Sales Onboarding: Is it sabotaging results?

You’ve hired some great sales people…

…then why can’t they get meetings with decision making executives?

Two reasons.

  • Firstly, your sales on boarding is broken…really broken.
  • Secondly, nobody teaches sales people how to write. That’s right. Write.

Here’s what happens.

You hire good people.

Experienced sellers with proven track records.

Or energetic millennials in their first or second job – who want to make a difference in the world.

And what you do is bring these people into your organization and then start talking about ‘us’. Our products, our solutions, our market.

What you should really be talking about is THEM – your buyer, your customer.

Most sales people have never done the job of the person they’re expected to sell to. They don’t know what a VP or a CEO’s job is.

And yet, you’re telling them to go sell to those people, armed with nothing more than internally focused product marketing information.

If they’re experienced sales people, you expect them to know how to write and prospect into the C suite. It’s kind of an unwritten rule that nobody asks about, isn’t it?

And if they’re new to sales? Well, you expect them to ‘figure out’ how to write and prospect into the C suite. Learn by osmosis. Don’t you?

What you need to do is be intentional about this critical part of the sales cycle – teach them about your prospective customers first. Most sales organizations aren’t and don’t.

What concerns does a C level executive vs a Line of Business leader have? What’s a ‘day in their life’ look like? How are they measured, what are the trends impacting their market, what challenges do they face, how are they currently addressing those challenges? What opportunities could they be taking advantage of…but they’re not? They’re doing this, when they could or should be doing that.

When they really grasp and understand your customers, now you tell them how your products, services or solution links back to their customers’ issues and helps them improve their business.

And then you show and teach them “how to” communicate this in writing AND in conversation to decision making executives at your prospects.

Unfortunately, most companies never do this.

And that’s why time to ramp is so slow and why 60% of opportunities end in no decision.

Sales people are spending their precious prospecting and selling time, writing and talking about your company to mid ranking managers who defend the status quo – without the ability to discover what is important to the customer and articulate the full value of working with your company.

So, do your sales people and yourself a favour.

Go beyond “drinking the cool aid” and only exposing your sellers to your product marketing information.

On board them from your buyers’ perspective.

And arm them with the written word and conversational mindset and skills to sell “beyond their pay grade.”

You’ll be glad you did.

That’s what I think. What do you think?

mattconway.redeyedesign.ca