In my next series of posts, I am going to be talking about a data set that HubSpot published in 2018 on Sales Enablement Statistics. These are great bits of information for salespeople and sales managers to know in order to impact the actions they take with prospects and with selling and coaching time. I intend to address all 20 of them over time and I welcome you to share how they impact YOUR actions with your team or with your prospects.
50% of sales time is wasted on poor prospects. How are your salespeople prioritizing their leads? Detailed marketing strategies help salespeople focus their energy and bring in leads that have potential—saving your reps time and effort.
For Salespeople: You MUST ask specific discovery questions that target the buyer’s process of decision making. Without that, you will chase rainbows and leave good leads by the wayside because of a personal perspective that you have about the prospect. You need to have questions (BADAS) to determine their position in the buying process that you ask EVERY prospect in order to know how you should engage now and what the outcome is that you are driving to.
For Sales Managers: You also need to be mindful in reviewing new leads acted upon to find out how much the salesperson learned about the prospect and what the next actions are and when they will occur. And begin to create a history of time: when met, first actions and determinations, discover questions asked, appointments set (and for what outcome?), quote – close. AND their overall close ratio. You might trace it all the way back to how the lead was originally managed.
Even though my soon to be trademarked sales process of “Sell it or Schedule it” has a 25-year history, it is also a dynamic process. I amend it regularly as I learn where salespeople struggle to understand or implement particular aspects of it, or when salespeople share with me elements that have helped them to make it their own more quickly. Recently, I was revisiting the BADAS Questions – those five areas of discussion and information that, based on how the customer answers the questions, will tell you where they are in their buying process – in short, CAN they buy today. They are critical and essential to determine as part of Discovery…and yet, many salespeople get a couple of them asked and answered but struggle to get them all. In revisiting them, I again asked myself “How can I make these easier to understand and incorporate?”
The Rule of Three tends to help people to remember something…and The BADAS Questions really are about three things: Time, Money, Other People. Specifically, Time as it relates to how long someone can wait for special order/when they need to have it in their home (Availability) AND how long they have been in the process of deciding/buying this product (Shopping/Comparing)? Money as it relates to how much they expect to invest (Budget) and what they have access to or have set aside for this purchase (Ability to Buy)? And lastly, is everyone who needs to be here to do this here…or how can we involve them to get this done today (Decision Maker)? Time, Money, Other People. Be willing to stay in the conversations in each silo until you learn what you need to know to determine if they can buy today or if you need to make an appointment – on the phone, in their home, back in the store. These three areas of Time, Money and Other People are also the 3 greatest Objections…so we can bring them up early as part of Discovery and include them in the sales presentation, or we can get REALLY good at managing these as objections. The former is more powerful and effective.
And if you need help with this, call me. 877-663-9663.