The Best Sales Teams Use These Secret Weapons
Sales team members on the front line put in a lot of work, and that work is highly visible.
They make the phone calls, send the social selling messages, and build the relationships. Everybody knows their name and appreciates their contributions because they have big dollar signs attached to them when deals are inked and contracts are put in place.
These business development representatives are invaluable, and their efforts advance your company’s profile and sales successes every day.
However, the best sales teams also have a handful of secret weapons on their side – the behind-the-scenes staff that support the salespeople and positions your company’s offerings in the best light.
This support team provides the backbone for the overall team’s efforts, and even though they may not be as high-profile as the front line sales team members, they’re still working day in and day out to make your sales efforts successful.
Take a minute to make their acquaintance and learn about what the team members in each role can do to support and improve your sales efforts.
Training leaders keep your sales efforts on track. Their sales superpower is understanding your product’s value proposition, then making sure your team members understand it as well, so they can present it properly to potential clients.
These support team members undergo in-depth training with your in-house team to ensure their product knowledge is unparalleled. They then use that knowledge, in turn, to train the business development representatives on your outsourced sales team.
Your sales trainers spend their time creating training materials, teaching classes, and role playing with your business development representatives in order to ensure they have a high level of comfort with sharing your product. They also make sure that the business development team members are prepared to address pain points, questions, and objections that may arise during conversations with prospects.
And, their training efforts have been proven to pay off. According to a recent report, each dollar spent on sales training returns $29 in revenue, which is certainly not a bad return on your training investment.
The quality assurance team is the watchdog over the rest of your team’s efforts, and they serve as a sort of connection to the team’s central nervous system.
Quality assurance team members monitor calls and chats and review data to determine whether the team is meeting its benchmarks – and to determine where additional successes could be achieved.
As part of their efforts, quality assurance representatives go beyond looking at quantitative information. Their value as a secret weapon comes from the analysis they provide to push your team from good to great.
They’re also a sort of canary in the coal mine; when they see a metric or hear a call that’s not performing at an optimal level, they’re the first ones to sound the alarm and to provide guidance for getting back on track.
They spend time evaluating both the technical proficiency and the emotional resonance of representatives’ interactions with potential customers. Some of the areas they may review include:
- Policy and procedure adherence
- Identifying common pain points and frustrations for prospects/customers
- Evaluating business processes as they affect interactions with prospects or between team members; identifying potential opportunities to reduce friction in these processes
- Completing omnichannel reviews of interactions (online, phone, email, chat, etc.)
Once the QA team members have completed their research and fact-finding, this is where the nervous system aspect comes into play. Their findings inform the ongoing efforts of the training and content writing members of the sales support team. They can take the information provided by the quality assurance team, then apply it to their efforts to optimize communications and sales techniques.
Content writers provide context around your product and all it can offer customers.
The adage “features tell, benefits sell” drives their efforts in creating messages that make sense for your company. Your content writers serve as a secret weapon by creating the story that goes along with your product, and by making a compelling case for why you’re the perfect fit for your potential clients' needs.
Content writers focus on the channel they’re creating content for and how prospects/customers may consume it, whether it’s via email, social media messaging, on your website, or in a long-form, downloadable guide. They’re adaptable and may adjust their storytelling methods to fit the channels where your potential clients prefer to interact.
Your content writer is focused on two things – telling your story, and solving customers’ problems. A good writer will gather information about your product, analyze it, and create workable communications that your outbound sales team can then use to reach out to prospects.
Great content writers go a step further and think beyond the initial introduction of a product. They also anticipate objections or questions your buyers might have, and guide team members with knowledge that makes their conversations smoother and creates additional confidence with their prospects.
To the undiscerning eye, chat may seem disconnected from the sales process. However, chat representatives can actually be the unsung heroes of your team, the people who bring in leads and make them feel welcomed and connected to your company.
Even if you choose to use chatbots or conversational AI for engaging with prospects, there are still valuable people behind the scenes who are crafting chat responses to be used within the AI framework. They’re doing more than building a robot; they’re creating a personality and communication style that is consistent with your company’s tone and values.
Chat may seem like a customer service tool, not a sales channel. After all, how many customers are going to close a deal during conversation with a chatbot?
Here’s how chat can be used as a secret weapon for sales success: chat representatives create connections and build rapport, trust, and understanding with prospects who are in market for your products and services.
Including a good chat program as part of the sales arsenal helps people wherever they happen to be in the sales funnel, whether they’re just doing initial research, comparing your product with others, or filling in knowledge gaps regarding your product.
The work of sales chat representatives in keeping the pipeline full and filtering qualified prospects can create tremendous value – the more opportunities you have to engage with leads and highlight the benefits of your products, the better chance you have of building meaningful connections that lead to sales.
Chat representatives are the small and mighty sidekicks to your overall sales strategy; they’re making things happen, and making it easy and painless for the customer as well.
All sales boil down to experience. Once you seal the deal with the customer and sign the contract, your sale is only halfway done.
You need customer support team members as a secret sales weapon on your team. Even though they interact with the client after the sale is complete, it’s important that the support team is engaged and provides continued nurturing for each customer relationship.
They’re still selling your services, after all, giving your clients a reason to stay with you for the long term. Without their assistance, your customer experience could be found lacking. This hurts your bottom line by forcing you to burn out your salespeople and continually seek out and sell new prospects on your services.
Around 70% of consumers have severed a relationship with a company based on customer service issues; that number alone is shocking because of the amount of effort and commitment that goes into securing the sale in the first place.
When you couple that statistic with the fact that it costs 6 to 7 times more to add a new customer than to keep a current one, it quickly becomes clear why a managed customer support team can be worth its weight in gold.
Secret Weapons Bring Success
Identifying each of these team members individually can be a time-consuming process, and one that takes you away from other important responsibilities. After all, just onboarding a single sales team member can take a significant amount of time – and time is money where sales are concerned.
An outsourced sales team (including outsourced sales chat and customer support) can help you pull all these resources together faster and more efficiently, ensuring that you have all the secret weapons you need at your disposal to make sales success happen.
Which secret weapon do you most wish you had on your side, helping to make your sales team successful? Feel free to share your thoughts in the comments below: