Advancements in technology have changed the way sales organizations recruit and hire their sales force. The 2019 World-Class Sales Practices Study revealed that just 32% of organizations believe they have the right people in place to meet their business goals, and only 24% assess why their top performers are successful.
Less than one-quarter of buyers see sellers as an important resource to help them solve their business problems, which is why sellers need to not just meet, but exceed buyer expectations. To exceed expectations, sellers must execute top-notch interactions, focus on business success, come highly prepared and provide insights that educate the buyer.
Take these steps to better understand your sales force and exceed buyer expectations and transform your sales.
Measure Your Talent Strategy
Many sales organizations face two talent problems.
- Organizations rely too much on their top performers.
- Talent gaps are costly. The process to get a new salesperson up to speed is lengthy: four months to recruit and nine months to onboard to full productivity.
Luckily this can be fixed. Use talent assessments to see where your employees have undeveloped potential, whether that’s the ability to lead a team, take on major accounts or pilot sales of a new product. Then understand why your top performers win. See what makes your best salespeople tick and what behaviors drive their success, use a mix of indicators, including result consistency, performance KPIs like quota attainment and qualitative analysis like customer feedback. This helps you identify the seller behavior you want to replicate and those you don’t. Sales analytics platforms like Scout show which seller actions led to wins and losses, enabling you to replicate successful patterns across your sales force.
Align Sales and Service
Sales sells the first deal; customer service helps sell every deal thereafter. The 2018–2019 Sales Performance Report from CSO Insights shows that more than 70% of revenue comes from existing customers. It’s essential that positive buyer experiences continue long after you’ve closed the deal. On average, your service team touches an account 10 times more than your sales team. It’s the role of customer service to deliver on the promise of the initial sale. Every interaction between sales, service and your customers is an opportunity to build customer loyalty. Sales and service teams share the goal of building customer relationships that improve company performance.
What Sets Your Sellers Apart?
Understanding why your sellers win and stronger alignment between sales and customer service contributes to a stronger sales performance. By evaluating what makes your top sellers successful and aligning sales and service, you’ll set yourself up to identify and grow talent within your existing sales force. Get started today by taking our Sales Conversation Metric, which analyzes how your sellers deliver added value and insights to your customers.