- CUSTOMER SUCCESS
Chasing the Chirp
Posted By Qvidian | Feb 25, 2014
I woke up in the middle of the night recently to the insane and elusive chirping sound of a rogue smoke detector. I’m sure we have all experienced this at some point in life, and if you haven’t, I truly envy you. It’s the sound the smoke detector in your home will make when it desires a replacement battery. This vexes me to no end, that there could be a multitude of alternatives to solve the problem, but manufacturers stay with their status quo delivering the same products every year. So we are left with the chirp, as we hover under each detector patiently, hoping with child-like wonder that this one will be the one.
Chasing the chirp is like doing the same thing over and over, but expecting different results. So too, this applies to managing sales teams. If you continue to approach challenges in your sales execution with all the same typical actions (more training, more coaching, more tools, more content, etc), but expecting different results, you will be left with even greater challenges.
How Sales Leaders Can Transform Their Sales Teams
Sales leaders need to take a “change-agent” approach and focus on the core issue – how to replicate and guide top sales behavior to be in line with today’s dynamic selling situations. Implementing change in itself can be challenging with the wide variety of sales team personas. From the young newbies to the battle veterans, resistance to change is inevitable. However, enabling sales teams with situational selling guidance can be the most effective approach.
Until recently, Sales Execution solutions were viewed as components of several markets, with limited knowledge of the full value proposition. Various macro and technological factors muted prioritization and understanding of Sales Execution software in the broader sales ecosystem. Our research has helped to bridge the gap between strategy and sales execution. Sales training, coaching, sales support and collaboration tools are all important and worthwhile as a whole, but less effective when disparate.
We are now at an inflection point, where leaders have begun to visualize the large implications of not connecting these systems and tools, and now see the need for a solution that underpins their CRM, in order to actually guide and drive successful sales behavior.
To modernize your selling system and effectively execute your strategy – requires taking the context that your sales tools provide and deliver a situational framework to your sales teams that provides guidance through the buyer process. To do this you need to focus on customer problems, not products. You need to incorporate buyer cycles into your selling system versus a singular focus on a selling process. In doing so, your sales teams will no longer chase their tails in the selling process.