Your reps get a CRM, but you give your prospects…nothing?
The most important person in the deal is not the sales rep, it’s not even the sales manager, so why do they get tools to help them navigate a long and complex deal, when the real MVPs — your prospect and their budget approver — get nothing?
HERE’S WHAT TO DO
Commit some budget
Break your sales ops technology budget into a pie chart of who it’s really serving: the Rep, Sales Management, or Marketing looking to justify their immense spend on content.
Take some percent of that budget and mindfully earmark it for tools that help the Prospect manage their side of the deal. It doesn’t have to be much: just make sure that you’re purposefully spending to make some part of their half of the transaction easier.
Run some tests
Take that dedicated budget, decide on a customer-helping tool, but only give some of your customers the tool. Measure if those deals closes faster that the control group, and after the sale goes through, ask your customer for feedback on the tool. If there’s no difference, then spend your customer-helping budget on a different tool and test again until you do find something that actually helps prospects.
Keep in mind that even if your tool ends up with your customer getting to “No” quicker, it’s still better than dragging out that “no” over a longer period of time.
Do the shoe walking thing
Train your reps to be conscientious of the prospect’s perspective of the deal: for example, when the previous meeting was six weeks go, keep in mind that just because your rep can review their notes in Salesforce and they know the feature set backwards and forwards, it doesn’t mean the prospect remembers much at all.
Ideally this will lead to helpful behaviors like sending a note prior to a meeting reminding the prospect of where the deal stands so they’re as up-to-date as your rep.
When you find tools that help your reps help their customers, then see if you can bring those tools close to the customer directly. A shared deal room is a great example.
DON’T: Don’t make it feel like work
Some tools actually suck time, or exist to make someone else’s job easier (I’m looking at you Basecamp and even Salesforce if you’re doing it wrong)
Any tool you share with your prospect has to be easier than email, with zero learning curve and an immediately obvious payback.
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