The B2B customer journey is rarely short and simple. Instead, the journey often stretches over months (or even years) and includes a maze of touchpoints – from phone calls to email threads to instant messages and virtual meetings.
Today’s buyers expect instant answers, personalized content, and a smooth, consistent buyer experience across every touchpoint. But for sellers, keeping deals on track through all that complexity can be a real challenge.
Enter: the digital sales room.
A digital sales room is a centralized, virtual space where buyers and sellers can collaborate, share content, and manage the deal – all in one place. With the right digital sales room solution, your sellers can engage more buyers and close more deals.
In this post, we’ll explore how digital sales rooms streamline the sales process, build buyer confidence, and ultimately, help reps win more deals by aligning with the way modern customers actually buy.
What are digital sales rooms and how do they work?
Digital sales rooms work through a client-seller portal. Here, sales reps create a DSR or virtual sales platform, which essentially serves as a resource and storage location for all the content a buyer needs to make an informed purchase decision.
Similar to a showroom, digital sales rooms are created specifically for each customer, where they can view product demos, have their questions answered, and keep track of all the conversations and information they have with your reps. Depending on the needs of the buyer, content can include product proposals, testimonies, order forms, or service proposals. Once the portal is created, buyers are given access through a unique link.
Digital sales rooms are also connected to sales enablement platforms. This is an added benefit for sales reps, as they can gather insights on how prospects interact with content and where further content needs to be included for future negotiations.
Digital sales rooms empower your buyers
Digital sales rooms improve close rates by empowering buyers with all the information they need to confidently finalize a purchase. Thanks to the personalized sales cycles and customized content management DSRs offer, Gartner predicts that by 2026, 30% of B2B sales cycles will be managed through their use.
Digital sales rooms improve the digital sales experience by:
- Offering a platform to answer any questions or concerns with instant two-way communication
- Improving engagement with customers through an interactive portal
- Improving understanding of buyer behavior and the buyer journey by capturing data on client interactions and patterns
- Providing access to the newest product features and offerings
- Building relationships, providing content to address questions, and helping clients feel supported and valued
These days, only a very small portion of the B2B buying cycle is spent with a sales rep. With digital sales rooms, buyers are in the driver’s seat, but the content they interact with is still controlled and delivered by sellers.
How to create compelling custom buying experiences using DSRs
If you’re thinking about introducing a DSR into your selling process, follow these tips to close more deals.
Personalize the digital sales room experience to your buyer
Your digital sales room should help your prospect through their buyer journey, aiding in their research without overwhelming them with irrelevant content.
Upload content that is meaningful and relevant to your buyer. For example, if your prospect is at the start of their journey, they’ll be interested in content that explains product features and articles on comparisons with competitors. However, if they’re closer to signing off on the purchase, content for next steps, like payment options and implementation processes, will be more relevant.
To know which content to include, ask yourself:
- What are your prospects searching for on the internet?
- At what stage are they in their buyer journey?
- What solutions does your product provide for their business?
- What roadblocks are preventing them from buying?
- Do they need to share this content with other stakeholders?
To drive high buyer engagement, Include content that has already proved itself based on data from your sales enablement platform or past experience.
Where possible, personalize the content to include the prospect’s name, position, and company. So content is being received in the most persuasive way possible, you can even use terminology that is specific to their industry.
Have support accessible at all times
If your buyer doesn’t find the information they need immediately, you risk them getting frustrated and looking for answers elsewhere, potentially with a competitor.
In your digital sales room, it’s a good practice to include a support channel that is accessible at all times. Or, have an in-room chat option to ask and answer any buyer questions in a centralized platform where no information will be lost.
Make your content unique with purposeful interaction
Your content needs to meet your buyer at their stage of the journey. Answer the questions they have at that stage and guide them through the digital sales experience to the next. But that certainly doesn’t mean that your content should be monotonous.
On the contrary, your potential buyers should feel curious to learn about your product through content that is interactive and engaging.
You want prospects to remember your content, and that means forgoing long Word documents and instead leaning into videos, infographics, product demos, slide shows, and fun visual documents.
Always make the next steps clear
Guide the buyer down the sales funnel with clear next steps and actions. Not only does this direct prospects to the final closure, but it also gives insight into prospective roadblocks in the process and indicates where content is missing. Some things to keep in mind:
- Create and embed customized CTAs into each content piece to drive the buyer through their learning journey.
