The more you invest in the education of people who are calling out, the better your response rates.
Cold calling isn’t easy. It requires fierce determination, confidence in the face of rejection, and expertise on the product and the customer. In fact, 42% of sales reps feel they do not have the right information before making a call (CSO Insights).However, by investing in the skills and knowledge development of your sales team, you can ensure that they will land accounts that will help your company grow.
Before pursuing sales prospects, the most important focus should be to thoroughly research the company or industry with which you wish to engage. If you’re trying to sell to an automotive vertical, assign employees with a background in car sales, a parent who is a mechanic, or even simply an interest in cars to jump on these calls. This base familiarity will give your sales team an edge in truly connecting with a potential customer and showing that your company cares.
If your product or service offering is well suited to a variety of industries, then it makes sense to also diversify your sales team with employees from different backgrounds. Looking to introduce your computer software to the medical field? Consider hiring articulate STEM majors who can engage with the clinical leadership making a product selection. This allows the sales team to better communicate the value of the product offering. The more your prospects feel understood and as if they’re interacting with peers, the more likely that you’ll land a sale.
Once you have assigned employees to appropriate tiers based on their backgrounds and interests, help them to foster an even greater knowledge base of the industry. Host outside speakers or seminars and encourage reading relevant blogs. Is there an upcoming industry conference related to one of your verticals? Consider sending an employee to one of these conferences to learn more about the needs of the industry and network for prospects. Education can help sales teams identify problems and create succinct solutions that are easily communicated.
From the start of the sales process, have your team focus on the prospect and not the product. Discuss company goals and stress points, and make the product relevant to boosting strengths and resolving issues. The product should be made relevant to the prospect, and not the other way around. During sales training, hone demos and presentations to specific client needs. Have teams alternate between posing as the seller and posing as the prospect. Use real‐life examples as generated by your employees to simulate what it means to focus on the customer. By putting your team in the shoes of the prospective customer, they can better understand the decision making process that will turn a prospect into a buyer.
Once your employees have a deep understanding of the industry and companies they are selling to, the confidence and determination will flourish naturally. By creating a strong and relevant grasp on the value of the product, it can be communicated to prospects and ensure company growth on both sides of the sale!