Business Problem: Inability to generate new leads
Problem:
With voice mail, spam filters, automated receptionists, and other roadblocks companies have put in place to keep salespeople out; it was getting more difficult to connect with prospective buyers.
I interviewed the sales team, listened to their sales calls, looked at their target contacts and discovered several areas to work on:
- Calls were targeted at low level people who receive 90% of the sales calls, but don’t have the authority to make decisions
- Target audience is busier than ever because of staff cuts
- Cold call scripts were full of “we do this, we do that,” and not focused on buyer needs and problems
Action:
I helped address these problems by:
- Changing their target higher in the organization (just below the “C” level - “C” is the second most targeted prospect for sales people)
- Developing a benefit-oriented script that focuse on what results other customers have received doing business with this company
- Coaching each sales person while they were making calls
- Coaching leadership on how to support the sales people
In addition, we developed a “new-hire” sales training program. This uses formal training and mentoring from senior sales people until the new hire is producing results. The sales manager conducts monthly reviews with the new hire and their mentor to ensure their success.
Results:
I worked with this company on this problem and have continued as a coach for over four years. They have increased their sales over 10% year over year in spite of the economic downturn. The owner told me that I have definitely contributed to their sales growth.