David Gallivan, Sales Manager at Virtualstock: “Technology is pivotal in unifying offline and online sales”

While we’re big fans of AI and technology here at TechFinitive, we couldn’t help but nod in agreement when hearing the thoughts of David Gallivan – Sales Manager at Virtualstock – on sales tools. We asked what tool he couldn’t live without, fully expecting to hear about Salesforce or similar. But no: “The one sales tool my team and I couldn’t do without is networking and in-person events,” David said.

“Personally, I believe we’re at a point where the importance of events and networking will only grow,” he added, pointing out that “while AI can handle many things, it will never replace the impact of human connection”.

Here, here. So, aside from the fact he’s a people person, what do you need to know about David Gallivan? First, he’s earned his spurs in retail technology and supply chain solutions. And at Virtualstock, Europe’s largest dropshipping and curated marketplace SaaS platform, he’s the one in charge of driving digital transformation.

With Argos, B&Q and Currys among Virtualstock’s clients, there’s a lot of pressure on his shoulders. Find out how he uses technology to help – and you might just get a few ideas on how to implement it in your business too.

Related reading: Five CRM solutions for medium-sized businesses

In your view, how has the role of CRM software evolved over the last decade or so? What major breakthroughs stand out for you?

CRM software has transformed dramatically. What started as a simple tool for managing customer contacts has grown into a platform that drives everything from sales to marketing. One of the most significant changes has been the integration of AI, allowing businesses to automate and predict behaviours more accurately. This shift has enabled companies to personalise output, offer insights that improve decision-making and ultimately drive sales whilst enhancing the customer experience. 

The move to cloud-based CRMs has also been a major breakthrough, making these systems more accessible, scalable and adaptable – especially for smaller businesses, which means they have access to the same tools once reserved for larger enterprises. Another key evolution has been the rise of omnichannel engagement, spanning platforms like social media, email, phone and live chat. This has given businesses a much more comprehensive view of the customer journey, helping to ensure a seamless experience, no matter how the customer chooses to engage. Plus, CRMs now integrate with other systems such as marketing automation or ERP tools, streamlining relationship management, and improving operational efficiency, even leading to consolidation within companies.

CRMs have also made leaps in terms of data analytics and customer insights for informed decision-making, based on real-time data. This, coupled with a greater emphasis on data privacy and compliance driven by regulations like GDPR, ensures businesses can not only understand their customers better but also handle their data responsibly. 

All in all, CRM systems have become indispensable for any business looking to remain competitive in today’s customer-driven landscape, offering the tools to build more meaningful, data-backed relationships with customers.

What is one sales tool you or your team can’t live without? And why is it so important?

The one sales tool my team and I couldn’t do without is networking and in-person events. While AI and digital tools have become crucial in streamlining processes, analysing data, and improving efficiency, they can’t replace the value of human interaction.

Meeting someone face to face, shaking hands and having a genuine conversation provides a level of connection that simply can’t be achieved online. It’s at these events that we build meaningful relationships, understand the finer details of what a client needs, and often stumble upon opportunities that wouldn’t arise through a phone call or email.

For me, the real strength of in-person events is how they foster trust and rapport – two elements essential in sales. It’s not just about selling a product or service; it’s about creating long-term partnerships. These are moments where our passion for what we do comes across, and where clients can see our authenticity.

Personally, I believe we’re at a point where the importance of events and networking will only grow. I expect we’ll see more conversations around this in the future, as businesses recognise that while AI can handle many things, it will never replace the impact of human connection. In fact, I think networking will become a true cornerstone of the sales process again, serving as a vital complement to the efficiencies offered by technology.

So, while AI and digital tools are invaluable, I’m convinced that the balance between embracing technology and nurturing real-world relationships will define success in sales.

Recommended reading: Protecting data in use is essential

What are some examples of AI being used in sales that stand out to you?

AI-embedded CRMs have become incredibly powerful, enabling businesses to forecast pipelines, track activities, and generate reports with a level of accuracy we’ve never had before. This has given companies greater confidence in their sales data, allowing them to make informed decisions more quickly and precisely. The ability to rely on accurate, real-time insights helps teams stay ahead and respond to changes effectively.

