Social Selling, Storytelling, CRMs and Tools
In this final post with Ethan, we continue the conversation about his approach to social selling, his take on CRMs and wraps things up with a review of some of the tools he uses to do his job.
With all the talk about social selling, it’s easy for a sales rep to get caught up in the feeling that you have to get on board or miss out on hitting your targets. However, the worst thing a sales rep can do when attempting to sell socially is to push out sales offers through Twitter or LinkedIn and call it ‘social selling’—that’s called Spam.
It’s 100% not going to work and is in fact just lazy. Take the time to think about your prospect. What makes them tick? What is going to get them excited about your product? Now find a way to build a story about your product and the solution you’re offering that your prospect will find absolutely irresistible. Next, find a way to authentically connect with your prospect. Social Selling is all about communication, and that involves both talking and listening.
Storytelling is a great tool but it’s hard for me. I have to work at it because it doesn’t come naturally.
Ethan continues, “a lot of good storytelling comes from experience and good sales reps will find a way to adapt their experience with other customers, whether that’s objections or challenges that the product has helped the customer overcome, and make that relevant for the prospective customer. I’ve been selling software for more than ten years now so I have a good repertoire of experience that I can draw on, but it still works.”
The good news for today’s sales reps is that the number of tools at their disposable is virtually endless. Much to the chagrin of the IT department, we live in the age of Bring-Your-Own-Device (BYOD). As discussed earlier, this has shifted how tools and software are purchased and deployed and it’s no different for sales reps, as they determine what works best for them in their process.
My company uses Salesforce as a CRM, but I use it as infrequently as possible. It just gets in the way of my process.
There’s no doubt that Salesforce is the 800-pound gorilla when it comes to Customer Relationship Management (CRM) tools. Salesforce changed the game when Marc Benioff launched his CRM as a SaaS software product in 1999. It took little time for the platform to become the default sales tool for sales teams. If you’ve sold anything in the past five or ten years then you’ve likely used Salesforce. As the platform has matured its complexity has increased exponentially. For sales managers, it’s a very powerful tool. For sales reps, it’s a nightmare.
“My company gave me a PC laptop but I use my own MacBook instead so I use iCloud Notes to keep track of my prospects, customers, and deals. Every customer gets their own note that includes a summary of their LinkedIn profile, primary contact info, contract, and procurement info. As I work an opp, I add relevant information to the Note, such as objections, POC requirements, anything tangible that will have an impact on the deal.”
Most sales managers will insist that their reps document everything in the company CRM so that the company has a record of what’s gone on in the deal and where the deal is at for forecasting purposes. Unfortunately, documenting a deal in a CRM like Salesforce can take away from the time a rep has to work opportunities. The intention of the mandate is good, but the execution exposes a flaw in CRM software design—most applications are built with reporting in mind and this is often at odds with the tools available to the rep.
Most CRMs are terrible products for tracking data. Pulling basic info out of the data, such as the deal stage or the deal size isn’t that hard but that only tells you the basics.
“Most deals don’t follow a clean process. The customer changes his mind, dates get pushed, requirements change, contacts move on and new decision makers enter the picture. How do you track all of this in a CRM?”
What’s more, when a deal does eventually close and the customer relationship shifts from sales to Account Management or Customer Success, the details of the customer engagement captured in the sales process get lost in the CRM. Customers get frustrated at having to provide answers again to questions that they’ve already addressed with the sales rep.
When a deal closes, I hand over my Notes file to the Customer Success team so they know everything they need to know about the customer. When they engage the customer with a post-sale kick-off call they don’t have to ask them all the same questions over again that already came out in the sales process.
Selling SaaS is as much about offering a compelling solution as it is about instilling confidence in the customer that your product or service is going to deliver. There’s nothing as off-putting to a customer as feeling that the company they’ve just invested five or six figures with on software license is going to let them down because the sales and customer success teams don’t know how to talk to each other. The customer wants to know that they’ve been heard and the best way to build confidence and trust post-sale is to demonstrate that your company understands its customers.
Thanks to Ethan for his candour. Opening up about one’s individual process isn’t easy, but I believe the most successful reps are the ones that share. Why? Because for every opportunity for a rep to shares his or her experience there will be ten more opportunities to learn from someone else. Sharing ideas and discussing challenges builds a sales team’s capacity and resilience—and it’s something I believe every sales manager should encourage.
This concludes our session with Ethan. Next week the Startup Thinking blog examines Public Sector sales with an interview with Oren Friedman.