Welcome to our “Question of the Week” series of blog posts where we will address some of the most common issues sales teams deal with on a daily basis. We welcome your questions and comments, so don’t hesitate to reach out if you have anything to add.
Every high-performing sales team needs a solid strategy in order to build a foundation for success. Technique, technology, and leveraging both new and old approaches will help you establish a workflow that will lead to more consistent results and better collaboration within the team itself.
Here are five strategies that will help to take your sales team’s efforts to new heights:
1. Take an omnichannel approach
A clear and consistent message is critical to the success of any brand. This is true for companies in any industry, from retail to e-commerce, and whether you’re B2B or B2C. Successful brands know that there is no “one size fits all” approach that works for every situation. However, there are some objectives you should strive for, and one is to relay consistency across all channels. From social to web, from advertising to customer service, sales, and beyond, delivering a clear, concise message tells your customers and prospects that you are a brand they can trust. Be sure that your messaging is consistent and that your entire team is committed to this holistic approach.
2. Beyond automation: customization is the way forward
Automation can be a massive boon to your sales team’s productivity. It helps in taking repetitive tasks off the table; it minimizes error and ensures that every lead is followed up. It also helps to qualify prospects, analyzing data to identify the best way to move forward. However, it would be myopic to rely on automation too much as you risk losing that personal connection. Personalization makes the customer feel more connected and acknowledged, which often leads to more sales.
During the sales process, your teams should customize their approach, combining automation and personalization to win customer loyalty. Automation is a valuable tool in lead generation, and personalization becomes important as soon as the prospect enters the sales funnel.
3. Is cold-calling dead?
Recent years have seen the rise of many new marketing techniques and technology, putting approaches like cold-calling on the back burner. Despite the tools we now have at our disposal, picking up the phone is still a viable strategy. Cold-calling, in general, may hold as much weight as it has in the past, but it can be quite useful if approached a little differently.
Perhaps you could think of it as “warm calling.” In this scenario, you would have your first contact with the customer over the phone before sending them the first email. This humanizes the approach and forms the basis of all communication that follows.
4. Account-based sales
Account-based marketing (ABM) is a highly effective approach, especially when selling to enterprise companies. It allows you to specifically target the right people in the right departments so that you’re not wasting your time on the people who aren’t in a position to make buying decisions. Though ABM solutions can be costly, if you’re working on major deals in a team environment, it is an essential tool that provides you with targeted data, collaborative tools, and the consistency you need to reach your objectives. ABM allows you to identify new opportunities more quickly. It increases sales team productivity and efficiency, it’s highly personalized, and it leads to bigger deals and more revenues with shorter sales cycles.
5. Don’t teach them – coach them
During the sales process, it’s essential that your team feels valued, appreciated, and well-supported by the company. Ideally, this starts from the moment they come on board. Your salespeople need to work together as a team and approach their work with the ultimate objective in mind. Taking the time to coach your sales team—rather than “teach” them—not only instills them with your brand values, it puts them at ease and helps them to feel a part of something bigger than themselves. Knowing that they’re never going it alone can often make all the difference in how they approach their work.
There is an old adage that says “If you give a man a fish, he eats for that day. Teach the man to fish, and he eats for a lifetime.” Using this approach, you will help your sales team members feel more at ease in tough situations, giving them the confidence to get through any difficulties and encouraging them to reciprocate by supporting other, more junior employees in the organization in much the same way. In the end, this is an excellent strategy in boosting sales team productivity and morale as they will know exactly what needs to be done in any given scenario.
Cultivating a culture of support and collaboration will always serve you well, and when your team celebrates a win, they will truly have something to feel good about.
Are you looking for ways to improve your sales team’s performance? Reach out today. We’d love to show you how we can help.