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Embracing widespread customization in the salestech industry requires both technological advancements and a shift in mindset.

As buyers come to sales meetings more informed than ever, with greater knowledge of the tech landscape and the tools they need to get ahead in business, customization is critical to move them through the sales cycle. And, ultimately, close the deal.

AI has opened up a new realm of opportunities in the industry, particularly for modern sellers, who now have an array of solutions at their disposal. Especially sellers with customization in their wheelhouse have a greater advantage over the competition.

As companies strive to cater to diverse customer needs and preferences, the ability to tailor sales processes, messages, and interactions to individual buyers in specific market segments is essential.

Custom Platforms

Because of the availability of user-friendly tools that allow sales teams to personalize their software use, salestech adoption is increasing.

A customized sales journey starts with the ability to tailor the journey based on a buyer's wants, needs, preferences and pain points. For example, if a buyer is interested in more product sheets and specifications, the seller should be able to personalize Marketing-approved content with ease. Sales reps should also be able to improve sales effectiveness with a shared content hub.

That allows the buyer to engage with sales and marketing content at their leisure, without the pressures of having to decide on the spot or pose all questions to the sales rep during a single interaction.

In sales, it's often more important to show versus tell. With salestech tools, sales and marketing teams can create interactive buyer experiences. Sellers can supplement 3D models and augmented reality with recorded videos, allowing buyers to view virtual products within their real-life environments.

That level of creativity resonates deeply with buyers, moving them closer to signing the deal as the impact that a product could have is tangibly brought to life.

Open Platforms

Custom solutions are often anchored in open software platforms, which enable businesses to modify and collaborate with trusted partners and experts both internally and externally.

Modular systems enable companies and their partners to build on top of existing solutions to create more custom platforms, allowing sales and marketing teams to seamlessly integrate customization into the overall sales process. From tailored quote configurators to custom visual navigation for buyers, sales teams can drive revenue faster using an open platform.

By relying on open application programming interfaces (APIs) and software development kits (SDKs), sales teams can also build unique, differentiated selling experiences at scale. When reps are liberated from the constraints of some sales tools, the possibilities for personalized buyer journeys become endless.

Open platforms are already embraced by many across the industry and will be instrumental in the future of salestech.

AI-Powered Personalization

AI algorithms can analyze vast datasets, drawing insights into individual buyer behaviors, preferences, and purchasing histories, empowering sales teams to tailor interactions and engage in more meaningful conversations with buyers.

By delivering highly personalized content and product recommendations, reps are able to enhance the overall buying experience, in turn establishing long-term, mutually beneficial relationships with customers.

AI's continuous learning capabilities also ensure that personalization evolves in real-time and adapts to changing buyer preferences. What's more, by using AI-enabled salestech, sales and marketing teams can gain valuable insights into what content potential buyers are consuming, before following up in a more collaborative way. For example, if a sales rep notices that a buyer is spending a lot of time reviewing the budget slide, it may be an opportune moment to drop them a line and highlight a specific option that meets their needs and overall budget.

Using AI-powered search and summaries, sellers can also gain access to quick results as they look for relevant content and information for buyers. That reduces sellers' time spent searching through endless decks and presentations, and easily surfaces key learnings in a concise way to create a more compelling buyer experience.

Ultimately, AI-powered personalization is a game-changer that helps companies forge stronger connections with their audiences and drive revenue growth through more effective and individualized strategies.

* * *

In an age of data abundance, where every digital interaction leaves a trace, salestech can help sellers and marketers harness a wealth of information to unlock new revenue opportunities.

By integrating buyer data, AI, and automation, sales teams can identify individual preferences and pain points, and also anticipate buyer needs. That fosters deeper and more meaningful buyer/seller relationships, leading to better customer outcomes and stronger bottom-line results.

More Resources on Sales Enablement and Technology

Why B2B Salestech and Sales Enablement Tools Don't Meet Expectations

Four Ways to Tackle Your Sales Enablement Strategy

The Missing Piece of Revenue Intelligence: Content Engagement Data

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image of Tony Grout

Tony Grout is chief product officer at Showpad, a global leader in sales enablement technology.

LinkedIn: Tony Grout