The idea that CEOs must wear multiple hats has been perpetuated to the point of absurdity. Far too often small to mid sized companies find that their CEOs are trying to also wear the hat of sales manager. Unfortunately, you can't be both. You can't be a sales manager and a CEO, it is simply too hard. Trying to fill both of these roles will have you feeling like The Two-Headed Monster from Sesame Street! You can, however, be the leader and visionary needed to provide sales strategy to your sales managers.
In sales, first impressions often play a critical role in helping the prospect begin his or her buyer's journey. However, far too often businesses fail to remember that a Sales Development Representative (SDR) plays an entirely different role than an appointment setter. Failing to understand the key differences between these two roles can lead to fewer conversions, a limited number of prospects in the beginning portions of the sales funnel, and inevitably fewer sales. The good news is that understanding the following four differences can help businesses maximize their approach to contacting new prospects and warm leads.
Pete Rose was one of the best players to ever play the game of baseball. As a player, Rose was a switch hitter and is the all-time MLB leader in hits (4,256), games played (3,562), at-bats (14,053), singles (3,215), and outs (10,328). He won three World Series rings, three batting titles, one Most Valuable Player Award, two Gold Gloves, and the Rookie of the Year Award, and also made 17 All-Star appearances at an unequaled five positions (second baseman, left fielder, right fielder, third baseman, and first baseman). Rose won both of his Gold Gloves when he was an outfielder, in 1969 and 1970. As a Coach, well... we all know how that ended up... so as a player, he was a rockstar, as the coach of his up and coming rockstars, he was a disaster!
In the words of Jeff Bezos, "Part of company culture is path-dependent - it's the lessons you learn along the way." This path-dependent approach stems from the belief that managers can help to mold employees through an environment that leverages lessons learned to encourage growth.
As a C-level sales executive a major component of your job is to lead. However, another major component of their job is to inspire their sales team. Being an effective leader is about more than giving a pep talk; it requires the understanding that training is not simply for onboarding new sales representatives. Instead, by embracing the benefits of sales training and sales coaching, leaders can not only inspire their team, but they can help them reach new levels of success.
A strong sales development team is a great way to quickly increase revenue. These reps focus on taking unqualified leads and contacts, putting them through a qualification process and moving them through the sales funnel.
What can happen when you have a strong sales development team nurturing leads for your sales reps? Studies show these benefits:
- Nurtured leads generate almost 50% more revenue than non-nurtured leads.
- Nurtured leads generate this revenue at 33% less cost.
- Overall, companies focused on qualifying leads see an increase in revenue of at least 10% within only six to nine months.
No self-respecting sales development rep (SDR) has ever said, “I have enough business.” Even those crushing their sales goals crave more, and it would be nice if it came faster and easier than most deals do.
Here's a quick test for you to do to determine if your sales playbook is truly modern in todays sales and marketing ecosystem.
To sum it up, you have a truly modern playbook if all of the below statements when applied to you and your playbook are considered to be TRUE...
I’ve been fortunate enough to attend Hubspots inbound conference for the last 4 years. There’s no doubt that hubspot has played a pivotal role in the way we look to generate leads. The entire inbound movement has really taken off and for us and our clients, it has proven to be a great way to generate leads as you can drive prospects to your business or website as a result of your content marketing efforts. So how does it really tie into sales? For starters, check out this video intro from last week at INBOUND…
You’ve worked hard putting together content that you felt your buyer persona would find interesting, valuable and want to download. Then call you craving more information and be ready to buy. Unfortunately, although this does happen occasionally, that is certainly rare behavior and not the norm.