PRIORITIZE ACCOUNTS Account-based models are key, but they’re no guarantee. They can result in missed opportunities and wasted efforts if you focus on accounts that aren’t in market for your type of solution. Real-time, observed data about prospects’ research behaviors can tell you which accounts are giving off the most active intent signals at any point in time and, therefore, which to prioritize. You can see when prospects are entering the buying cycle – and the volume, velocity, and content of their research. You’ll know how many (and who in the buying group) are con- ducting this research, which people are most active, which solutions and vendors they’re focusing on, and what they’re reading and when.
FOCUS ON THE MOST ACTIVE RESEARCHERS The most effective way to penetrate an account is to focus on its most active researchers. These are typically mid-level people who are decision makers for specific projects or have been tasked by their bosses to ex- plore potential solutions. At many enterprise selling organi- zations, inside sales reps (ISRs) reach out to these targets. In addition to using behavioral data to pinpoint who these people are, they leverage it to provide context for meaningful inter- actions. Because the data already in- dicates what problems the prospects may have, ISRs can skip these types of inquiries. Instead they can go straight to discussing how their solution solves the prospect’s pressing problem and helps achieve outcomes they’re likely to look for, such as revenue growth and cost reduction. Now that they’ve broken into the account and confirmed the prospect is in market for their type of solu- tion, ISRs can ask who the other key stakeholders in the buying group are, including senior people who haven’t been actively researching the topic. They then reach out to the ad-
ditional buying group members and pass appropriate contacts along with the behavioral data insights to field sales, who use them to penetrate higher levels and convert the account.
CHANGE YOUR KPIS Inside sales team KPIs are usually based on call volume. This is a problem be- cause it forces ISRs to abandon targets they haven’t reached. When you’re go- ing after known active buyers, that’s like shooting yourself in the foot. KPIs need to change so ISRs can spend more effort pursuing accounts that will yield the highest return. By lowering KPI call volume you can free ISRs to do the digging they need to be successful. The more time they spend conversing with active buyers, the more likely they are to gather details on the account’s circumstances, stake- holders, and solution requirements. The result? It will likely take far fewer calls to schedule a meeting for field sales.
Instead of volume, focus KPIs on quality and results. Measure ISRs on their ability to uncover senior-level decision makers, the number of ad- ditional buying group contacts they acquire, how many conversations they have with each of those prospects, how many meetings they set up, and how many occur.
ARM SALES WITH A BLUEPRINT FOR LEVERAGING BEHAVIORAL DATA
Granular behavioral data is very pow- erful, but it needs to be used in the right way. And knowing how to use it isn’t always intuitive. Make sure sales isn’t playing “big brother.” For instance, don’t tell a prospect that you know she and her colleagues Joe, Sue, and Bob have read six arti- cles about your technology in the past week on your company’s Website and specific press outlets. Even though people understand online behavior is tracked, it can be off-putting when used so directly. Instead, put purchase-intent data to work behind the scenes. Have your
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Follow effective action with quiet reflection. From the quiet reflection will come even more effective action.
– PETER DRUCKER
sales enablement team use it as fod- der for creating the right questions to ask and messages to convey. Use it to tailor everything from the emails ISRs send and how they open calls to how ISRs and field salespeople guide con- versations, arrange meeting agendas, and follow up with prospects. Purchase-intent data based on real- time, observed behaviors can trans- form sales. The benefits you’ll gain – including in-market account pen- etration, accelerated sales cycles, and greater close rates – make building it into your sales motion a no-brainer. Just remember to adjust your KPIs and arm your sales teams, and you’ll be racking up wins in no time.
Josh Garland is vice president of product marketing for TechTarget.
SELLING TIP Follow-up Checklist
Now that you’ve closed the sale, don’t forget to...
• Thank the customer. • Root out problems that may arise.
• Answer complaints promptly. • Keep selling. • Ask for referrals.
– SELLING POWER EDITORS SELLING POWER MARCH 2019 | 27 © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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