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Why Customer Conversations Matter More Than Ever for European Companies

Posted in:  Buyer Engagement, Highspot News

Change is inevitable. There are good times and down times — what matters most is how we choose to take action.

As Highspot’s new Managing Director of Germany, Austria, and Switzerland (DACH), taking action means determining how we can continue to better serve our new and existing customers around the globe. Some may say that it’s an interesting time to join a new company or take on a new challenge of any kind, and they wouldn’t be wrong — but what I see is a massive opportunity for positive evolution.

In my 25 years of experience leading enterprise technology sales teams at IBM, Microsoft, Oracle, and, most recently, Pegasystems, I’ve come to know first-hand that sales is hard — and in periods of economic uncertainty, it’s even harder.

Modern buyers expect personalised experiences that are hyper-relevant to their unique situations. This holds especially true as digitised selling becomes the norm. Over the past several months, we’ve seen the world go digital like never before. And with the multitude of new tools, technologies, and processes, something we all crave is lacking: human connection.

This is where opportunity arises. In times of change, companies can choose to step back and reflect on how to act with the utmost empathy and understanding. Sales won’t ever stop — but selling can evolve to better serve the needs of everyone involved. This means shifting focus from the deal to the person behind the deal. Buyers and sellers alike benefit when the conversation goes beyond standard features and pricing, and instead reflects the unique needs and pain points of each individual. Technology can have a significant impact on a company’s success, and even a customer’s life – improved performance can mean dramatic personal consequences such as job security, promotions, or even more time to spend with family. But what’s ironic is that the buyer may never see this value simply because the conversation never got there.

One of the many reasons I’m excited to join Highspot is that our team is committed to elevating the customer conversation, and in our current virtual reality, this has never been more important. We enable revenue teams to provide a world-class customer experience at every engagement, which is even more critical in a down economy. It’s no longer just about the first sale — customer satisfaction and retention are paramount to business survival. This means everyone who interacts with the customer must do so exceptionally well, and Highspot is uniquely positioned to lead the shift from generic automation to personalisation and help companies forge connections that result in lasting relationships and sustainable revenue.

Times will continue to change, as they inevitably do. While I may not know what will be on the news tomorrow, what I do know is this: good things follow when people put people first. I am proud to work for a company that embodies this principle, and I look forward to the road ahead as we continue to transform the way millions of people work in Europe and beyond.