What Is a Digital Sales Room?

Digital sales rooms (DSR) are simplifying the sales process for buyers and sellers, alike. At a time when buyers are engaging everywhere, it’s important for buyers and sellers to have a dedicated environment for meaningful conversation and content experiences.

The average buyer journey takes place across multiple digital channels, includes multiple stakeholders, and has more interactions than ever before. In this post, we’ll explain digital sales rooms in detail, as well as how your organization can use them to personalize virtual buying experiences.

What is a digital sales room?

A digital sales room is a centralized location or microsite where sales reps and buyers can collaborate and access content that is relevant to the deal cycle. Digital sales rooms are a secure environment where sellers can create differentiated stories and personalized interactions that support buyers throughout their decision-making process.

Digital sales rooms simplify the seller and buyer experience with a centralized location for easy access to content, stakeholders, and communications related to a deal cycle that drives more effective buyer engagements.

Sellers can use digital sales rooms to share content with buyers that is relevant to their deal. The environment can be used to continue conversations and collaborate with stakeholders as they navigate the sales process. Most importantly, digital sales rooms give buyers a single location that they can return to throughout the deal cycle.

Why should I use a digital sales room?

Buyer behavior is evolving and traditional in-person selling is no longer the norm. According to research conducted by McKinsey, 70 percent of business decision-makers are open to fully self-serve or remote purchases in excess of $50,000, and 27 percent would spend more than $500,000.

Buying teams are not only making remote purchases—they’re also researching products digitally. Before a buyer first interacts with a salesperson, in most cases, they’ve already had 27 information-gathering interactions.

Sellers need to make the most of their interactions with buyers early in the sales process. They do this by creating personalized, differentiated experiences for buyers.

Digital sales rooms are effective because they align with the way buyers interact throughout the sales cycle. According to Gartner, buyers often engage in ‘looping,’ or the act of visiting channels several times throughout their buyer journey. Digital sales rooms simplify this scattered experience by creating a dedicated environment for buyers to find the content they need, when they need it.

What are best practices for using digital sales rooms?

Since buyers are interacting with more content prior to first calls, they’re entering their first conversation more informed than ever. Well-informed buyers want to identify the vendor that has the best solution, who can answer their questions, and build a long-term relationship.

Answering the buyer’s questions should be the top priority for sellers. Content supports sales reps as they follow up on questions from their conversations with buyers. Digital sales rooms give buyers and sellers an environment where they can continue their conversation.

Sellers should ensure that digital sales rooms feature content that is relevant to each of the stakeholders on the buying team. Ensure that the digital sales room is always up-to-date by uploading new content as conversations progress with the buying team.

And, always be available to the buyer. As they engage with new content they’re likely to have questions, and digital sales rooms are an excellent environment for sellers to respond to or collaborate with buyers.

A good digital sales room is an environment where sellers can: