Let's first understand what sets apart top sales teams. Forbes
outlines eight critical points for all sales teams in organizations looking to scale their business. Central European University
provides a different type of list, focusing on startups scaling their sales teams to hit the ground running truly.
Both lists are good and reveal what is important for any sales team, whether internal or external
, to have.
Chief amongst these are:
- Market research and understanding to address customer needs and pain points
- A clear, concise sales pitch that demonstrates this research via personalization
- Follow-up strategy corresponding to this pitchs
- Realistic numerical goals to aim for and understand so that you can analyze why they go well or not, and a good communication strategy
- Multiple sales channels and avenues of outreach and prospecting for your SDRs - don't just stick to cold calls
- Opportunities for growth for their team
Without market research and understanding their client, sales teams will flounder and fail. Sending emails out to all may get your name out there, but if they're not targeted or personalized enough, they are no better than white noise to your prospects.
Similarly, if your message is poorly executed, you will lose much more than you gain. Yes, sales teams should work in tandem with marketing, but less is more to attract prospects and generate interest in sales. Personalize it as much as possible, do not reveal all the information at once, and invite them to a conversation instead of forcing them to decide any part of your cadence
. As an earlier part of the sales pipeline, the team members managing this section will generally aim for a meeting to set the wheels in motion for a future sale. Sales teams
thrive on proper communication, record-keeping, and goals.
How will you successfully hand over a meeting to your CEO if you do not know enough about the prospect?
It could end up being a waste of time for everyone. With proper communication channels established and record-keeping of the number of meetings and the quality of the leads
, your sales operations will be running smoothly and generating more profit. Otherwise, you'll find yourself chasing ghosts.
The ones doing the brunt of this work in a sales team are sales development representatives (SDRs)
. They are the ones who are out in the field daily, seeing first-hand the responses your messaging is receiving from prospects and what is working and what is not.
They need to have more than one possible channel to reach out to. Whether that is a combination of calls and emails or social selling, it is up to you. But the more you diversify the approach, the better.
And you need to provide your employees with ways to grow.
Whether that is moving them to other teams or allowing them to take up studies or learn new tech stacks, you do not want your team to feel like they are not being catered to as well. It is better for you as your employees become more qualified and better for them as they can learn more.