Do you feel like your sales team is not reaching its full potential?
You may need to go beyond basic productivity-boosting strategies and try options that are designed to help reps go further. These five strategies will help you eliminate roadblocks standing in the way of optimal sales performance and allow you to elevate your top performers.
1. Build Relationships With Your Prospects
Your prospects have a long way to go from lead to purchase decision. If your sales team has to get hands-on from the very beginning, they're going to spend a lot of their time on people who ultimately don't choose your product or service. Eliminate this inefficiency by automating the lead nurturing process.
The early stages of lead nurturing are all about educating the potential customer and building a relationship. In most cases, you don't need your salespeople to engage directly until after the lead has some familiarity with your brand.
2. Reduce Busy Work For Your Reps
How many leads actually need the attention of your top sales performers? Pre-qualification, filtering and lead scoring allows you to focus your team's efforts on the opportunities that have the biggest potential. In some cases, these are prospects who just need a nudge to sign a contract. Other leads could result in massive revenue, but require the attention of the best salespeople. Lead prioritization is key.
3. Use a Social Approach for Sales
Social networks provide an amazing sales tool for most industries. You get first-hand data from the prospects, such as whether they're actively looking for a product or the solutions they used previously.
Social listening tools give you the opportunity to monitor their feeds for keywords and brand mentions. The sales team can use these notifications to connect with prospects at the right moments to drive them towards a conversion.
The direct engagement opportunities are also excellent for building relationships and lead nurturing, as this channel is perfect for offering value through education or content sharing.
For example, JetBlue spends time having conversations with customers on social media outside of the typical customer support messages. They use a bit of humor and an authentic voice to make their pages welcoming places to visit.
4. Continually Improve Based on Data
The only way to achieve and maintain consistent productivity growth is by paying close attention to your performance data. You have many ways to track sales performance data, such as using a customer relationship management system, so make sure that you're analyzing this information so you can get the best out of your team. Some metrics to look at include close rates, lead response times, follow-up times, deal sizes, and content click-throughs.
5. Use Content Marketing to Your Advantage
Excellent content is needed throughout the sales process. Prospects need to learn about potential solutions to their problems, how to evaluate their choices and important considerations before purchasing. Content covers these details in a scalable format, as your sales team can use this material rather than coming up with their own explanations. Your first responsibility is to make sure that the team has enough material to take customers through their journey. Your second is to make sure that it's easy for your sales people to actually access the content they need.
A digital asset management system, such as Bynder and Webdam, is one option for organizing your sales content and streamlining the process for sending it to prospects. These solutions centralize your digital assets, such as articles, marketing collateral, and videos. Robust sorting and search functionality makes it easy to find the files that you need. After all, you don't want to go through the effort of procuring these pieces and finding out that the sales team fails to use them due to access issues.
Boosting sales productivity requires many optimization strategies. While trial, error, and analysis will tell you the methods that work best for your organization and people, these five strategies will provide an excellent start.