This year, organisations have had to navigate a tricky sales environment. Buyer needs have changed, budgets are tight and sales cycles are longer and more complicated than ever. In order to be successful in this dynamic landscape, go-to-market (GTM) teams need to operate as effectively and efficiently as possible.
And as we quickly near year-end, many leaders are closely reviewing their team’s sales performance as they think through new strategies, targets and objectives. If this year was any indication, sales targets and quotas will probably grow in 2024. But achieving these aggressive growth and revenue goals won’t be easy. Luckily, we have five strategies that leaders can use to help ensure that their team reaches peak – and consistent – sales performance. Let’s dive right in!
1. Optimise your strategy with data
By analysing relevant metrics and data points, teams can gain a deeper understanding of what works and what doesn’t within the sales process. These insights help identify patterns, trends and areas for improvement, enabling more informed decision-making.
Data-driven optimisation also allows for a more precise and targeted approach in your sales enablement efforts. It helps to better understand buyer behaviour, preferences and pain points, which, in turn, guides the creation of more tailored content, training and initiatives. With data as the foundation, teams can continuously refine and adapt their enablement efforts, ensuring that they remain aligned with evolving markets and customer needs, ultimately leading to improved sales performance.
2. Streamline and automate processes
Studies show that sellers only spend a quarter of their time selling. The rest of their time is spent performing a variety of other manual tasks. By leveraging technology, including AI, teams can streamline and automate non-selling activities, such as data entry, report generation and meeting follow-ups so sellers can focus on engaging with prospects and customers. This shift from mundane tasks to value-added activities significantly increases their productivity and effectiveness throughout the sales process.
Automation also enables sellers to spend more time building relationships, understanding customer needs and delivering tailored content and solutions – and automated processes often provide valuable insights through analytics, aiding sellers in making more informed decisions. Ultimately, technology-driven automation empowers sellers to allocate their energy and resources towards what truly matters – driving sales and fostering stronger customer relationships.
3. Control content chaos
Seismic’s 2023 Value of Enablement Report found that organisations that don’t use enablement technology report wasted time and reduced performance, particularly when it comes to accessing the content they need when they need it. Here’s what respondents had to say:
- Those without enablement technology spend an average of 10 hours per week tracking down, comparing or revising content.
- 83% said that they are often unable to locate the content they need when interacting with prospects or clients.
- 77% also said that the time they spend searching for content could be better used advancing the goals of their team.
When sales content is organised and accessible, sellers spend less time searching for materials and more time on those value-added activities we mentioned earlier. A sales content-management system ensures easy access to the right content that sellers can also tailor and customise to meet specific buyer needs. This allows sellers to quickly share relevant and engaging content that moves deals forward.
4. Review your sales training programme
A comprehensive sales training programme improves sales performance by equipping sellers with the knowledge and skills needed to succeed in their roles. And while many training programmes focus on onboarding new sellers, the most successful organisations deliver training to new and experienced reps. In fact, Seismic’s Value of Enablement Report found that more than 80% of respondents believe that access to ongoing training would help them meet their goals and close more deals.
Additionally, consistent sales training leads to a more consistent sales approach across the organisation. Sellers are educated on key messaging, products and value propositions which translates into better sales interactions with buyers. It keeps sellers up to date with industry trends, product knowledge and best practices, which also affects their ability to close deals.
5. Double-down on sales coaching
When it comes to delivering feedback to sellers, many organisations rely on quarterly and annual sales performance evaluations. While these sales performance reviews are important, sellers also need a consistent feedback loop to really improve their performance. Sales coaching enhances sales performance by honing the specific skills and techniques tailored to each reps’ needs. Sales coaches work closely with sellers to identify areas for improvement and offer targeted guidance and support in skill development. This personalised approach allows for a deep understanding of each seller’s strengths and weaknesses. By pinpointing these areas for development, sales coaching fosters an environment focused on refining skill sets, empowering sales representatives to perform at their best.
Increase sales performance with Seismic
Effective enablement is a key driver behind improving sales performance. That’s why the Seismic Enablement Cloud™ is purpose built to help GTM organisations equip sellers with the content, tools, training and coaching that they need to meet and exceed performance goals. Interested in learning more? Read how HubSpot saves nearly US $18 million each year from increased rep productivity. Or, if you’d like to get an in-depth look at how your organisation can drive greater sales performance and growth with Seismic, get a demo today.