Managing sales reps in order to see continuous improvement requires establishing a solid sales process. An established sales process serves as a rock-solid foundation that a sales manager can use to compare and coach all the reps.When it comes to managing sales reps within an established sales process, the three major components that matter when it comes to sales performance are messaging, competition, and buying team alignment.
For messaging, we make sure that our reps ask the questions related to our prescription targeted at the pain that we solve. By prescription, I mean first understanding fully the related process that the prospect undertakes now, qualifying if we are a fit, getting the prospect to understand the pain, then getting them to feel enough pain that they would be willing to sponsor a new solution – and finally prescribing our solution. We gather most of this information from “game-filming” where we analyze recorded on-line sales appointments – but also from 1:1 sessions where we discuss appointments with reps.
We reinforce training on competitive alternatives and how we are different. Competitive alternatives include other product solutions as well as the alternative to doing nothing. We want to make sure the reps fully understand alternatives and remain objective in order to keep the trust of the prospect or customer.
Buying Team Alignment
With multiple buyers in the sales process, it is important to understand everyone’s agenda and who has the ability to sponsor a deal all the way through the sales process. This is a big discussion during sales 1:1s, especially within the top 5 deals of each rep. The objective of this coaching is to make sure we are communicating personal benefits to each member of the buying team but even more important, that we identify the sponsor that has the power to stand up and promote a change within their organization. Then we focus on how we can keep the other members of the buying team supportive of this change and make sure we cover everything within their personal agendas. Coaching is focused on how to communicate ROI, buying team member benefits and finding the sponsor that understands the ROI and is willing to extend budget.
To delve in deeper into core aspects of managing sales reps to increase your win rates, download the full guidebook on sales coaching sales teams.