Sales Advocate Newsletter

How to Jumpstart Field Sales Results

January 2001

Most technology companies first staff their field sales reps, and then think about bringing on sales development (telemarketing) professionals. In this month's edition of The Sales Advocate, we discuss the merits of building your sales department in the reverse order - sales development first, followed by field sales.

We all know that bringing in a new field sales rep can be quite a challenge. For starters, there's finding the right person in today's tight job market. And once a rep is hired there is often a lengthy learning curve before he or she makes a sale. So what's the best way to ensure your new sales rep is successful? Consider using an inside sales development team to "prime the pump." They will canvas your target market for qualified leads and set appointments with prospects so that incoming sales reps can hit the ground running. Sales development reps will make sure your prospects have a real need for your products. Moreover, sales development quickly discovers what messages resonate with customers, thus improving the field sales reps' pitch. Your sales reps can then focus on what they do best - turning qualified leads into customers. Time and again, this is proven to be a much more effective sales process.

Here are four good reasons to implement sales development prior to hiring new sales reps:

• Increase the Quality of Leads. An inside sales development team ensures that your sales reps don't waste their time on tire kickers. They ask the pertinent questions about a prospective customer's budget, timeframe, and decision-makers, so that field sales spends time on only the most qualified prospects.
• Reinforce Sales Training. Build on the momentum from sales training by sending field reps on pre-qualified sales calls, right out of the gate. This also creates an opportunity for managers to accompany new sales reps on their first visits. You get an early look at the presentation and customer interaction styles of new hires, as well as a chance to provide suggestions. These are all good management techniques that help keep sales reps on course for success.
• Improve Sales Rep Confidence. Appointments set with qualified prospects and a detailed picture of the territory - what sales rep could ask for anything more? With qualified prospects in the pipeline as soon as they complete sales training, field reps can hit the ground running. They have added confidence in the company and the motivation to get through that tough first sale.
• Shorten the Sales Cycle. Aided by an inside sales development team, sales reps get in front of customers more quickly than if they had to start by cold calling. The sales process is streamlined so you get a quicker return on your most expensive investment - the field sales rep.

So before you hire your next sales rep, ask yourself the following questions:

1. Will he/she have qualified leads to pursue upon completion of sales training?
2. Will he/she have an opportunity to use what has been learned in sales training immediately?
3. Does sales management have an early opportunity to improve or remove non-performing sales reps?
4. Are your sales reps closing business fast enough?

The answer to these questions is "YES" if you've put a sales development staff in place to support your entire sales process.

You can reach Phone Works at 510.749.9073.