Ten Reasons You Shouldn’t Buy a Sales Enablement Solution

By | Mobile Productivity Tools

About twice per week, I get asked about sales tool adoption rates or how to get more reps to adopt a new tool deployed by a company.

After building and delivering these types of tools for the last 6 years for some of the largest brands on the planet, I have some pretty concrete ideas on the topic.

Did you know, for example, that CRM adoption rates are historically less than 50%?  CRM is a very expensive sales tool!

I suspect you won’t like most of what I have to say since the reason 9 times out 10 is not the sales people that fail to adopt, it’s that the company did not start with adoption first and then work backwards to a right sales tool.

So since it’s Friday and I thought it might be fun to jokingly give you some thoughts on why you should not ever spend your budget on a sales enablement platform.

Ten Reasons You Shouldn’t Buy a Sales Enablement Solution

 

  1. You think your reps will close more deals if you buy it for them with no training plan
  2. You have no idea what your cost to acquire a customer is or how to at least get a ball park idea
  3. You think your customer will be glad your sales reps have a mobile app
  4. You are afraid to email your sales team regularly with tips because it might bother them
  5. You are scared you will have to update the tool too often and, you just don’t have the band width
  6. You are marketer who thinks that sales people are morons that couldn’t sell any thing without you
  7. You are a sales manager that thinks marketing is what you do if you can’t sell
  8. Your CEO, VP Sales, or CMO will only be interested in the people that don’t adopt the tool
  9. You think all apps will be adopted like Facebook and used by people of all ages
  10. You are too afraid to get buy-in from your Sales Management, but you’ll just deploy it any way and sneak it in

How to Get 10X More Impact Out of Two Newly Merged Sales Teams

By | Mobile Productivity Tools

Today I’m going to show you a new strategy to instantly boost revenue from two newly merged sales teams.

(In 14 days)

This strategy also helps marketers from newly merged companies figure out what to rebrand and gets it back to the field in record time.

The best part?

You don’t need to create any new content.

And in today’s mega-post will show you the step-by-step process we’ve used at 4 mergers collectively estimated at $32B.

One day our customer success team was sharing some of our newer customers catalogs when I stumbled on the concept of using sales tools to quickly merge two sales teams and get them cross selling fast.

Take a look at this image of the application closely (original brands blurred at the owner’s request.)

IMAGE FROM RELIANCE

When I saw this for the first time, I thought, “Hmm that’s interesting.”

The client seemed to be basing their entire sales tool around two  unique “brands” despite the fact that neither brand is the name of the parent company.

You can see this instantly by looking at the first two smaller squares on the middle on the home screen. SharkValves and AcmeValves are the titles.

IMAGE

The same two brand names appear within the folder structure on the left hand side. The parent brand “ValveTech” is clearly visible at the top of the app.

IMAGE

Tapping on the “branded squares” on the home screen takes you further into the products and supporting collateral for either mini-brand.

Being the inquisitive person I am, I searched for news about the two mini-brands and found out that both were acquired by the parent company within the last 13 months.  Each had about 1000 individual products each coming with 3-5 variants or child products.

So a Big Co.  buys two Smaller Cos. to add to it’s portfolio and customer base.  Classic M&A.

Now going back to the sales tools, I asked our Customer Success gurus to run an Analytics report ranking the “pages” viewed in the app from highest to lowest.

IMAGE

BOOM! As you can see the reps have been consistently driving down by tapping down into the Two Mini-Brands and hitting the landing pages at a extremely high rate compared to other resources in the app.

How much? 10X more than any other action.

A quick call to the customer confirmed our hypothesis.  They intentionally designed the tool to intuitively promote cross selling and up selling from the two mini-brands by featuring easy one tap buttons directly on the home screen for the team to use in the field.  Even the oldest guys on the team can’t miss those buttons!

Now that you’ve seen the results, it’s time for me to walk you through the step-by-step process they used to promote instant cross selling for their newly merged sales teams.

 

The 3-Step Process to Building a Cross Selling Tool for a Newly Merged Sales Team

There are 3 steps to building a cross selling tool:

Step #1: Identify the most relevant content from both brands

Step #2: Organize the content and design the workflows

Step #3: Train the combined teams

Here’s why this strategy is so effective:

First, new reps from both team easily see and access your content from both brands.

Chances are, 90%+ of the sales people that might benefit from the cross selling content never see it.

But when you repurpose your content into a simple tool like this, you create a huge opportunity for reps to start cross selling.

Second, you make both your teams instantly better.

I’d be willing to bet you have at least a handful of posts on your site that are outdated or mediocre.

The Content Relaunch gives you the opportunity to update and improve that content.

Better content=more traffic.

Third, your combined sales teams’ content has built-in cross selling proof.

When you launch this app, you have cross selling proof on day one.

For example, when we relaunched this tool for their Canada team a few months later. They instantly saw the same lift in cross selling type activities.

Image

 

With that, let’s dive into the step-by-step process…

Step #1: Identify the most relevant content from both brands

Your first step is to identify the most important content to help train and enable cross selling for your newly combined teams.

  1. Focus on profitable products first

Here’s how:

The objective here is to focus on the top 20% of items, products, or services that contribute 80% of the profits from the two brands.

In most M&A deals, there are a few select products, services, or entire lines that are coveted by the acquiring party for cross selling to their current customer base.  After all, everybody knows a current client is 6X more likely to buy compared to a new prospect (CITATION). That’s the M&A dream of every CFO in the world.

I can guarantee you the acquiring CFO has worked diligently for months to determine the products that drive the most PROFITS in her future acquisition.

Here’s why this is so critical… in the example below from the Business Owner, Peerless Consulting created more profit by simply eliminating 2 of 20 products that their reps could sell.

profits with apps

This shows that profits matter not sales or revenue per se.

This step should be performed for both portfolios and will set you up for success right off the bat.

2. Pull together the critical supporting information for the products

The Trick to Choosing a Sales App Your Reps Will Want to Use

By | Mobile Productivity Tools | No Comments

Discover the Ugly Truth About Workplace Change, and How to Avoid It Completely

Some people just can’t handle change.

When you introduce a new process or technology, confidence and predictability disappear. It’s something new to learn, which means it takes time, effort, and dedication on everyone’s part to make it work right.

And for those who don’t respond well to change, new solutions can initiate a domino effect of anxiety, stress, and productivity loss. Read More

Merging Two Sales Teams – 3 Things to Watch Closely

By | Mobile Productivity Tools
One of the fastest (and most complicated) methods to increase shareholder value is through a merger or acquisition. The dream of merging two sales teams and two product portfolios is just too big to pass up sometimes.

Surprisingly, a recent KPMG report indicated 83% of the time an M&A event has proved unsuccessful in producing any business benefit specifically with regard to shareholder value. Further, as many as 53% of companies that go through a merger or acquisition event actually destroyed shareholder value.

In other words, the fastest and most common way to expand a company’s footprint, results in no discernible growth for the investors 4 out of 5 times. Read More