West Resources

Augmenting the Sales Motion


So as you start to look at this, and you can kind of see how the pieces of the puzzle are starting to come together, we look at this as more of a sales motion. In the past people would call it a sales cycle. What's my sales cycle? How long is my sales cycle? Now we look at it as a sales motion. It's more of a video rather than pictures. And you start thinking about this video and all these things that need to come together, you start talking about differentiators. And differentiators are key to any company as they start talking about whether it's in the learn stage, whether it's in the define stage, the assess stage, or the buy stage. You need to have differentiators because people are more educated and how do you take those differentiators into the buying process? I need to ask targeted questions to find out how I differentiate. My question would be, "Where does your sales motion typically break down?" And that will make them think about, "Where does my sales motion break down? Where does my sales cycle break down?" So that's an example of a question that you can ask and then based on that, you can come back and have very targeted differentiators to address that based on your offering, your value proposition, etc.

When thinking about the sales motion and when you start talking about interacting with these prospects or existing clients, you need to deploy sale enablers. And for us specifically with an inside sales model, we have customized sales enablers that we have deployed that really revolve around sales tools and sales processes. So we're gonna deploy targeted sales enablers that are gonna enhance that program and drive success. A couple of examples. So speaking of a pharmaceutical company that we work with, analytics are key. They don't really have a lot of data. They have a lot of script data, they have a lot of general information, but they don't have a lot of targeted data on the particular physician, when to reach him, how to reach him, the decision making tree within the office, the people, the office manager, the nurse practitioner. All these different touch points and key decision makers and influencers, they don't have that information.

So we take that information. We analyze that. As we start making calls, and as we start interacting with video, utilizing chat in certain programs, that information comes back into sales analytics and actionable analytics. We take that analytics and we look at it and we say, "When's the right time to call?" "Who's the right person to speak with?" and "What is the right message we want to communicate?" So those are key things from an analytics standpoint that are key to any sales program but specifically when you start talking about inside sales, it becomes vitally important and really crucial to the success of that program.

So another example of a sales enabler is video and we talk a lot about video and in the past people, and I think a lot of companies, viewed that as a very expensive interaction with a prospect or existing client. It's become very affordable. We've also seeing that when you start talking about the sales motion and the length of the sale, it's actually decreased that. So we have examples where we work with a business to business client in the telecom industry, where their sales motion has being cut in half. So you talk about going from a six month sales motion to a three month sales motion. Obviously you can drive that revenue sooner, it's closing more opportunities, and we've seeing a 28% lift in overall sales since we've deployed video. So again, with inside sales it's very different than it has been in the past. In the past it was more inbound, it could be more care, and it could be more reactive. You could be calling in to small customers from an inside sales standpoint. Now it's very different. We're going upmarket, we're going into the C-level, we're getting into very complex and detailed conversations, we're driving sales, we're completing sales, we're facilitating sales. It's the start to finish sales process that we're driving over the phone, utilizing these sales enablers that we talk about. So it's become a very viable sales deployment and sales design that we've talked with our clients about from, again, from the top to the bottom of the sales process.

So what companies need to do to succeed is really defining their sales motion and there're six key criteria within the sales motion that they need to consider. First one is a segmentation analysis that we talked about. The next one is the engagement preference that you wanna interact, how you wanna interact with prospects and existing clients. The third one is developing key differentiators. The next one would be developing a segment based value proposition, based on the company and the contact you're speaking with. The next one would be ensuring that you get in at the learn stage. It's vital to get in, like we talked about earlier on, getting in at the learn stage of the buying process. And then finally, deploying the correct sales enablers. There are a multitude of sales enablers for field sales, as well as inside sales, to deploy and drive success. Ultimately, if you have all of these steps within the sales motion, you're gonna have a successful sales team.

West Corporation