Using Effective Sales Enablement Tools for Adaptive Selling

While buying into an adaptive selling strategy can significantly increase selling success on its own, it can be even more impactful when supplemented with other selling tools. Sales enablement tools greatly enhance a seller’s ability to reach and connect with prospects, sell more confidently, and improve their overall strategy and performance. When paired with an adaptive selling strategy, these tools have the potential to equip salespeople with the confidence and knowledge to more efficiently qualify leads, connect with buyers, pitch their products, and close more deals.

What is adaptive selling?

Adaptive selling is the concept of adapting the way sales teams interact with a lead based on their unique personality and behavioral characteristics. Rather than a generic, one-size-fits-all sales approach, adaptive selling enables B2B sellers to adjust their sales strategy and optimize it to better suit the person they are selling to.

For example, an outgoing, sociable salesperson might need to change their communication with a more cautious and skeptical buyer. Rather than spending time engaging them in friendly rapport, the seller should focus on getting to the point and addressing their needs upfront. When pitching their product, they might need to provide more details and data to back up their claims rather than relying heavily on charm and charisma to make their points–as this won’t resonate with their current buyer. This behavior-based approach helps sales reps tailor their message and selling process to meet each buyer's needs and preferences, taking personalization to the next level.

An adaptive selling approach can significantly improve a seller’s performance and ability to connect with buyers. This approach is meant to evolve depending on the sales situation– while a buyer may appreciate a casual and personable approach during the discovery stage, they may require a more thorough and assertive approach during negotiations. Being mindful of how individuals are motivated, their behavioral tendencies, and buying process can be especially impactful when navigating the sales stages.

Top 5 sales enablement tools for adaptive selling

In the past, adaptive selling techniques have predominantly been utilized by top-sellers only. But, with advancements in technology and machine learning, new sales enablement tools have emerged to help the average seller elevate their sales efforts. At Crystal, we’ve provided a list of the top 5 sales enablement tools to help your sellers be more effective at adaptive selling:

Hubspot

Hubspot’s sales software, Sales Hub, streamlines the entire sales process by combining a fully featured CRM, sales engagement tools, quote and CPQ functionality, reporting and analytics, and more. An adaptive sales organization utilizing Hubspot can be more organized, productive, and efficient. Because the Sales Hub CRM platform brings all data and tools together, organizations can focus more of their efforts on executing a strong adaptive selling strategy.

Crystal

Crystal, the platform for adaptive selling, is a powerful software to ensure that all reps understand adaptive selling and how to integrate it into their selling process. Using the DISC personality framework, Crystal enables adaptive selling by offering quick, easy, and actionable insights and coaching to guide reps through each sale stage. Integrating adaptive selling techniques is made simple and accessible by utilizing tools like Crystal, ensuring rep adoption and utilization.

Gong

Gong is a software that uses AI to analyze interactions between sales reps and buyers by recording sales calls, processing them, and transcribing them. Rather than digging through endless CRM notes, sales managers and teams can easily view their sales conversations, gain valuable insights, and ultimately drive effectiveness. Using this tool for adaptive sales allows managers and salespeople to see where and how they can improve their communication strategy to better align with each unique buyer and more effectively adapt their approach.

Salesloft

Salesloft is a sales engagement platform that combines the most powerful tools and integrations for digital selling and enables organizations to generate more revenue faster. Its comprehensive platform syncs all calls, emails, meetings, and activities while providing valuable insights to ensure accurate forecasting and a healthy pipeline. Salesloft also analyzes sales calls and interactions and provides valuable data so adaptive sales organizations can more efficiently implement an adaptive strategy, optimize their practices,  and understand its impact on their efforts.

Allego

The Allego Sales Enablement Platform includes multiple features that equip sellers to customize their sales conversations, understand where their communication could improve, and boost engagement. Features such as content management, peer-to-peer learning modules, and AI conversation analyses allow for greater opportunities for growth, customer engagement, and more impactful coaching. These features can shed light on areas where an adaptive selling strategy could be improved or implemented more effectively. Adaptive selling enables sellers to reach their buyers and customize their approach, and when used with Allego, to further drive engagement and personalization.

Final thoughts

An adaptive selling strategy allows sales reps to resonate more effectively with potential buyers by personalizing their approach to best suit each individual prospect. Using adaptive selling techniques, sellers can adjust their communication and pitch to quickly build trust and appeal to buyers' needs and motivations. By  

Although a highly successful sales approach in itself, like any strategy, adaptive selling can be even more effective and impactful when supplemented with the right sales enablement tools. Adaptive sales organizations that implement such tools are investing in the growth of their entire company while also setting their sales reps up for long-term and sustainable success.

Learn more about how Crystal, the adaptive sales platform, can drive success for your entire sales team.

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