It is of utmost importance to educate commercial talents to know how to make use of the technology

Please tell us about yourself, touching on your professional experience. 

Since the end of 2015, I am the Sales Director in the company, and I have a team of 4 marketing & sales professionals operating under my supervision. MEDICAL-X specializes in medical simulators, making it possible for healthcare professionals to train clinical situations without harming real patients. We are active worldwide, have a network of distributors, and in some countries, such as Netherlands, Belgium, Germany, and the USA, we make direct sales to the end-user customers. 

What is driving the future of sales?

For our products, face-to-face demonstrations, and personal contact with the customer will stay an essential part of our sales process, technology and automation will play a more critical role in our industry. For example, we do use automated scripts to prospect and follow up potential customers, and also we use applications to track visitors’ movements on our website to optimize the visitor’s journey.

How would sales leaders’ responsibilities for developing and managing talent change with the introduction of digital?

It is essential to be up to date with the latest technology. Many software service packages can help improve the sales process. I believe that it is necessary to develop an environment where the sales talents can optimize their time and approach with digital technology. 

It is of utmost importance to educate commercial talents to know how to make use of the technology. Thus time allocated to the exploration of the latest technology & training surely will not be a waste but will add value through advancement in sales enablement.

What are the effects of social media and digitization on altering the nature of salespeople’s interactions with customers?

Social media, especially some specialized groups, allow us to interact with potential customers in a somewhat informal and relaxed way. Social media helps us target the right person faster and easier, especially with Linkedin and Facebook. Furthermore, news about our company and/or products can be shared more efficiently with our followers. 


For our products, face-to-face demonstrations, and personal contact with the customer will stay an essential part of our sales process, technology and automation will play a more critical role in our industry. For example, we do use automated scripts to prospect and follow up potential customers, and also we use to track visitors’ movements on our website to optimize the visitor’s journey.

How would sales leaders’ responsibilities for developing and managing talent change with the introduction of digital?

It is essential to be up to date with the latest technology. Many software service packages can help improve the sales process. I believe that it is necessary to develop an environment where the sales talents can optimize their time and approach with digital technology. 

It is of utmost importance to educate commercial talents to know how to make use of the technology. Thus time allocated to the exploration of the latest technology & training surely will not be a waste but will add value through advancement in sales enablement.

What are the effects of social media and digitization on altering the nature of salespeople’s interactions with customers?

Social media, especially some specialized groups, allow us to interact with potential customers in a somewhat informal and relaxed way. Social media helps us target the right person faster and easier, especially with Linkedin and Facebook. Furthermore, news about our company and/or products can be shared more efficiently with our followers. 

How far can social media substitute for face-to-face interactions with customers?

In our case, social media helps to make the initial contact informally. After the initial contact, still, face-to-face meetings are necessary. It could be done virtually sometimes; however, completely substituting face-to-face meetings won’t be an option since our products need a lot of demonstration and in-depth questions with answers.

What will be new sales skills (competencies) in demand? What skills (competencies) will be less relevant?

Knowing your way with technology will be more critical. How to work and utilize social media to prospect. You are learning how to work with software packages that support the sales process greatly and efficiently.

In the past, social skills like taking the customer out to dinner or nice work trips will be less critical; many institutes do not allow these practices anymore.

How will your current sales function change through the next 5-10 years?

In the next 5 – 10 years, besides that the digitization of our software systems and marketing funnels will be more optimized, I don’t expect the core way of how our sales process will change much, due to the way our industry and products are shaped. 

About The Author:

Silfon Tang is a Sales Enablement professional working focusing on an innovative solution in the medical industry. He has his Master’s in Aerospace engineering at the Technical University of Delft.

Alla Idrisova is the Founder and CCO of Xtatio. A woman who is used to standing out in male-dominated territories, she started out with a Master’s in Engineering, followed by a Doctorate in International Economics & Business. An INSEAD Alumni, a mentor for startups, an executive coach, a Sales Leader and sparring partner of Martin Peters at Xtatio, she is an all-rounder who works hard and plays harder, counting kitesurfing, snowboarding & hanging out with her 4-year-old as her hobbies. 

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Email us at contact@xtatio.com visit our website www.xtatio.com or follow us on LinkedInand Twitter.

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