{"id":8587,"date":"2021-11-10T07:28:00","date_gmt":"2023-06-06T07:28:48","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=8587"},"modified":"2023-06-16T04:33:38","modified_gmt":"2023-06-16T04:33:38","slug":"empowering-b2b-sales-with-tech-5-lessons-from-bpcl-business-leaders","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/empowering-b2b-sales-with-tech-5-lessons-from-bpcl-business-leaders\/","title":{"rendered":"Empowering B2B Sales with Tech: 5 Lessons from BPCL\u2019s Business Leaders"},"content":{"rendered":"\n

On-the-go data-driven tools such as AI-powered mobile sales apps and Customer Relationship Management (CRM) systems<\/a> are becoming increasingly integral to sales toolkits<\/a>. Such technologies provide sales teams with complete, contextual customer information and quick actions to service digital-first customers. However, tactically seeing through the selection and implementation of such tools is just as important, if not more, for any business’s success.<\/p>\n\n\n\n

Here\u2019s a look at how Bharat Petroleum Corporation Limited (BPCL), one of India\u2019s largest oil and gas corporations, empowered its sales teams with technology<\/a>.<\/p>\n\n\n\n

BPCL’s digitalisation initiative, Project Anubhav, spans seven business units that serve crores of customers through direct sales and thousands of dealers and distributors across India. BPCL is using Salesforce to build a 360-degree view of its customers and operations. With greater collaboration across its business units and channel partners, BPCL\u2019s sales teams are now building stronger relationships and expanding their customer bases.<\/p>\n\n\n\n

Click here to read<\/a> the complete story on how BPCL is partnering with Salesforce to transform its sales processes and customer experience.<\/i> <\/p>\n\n\n\n

Drawing from BPCL’s experiences and learnings, here are tips on how B2B businesses can digitalise their sales operations successfully: <\/p>\n\n\n\n

1. Let customer-centricity drive tech adoption <\/span> <\/h2>\n\n\n\n

Customer-centricity enables you to align your business\u2019s processes and services with customer expectations. Keeping the customer journey and their needs at the core of your digitalisation efforts can help you deliver convenient and personalised experiences. This creates a stickiness that can lead to higher sales<\/a>. <\/p>\n\n\n\n

\"Customer-centricity<\/p>\n\n\n\n

Using Sales Cloud, BPCL\u2019s sales officers can access complete data on existing customers and leads from BPCL’s conversational chatbot ‘Urja’, unified mobile app (HelloBPCL), WhatsApp, and partner channels. With complete visibility into customer context, sales officers can respond quickly and meaningfully. This helps gain new customers and cross- or upsell to existing customers. <\/p>\n\n\n\n

2. Carve a niche by providing connected, consistent experiences <\/span> <\/h2>\n\n\n\n

It is not always possible to create differentiation through your products. In such cases, think of how you can use technology to deliver exceptional services and experiences that can help you beat the competition and boost sales. 85% of business buyers<\/a> say the experience a company provides is as important as its products or services. <\/p>\n\n\n\n

\"Carve<\/p>\n\n\n\n

BPCL realised that visibility into partner and customer interactions could uncover new cross-business opportunities. They wish to be customers\u2019 one-stop shop for fuel and related needs. So, BPCL\u2019s leaders decided to adopt Salesforce to break down silos and unify the entire organisation on a single platform. This has enabled them to meet customers\u2019<\/a> different needs proactively irrespective of the business unit contacted. <\/p>\n\n\n\n

3. Think of the technology\u2019s usability and relevance <\/span> <\/h2>\n\n\n\n

When adopting new technology, it is important to find a balance between two things \u2013 the tech-savviness of the end-users and the rapid pace at which technology is evolving. Not only is the lifecycle of technology products and platforms rapidly decreasing, but that of a company\u2019s products and services as well. So, as you design your digitisation journey, consider a horizon of only five to 10 years, and focus on ease and rapidity of evolution. <\/p>\n\n\n\n

\"Think <\/p>\n\n\n\n

4. Build familiarity with technology to drive adoption <\/span> <\/h2>\n\n\n\n

Change management is crucial to optimum tech adoption, and it is the most effective when senior stakeholders lead it. This sends a clear message to the rest of the organisation on:<\/p>\n\n\n\n