WHY DON'T SALES REPS USE THE TOOLS PROVIDED BY MARKETING?
by Ed Lanigan, Senior Communications Consultant
The Challenge
The traditional silo-driven approach to sales is based on the key assumption that sales reps are able to make use of a variety of tools provided by marketing.
After all, isn't that their job?
The Solution
The mind shift: Dispel old myths and face the truth
The truth is that, quite often, the tools do not align with what sales reps need to serve their customers. Today's selling environment is complex. It is expecting too much to assume that either sales reps or customers have time to filter through all the information given to them. Headquarter silos charged with supporting the sales force must take greater responsibility for the thoughtful information design of sales tools that seamlessly align with the way sales reps work and think.
The measurement shift: Leverage the value of qualitative best-in-class behaviors
The behaviors to focus on are best described as moments of truth -- the flow of interactions and dialogue between the sales rep and the customer. Companies need to analyze the flow of behaviors during daily activities such as rapport building, servicing accounts, probing for new opportunities, and advising customers. This analysis often identifies specific, sometimes subtle behaviors that can result in increased business. It's a pattern of cause and effect. The behaviors (and associated tools) of sales reps and customers drive sales performance, and sales performance drives financial results.
The design shift: From graphic design to information design
Ask yourself, "How do customers process information I present to them? Do they think in terms of financial spreadsheets or comparison charts, flow charts and diagrams? Do they rely on a dashboard form of management reporting?" If your customers' needs vary, then it's wise to explore the use of variable print-on-demand technology solutions. That way, sales reps can create customized materials as they need them.
In summary
Success begins and ends with the insightful observation of sales behavior patterns (that is, how sales reps interact with their customers). Within those behavior patterns are moments of truth. Thoughtfully designed tools, incorporating information design based on sales behavior patterns, are the missing link. Add the missing link, and sales reps will use the tools.
About the author
For more than 20 years, Ed has assisted large multinationals and small to medium-sized firms to increase the sales productivity of their direct and indirect sales channels. His focus is on leveraging business communications in a way that drives sales and marketing behaviors and, ultimately, sales results, including customer acquisition, growth and retention.
Contact us for more information
The Challenge
The traditional silo-driven approach to sales is based on the key assumption that sales reps are able to make use of a variety of tools provided by marketing.
After all, isn't that their job?
The Solution
The mind shift: Dispel old myths and face the truth
The truth is that, quite often, the tools do not align with what sales reps need to serve their customers. Today's selling environment is complex. It is expecting too much to assume that either sales reps or customers have time to filter through all the information given to them. Headquarter silos charged with supporting the sales force must take greater responsibility for the thoughtful information design of sales tools that seamlessly align with the way sales reps work and think.
The measurement shift: Leverage the value of qualitative best-in-class behaviors
The behaviors to focus on are best described as moments of truth -- the flow of interactions and dialogue between the sales rep and the customer. Companies need to analyze the flow of behaviors during daily activities such as rapport building, servicing accounts, probing for new opportunities, and advising customers. This analysis often identifies specific, sometimes subtle behaviors that can result in increased business. It's a pattern of cause and effect. The behaviors (and associated tools) of sales reps and customers drive sales performance, and sales performance drives financial results.
The design shift: From graphic design to information design
Ask yourself, "How do customers process information I present to them? Do they think in terms of financial spreadsheets or comparison charts, flow charts and diagrams? Do they rely on a dashboard form of management reporting?" If your customers' needs vary, then it's wise to explore the use of variable print-on-demand technology solutions. That way, sales reps can create customized materials as they need them.
In summary
Success begins and ends with the insightful observation of sales behavior patterns (that is, how sales reps interact with their customers). Within those behavior patterns are moments of truth. Thoughtfully designed tools, incorporating information design based on sales behavior patterns, are the missing link. Add the missing link, and sales reps will use the tools.
About the author
For more than 20 years, Ed has assisted large multinationals and small to medium-sized firms to increase the sales productivity of their direct and indirect sales channels. His focus is on leveraging business communications in a way that drives sales and marketing behaviors and, ultimately, sales results, including customer acquisition, growth and retention.
Contact us for more information
