Turning technology into value with Craig Silver of PA Consulting (original) (raw)
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The sales and digital transformation leader for PA Consulting is determined that technology needs to do more for salespeople than just saving them time. In this episode of LinkedIn On the Road, he explains how a strategic, personalized approach can get tech working harder for sales teams.
Turning technology into value with Craig Silver of PA Consulting
The sales and digital transformation leader for strategic accounts at PA Consulting is determined that technology needs to do more for salespeople than just saving them time. In this episode of LinkedIn On the Road, he explains how a strategic, personalized approach can get tech working harder for sales teams.
Ask most salespeople about the benefits of technologies like AI and one of the first things they’ll mention is the time they can save. Craig Silver, who leads sales and digital transformation for strategic accounts at PA Consulting, is determined to demand more. He pays attention to the time that tech gives back to sellers – but pays just as much attention to how it’s being used.
“Yes, time saving is a great way to measure success, but you only get to the true value if you use that time in the right way and actually prove that technology is helping you with a deal,” he says. “What can I do next that will better myself? What will make sure we’re looking at things we’ve never looked at before? How can technology help us focus on the right things?”
As Craig explains in our latest LinkedIn On the Road video interview, unlocking the full transformative potential of a technology like AI has to start with understanding the needs and strengths of each salesperson, and the particular support they need. “We’re very passionate about not just dishing out the technology,” he says. “We want our teams to use it in the way that matters most for each person. A big part of that is having great training material, and we work closely with LinkedIn and Microsoft on that. We’re giving each consultant the recipe that they personally need to ask the right questions, share the right insights, and get in front of clients as often as they can.”
While a personalized approach helps to drive adoption, the broader insights that transformation generates have value as well. As Craig points out, high-quality data illuminates the rhythm of different opportunities, how long they take to convert, and how to adapt your sales approach to maximize the ROI of each. “Technology isn’t a silver-bullet solution,” he argues. “It’s an opportunity to keep posing questions, keep understanding issues and solving them. That’s what digital transformations need, in order to succeed.”
Demanding Real Value from Technology
Using Technology for More Meeting that Matter
Leveraging LinkedIn
“Technology is all about reaching out to the different people around a key target account, and influencing them in a way that can help you sell and build the relationship. It’s there to help you cross-sell, up-sell and create long-lasting client value.”
Craig Silver
Sales and Digital Transformation Leader (Strategic Accounts)
PA Consulting
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