Company-Crushing Killer #7: Burning Out Your Sales Team.
Part 7 in a series of 12 Company-Crushing Killers Lurking Inside Your Business Today…
By Brett Lloyd Abbott, Pool Builder Marketing LLC
Are your salespeople spinning their wheels making follow-up calls, trying to coax reluctant or poorly-qualified prospects to buy? These frustrating tasks consume massive amounts of time and energy, but don’t do a lot to close deals.
Technology has changed the selling process forever.
In a previous era, a salesperson’s first job was to introduce a product or service to prospective clients. Today’s consumers have easy access to vast amounts of information (though not all of it is relevant or accurate). Instead of welcoming an introduction to a product or service, they are bombarded by multi-channel advertising at every turn and have learned to quickly hit the delete button out of sheer self-defense, particularly if the messages are irrelevant, generic, or poorly-timed.
As a result, salespeople can work harder than ever with fewer positive results – a recipe for burnout.
Burnout typically offers two possible outcomes:
- A frustrated employee blames the company, and jumps ship.
- Or the company blames the employee, and lets them go.
Either way, the company is faced with the challenge of finding, interviewing, hiring, and training a replacement – an expensive and time-consuming solution that doesn’t address the core problem at all.
Modern selling is not a reactive, one-off event. It’s a proactive process that builds a relationship with your prospect early in the buying cycle. Done improperly, it destroys the trust in your company, and prevents an understanding and appreciation of your unique product and benefits. As a result, your sales reps find themselves trying to persuade or convince prospects who aren’t ready to buy, and may never be.
This is a huge turn-off for the prospect, and a waste of the salesperson’s valuable time. It’s a major contributor to under-performance and sales fatigue, and it certainly doesn’t do anything for the bottom line.
Automate your Sales process!
The problem here is not your sales team; it’s your process.
You need a streamlined, automated strategic sales process.
With the right strategic process in place, your rock stars (and even average salespeople) will begin generating significantly better results. Your company will see more sales, more income, and more loyalty. Total win.
The key is to free your salespeople from non-revenue generating activities and repetitive manual tasks. Let them focus on working with prospects who are the most qualified and ready to buy, which is what you hired them to do in the first place.
Automation saves the day.
Automation will handle the repetitive, mundane tasks so that you and your sales team can focus on closing deals. Sales process automation will systematize multiple tasks, activities, and documentation, allowing for a smoother workflow and increased performance. It also avoids the human error that so often accompanies repetitive, routine tasks, and eliminates the typically haphazard sales processes.
A few years ago, a study in the Harvard Business Review suggested that you’re 6 times more likely to qualify a lead if you follow up within one hour, compared to waiting 24 hours.
With automation, you can be sure that every hot lead is followed up with right away. Whether it’s 8:00pm on a Friday evening or 6:00am on a Sunday morning, your sales automation system will be hard at work when your team is not.
When Capterra implemented an automated process, they found their sales qualification rate went up 400%, largely due to a combination of faster follow-ups and increased sales efficiency.
Video and automation – A marriage made in Heaven
Incorporate video into the automated sales process and your company will deliver the perfect sales pitch every time, even to an insomniac prospect at 3:00 in the morning. Video automation converts your prospect’s PC, tablet or mobile device into your perfect salesperson, every time.
With sales automation in your arsenal, you get the equivalent of hiring an invisible sales force to work full-time around the clock. No vacations; No time off. By connecting earlier in the buying cycle, you’ll have better control over how your product is presented, and you’ll see more sales and growth.
NEXT WEEK – Company-Killer #8:
NON-STANDARDIZED SALES PRESENTATIONS (aka “Winging it”)
This article is part of a series designed to provide pool companies with unique insights that will help them address the modern marketplace challenges that their company may be facing. These insights, when applied, will virtually guarantee new growth, and get your company to the next level.
If you find this information helpful, and would like to learn more, check out the short five minute video here.