Finding customers
Outbound vs Inbound
It’s as much about 'How to find potential customers' (or we could call this outbound sales), as it is about 'How to help them find you' (which might traditionally be referred to as inbound sales) and driven by marketing.
Importantly, take a step back and spend a moment looking at your sales approach holistically, from branding to PR to digital marketing to sales.
Many businesses frequently jump the first couple of steps of their sales process and are later frustrated by the results. This is often around the time when they approach us for help. If you’re finding yourself in this position, here are some things you could try first:
Re-connection calls with prospects who you've had unsuccessful past meetings or sent proposals to
Attend or sponsor local business events
Re-connect with existing 1st degree LinkedIn connections
Outreach to new 2nd degree LinkedIn connections
Introductory email with something of relevance to contacts on a qualified leads list
Introductory call with something of relevance to contacts on a qualified leads list
Call existing clients for cross-selling opportunities
Send informative newsletters that build trust
Be active on the social media accounts where your target audience hangs out
Makes sense but still want someone to do it for you?
Talk with us about how outsourcing sales to BDM by the hour.
Unlocking Your Sales Team's Full Potential
Businesses can foster a motivated and goal-oriented sales team by embracing a comprehensive approach to setting sales compensation based on performance. There are four pillars of Sales Performance Metrics:
Financial/Sales Productivity Metrics: Focus on quantifiable aspects that are linked to quality clients, ones that are a good FIT for your business. There might be times where you are targeting good ‘FIT’ clients that are not profitable due to other business priorities and relationships. Beyond mere volume, targets are intricately linked to the organisation's financial triumphs, including profit and revenue.
Strategic Metrics: Aligning with the organisation’s strategic priorities, these measures focus on broader goals. Think customer retention, positive brand awareness, enhanced service, and elevated sales quality. Ensure a balanced approach in incentive plans to contribute in boosting both revenue and production. Often sales people thrive off hearing what their customers have said about them.
Input and Activity Metrics: Have these visible so each day/month/quarter you are doing the activity levels required for your desired outputs.
Subjective/Judgment Metrics: Beyond the measurable, these metrics revolve around defining desired behaviours and personal development objectives for salespeople. Acknowledging the softer, less tangible skills, these metrics play a supportive role in the incentive plan, recognising the value of holistic growth. For example: Does your salesperson require a quiet area to place calls, a comfortable headset, why do they enjoy customer interactions?
It’s a delicate balance of quality vs quantity. Money may not be the primary motivator, but aligning incentives with achievement, strategy, and personal growth can drive unparalleled success for both the organisation and its sales professionals.
There is significance in timing and a well organised incentive plan is only as effective as the frequency with which it's assessed. Regular check-ins against targets allow for strategic adjustments, while meaningful patterns and trends often emerge over time. Monthly, quarterly, and semi-annual evaluations ensure that the plan remains dynamic and aligned with the evolving goals of the business.
Takeaway
The development of high-performing sales teams is not a matter of chance, it results from a strategic blend of motivation, a well-defined strategy, and a carefully crafted incentive plan. Sales professionals don’t just live for closing deals, but rather thrive from the pursuit and accomplishment of achieving their goals, and importantly, helping customers get what they need. The strategic incentive plan, in turn, doesn't merely represent a triumph for the sales team, it becomes a mutual victory contributing to the overall success of the entire company.
To improve sales, be consistent and active in your sales efforts. Building relationships over the long term is the best way to build a sustainable service business. If you need help, consider outsourcing the sales tasks you don’t have time for or don’t care to do.
