In a previous article, we answered the question “What is digital sales management?” We established that digital sales management is a key component of your business because, unless you can manage your leads and actually get them to buy from you, you’ve wasted a lot of money on your digital marketing efforts.
The person who leads the digital sales team is the digital sales manager. He or she is an incredibly important part of the process as they are responsible for leading the team and driving digital sales. In this article, we take a more in-depth look into what a digital sales manager actually does.
Digital sales manager responsibilities
Develop a digital sales strategy
The first thing that this person will do is to develop a digital sales strategy. This is the roadmap which shows how the company is going to achieve sales online.
For this strategy to be effective, it needs to speak very clearly to the digital marketing strategy. Why do we say this? Very simply because the strategy for marketing online will have identified a specific person that they feel will buy from them. They will have developed a buyer persona which is based on the demographic and psychographic characteristics of previous customers. This buyer persona drills down into minute details such as:
- What car does the person drive?
- What movies do they like to watch?
- What type of restaurants do they like visiting?
Digital sales will then need to take this information and – when the marketers feed the sales team leads – they have to know what the best way is to convert them to sales. For example, if the buyer persona that the digital marketing department has developed says that the customers which are going to be fed into the sales department are busy executives, the sales department needs to develop a strategy for closing the sale which doesn’t involve long-drawn-out sales pitches. The prospects are short on time and they need to respect this if they want to have any hope of reaching them.