16. Salespeople who seek out and use referrals earn 4–5x more sales
A whopping 91 percent of customers say they would be willing to give referrals for companies and products they are happy with, but only 11 percent of salespeople ask for them!
Salespeople Yikes! These are crazy numbers! And yet, as I read them I know that AS a salesperson, this is my weakest area. Maybe it’s habit, maybe it’s discomfort asking for more than the sale that was just closed, maybe it’s a lack of skill or language to ask with confidence. In any case, it needs to be an essential element of the sales process and of sales training and coaching.
We can focus on marketing actions all day when the closer and more intimate action of asking for referrals lays dormant. Let’s give this a shot and measure the results. Make it a 90-day experiment with frequent reminders, inspection, discussion. This will change when sales managers take this on as a priority and share results with the team.
15. 90% of salespeople avoid using content because it’s outdated and not customizable
Another shocking sales enablement statistic: Too many salespeople refuse to use marketing content. Marketers should make it easy for salespeople to find sales content and customize it to their clients’ needs.
Salespeople Salespeople intuitively know that the market has changed. They know that their jobs have changed…and struggle to change along with it. What was once a sales job is now a sales and marketing job…and outside salespeople and inside showroom salespeople need tools and training to drive and satisfy new opportunities. What may appear as resistance is likely fear and ignorance, both of which can be managed and overturned with compassion and instruction.
Help your team to thrive in the world they live in. Give the tools and training to make marketing part of their job so that they welcome the content needed to keep their messages to prospects and clients relevant and aligned with the company culture. Their job has changed and they need your help with the transition and new execution.
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.