AI has also revolutionised outreach. By using data-driven intelligence on industries, individuals, and even current events, AI empowers sales teams to target prospects with far more precision. This allows for more personalised and meaningful conversations, which naturally result in stronger engagement and higher conversion rates.

Finally, my personal favourite is AI for trend forecasting. As AI technology advances, sales teams can anticipate future trends and cycles within their specific sectors. This is particularly valuable for predicting the best times to engage with prospects and, more importantly, for planning around peak periods or shifts in demand.

When thinking of international expansions, how can technology help? What role can it play in developing and executing a strategy for commercial activities in a multinational context?

Within the retail industry, technology plays a pivotal role in helping brands expand internationally by offering flexibility and scalability in product management and market testing. 

One key technological advantage is the ability to leverage a combination of dropship, marketplace and in-stock models. Dropshipping, in particular, allows retailers to offer a wider range of products without needing to stock them physically. This is especially valuable for testing new international markets, as it enables businesses to experiment with new products at low cost, without the risk of overstocking. Retailers can quickly adjust to demand and continue offering a broad selection to customers. 

“Integrating marketplace management software enhances this approach, helping retailers efficiently manage the ebb and flow between stock and non-stock items. For example, a UK retailer can test markets in Australia or the U.S., using dropshipping to build traction and brand recognition without significant upfront investment. 

By centralising operations, retailers are empowered to create a seamless experience across channels, from digital platforms to physical stores. Software-as-a-Service (SaaS) platforms streamline supplier management, allowing retailers to curate product selections while maintaining brand integrity. Ultimately, technology enables retailers to test, scale, and optimise their international strategies in a cost-effective, manageable way.”

Recommended reading: IBM: Mainframes and AI are a match made in heaven

In your view, what role can technology play in providing a unified view of offline and online sales? How can it improve both worlds? What challenges can it tackle?

Technology is pivotal in unifying offline and online sales. Both channels provide huge data points to give businesses a complete view of customer behaviour and sales performance. This enables companies to track how traditional marketing, such as print ads and word-of-mouth referrals, complements digital efforts like social media and SEO. Businesses can make informed decisions about resource allocation and identify which strategies are driving results in both physical and digital spaces.

One of the more out-there experiences technology brings is the ability to enhance the customer experience by bringing together the physical and the digital. Whilst offline sales provide the advantage of physical interaction with products, through innovations like augmented reality (AR) and real-time inventory syncing, businesses can overcome challenges like the lack of tactile online engagement, whilst also offering conveniences such as click-and-collect services. This integration creates a more seamless and flexible shopping experience, improving not only customer satisfaction but overall brand offerings.

Here, tech also helps address the challenge of customer retention, which traditionally thrives in offline environments through personal interactions. By harnessing data from both offline and online sources, businesses can personalise their communications, strengthen customer relationships, and maintain consistency across all touchpoints. This ability to unify and optimise both channels not only improves customer reach but also creates a more cohesive and efficient sales process.

What advice do you have for those wanting to start a career in sales?

Firstly, get comfortable with hearing and saying “no.” Salespeople naturally strive for a “yes,” but you’ll hear “no” often, and that’s part of the process. Every “no” gets you closer to a “yes.” On the flip side, don’t become a “yes” person just to close a deal. Saying “no” when necessary maintains your integrity and builds long-term trust with clients, which is far more valuable than short-term wins.

Secondly, be both a master and a student. You need to be highly knowledgeable in your area, but this doesn’t mean knowing everything—it means knowing how to find the answers and who to ask. Continually learning and mastering your domain makes you not just a great salesperson, but an invaluable asset to your company and clients alike.

Lastly, expect failure and embrace it as part of the journey. No matter how much effort you put in, losses will happen, often due to factors beyond your control. The key is to treat every failure as a learning experience. Reflect on what went wrong, refine your approach, and see each setback as an opportunity to improve and grow.