Sales Engagement by Manny Medina & Max Altschuler & Mark Kosoglow

Author:Manny Medina & Max Altschuler & Mark Kosoglow
Language: eng
Format: epub
ISBN: 9781119584360
Publisher: Wiley
Published: 2019-01-29T17:30:00+00:00

DO: Make Sure to Help Reps Prioritize

When observing new reps, how often have you thought to yourself as a manager, “Why did you just spend an hour doing this admin work when there are leads out there?!” New reps often struggle with a set of similar issues, and most of them stem from an inability to prioritize. It’s a highly coachable trait, but most new reps treat each task with the same level of urgency. In an industry where you can be constantly busy but not always productive, it’s more important than ever to have clear marching orders on a by-the-hour schedule.

Leaders should give reps a clear understanding of what order tasks should be completed in. We could make the case for a number of factors including engagement level, time to response, or size of account—it depends on your sales cycle and business. The important thing is to decide on a process, test it out, and then test some more.

What happens when this isn’t clear to your reps? Imagine Jane at her desk. She’s carefully alphabetized all her accounts to begin going through and qualifying them. She’s made a spreadsheet that includes the size of the account and the number of buyers there. She’s finding nuggets of information to reach out with for each account starting with ACME Incorporated and moving toward Zeppelin Enterprises.

What’s wrong with this picture? Jane has no idea if ACME is better qualified than an account that starts with Q or R or S and has now spent hours and hours inputting data for accounts that have a low close rate.

How can we help Jane? Provide her with clear direction on the types of accounts she should focus on. Perhaps alphabetizing isn’t the best way to sort. Maybe it’s by market segment, or industry, or geolocation. She won’t know unless her manager or another rep has told her that. And in the meantime, she’s now started a chain of outreach to potentially unqualified accounts that will book a meeting in roughly three weeks, take up an hour on AEs’ calendars, and result in a lost closed opportunity another week later. That entire month of productivity could have been geared toward better target accounts with statistically higher chances of closing.

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