Knowledge Sharing

Vision of Rep2020

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Rep2020 interpretes and captures customer input


As the dINK Sales Barometer indicated, 80% of B2B companies need a face-to-face interaction to close a deal. Only face-to-face interactions provide the level of confidence required to engage in a B2B purchase. Despite the critical role of the sales rep for generating revenue, sales people are under pressure. As outlined in this other post, setting up a basic sales process leads to a substantial increase in sales effectiveness.
Even in an effective sales process, there will be pressure on the sales rep to provide more value. Sales reps are among the most expensive employees, easily costing 100K€/year including car, phone and other necessary sales tools. For a sales rep visiting 20 customer visits a week, that’s €125 per visit. Only 5 visits a week: €500 value has to come from that visit.

How to increase the value of sales visits? That’s what dINK’s vision of the valuable sales rep “Rep2020” is all about.

The Rep2020 is not only visiting customers to sell. He or she visits customers to listen to needs and requirements. The Rep2020 is an account manager intimate with customers. Just listening is not enough. The Rep2020 interpretes and captures the customer input. This enables the Rep2020 to follow up the next sales opportunity, but also learn for the bigger next opportunity.

Let’s make things concrete: in many sales processes, reps go out to bring in the orders. Not much time for listening there. Still, it only takes 30 seconds to fill out a little survey on the perception of a competitive product.  Great input for marketing at no extra cost. And smart sales reps have a chance to get to know their customer better.

Input of customers that is not captured cannot be turned into knowledge for the company. Hold your horses! Another sales report? Let’s not go there indeed: subjective sales reports end up in oblivion. Only structured information can be turned into knowledge. Customer requirements and customer feedback to propositions have to be stored in structured fields ready to be analysed. Surveys are a great tool to structure feedback. Integrated into a presentation, a survey feels like an interactive discussion (we have plenty of examples).

The Rep2020 becomes a gateway between the customer and the company. Product development: don’t waste your time on analysis: go to the source of revenue and listen and interprete customer input (this applies to B2B, although even Steve Jobs actually listened to customers). Market research: go find it at the source.

The Rep2020 is enabled with tools to make life easier. Tablets are the device of choice, and provide all productivity functions that a laptop provides today. Thanks to IT consumerisation, this device is easy to use. The Rep2020 is in the cloud. “My customer information” has become “Our customer information”, enabling customer-centric teams to work together on customer segments. sharing information is embedded in the tools.

The Rep2020 has a sales app on the tablet with all tools at his fingertips to make the sales interaction valuable:

  • Interactive presentations that guide the interaction with the customer without imposing the flow. Feedback fields capture the input and feedback of customers
  • Bottom-up segmentation with customer scoring tools
  • Qualification forms to continuously improve the hit-rate
  • Automated visit reports structure customer feedback
  • Escalation forms to directly provide customer feedback to the right colleague
  • Order forms linked to fullfilment.

About Kenny Wyckmans

Kenny is Marketing manager at d!NK. He joined the company in its early days. Passionate about marketing & digital communication, Kenny keeps the pulse on d!NK’s market. He is in daily contact with d!NK’s customers and prospects to understand their sales interactions and detect opportunities for d!NK to improve the sales effectiveness. An entrepreneur at heart, Kenny founded his webdesign agency in 2006 while still at school.

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