In today’s sales environment, B2B sellers struggle to hit quota. In fact, 54% of sales reps won’t meet quota this year. So what is really going on? While I won’t discount the difficulty of selling in a competitive landscape, much of the problem lies in rep behavior in their prospecting methods. The biggest (and most common) issue is that reps are simply being lazy, sending ‘just checking in’ emails, avoiding the phone and missing real opportunities to really connect with their prospects. Here are the top 3 signs that your reps are not really selling—they are drive-by selling.
1. Lazy Emailing
If your reps are using emails as a primary source of outreach and failing to fully customize the ones they do send, they are engaging in drive-by selling and not using proper prospecting methods.
Emailing has become the de facto method of communication and unfortunately, sales people are no exception. While I certainly advocate using email as part of an overall prospecting plan, there are 3 primary problems with relying heavily on email:
- It’s limiting. Emails can only be sent to a known database of people. There are likely other key decision makers in the company who could be reached by calling and speaking with the admin.
- Everyone (and I mean everyone) is doing it. How can your company differentiate itself from competitors through an impersonal email? Simply put, it can’t.
- It’s not selling. Sorry to be blunt, but if your reps are just shooting off emails all day, they are emailing—not selling.
A classic example of a lazy email:
“I am looking to speak to someone about increasing your connection speeds for a low cost. If you aren’t the right person to speak with, maybe you can point me in the right direction.”
Response rates for this ‘can you do me a favor’ email used to be higher (around 7-9%) but now they’re more like 2-3%. Reps using this type of email are just phoning it in (and I don’t mean with phone calls!). They are simply checking the boxes, doing the required number of daily touches—without regard to the of the quality of the interaction–and that’s not selling. Better prospecting methods are needed.
2. One and done calling
If your reps call, leave a voicemail, hang up and go on to next lead, they are engaging in drive-by selling.
Unless the organization they are calling is very small, why would they target just one person in the account? That’s a lack of effort.
Sales managers (and reps) know that an average of 5.4 people are involved in a B2B sale. Choosing to waterboard one contact with calls and emails simply doesn’t make sense. When reps leave a voicemail, the next step is to hit ‘0’ to get back to the receptionist or admin and ask for a referral to someone else in the organization who may be interested in the product. Taking this extra step could potentially uncover the real decision-maker. Don’t let your team go down the rabbit hole with calls, emails and presentations to a contact who has no authority to make a decision. Once you’ve reached out to all the key players, let the internal communication system of the company take over—they will forward emails and voicemails to others and spread your message for you.
3. Haphazard Follow-Up
If your reps are following up on a sales demo with an uninspiring email instead of calling, they are engaging in drive-by selling.
Here is a typical follow-up email I receive after a sales demo:
“Thank you for your time yesterday. Please let me know if there are additional questions I can answer for you.”
That certainly sounds polite, but this is drive-by selling at its core. This rep got the golden opportunity to speak with an interested prospect and the follow up is a bland email? No decision-maker will be moved to action with that approach. The follow-up phone call shows a higher level of caring, while portraying confidence that should the decision-maker pick up the call, the rep is prepared to answer any questions.
When I receive an email like this, clearly the rep didn’t use proper prospecting methods and didn’t take the time to uncover the specifics about my buying and approval process. They failed to ask questions such as:
- What does the purchase process look like?
- Who else is involved in this decision?
- What are the next steps?
They just did the dog and pony show and hoped I liked it. That’s not selling.
Does this sound familiar?
If it does, take heart! You can reverse drive-by behaviors and start increasing sales and revenue. Implementing a proven prospecting platform, such as StaccatoTM, standardizes the steps to effectively reach prospects and turn leads into opportunities…and opportunities into sales. As I mentioned, email absolutely has its place in the prospecting process but incorporating it wisely, with a compelling message, is the key to optimizing your team’s outreach efforts.
The phone is often the loneliest tool in your team’s arsenal—but it is still the greatest sales acceleration tool that exists.
Find out how Staccato can help your team more effectively engage with B2B buyers and consistently hit quota.