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Why sales communication is moving to the cloud in 2020

Why sales communication is moving to the cloud in 2020

Communication is the crux of sales. The ability to persuade buyers using effective communication strategies and channels is the difference between hitting and missing quota.

The only problem: The way your customers want to communicate is changing. The channels we used five years ago likely aren’t those they’re relying on today. The same concept applies for years to come. Businesses need to keep up with those demands, or risk alienating a huge chunk of their customer base.

So, what does the future of sales communication look like?

Nextiva just published the results of a massive survey with the help of our friends at Poly and AA-ISP. We asked 1,000 business professionals to share the tools, challenges and strategies affecting the success or failure of their business communication.

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One of the major findings is that sales reps need cloud communications to support the needs of their customers. This is even more important now that the COVID-19 crisis forces many professionals to work from home.

Data from our report indicates that there are four primary reasons sales communication will continue moving to the cloud in 2020. That includes:

1. 88 Percent of people use a mobile device for work communication

We’ve got tons of devices we can use to communicate. But this data shows both buyers and sellers are more likely to do business over their mobile phone than any other device. (In fact, employees are 28 percent more likely to use a mobile device at least once per week than they are desk phones.)

Cloud communications slot perfectly here—even if you’re wary of using (or paying for) a business phone number. That’s because some tools allow sellers to make and receive calls from their business phone line via their cell phone. You don’t need staff to accept business calls on their personal phone number.


They simply dial through their business line, but take the call on their cell phone. Your customer won’t know any difference, and the line won’t have any interruption.

2. Remote work is growing

The term “remote working” was an alien concept some years ago. But it’s on the rise—so much so, that 38 percent of companies now employ remote workers. A further 25 percent say they’re catering to employees working on-the-go.

For these workers, old-fashioned communications technology won’t cut it. They don’t want to take calls on their personal number due to not having an office desk phone. Nor do they want to have calls cut-off due to a lack of reception when they’re in rural areas. A reliable cellular connection isn’t always guaranteed.


Unified cloud communications platforms are the perfect option for this ever-growing remote workforce. Why?

Firstly, because staff can take calls over an internet connection. They don’t need a strong cellular connection for business communication; a simple—and often more reliable—Wi-Fi source will do the job.

Plus, unified cloud communications platforms allow you to manage all of your company’s messages in one place. There’s no way for things to get lost, emails to be missed, or calls to be forgotten about. It’s all there for your team to view—no matter where they’re working.

3. The majority of employees use 3 devices (or more) at work

Traditionally, sales reps took calls using one device: A desk phone. As the name suggests, these devices sit on their desks. They can’t take calls from another office, nor at home, if they’re working remotely.

But with working habits taking a massive shift, it’ll come as no surprise to learn that sales reps are using more devices than the standard desk phone. In fact, the average employee is using three (or more) devices to get their job done.

These devices are usually some combination of:

  • Desk phone
  • Laptop
  • Cell phone

Old-fashioned desk phones just don’t offer every feature a modern workforce needs—such as flexibility. You can’t dial the phone and call your customer if they’re in a remote area. Similarly, you’ll struggle to contact a buyer in another country without being subject to sky-high rates.

Instead, employees are using a selection of devices to reach their buyers, regardless of their location.

4. Texting is becoming a bigger channel

Texting buyers who are deep in your sales funnel is becoming increasingly en vogue. This is likely because 82% of text messages are read within 5 minutes. (For comparison, consumers only open 1 in 4 emails they ever receive.)

Did you know Close CRM supports one-click SMS in app? Communicate with your prospects and customers via SMS without ever switching windows. Learn more →

There’s another benefit of texting, too: You’re lowering the barrier of effort your customers need to commit by contacting you. They don’t need to reply to a lengthy email, nor commit to a 15-minute phone call. They can open their messages and type a quick reply. That’s bound to get more leads engaging with your sales team.

But you don’t need an individual cell phone for each team member to start using this communication channel. Cloud phone systems enable you to send and receive SMS messages from your business number. You also can view your text history alongside previous emails and calls to get the full picture. A CRM like Close, with built-in texting, emailing, and calling help reps keep all sales communications in one place.

Final thoughts

It’s clear that sales communication is taking place across more channels, more devices, and more locations than ever before. But the technology we’re used to is no longer cutting it. Businesses need modern technology that allows them to communicate with everyone.

Phone calls, texts, and emails are flying all over the place. Cloud communications platforms ensure there is method to the madness. They empower your sales reps to communicate how they prefer—and most importantly, their buyers want. It’s easy for them to communicate barrier-free.

Want to learn how to close deals remotely? Grab our new resource The Expert Guide to Remote Video Sales Calls and get actionable tips for how to use video as a powerful channel for sales.

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