If you’re a regular reader of the ZoomInfo blog, you’ve seen quite a bit about sales and marketing productivity in the last few weeks. And it’s for good reason—sales and marketing productivity is the theme of our 2018 Growth Acceleration Summit! So, to get you in the right frame of mind and prepare you for our upcoming event—we bring you 13 of the best sales productivity lessons from our favorite experts.
Ready to kick off your new year on the right foot? Keep reading.
Sales Productivity Lessons from the Experts
#1. Steve Richard: Keep your clients—regardless of where they work.
Follow your clients from one company to the next. Use a service that automatically tells you if one of your client business email addresses bounces. We call these OCNC – Old Client, New Company. Your best leads are people who have already bought from you in the past. Don’t leave this process up to serendipity. Make it repeatable and scalable. Also track OCNC as a unique lead source in your CRM.
#2. Lori Richardson: Focus on the results, not on getting things done.
In the profession of sales, it’s not about getting things done – it is about reaching revenue results, filling the pipeline with opportunities and working to increase sales velocity. The idea is to make results happen. That is what sales productivity is all about (source).
#3. Trish Bertuzzi: Share what’s working.
Imagine the impact of a library of recorded calls. You’d have the ‘perfect calls’ to use as a model for new hires as well as individual snippets that display excellence in specific areas (e.g., call opening, objection handling, and closing). At Vorsight when we started the best call of the month contest our CEO, David Stillman, would announce the winner and runner up. But then no one played the calls for the team to hear. When I learned this I was like, “WHAT?!?!” How could you not share the best calls with annotations for everyone to see and hear? (source)
#4. Mark Hunter: Summer isn’t an excuse to slack.
Leverage Friday afternoons for phone calls to people you haven’t been able to connect with or with prospects who are tied tightly to a competitor. It happens every summer. The number of sales appointments that get cancelled goes up and the number of excuses people make goes up. The result? A sales slump.
Summer is not the time to make excuses about things not happening. I like to view it as the time to make things happen, because other salespeople are willing to accept excuses as to why something is not happening (source).
#5. Keenan: Don’t get everything done, get the things done that matter.
Sales people, good sales people, have no shortage of shit to get done, the best know which things to work on first. The key is to focus on the things that have the biggest impact on making your number, and are the least complex ie. take the least amount of time to complete. Knowing which these are is key! Then move to those things that have big impact but are more complex, (take longer to complete). After that, tackle those things that are easy or not very complex, BUT don’t have much impact, and finally do what you can to avoid all things that take a lot of time (are complex to execute) BUT offer little impact to making your number. It’s not enough to get everything done, the key is to get the things that matter done (source)!
#6. Jeb Blount: Map your day to your territory.
The best salespeople map or grid their territory by day. They then plan their appointments and calls each day, within the grid, thus reducing wasted drive time. The key is leveraging the CRM to run call lists by geography based attributes. This makes it easy to stick to the daily plan. Salespeople that utilize this methodology are many times more productive than reps that take a random approach to managing their territory (source).
#7. Tiffani Bova: Develop a relationship with the tools at your disposal.
If they don’t have a positive, value-based relationship with the tools at their disposal, companies will never see widespread adoption or realize the full impact of these investments (source).
#8. Lori Richardson: Create a prioritization system.
As you go about your day, you can only accomplish so many things. If everything is important, then nothing in particular is. A helpful idea is to create a list of things to do in your CRM or calendar program – but don’t stop there. Find a way to rate the activities that you need to do (source).
#9. Mark Hunter: Leverage the right technology to engage your prospects.
Use an iPad to show visuals, either still photos or short 15-second video clips, of key parts of your presentation. When you show these to the customer, allow them to take control and hold the iPad. It’s amazing how doing something simple such as allowing the customer to hold the iPad will increase their level of engagement.
With each visual you show, be sure to ask for their thoughts by directing a question at them. When we engage a person visually, we stimulate their thinking in a different way than if they’re merely listening to us. The visual stimulation will many times result in different comments being shared or ideas being discussed. This type of engagement is powerful (source).
#10. Tiffani Bova: Use technology to support new processes.
Technology for technology’s sake doesn’t help anyone, and rolling out tools which users find no value in or don’t know how to use puts a strain on any organization. If the organization is willing to change, then they can’t look at technology as a way to automate and improve processes. Technology must be used to support (new) processes, which are built from new ways of thinking about how to create a top performing sales culture (source).
#11. Lori Richardson: Pay attention to opportunities prospected to qualified to close.
A productivity metric every salesperson should be paying attention to is number of opportunities prospected to qualified to closure. That’s really three metrics, but I want to see what a rep started with (to know if they have enough of the right activity while prospecting), what they move through as “qualified” in the pipeline (so I know if they are spending time in the right places) and then of those qualified, how many came to closure – so that I can tell if they are working the right opportunities or if there are other issues, such as lack of urgency or poor messaging.
#12. Mark Hunter: Sell Intentionally.
In every selling situation, there is a connection between time and money. For example, a buyer searching the web for the “best” option has an immediate need and is ready to buy. They will very likely pay more to get the product to satisfy their time agenda. Conversely, buyers that are in no hurry will expect a discount.
Intentional selling requires having a predictable plan for discovering the buyer’s critical need, time-frame, value of money, and decision-making authority.
According to Mark Hunter, if all four items score favorably, the seller has a viable prospect and should move quickly to close the sale; that’s the intentional plan for increasing sales productivity. When sales professionals are intentional, they learn to invest their limited time with fewer prospects, the ones with a valid near-term need and realistic value of money (source).
#13. Lori Richardson: Planning leads to less time ‘getting ready’.
Create a habit of doing specific tasks that lead to revenues regularly, such as having real conversations with potential buyers rather than just talking about having them. Set time aside to be on the phone that is separate from planning or research time. Finally start each day with an idea of what you’re doing – and be ready to go with it. So many sellers waste an hour or two each day ‘getting ready’ (source).
Sales Productivity and the 2018 Growth Acceleration Summit
See some of these speakers, and more, in action at the 2018 Growth Acceleration Summit on June 18th-20th in Boston! Industry experts like Mark Hunter, Lori Richardson, and Tiffani Bova will discuss this year’s theme – marketing and sales productivity.
You won’t want to miss this three-day B2B conference full of actionable insights, strategies, and tools specifically designed to help sales and marketing professionals.
For more sales and marketing solutions contact ZoomInfo. Our B2B database has the resources you need to scale your campaigns and increase your success! Or, check out our sales and marketing blog for more posts like this!