I am constantly amazed by the variety of companies that approach us after burning through a significant chunk of their investments, missing the basic sales kits. They lack assets that sales professionals need to successfully understand and represent their offering back to their customer base. In the last few months, we’ve reviewed hundreds of companies and there are 5 pieces of information we find every great company has invested in. We also had a chance to survey our sales professional community and they came back with these as their top requirements to effectively engage a company and get them into their target accounts.
5. YouTube Videos In the digital age where information is always ready to be consumed, people want access to information and they want it fast! Since sales professionals are usually out and about, they rarely have the luxury of sitting down and going through your value prop. However, they do watch and listen. When we asked our seller community, it was no surprise that YouTube videos were voted as one of the best mediums to share content. We also found that more and more companies are investing in these assets which are fairly easy to produce. Today, companies are investing in explainer videos as well as pitch and demo videos that can be easily uploaded and shared. We’ve asked a lot of the founders who are on our Swarmsales today to create these videos and often it’s as simple as launching and recording a GoToMeeting session. The key here is making sure you wrap it up in 3-5 mins, and if you can’t get the value prop within that timeframe – then you have another set of issues you have to deal with.
Tools to use: GoToMeeting, or WebEx, (any conferencing software with recording ability), iMovie, or something similar for editing, and a YouTube Account.
4. Target Buyers If you haven’t identified your target buyers or at least the persona, you should probably stop reading and prioritize this exercise. This is single handedly one of the most important things you should know. If tomorrow you were to secure a meeting, your constituents should clearly know who, what, and why are they reaching out to them. It’s amazing how many companies have misidentified the buyers for their offering. This is where companies die. You could be talking to someone that is trying to fit a round peg in a square hole, while your time and precious engineering resources are being devoured. You can’t afford that. If you absolutely don’t know or aren’t sure if you have the right target buyer, go work with folks to figure this out, it will help you.
3. Battle cards Often defined as a solution matrix or a competitive card, a battle card serves multiple purposes. The core reason sellers love battle cards is because they deliver a quick-glance capability and help establish which use cases to qualify when meeting with your target client. Battle cards also help in positioning your solution against the incumbent products that you are trying to displace. I’ve seen some amazing battle cards where you can understand a company’s complete strategy based on this offering. We absolutely require companies to at least put some thought into these cards, because sellers tend to lean more towards representing companies that have invested the time in building these.
2. Email Templates Granted, the days of email templates are certainly numbered. However, giving sales professionals a loose script to follow via email or phone call is still a good idea. You know the catch phrases and terminology your industry uses best. So go ahead and arm your sales professional with as much data as you can reasonably supply. Email templates or any scripts, really, will help them start the conversation with ease. For top tier sales professionals, that’s more than enough to get them out of the gate.
1. Elevator Pitch – Can you articulate your elevator pitch in 30 seconds? If not start recording yourself and get to it. There is a reason why it’s called an elevator pitch – the best sellers who have some of the most amazing relationships walk the halls of your target accounts and if they are going to drop by and get your target buyers attention, they have 30 seconds to do it. By having a well constructed elevator pitch you will find that sellers are able to pitch your value prop quickly and secure a meeting. So take the time to put your pitch forward, and heck, if you need us to review it, we would be happy to do so. After all, you will need it before we approve you on Swarmsales.
Ankur Srivastava is the CEO and Co-Founder of SwarmSales.