10 Steps to Win More Deals
As follow-up to our webinar last week, we've published the 10 steps we reviewed to provide a simple list you can easily reference as you consider how to continue growing your sales organization. Each step has a few additional notes to give context on the topic.
1. Define the buyer's journey
- Every company has a slightly different buyer journey. Factors including the channel where a prospect was acquired to the messaging they receive from your sales and marketing organizations should be carefully considered before provision to a prospect and specific to the stage of the buyer journey of the prospect. Consider carefully what constitutes each stage for your organization, what message will prompt a prospect to move further down the funnel and how to prevent prospects from stalling at different points in your buyer journey.
- Also recognize multiple prospects within the same organization will have different buyer journeys. The messaging and stages of the VP of Sales will not mirror those of the Director of Sales Enablement. Each of these roles has different goals specific to their department needs and while they may be working towards the same overall goal, their short and long-term needs are not the same.
2. Address your data
- Unless your organization is new, you likely already have some data you can access to review the health of your sales organization. Once you've collected what is available, consider the following:
- Is the data sufficient for decision making? Is it complete, accurate and up-to-date?
- What is the cost of bad data in your organization? How accurate is your forecast?
- What gaps should you fill in order to truly asses your organization and the overall performance of your teams?
- Where would additional data support your organization? Contact, role and title information? Better, more complete CRM updates? Carefully consider when and how real-time data and reporting will drive improved performance and implement tools and systems accordingly.
3. Define target addressable market
- Now that you've identified the steps of your buyer's journey and the data available to your organization, it's time to identify your ideal customer profile.
- Which verticals, industries, roles, etc. should you target?
- How high in the organization does your sales team need to reach to ensure a close?
4. Identify the demand unit
- Who will be participating in the buying decision? Work with your internal teams and current customers to identify all of the individuals that will be participating in the buying decision to ensure that your sales process accounts for the needs and requirements of each.
5. Create demand and opportunity
- Partner with marketing to drive lead generation at the macro and micro level.
- Consider the best channels to reach your targeted prospects, recognizing that the VP of Sales might be better targeted on LinkedIn (micro) but the Director of Marketing might be better targeted on Facebook. (macro)
- Ensure that messaging resonates with your audience through rigorous testing while maintaining cohesive differentiating points across all channels.
6. Execute the strategy
- Sales execution fails due to under-defined or lack of rigor around a buyer/seller journey, buying group engagement and/or reasonable amount of time between interactions
- So, once the buyer/seller journey stages are defined - map out questions, content and buyers based on education of the problem first, then the need, then the solution - assessing what content goes to what buyer to first frame break the status quo and eventually convince the buyer that your solution is the best over alternatives.
- Utilize technology to save time and be more effective such as ZoomInfo for quality leads, Outreach for call and email cadence and TopOPPS for pipeline visibility and sales execution monitoring.
- Adopt a continuous improvement mindset, testing and making incremental changes to continue to improve performance across all elements of your plan.
7. Assess demand unit compliance
- While this can be considered a subset of the strategy execution step, it's overall importance to the success of your strategy is worthy of note. Successfully impacting the decision making process within an organization is the difference between a closed won vs. a closed lost opportunity.
- Are your efforts reaching all decision makers at the appropriate time in the buyer journey to drive internal support?
- Track win rates with different members of the buying group to identify ideal customer profiles as well as coaching opportunities.
- How should your sales process and analysis of the buyer journey adapt to improve your win rates?
8. Track and maximize wins
- Perform pipeline reviews / pipeline inspections to ensure you are contacting the right buyers at the right time - “are you calling high enough and/or the appropriate person at this stage of the lead or opportunity?
- Pipeline reviews must shift from “compliance reviews” where we maximize the time reviewing activities and “cleaning our room” and move more toward strategizing to win a deal and benefit the most from the next steps.
- Utilize automation that TopOPPS and ZoomInfo provide to automate and ensure lead and opportunity activity and qualification compliance.
9. Remove low value activity
- The sales team has enough work to do that any reduction in low value activity is welcome and necessary to keep them focused on not just selling - but winning.
- Is your management team focused more on compliance as opposed to strategy? Are pipeline reviews discussions of what next steps are pending as opposed to how to actually close the deal? Consider artificial intelligence platforms that automate data capture and provide coaching insights to ensure proper next steps and compliance of a qualified opportunity.
10. Strategize to win
- The technology platforms supporting sales organizations have never been as powerful as they are now. The TopOPPS and ZoomInfo platforms, working together, provide better data and insights for more visibility into the pipeline and improvement to sales execution while reducing administrative work and giving sales reps and leaders the time and the data needed to focus on winning more deals. Make sure your organization is prepared to succeed by making the most of the technology now available in the marketplace.
Interested in viewing the whole presentation? The download is available via the link below.