Is your sales team running the same plays as it did ten years ago? Even five years ago? Well if it is, then there is a good chance you need to update your sales playbook. The fact is that the way businesses buy and sell has forever changed—and to stay competitive, you need to change too. Yes, certain things are still essential—finding needs, presenting solutions, and getting results—but how you interact with prospects and clients is different. We have written numerous blogs posts on how sales has changed, and while that is an important topic, it's not the topic today. Today is about determining if your business could benefit from sales enablement tools and a CRM.
Let’s find out. If you answer 'No' or 'I don’t know' to most of the following questions, then you could use a new sales playbook powered by sales enablement tools and a CRM.
Think about some prospects you or your salespeople are currently calling on as you answer these questions:
- Do you know how many emails you have sent to individual prospects in the last 90 days?
- Do you know how many have been read? Responded to? Clicked on?
- Do you know how many have been focused on helping them with their customer journey?
- Do you know how many lead with an insight?
- Do you know how many were mostly about “checking in?”
- Do you know which email templates are most effective?
- Do you have specific content / resources / emails that salespeople can use during certain stages of the buyer’s journey and sales process?
- Do you have specific content / resources / emails that salespeople can use to overcome specific objections they hear?
- Do you know which efforts are driving the best sales results?
- Do you know how many phone calls happened with individual prospects in the past 90 days?
- Do you know how many meetings happened in the last 90 days?
- Do you know how many attempted calls were made to engage?
- Do you know how many of the voicemail messages left have been returned?
- Do you know what prospects are doing on your website after or before you have a call or meeting?
- Do you know what the time interval is between client touches, and are you losing business due to the time between contacts?
- Do you know how much time you are spending as a salesperson on certain activities? And which are paying off the best?
- Do you know what the length of your sales cycle is (from lead gen to close)?
- Do you know what the average length of time between each step in the sales/buying process is?
- Do you know which steps are most important to the buyer?
- Do you know when a deal is stalled in a particular step? Are you notified?
Prospecting and Leads
- Do you know which prospects you should focus your efforts on / prioritize?
- Do you know what the percentage of leads that are qualified is?
- Do you know where your best leads, that produce revenue, are coming from and how they’re finding your business?
- Do you know how many prospects convert into appointments?
- Do you know how many appointments convert into proposals?
- Do you know which types of leads are converting and which are not, by AE and team?
- Do you know where some of the salespeople excel, and where are others needing improvement in the sales process?
- Do you know which salespeople on your team have the highest activity? Highest conversion rates? Highest revenue performance?
- Do you know why you won or lost certain business, and are there trends related to that?
- Do you know how your salespeople compare to each other in regards to activity and different conversions?
- Do you know how many proposals have been created and presented in the past 12 months?
- Do you know how many you have won? Lost? And why?
- Do you know the average amount of time it takes from the time you present to the time you get a yes or no?
- Do you know how often prospects buy, and if they buy almost exactly what you presented?
- Do you know how long they view the proposal and which pages they spend the most time on?
Is your sales team has been running the same sales plays for years, there is a good chance that it's time to update your sales playbook. The sales landscape has changed, and to stay competitive, you need to change too. If you answered 'No' or 'I don't know' to any of these questions, it's time to determine if you need a new sales playbook powered by sales enablement tools and a CRM.
Editor's Note: This post was originally published on Nov 30, 2016 and has been updated.