If you’re in the sales/business development game you’ve already figured this out: You can do anything, but you can’t do everything. Here are 5 tips that may enhance your effectiveness and productivity:
Avoid Going Alone: An “A” quality demo expert + an “A” quality business/sales expert = an “A quality” buying and sales experience for all parties. The result: Bigger deals and better forecasts. Demo experts can concentrate on delivering the best “Wow” moments and connect technical features with real prospect challenges or requirements. Business/sales people can strategically optimize every minute of a demo or proof encounter to note, nurture, and enhance business dynamics. Just as importantly, there’s no substitute for a 2-party post-demo debriefing. Everyone gets better.
Take a Humility Pill: Don’t always answer. Where a prospect asks a question, find a way for someone else to get credit for the response to accelerate the speed of trust and reduce perceptions of risk in your engagement by introducing a SME. Promote others.
Delegate: Maybe you can do it all. Great! Now let’s assume you have an annual 6-figure income and at a minimum you earn $50 per hour to engage in customer-facing, revenue generating activities. Appointment-setting, CRM administration, cold-calling, social media activities, etc… are all absolutely necessary, but at $50 per hour? Probably not. Secure a virtual assistant at $10 to $15 per hour to put thousands of dollars of productivity values back in your wallet, and to provide a foundation of focused intensity back in your day allowing you to prioritize those prospects that appear ready, willing, and able to buy.
Recognize Systemic Failure and Adapt: One can keep doing what they’re doing and claim “I was just following orders” without regard to the results OR one can look at how their personal numbers are trending AND adapt. Some things take time to develop, but if existing systems and processes aren’t working for you, don’t complain. Personally develop your own “smarketing” (or corrective sales + marketing activities) where both marketing and sales outcomes are below mutual expectations. Share the facts with management and get creative with your marketing organization.
Collaborate: interact with a few trusted colleagues and peers outside of your sales organization. Fresh eyes can often see what you can’t while also providing excellent counsel along the way. Just as importantly, you may be able to recruit your peers to bird-dog and pre-qualify opportunities for you! At CB3, we welcome the opportunity to share ideas, leads, and… revenue splits for closed deals.
Chris Bell III