Today on The Sales Evangelist podcast, we talk with Chris Rothstein about the ways to align your sales efforts, and the success that results when you do.
Two developments demand the need for greater alignment: improved tracking capability and increased specialization within companies. Because companies used specialized departments to accomplish specific tasks, many handoffs occur throughout the sales process.
When different teams operate according to different criteria, the result is often finger-pointing rather than collaboration.
If, for example, a marketing department gathers 1,000 business cards in a fishbowl, those may not actually be qualified leads. The marketing department may perceive that it achieved its goal, while the sales team may believe otherwise.
When everyone within a company speaks the same language, the company becomes more effective.
To achieve that goal, Rothstein’s company Groove tracks all forms of communication and collects data from it. The company syncs all emails and calendars, and classifies every meeting that takes place.
Armed with that information, they can determine where in the sales process deals are dying and where the sales reps need help. They record sales calls and provide follow-on, specialized coaching.
Finally, they collaborate to identify the companies they’ll pursue in their sales process so that they are all focused on the same targets.
Many organizations cast too wide a net.
They undertake a huge list of prospects with a goal to connect with a small number of them. Because the list is so large, it’s tough for sales people to achieve any depth in the relationship.
If, on the other hand, companies will restrict the number of prospects they target, they’ll achieve better results because they can focus better.
In an account-based approach, each person has a unique role, and the customer will experience a unified process.
The sales cadence model will vary according to your industry. In every industry, though, a successful cadence will require multiple touches.
Email boasts a big impact in the software industry, for example, but not in the restaurant industry. Each industry in your company’s profile will demand unique touches and processes.
Evaluate how long your process should be, and make it longer than you think it should be. Then stick with it.
You’ve heard me talk about The Sales Evangelist Hustler’s League, our online group coaching program for sellers of all levels. We understand the importance of cadence and repeatable action steps. We help participants understand the concepts and then apply what they’ve learned.
The easiest step you can take is to apply for The Sales Evangelist Hustler’s League to see if you qualify for the program. Our next semester begins April 26 and will focus on building more value. We’d be honored to have you join us.
Audio provided by Free SFX.