- Create a checklist or an action plan built from past successful seller experiences outlining what the next steps or content to consume should be.
With clear next steps, you make sure that the buyer is staying on track and making progress toward their final purchase.
Keep the content on brand to elevate purchase desire
You want buyers to feel the brand throughout the buying process so that they establish a connection with your product. Here are things to keep in mind:
- Deliver your brand’s value and purpose to your buyer with every content interaction
- Customize your digital sales rooms to reinforce the look and feel of your company
- Position your content as an enhancement of your business values and tone
By keeping your content on brand, you avoid creating false expectations. Instead, your content clearly communicates the benefits and objectives the product can fulfill.
Let data guide you
Every interaction with a buyer should be driven by data, not just gut feeling. Instead of guessing which content will resonate, leverage insights to share materials that have performed well in similar sales scenarios.
In addition, keep an eye on how buyers engage with the content in the digital sales room. These insights can help you fine-tune your approach and deliver more relevant, high-impact experiences.
Consider each stakeholder
A B2B purchase rarely involves a single buyer. More often, they involve a buying group of up to 11 stakeholders – each bringing their own priorities, questions, and concerns to the table.
With a digital sales room, you can create a tailored experience that speaks to the unique needs of each stakeholder. Plus, by tracking individual engagement in the digital sales room, you’ll gain the insights needed to connect more effectively to each person involved in the deal.
Include a product demo
Product demos give users an opportunity to see firsthand the benefits your product or service can provide.
Access to demos helps prospects fully understand the features and product capabilities as well as allowing them to imagine the time they can save and the problems they can solve by using your product.
With demos available, sellers can directly question the prospect’s particular needs and show them how to solve their problems.
Your DSR is only as good as your sales content
When you’ve got a great potential buyer visiting your digital sales room, the real driver is the content you provide.
Use insights from past sales processes to deliver the most impactful content to your buyers at each stage of the buyer journey. This will enhance the buyer experience and simplify the selling process. The sales materials should educate the buyer without hard selling the product or service. The idea is to help the buyer become empowered in their purchase decision.
Essential features to look for in digital sales room software
Digital sales rooms have the power to elevate buyer engagement and help your sellers close more deals. But which digital sales room software is the best?
There’s no simple answer. It all depends on the needs of your business. That said, there are certain features any digital sales room solution should offer to drive real value and results.
Tools to build digital sales rooms quickly and easily
Sellers don’t have the time to build every digital sales room from scratch. Be sure your chosen software offers tools that enable sellers to create and deploy rooms quickly and easily. For example, choose an option that allows sellers to use a template or clone a top-performing room.
Mutual action plans
Every deal has dozens of moving pieces. Your digital sales room solution should offer mutual action plans to keep buyers and sellers aligned and on track. With mutual action plans, you can set milestones and track progress throughout the entire sales cycle.
One persistent link
Information often gets lost in email chains. Your digital sales room software should allow you to send one persistent link to all members of the buying and selling groups. You should also be able to automatically enrich new contacts that engage in the digital sales room.
Analytics and insights
Sharing content via the digital sales room and hoping it’ll resonate isn’t an effective approach. Instead, it’s important to track engagement. Any digital sales room solution should offer detailed analytics on how each member of the buying group is (or isn’t) engaging in the digital sales room. You can use these insights to adjust your approach and plan next steps.
Integrations with existing technology
Chances are, you already use a number of other tools and technology to drive sales performance and customer engagement. Make sure your chosen digital sales room solution seamlessly integrates with your existing tech stack.
Start closing more deals with digital sales rooms from Mindtickle
The B2B purchase journey is complex, and each touchpoint counts. Digital sales rooms help you streamline the buyer experience by centralizing all content and communication. That makes it easier for your sellers to engage more customers, build trust, and win more deals.
Mindtickle is an award-winning revenue enablement solution with digital sales rooms built right into the platform. Our DSRs aren’t just a simple content microsite. Instead, they’re a collaborative portal that transforms the entire buyer and seller experience.
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One secure, shared space for all content, communication, and deal planning.
Request a DemoThis post was originally published in October 2022, was updated in August 2023, January 2024 and again in April 2025.
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