; in fact, we have been observing it for many years. However, in 2024, it is expected to gain even more momentum. The days when marketers could relentlessly pursue and pressure consumers by highlighting the benefits of their product or service to secure a purchase are long gone. In recent years, the dynamics have shifted, and it is now consumers who can exert pressure on brands through various channels and in numerous ways, significantly impacting society and wielding considerable power over a brand's destiny. Social networks and reviews have played a significant role in facilitating this shift.
This emerging trend means that situations and mistakes that might have gone unnoticed in the past are now under intense scrutiny and can lead to the closure of a brand. Even the largest companies have faced crisis for this reason.
So, what lessons can we draw from this trend? Primarily, it underscores that what we communicate, both through our marketing strategy and our sales team professionals, can profoundly impact the company's outcomes. Consequently, it is crucial to carefully curate the messaging of sales teams.
In this context, having a reputational crisis management and prevention team will be a vital element in 2024 and is recommended for all companies.
Becoming a Modern Disruptor
What sets you apart from the competition evolves over time, making it crucial to stay current to understand how to stand out. Often, companies introduce new functionalities or actions, believing they will differentiate them, only to find that it doesn't, leading to customer loss. This scenario is also observed in sales. The definition of a disruptive company has changed over the years. While technology was once a distinguishing factor, it has now become a standard consideration for all companies. Therefore, what will genuinely make a difference in 2024 is the ability to anticipate customer needs and effectively address every problem that arises in the buying process.
If you're reading this article on digital sales trends for 2024, you're already setting yourself apart by understanding consumer demands and market needs for the future.
The hospitality industry stands out as a sector that has adeptly embraced this trend, emerging as a true modern disruptor. Can you similarly position yourself as one in your niche?
And that concludes our overview of the digital sales trends for 2024. We trust you have found them valuable, and we encourage you to incorporate these trends into your sales team for improved results in the coming year. Remember, it's not just about keeping your sales strategy up to date. This guide underscores the importance of having skilled professionals and offering them quality training to effectively implement these strategies. Without this foundation, attempting to adopt other trends may not yield the anticipated results.