|By Rebel Brown||
|February 1, 2013 07:00 AM EST||
There's no doubt that the buying cycle has changed dramatically thanks to the availability of information and opinions on the web. The impacts on sales and marketing are significant, yet the changes seem to be slow in coming. One area that has always interested me is the training and focusing of new sales reps. It's especially critical in today's shifting world. Relevant information and insights make a new rep effective, yesterday's me-focused info and pushy sales approaches saend buyers running. So how do we evolve? I first met Trish Bertuzzi on Twitter about three years ago. Since then I've come to respect her insights on matters of sales. I asked her a few questions about the big change in sales.
1. The buying process has changed dramatically thanks to the availability of information via websites, social media, communities, research, peer groups and more. Yet sales hasn't changed quickly to keep up. Why do you think that's happening?
I don’t think sales has not changed but I do think they are struggling to change. Making the transition from being the keeper of all knowledge to being the person that has to jump into a sales process at the point where they have to add value much further along than they had to before is not easy.
In the past, when information was known only to a few, the sales person educated their prospect from get to go. They dropped what they thought were pearls of wisdom along the way and the buyer responded appropriately. Now the buyer self educates and by the time they engage with sales they have the basics well in hand and want sales to get very specific. How can your product/solution help me address this very specific challenge better than the status quo and/or your competitors?
They don’t want to hear about features and benefits. They do want to hear about how you have helped other executives and/or companies like theirs address the issue. And oh, by the way, tell me something I don’t know. The sales people who become trusted advisors are those who win and gaining that level of knowledge takes work and is an investment in success.
2. What do you mean by context with regard to sales and marketing messages? What's the big change that we need to make when it comes to training our new sales teams to speak to buyers in context?
The context refers to becoming that trusted advisor and speaking a language that resonates with your unique buyer. Let’s say you can sell to the CFO, CIO and VP Marketing. In the past we would message to these contacts with a vanilla message probably based on what our product/solution does. It didn’t work that well then and it works even less well now. Each of these executives has a unique set of responsibilities and challenges. Putting your message into a context that resonates with them will get you heard.
3. Traditional selling was steeped in a focus on setting goals based on metrics (# of calls, # of proposals etc.) How does that need to change in today's world?
Does it need to change? Maybe the metrics are different but in sales you still need a measuring stick to understand where you are in your attainment of goal and if your only measuring stick is revenue, well by that time you can’t change anything to impact results.
There are a core set of metrics that need to be focused on but those metrics vary from one organization to the next. If you are selling into the enterprise you would focus on a very different set of sales process metrics than you would if you were selling into the SMB. Combine that with whether you are a hunter or a farmer and you can see that metrics are market and sales process dependent but they are a great predictor of future outcomes. Without them we are in a fingers crossed, hoping for the best situation.
4. Why don't we invest in growing the skills of our selling teams? What do we need to do to change that; culturally and tactically?
Why don’t we invest in growing the skills of our team.. that is a great question! We will spend tens of thousands of dollars in a recruitment and hiring process and then balk at spending a small amount of dollars on coaching and training. Why..why..why…
Every day should be a day of learning for a sales rep. Every interaction with a buyer should be viewed as a unique opportunity to figure out more about their industry, their challenges, how they are motivated, what impedes their success… you name it. But what do we do? We go to work the every day and go through the process of selling without stepping back to think about what we are learning.
Worse yet, our sales management teams are not fostering a culture of learning by not giving us the structure and/or the bandwidth with which to be strategic. I hear about it from reps all the time. They are so busy trying to make their activity metrics that they don’t have time to sit down create a strategic plan for how they will make their number.
You don’t always have to spend money to invest money to grow the skills of your team (but please feel free to do so and call us). Sometimes all you have to do is give them some breathing room to sit, think and share what they have learned.
5. We all know the first 90 days of a sales reps organizational life is critical to their success. What are the top 3 things we need to do better, or start doing?
Teach them about the industry/s they will be selling into.
Teach them about the day in the life of their buyers and how your product/solution can address very specific challenges unique to that buyer.
Teach them how to effectively use the tools you have place at their disposal.
Over the last two decades, Trish has promoted Inside Sales as a community, profession and engine for revenue growth. In the process, The Bridge Group has worked with over 190 B2B technology clients to build, expand and optimize their inside sales efforts.
By a combination of hard work and timing, Trish and team's research & ideas have been featured on Inc.com, by associations like SLMA & AA-ISP and across more than 68 sites in the sales and marketing blogosphere.
Click here to download Trish's ebook, Sales Onboarding: The Express Route from Hire-to-Revenue
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Jan. 17, 2017 11:45 AM EST Reads: 4,169
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and E...
Jan. 17, 2017 11:45 AM EST Reads: 5,700
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Jan. 17, 2017 11:45 AM EST Reads: 1,898
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
Jan. 17, 2017 11:15 AM EST Reads: 426
In the next five to ten years, millions, if not billions of things will become smarter. This smartness goes beyond connected things in our homes like the fridge, thermostat and fancy lighting, and into heavily regulated industries including aerospace, pharmaceutical/medical devices and energy. “Smartness” will embed itself within individual products that are part of our daily lives. We will engage with smart products - learning from them, informing them, and communicating with them. Smart produc...
Jan. 17, 2017 10:30 AM EST Reads: 1,621
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
Jan. 17, 2017 10:30 AM EST Reads: 2,728
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Jan. 17, 2017 10:00 AM EST Reads: 5,739
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, discussed the best practices that will ensure a successful smart city journey.
Jan. 17, 2017 08:00 AM EST Reads: 1,950
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
Jan. 17, 2017 07:45 AM EST Reads: 5,892
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Jan. 17, 2017 07:00 AM EST Reads: 6,768
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
Jan. 17, 2017 06:30 AM EST Reads: 3,766
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
Jan. 17, 2017 06:00 AM EST Reads: 1,129
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex softw...
Jan. 17, 2017 04:15 AM EST Reads: 1,809
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
Jan. 17, 2017 03:45 AM EST Reads: 3,540
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Jan. 17, 2017 03:45 AM EST Reads: 2,718
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Jan. 17, 2017 03:00 AM EST Reads: 621
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
Jan. 17, 2017 12:45 AM EST Reads: 6,028
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Jan. 16, 2017 09:00 PM EST Reads: 7,467
"LinearHub provides smart video conferencing, which is the Roundee service, and we archive all the video conferences and we also provide the transcript," stated Sunghyuk Kim, CEO of LinearHub, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 16, 2017 02:30 PM EST Reads: 1,560
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Jan. 16, 2017 01:45 PM EST Reads: 3,613