A recent study regarding sales efficiency found that sellers spend 27% of their time on completely non-sales related activities. Examples of those activities include looking up information about the contact or account, finding relevant uses cases to reference, or even looking for competitive technology. But let’s put into context what 27% of a seller’s time actually means; that is one week of the month or one quarter of the year. Imagine giving a seller an additional quarter to make their number or week to make their month. That would have impact.
Sellers can recover their proficiency by breaking down call prep into three parts – each one minute a piece with the right tools. The key is having the information all in one place and to not over analyze the process.
Minute One – The Account. Companies make purchases because they are either dissatisfied with what they currently have or they have a pain they have yet to remedy. Its the seller’s responsibility to understand which one to make the right sales play. First, ascertain if the prospect is using a competitive solution to see if they have already addressed the issue your company can solve. It they have not, look for triggering events to link your solution to solve stated pains or goals. Use the News!
Minute Two – The Buyers. CEB has stated that the average B2B purchase has 5.4 decision makers and most sellers are talking to the lowest one on the org chart. Successful sellers uncover the entire buying committee by name and position. Then they have these individuals ready for the reference as individuals to contact for unanswered questions or invites for the next steps of the sales process. By letting the contact know – you know the other players in the process and are going to bring them into the evaluation gives you power later in the sales process.
Minute Three – Use Cases. Buyers want to understand how their peers have used your solution to solve similar problems. Having specific use cases available by industry, size, location, competitor, title, and product before the call will show the prospect you are knowledgeable and prepared. It will also show you are a trusted resource and perhaps a notch better than your competition for that reason alone.
Most sellers don’t have much of this information available to them, much less so to be able to prepare in three minutes. However, this data is readily available, whether inside or outside of Salesforce.com. Gathering this information and placing it inside of the Account / Lead / Opportunity record is core functionality for RampedUp – but it can also be uncovered in other ways. But then we are back to where we started – 27% of a sellers time is spent looking for this stuff already.