by Mark Allen Roberts
In my last post I shared how salespeople need to learn their A B C’s in terms of account segmentation to insure their salespeople are spending time in areas that match your sales plan and insure sales goals are achieved. Nothing drives your CEO crazier than finding out your sales team is not hitting plan, and six months into the year he discovers sales is not executing the go-to-market plan everyone agreed to follow. One way I have used to insure sales teams execute sales plans is the implementation of inside sales. The first reaction I always receive when presenting inside sales is:we can not afford it. My answer is always;
You Can Not Afford Not To Have Inside Sales to Hit Sales Goals
In this post I will share my thought process on why inside sales is even more critical in today’s selling environment than ever before, how inside sales can turn cold calls into warm calls, increase sales with your C accounts, increase new customers, and reduce your current cost per sale and add more profit to your bottom line. Inside sales also offers a number of other benefits we will discuss, but I hope the above mentioned benefits are enough to keep you with me.
How has the sales environment changed in the last 5-8 years?
I used the same process I would use in a market trying to determine shifts, I interviewed a number of sales people and listened to what they are experiencing selling products in today’s market. Some of the common comments included:
My buyers have to justify each expenditure to the “higher ups”
C-level executives need to sign off on all orders
About 70% of what marketing gives me I do not use.
I have to speak with all kinds of people I never had to sell before; CTO, CMO, CEO, CFO…
Customers are not stocking up and they are taking much longer to buy, while our marketing programs try to reward customers to buy volume, but they are buying Just In Time
My buyers have the C-suite recommending competing vendors to our products and my buyers are spending time chasing these leads the C-suite read about or heard about at the country club…
My buyers say they are “cautiously optimistic” about our economy and therefore are not cutting Purchase Orders
Couple some of the above with the studies that indicate 70% of buying is occurring before the buyer makes contact with a salesperson even the most adamant skeptic must agree buyers are buying differently today and the sales process must adapt if you plan on hitting your sales numbers.
Inside Sales can turn Cold Calls into Warm calls
In addition to staying in contact, touching, your C Accounts, inside sales can establish trigger alerts through Google Alerts that give them a heads up when a trigger event occurs that may indicate a sales opportunity. For example, let’s say a manufacturing plant expanding has been proven to be a trigger event for turning suspect customers in to prospects and even quotes. Inside sales can establish a limitless number of Google Alerts to let them know when a trigger event occurs in the market. Your alert would look something like; “Ohio Plant expansion”. When that alert is triggered inside sales can search Linked in by company, make phone calls and send your product information to the right person ant the right time. Marketing should provide template tools to insure the communication connects to possible buyer pain points for this type of buyer by market. If the alert is for one of those large accounts, in your market sweet spot you have wanted to sell, inside sales will send information and make contact then introduce the field sales person. A common transition would sound something like ; “ as we have discussed it sounds like you are exploring products to support your plant expansion, we have our product specialist in your market on September 15th, would you like me to set up a time for him to meet with you and better understand how we can help you? “ I recommend providing inside sales a finder’s fee bonus on accounts they feed to outside sales that turn into orders. I often use some % of the first order’s profit.
Increase sales with your C accounts
Working with the VP of Sales and marketing you can establish strategic touches. Some that I have used include;
- “thank you for your recent order, people who purchased ____have also purchased _____”
- “I noticed you have not ordered since __________ and I wanted to check in on you”
- “You asked to be kept in the loop on new products, did you see our _______ click the link in this email and it will send you to product information”
- Promotions – I recommend a quarterly product focus, and have inside sales send an email and within 7 business days call to follow up, “did you see we are running a promotion on _______”
The key focus is service not sales. Inside sales tone and voice should be about helping the customer. All communications must feel relevant to your buyers and timely. When I say timely I am referring to communications that feel like they came just when the buyer needed them, like you know them.
Increase new customers
As we discussed above, inside sales will be constantly being alerted to triggers that may lead to new business. In addition, now that field sales have only A and B accounts, they can work the targeted accounts in their market opportunity profile.
Reduce your current cost per sale and add more profit to your bottom line
What does it cost your company to have a field salesperson call on an account? For years I have used $500 as the cost of a call, but it may have gone up. You need to add the salesperson’s base, expenses, medical and all overhead to determine a cost. I have heard some people tackle this different way by having a daily cost of a salesperson model. Whatever you use, there is a cost. What is the cost of losing a key customer? The cost of losing a C account? What does an inside salesperson cost? In most cases their targeted compensation is 1/2 that of a field salesperson, and their only expenses are added phone calls and postage.
If you do not have inside sales today, I recommend a phased approach with regards to field sales commissions. In some cases, which will be an eye opener to many, the C accounts are the vast majority of your field sales commissions. Let me say that again in a different way; the majority of the commissions you are paying your best and brightest field salespeople who are not growing current accounts or opening targeted new accounts would have probably come in anyway, even without a field salesperson. I often implement a split commission structure in the first year as we transition to inside sales and this gives field sales time to refocus and not realize too much of a hit on their targeted compensation in year one.
Inside sales helps focus on creating the greatest return on sales investment
Quick numbers…. Let’s say your field sales team member is costing you $700 per day. Let’s assume, because the field sales person has time to work current customers they increase their base key account sales by only 3%. Let’s also assume you reduce your account attrition by one key account per territory, and the salesperson only opens 4 new key accounts per year. In addition, as I experienced personally, your C accounts are now feeling you care about them , that they are important , and you are reaching out frequently with solutions to problems they were surprised you knew they had and C account sales grows over 10%. Inquiries from the internet speak to a live person and have their questions answered quickly and all inquires are treated like they could be customers. Your cost to support C accounts has decreased by 50% increasing your ROI on sales compensation invested…..I’ll say it again ;
You Can Not Afford Not To Have Inside Sales to Hit Sales Goals
The last benefit I also realized from inside sales is it often becomes your farm team for field sales. Your inside salespeople gain valuable experience often dealing with some of your most demanding customers. They learn your product lines and the problems they solve, your markets, and as your team grows often they can be called on to serve in a field sales capacity. They also learn to rely on the buying process you have taught them and when they venture out into the market follow it because they have experienced how having a sales process that mirrors how customers want to buy drives sales results.
So how about you…do you have an inside sales model?
What benefits have you realized from having inside sales?
What do you do strategically to insure inside sales and field sales work well together?
Given the shifts in how buyers are buying today, an inside sales position is key to insuring your sales team makes quota.