4. An average buyer gets 100+ emails a day, opens 23% and clicks on only 2% It’s hard to break through when you’re an unknown sender. Make sure prospects are getting your messages with interesting and engaging email content, and make … Continue reading
This is my third in this series of posts. I am taking apart and 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. Over time, I will address all 20 points. I encourage you to share how they impact YOUR actions with your team or with your prospects.
3. 95% of buyers buy from someone who gave them content at each stage of the buying process
Some buyer’s journeys take longer than others do. Marketing content created for each stage of the buying process keeps buyers engaged no matter how long it takes. Buyers are more likely to stick with you if you show you are involved in the process, not just the sale.
It is as critical to know about your client and their buying process as it is to know about your product and services. Without that knowledge, you don’t know where they are in their decision making: early and getting a sense of what the outcomes can be and a sharper image of their problem; middle and in a place of comparison of options offered; end and in a place to make a decision. If you have content at each stage to keep the prospect engaged WITH YOU and set appointments along the way to tighten that process, you stand a better than average chance of getting the business. If you are a Dominant or Influencer (DISC), you will need to elevate your patience in this process – a skill you will benefit by developing – to go with your high level of results orientation. It’s worth it.
For Sales Managers
Know the steps in the buyer’s process so that you can anticipate what your prospective customers are experiencing and need and what your salespeople need from you and your marketing team at each step. Your salespeople will likely not be able to anticipate these steps, and might complain about lost sales and not really know why they lost it – but will complain about time and money, as they THINK that’s why they lost it. Use your CRM system to watch the sales/buying process and the ongoing contacts that occur so that you and your salespeople stay in touch and accurately project when new business will close – and for how much.
Now, go sell something.
For sales managers and sales leaders, everywhere
Although my sales process “Sell it or Schedule it” is designed for salespeople, they are not completely responsible for executing it to mastery. The inclusion of their sales manager is critical to the implementation and ownership of this process.
I just finished a 90-day sales management coaching agreement with Sherry Kollar of Furniture Warehouse Design Gallery (FWDG) in Beaufort, South Carolina. Our engagement was for HER training and coaching only…I never had contact with her sales team. She was a willing and engaged learner who was new to this position and had been a strong salesperson – selling HER way. She now had to have a sales manager perspective, an objective selling format, and a fundamental understanding of how to train and coach this team of individuals. We just finished her third month and her store made goal (which IS her goal) and every member of her team made goal.
The big take away is that she can tell you WHY and HOW that happened….so that she can now repeat it.
I believe that Sales Managers are the most pivotal role in the sales operation. They are often good salespeople who are elevated to a new role with little support or direction from leadership. They are often saddled with managing customer service issues (business that is already in the system) instead of focusing on driving new business. And they can make or break the success of the sales team.
If you have a sales manager on your team, are you giving them everything they need to succeed?
And if you ARE a sales manager, what are you doing to develop your skills so that your team wins and making goal is NOT an option?
If you need help with this, call me. 877-663-9663.
Now, go help someone to sell something.