UEFers Update Sales Trends in the Context of Digital Technology Development

On June 3, the Faculty of Business Administration organized a thematic seminar report for the Professional Selling course with the topic "Professional Selling Skills in the Digital Era: From Traditional to Modern." The program featured shared insights from Ms. Pham Hoang Minh Khanh - Founder of Smar, bringing students many practical perspectives on the shift of sales activities in the context of rapidly developing digital technology.

Opening the report, the speaker analyzed the profound changes in current customer behavior. While in the past, sellers played a proactive role in providing information and persuading customers through product features, today's buyers can search, compare prices, read reviews, and research information online on their own before making a decision. This requires business professionals to change their approach, becoming customer-centric instead of focusing solely on product introductions.

Speaker Minh Khanh analyzes the profound changes in today's customer behavior.

From corporate practice, Ms. Minh Khanh stated that modern sales activities are shifting from making decisions based on experience and intuition to data-driven management. CRM systems, omnichannel sales platforms, and data analytics tools help businesses better understand customer needs, behaviors, and interest levels in real time. From there, the sales team can build appropriate approach strategies and enhance business efficiency.

One of the topics that garnered significant student interest was the Lead Scoring method (scoring potential customers). The speaker noted that businesses today can evaluate a customer's readiness to purchase based on behaviors such as website visits, opening emails, or interacting with online content. This approach helps optimize resources, focusing on customers with high conversion potential instead of spreading efforts too thin.

Students apply the shared knowledge to perform group exercises.

In addition to updating technology trends, the speaker also introduced a 4-step practical process to optimize the customer lifecycle, including: positioning and listening to customers, approaching with value, automated nurturing, and closing sales tied to optimizing the customer's long-term value. Accordingly, salespeople should not just aim for a single transaction but need to build sustainable relationships, creating positive experiences to maintain customer engagement with the brand.

Students present the products of their group activities.

Through this thematic seminar, students had the opportunity to access updated knowledge about selling in the digital era, while better understanding the roles of data, technology, and customer experience in modern business activities. This also serves as an important foundation helping them better prepare for the practical working environment and the increasingly high demands of the labor market.

Center of Information and Communications