Sales Training - Adapting and Adjusting Account StrategiesSales Training - Adapting and Adjusting Account Strategies

The typical corporate decision-maker is inundated with about 50 marketing messages daily, it’s no wonder it takes longer for sales reps to penetrate that inside zone nowadays. How can sales reps find the correct strategies to get their message across to make a connection before even contemplating the sale? Since sales cycles are longer coupled with more departments sharing the decision-making process, the successful modern day sales rep must also adapt his or her strategies accordingly. The longer sales cycle only really affects those that are going to make the sale anyway so instead of complaining about it, one must determine how to add more value to the right accounts. More planning should take place in finding the strategic high value accounts where there’s a good fit and likely need. Decision-makers are now allocating a significant part of their time doing extensive research online, that presents an opportunity for sales reps to attract their ideal clients by producing valuable content that solves challenges. If you can solve problems, you will be the go-to-person in your niche.

The most successful sales reps in this evolving digital age are likely to be those that leverage the resources available to articulate their message. If clients are hungry for content and relevant information, it’s up to the marketing department or sales reps to find exactly what information their target market requires. If sales reps are able to communicate across the table from the prospect, they can also learn to produce valuable content. It’s going to take more than just generating template proposals, they have to do targeted research to determine what the client is trying to achieve and the why behind it. Thanks to all the various social media channels, it becomes much easier to target and spread a unique message. It’s worth the investment in time and effort to locate the right message to the right prospects. Sales may still be a numbers game based on persistence and follow-through, but making it a value game on targeting the right numbers to begin with makes a world of difference.

Hope is not a strategy; it’s the sales rep’s job to ensure that the prospect is able to differentiate their message from the competition. Since prospects are typically dealing with several messages from all the competitors jostling for position, it’s in the sales rep’s best interest to ensure his or her message is getting through and sticking. They must find a way to keep their unique message top of mind for the prospect. In other words they must be certain that the prospect is absorbing the message and can actually differentiate from the next competitor especially since so many are similar in the marketplace. Sales reps need to execute a process that requires a buy-in from the prospect at certain phases throughout the sales cycle. Questionnaires, surveys or responses to applicable case studies can be generated to ensure they are on the right track to what the prospect requires. Sometimes it doesn’t require full scale appointments, prospects are busier than ever, a short conference call with the primary decision maker and influencing departments will suffice to go over expectations on both sides. If your buy-in strategy is not producing measurable results, then it’s time to adapt and adjust strategies, either your message is off or the prospect hasn’t realized the value. The sooner you unearth the early obstacles the better your chances are, inevitably prospects that give you no time of the day are not likely to close without significant adjustment in account strategy.