Want reps to engage with a sales playbook? Let them help build it.

Creating a sales playbook takes time and effort, 但它只有在销售团队将其视为推动成功的工具时才有用. 如果销售代表看到了需要改进的地方,但觉得没有权力提出改变公司销售流程的建议, they might not feel compelled to lean on the playbook at all.

奥斯丁科技公司的销售主管表示,提高员工参与度的关键在于员工持股.

At freight brokerage company Arrive Logistics and database startup MongoDB, 销售领导说,剧本的发展和完善策略围绕着来自销售组织各个级别代表的反馈, as well as input from clients and cross-departmental stakeholders. 有时,他们说,单个销售人员的想法会变成整个团队的实现.

然而,要记住的一点是,工作永远不会结束.

As sales strategies, products and industries evolve over time, sales teams should receive continuous training on each. Furthermore, any updates made to a sales team’s playbook should be piloted, 然后进行长期测试,以更好地评估任何策略的有效性, sales leaders said. While some change is necessary, constant change becomes messy.

The sales playbook at freight brokerage Arrive Logistics is optimized for reps through continual feedback. 业务发展执行副总裁杜克·贝格(Duke Begy)表示,销售人员有多种渠道, 利益相关者和客户表达他们的关注和建议. 然后,销售领导根据反馈中的共同线索对他们的团队流程进行更改.

你如何将你的销售剧本格式化并交付给团队,为什么? 

欧冠冠军足彩的销售策略始于欧冠冠军足彩的学习和发展计划. 欧冠冠军足彩分享并利用脚本和幻灯片来训练欧冠冠军足彩的销售人员, but we are also focused on mentoring, shadowing and hands-on learning. On their first day, 销售代表从真实世界的培训开始学习欧冠冠军足彩的行业, competitive advantages, the qualities of a successful sales rep, and most importantly, how to develop long-term internal and external relationships. This training is ongoing. 无论一个人的任期长短,欧冠冠军足彩的销售部门都有责任不断学习.

对于欧冠冠军足彩的脚本和关键消息,欧冠冠军足彩使用Microsoft Word和PowerPoint等典型应用程序. 但欧冠冠军足彩的销售团队居住在欧冠冠军足彩的专有技术平台,加速. 这个平台储存了欧冠冠军足彩的销售团队所需要的所有数据,以决定如何最好地服务欧冠冠军足彩的合作伙伴,以及他们何时需要其他部门的支持.

What processes do you have for keeping your playbook up to date? 

We established various channels of feedback, not only for our sales teams but also for carriers and customers. 这些反馈渠道对欧冠冠军足彩了解如何服务欧冠冠军足彩的合作伙伴至关重要. 但他们也确保销售人员拥有成功所需的工具和信息. The sales leadership team looks for trends in this feedback. 当欧冠冠军足彩看到一种模式——也许是行为上的差距,或者是一个改进的机会——那就是欧冠冠军足彩将改进欧冠冠军足彩的学习和发展计划的时候.

When we make a change, we try to get feedback from sales reps. 如果欧冠冠军足彩在没有团队参与的情况下做出改变,他们就不会参与到这个过程中. Also, we know that we shouldn’t make changes all the time. Strategies need time to play out before changing them. 因此,当欧冠冠军足彩更新欧冠冠军足彩的销售方法和培训时,欧冠冠军足彩是深思熟虑的,总是从反馈开始.

你是如何让销售人员参与你的剧本开发过程的?

We believe in piloting strategies. 欧冠冠军足彩公司的一些最好的项目都是从一个销售代表引导的想法开始的. And we ask for feedback at every level within the company, from the new hire that started two days ago to our founders.

In the last several years, 欧冠冠军足彩从所有涉众那里收到了欧冠冠军足彩可见负载状态重要性的反馈. arrival在技术上投入了大量资金,并将其与欧冠冠军足彩的销售方法相结合. 欧冠冠军足彩改进了欧冠冠军足彩的消息和脚本,以与客户进行过度沟通,并以欧冠冠军足彩的可见性能力领导客户.

 

销售支持高级主管道格•威廉姆斯(Doug Williams)表示,在数据库公司,任何人都可以影响销售策略 MongoDB. 作为一名新员工或销售部门以外的人并不妨碍个人为销售团队的战略做出贡献.

你如何将你的销售剧本格式化并交付给团队,为什么? 

There is no single playbook in the traditional sense. Instead, 欧冠冠军足彩确保欧冠冠军足彩的卖家在不同团队的支持下通过各种方式接受培训. Within a seller’s first six months, 他们将参加为期两周的培训活动,以及直接主管的一对一培训, a solutions architect, the sales enablement team and others. 欧冠冠军足彩还通过学习和文件管理将这一过程带入生活, as well as call review technologies.

Continued practice is a key priority. 确保欧冠冠军足彩的销售人员花时间了解客户的情况,并应用欧冠冠军足彩的销售原则,使他们能够为客户提供最大的价值.

What processes do you have for keeping your playbook up to date? 

利益相关者的建议,以改善欧冠冠军足彩如何销售可能来自MongoDB的任何地方. There is no premium put on someone’s title. 如果有一个好主意,可以提高欧冠冠军足彩的流程效率,为欧冠冠军足彩的客户带来更大的价值, we implement it.

We are constantly adapting to changing market forces, new products, technologies and unforeseen circumstances. 最近在家工作迫使欧冠冠军足彩重新思考许多流程. 现在,在责任和日常纪律方面,每个卖家肩上都有更多的责任. 欧冠冠军足彩必须确保欧冠冠军足彩用来支持他们的材料和工艺反映了这个新的现实.

你是如何让销售人员参与你的剧本开发过程的?

Many of our most useful sales tools come from sellers’ ideas. For example, 欧冠冠军足彩最近创建了一个新的发现工具,提供快速的技术片段, their benefits to the customer, 客户今天可能使用的替代方案,以及MongoDB将如何区分其产品. 没有人要求卖家来构建它:这个工具的开发是有机的. A rep saw a need, figured out a way they could help, built it, asked for feedback, and it was in front of other reps in a week. It represented great initiative on the part of the seller, as well as the collaborative nature of the team itself.

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