When roles are over lapped with various responsibilities such as finding addressable prospects data, churning out qualified leads out of total addressable data, cold prospecting by emails or calls, reaching out to interested leads for product demos, sales closures and finally managing the accounts, all this together as “one role” becomes a clear recipe of productivity dampener.
A lot of companies set expectations from their sales team to work on their own individual prospecting, which is like working on generating leads for themselves. Such an approach which clubs all the above responsibilities into one job description as general “Sales” role — this usually brings out major inefficiencies like:
1.Motivational Issues: Not every sales person likes to prospect, usually the ones with good experience hates it and are horrible at it.
2.Focus Issues: On a fair note, if sales person is able to do prospecting well, the moment some pipeline is build up, they leave their focus from prospecting and start getting to attend the interested leads. It’s not supportable. Struggling with too many responsibilities leads on to poor performance.
3.Low or No Training: Training on how to prospect effectively isn’t provided by the companies, nor the team is provided the requisite useful tools etc. Generally the advice comes as “cold call more” and Boom! That seldom helps.
4.Clearer Metrics: Outbound leads, Inbound leads, Qualified leads and Leads to conversion rates etc. all are tasks in itself, if these roles are clubbed into single role it won’t throw out clear metrics to understand what is working and what is not.
5.Obscured Picture: When things doesn’t goes as planned because of overlapped responsibilities, issues often go isolated and it becomes difficult to identify and deal with particular issues with full accountability.
Solutions to above issues…?
Clearly dividing the roles and responsibilities according to the individual task is one major step required to address the above issues and get the best outcome:
1.Setting up Outbound Prospecting Teams: Main responsibility of this team is to identify the prospects data as per the Ideal Customer Profile (ICP) and is expected to create new sales opportunities from cold leads. This dedicated team proactively approaches the target audiences and converts them to qualified sales opportunities and hands it over to Sales team. They do NOT close the sales and is constantly working on creating fresh leads.
2.Setting up Inbound Leads Focused Teams: These are the teams who are dedicated to attend toll free no. or qualify incoming leads through website. These leads are usually generated by social media marketing, Search engine optimization, referrals or mouth publicity.
3.Sales Teams: These are the teams who are responsible for closure of deals both in house and in the field. To follow good practice, sales executives should remain in touch contact with the customers they have closed in the past for a while to keep a close eye on the services promised being met as per their expectations.
4.Account Management Teams: These are the team who manages and keeps nurturing the account by growing it, offering new solutions to clients proactively or need basis. They are dedicated and available for clients’ success.
With a clear structure and well defined roles and responsibilities organizations can set and achieve their sales goals leading to achievement of impeccable growth.