ceo spotlight In the Digital Age, Fundamentals Still Matter BILL MCDERMOTT


Bill McDermott is CEO of SAP. In this monthly Selling Power magazine col- umn, he shares vital lessons about selling, success, and winning. Check out Bill McDer- mott’s book,


Winners Dream: A Journey from Corner Store to Corner Office.


Technology, we all know, is con- stantly changing how we sell as well as how we manage. Innovations in mobility, social, and digital have made tracking and interacting with customers and sales teams possible in ways I never could have imag- ined when I was a young sales rep pounding the pavement and going door-to-door back in the 1980s. Digital commerce, for one, is generating more revenue streams by allowing salespeople to reach customers and sell through more channels. New platforms are provid- ing new ways to harness informa- tion and drive sales opportunities. Elegant applications are provid- ing salespeople with a seamless, personalized user experience while advances in analytics offer them up- to-the-second visibility into custom- ers and markets, so they can react instantly to changes.


No sales manager can ignore the transformations underway. Person- ally, I have witnessed and worked through countless technology inno- vations in the sales profession, and there is no doubt that the speed and access to information that the digital revolution is making pos- sible is incomparably exciting in its potential.


That said, it’s easy to get caught up in the tech wizardry and forget that the fundamentals of sales manage- ment success still apply. As you and your teams embrace mobile and so- cial technologies, I urge you to keep the following timeless truths in mind.


FOR YOUR CUSTOMERS: TRUST WILL ALWAYS BE THE ULTIMATE CURRENCY Today’s solutions offer salespeople incredible insight – providing a single view of each customer, integrated across multiple touch points. But, be- hind every bit of data, there is some- thing only humans can deliver: trust. Trust is the glue that holds rela- tionships together, especially during tough times. Trust is also what initiates long-term commitment – the factor that makes customers say “yes” and move forward when they’re on the fence.


When trust is lost, though, no level of technical wizardry can earn it back. Trust between buyers and sell- ers must be earned with each inter- action – by listening to and learning about your customers before selling them or telling them what they need. To maintain trust, let your word be your most valuable asset, and show up when you don’t have to. Shake customers’ hands and look them in the eye instead of sending another email. To rekindle trust, own mis- takes – yours and others’. Remember, trust will always be more powerful than cool.


FOR YOUR PEOPLE: EMPATHY IS ETERNALLY APPRECIATED Today’s technology-based solu- tions, from devices to applications, are designed to improve the work experience and increase productiv- ity. However, never has the pace of change been so fast. Some people


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feel overwhelmed – from the young- est to the most experienced sales- person. The most effective managers recognize technology’s possible side effects, and they help their people find ways to minimize the pain and maximize the gain.


Mobile devices also make it easier for all of us to work from anywhere and connect with people across multiple channels on devices. This is also true for managers. But re- member, behind every device is an employee with needs technology cannot satisfy. So resist the ease of leading from behind a screen. Show up for your direct reports in person, in the field, in times of crisis and times of celebration. No tweeted emoji compares to reading the emo- tion on someone’s face – or letting them see yours. Sometimes, to truly understand people, and have them understand us, we must stand in front of them.


The technologies we use today


are dynamic. The human behaviors and character traits we choose to cultivate – trust and empathy – have been and will remain the foundation of every great sales professional. The personal touch still matters. As you and your teams navigate the


ever-evolving tech landscape, take time to look up from your devices and consider these fundamental truths:


1. Customer trust is earned through human connection. Quite simply, do your custom- ers trust you? Do they believe you have their best interests at heart, and that you and your teams are focused on solutions versus sales? How do you maintain their trust through all your touch points? Do you personalize your correspon- dence or rely too heavily on auto- generated communication?


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