Why onboarding is so critical to successful B2B sales recruiting
Other than making sure you recruit the right people in the first place, how you go about on-boarding new sales people makes a huge difference to their chances of ultimate success. Yet far too many companies seem to believe that a little product training is all that is required to equip a new hire to succeed.
It’s a subject that deserves more attention, and that’s why I was very pleased to be asked to contribute to Brainshark’s excellent new eBook “Prepare Your Sales Force: Ideas for Enabling B2B Reps With More Effective Onboarding and Training”.
The book includes insightful contributions from Trish Bertuzzi of The Bridge Group (the leading inside sales consulting firm) and Dave Stein of ES Research Group - rated by Inc. Magazine as “The World's Top Sales Training Expert”. I strongly recommend that you download your copy here.
But as a taster, I thought I'd share my short contribution with you:
Sharing the lessons from your top sales performers
Our experience of onboarding
When we work with clients to help them put together an effective onboarding process, we start by focusing on intelligent targeting: being clear about the problems you solve, what an ideal prospect organisation looks like, who the key stakeholders are, what trigger events cause them to recognise the need for change, and how the buying process is likely to unfold.
Then we work with them to equip sales people to embrace the key "the challenger sale" behaviours of top-selling B2B sales people: Teaching for differentiation, tailoring for resonance, techniques to take control of the sale and the power of shared stories and anecdotes.
Finally, we find it helpful to package the lessons learned into sales playbooks that are backed by sales enablement and skills development programmes - and help them configure their CRM and Marketing Automation systems so that they fully support the revenue management process.
We believe that these are the essential foundations to building scalable businesses - and to accelerating revenue growth in any size of organisation. If you want to review how well your current approach stacks up against the best-in-class, why not invest 10 minutes in completing this self-assessment - and then drop me a line with your thoughts.