{"id":16435,"date":"2023-01-20T17:30:07","date_gmt":"2023-01-20T17:30:07","guid":{"rendered":"https:\/\/www.sandler.com\/?p=16435"},"modified":"2023-01-20T18:01:12","modified_gmt":"2023-01-20T18:01:12","slug":"prospecting-8-critical-takeaways-sales-leaders-2023","status":"publish","type":"post","link":"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/","title":{"rendered":"Prospecting: 8 Critical Takeaways for Sales Leaders in 2023\u00a0\u00a0"},"content":{"rendered":"<p><strong>Why should a salesperson prospect?\u00a0\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">The answer to this question always connects with the nature of the job for which we hired the salesperson. Many salespeople don\u2019t prospect simply because they are not required to do so in their role; those who are required to prospect do it to varying degrees of success \u2013 and some of those salespeople struggle. An effective daily prospecting routine will be more important than ever in 2023. <\/span><b><span data-contrast=\"auto\">So: as sales leaders planning for a new and potentially challenging year, how can we support team members and help them to prospect more effectively?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When it comes to building and supporting a prospecting approach, we at Sandler believe that the critical word for sales leaders to bear in mind is <\/span><i><span data-contrast=\"auto\">ownership. <\/span><\/i><span data-contrast=\"auto\">As in: Who owns the goals?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">People will always work harder for their reasons than they will for ours. It follows that, in the realm of prospecting, they will connect more, achieve more, earn more, and contribute more once they:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Conclude<\/span><i><span data-contrast=\"auto\"> for themselve<\/span><\/i><span data-contrast=\"auto\">s that the prospecting regimen they are following is getting them where they need to go in life \u2013 and\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Resolve to reach that destination sooner, rather than later. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">As leaders, we can help and support them on both fronts, but we cannot expect to persuade them to follow our prospecting plan. We can only collaborate with them as they design and follow their own plan. This brings us to\u2026<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_1_Set_Up_a_Template_That_Can_Be_Individualized\" >Critical Takeaway #1: Set Up a Template That Can Be Individualized<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_2_Find_Out_What_They_Want\" >Critical Takeaway #2: Find Out What They Want<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_3_Create_Clarity_on_Where_Theyll_Be_Hunting\" >Critical Takeaway #3: Create Clarity on Where They\u2019ll Be Hunting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_4_Co-create_a_Cookbook\" >Critical Takeaway #4: Co-create a Cookbook<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_5_Co-Create_the_Ideal_Customer_Profile_and_the_Relevant_Buying_Personas\" >Critical Takeaway #5: Co-Create the Ideal Customer Profile and the Relevant Buying Personas\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_6_Do_a_Skill_Check\" >Critical Takeaway #6: Do a Skill Check<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_7_Do_an_Attitude_Check\" >Critical Takeaway #7: Do an Attitude Check\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/sandler.com\/blog\/prospecting-8-critical-takeaways-sales-leaders-2023\/#Critical_Takeaway_8_Identify_and_Monitor_the_KPIs%E2%80%A6_Together\" >Critical Takeaway #8: Identify and Monitor the KPIs\u2026 Together\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_1_Set_Up_a_Template_That_Can_Be_Individualized\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #1: Set Up a Template That Can Be Individualized<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Consider developing templates that suggest a variety of types and levels of activities and a variety of sequences that can then be tailored by the owners. Don\u2019t just dictate the numbers you want them to hit.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Remember: <\/span><b><span data-contrast=\"auto\">If <\/span><\/b><b><i><span data-contrast=\"auto\">we <\/span><\/i><\/b><b><span data-contrast=\"auto\">are the only ones who own the behavioral and performance goals, our team\u2019s prospecting performance will be mediocre. If <\/span><\/b><b><i><span data-contrast=\"auto\">they <\/span><\/i><\/b><b><span data-contrast=\"auto\">own the goals, performance will be optimal.<\/span><\/b><span data-contrast=\"auto\"> Once a salesperson assumes full ownership of a behavioral goal that connects to prospecting, we\u2019re no longer pushing uphill as the leader of the team.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_2_Find_Out_What_They_Want\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #2: Find Out What They Want<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Many leaders make the mistake of believing that money is what salespeople want. . What an individual salesperson plans to <\/span><i><span data-contrast=\"auto\">do <\/span><\/i><span data-contrast=\"auto\">with the money they earn is what you need to figure out. That means you, as the leader, have an obligation to invest the time, attention, and respect to conduct a private, one-on-one conversation that includes a question that sounds something like this:<\/span><b><span data-contrast=\"auto\"> \u201cJust out of curiosity \u2013 if you got your bonus this year, what would you do with it?\u201d\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here\u2019s the tricky part: The salesperson may not <\/span><i><span data-contrast=\"auto\">know <\/span><\/i><span data-contrast=\"auto\">what they want! That means you may need to continue this conversation over multiple sessions, do a lot of listening, and find the best way to support the salesperson as they connect all the dots. Time-suck? Not really. You will <\/span><i><span data-contrast=\"auto\">save <\/span><\/i><span data-contrast=\"auto\">massive amounts of time, energy, effort, and personal bandwidth by working this out with each individual member of your team. Once they (and you) figure out what they\u2019re working toward and why \u2013 a trip to the Caribbean, the opportunity to take better care of an aging parent, time to write the Great American Novel, whatever \u2013 you will have flicked the \u201con\u201d switch. Their passion to achieve that goal is what transforms a mediocre performer into an accountable, responsible, self-correcting rock star. That\u2019s who you want on the team, right?\u00a0\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once you know what the salesperson wants most in life, your job as the leader is to connect your <\/span><i><span data-contrast=\"auto\">business <\/span><\/i><span data-contrast=\"auto\">goals to their <\/span><i><span data-contrast=\"auto\">personal <\/span><\/i><span data-contrast=\"auto\">goals. Translate the financial quota into a meaningful goal that the salesperson will buy into at a visceral level \u2013 and prospect for.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_3_Create_Clarity_on_Where_Theyll_Be_Hunting\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #3: Create Clarity on Where They\u2019ll Be Hunting<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Just figuring out what the salesperson wants most in life and then intoning the words \u201cGo forth and prospect\u201d is not going to get either of you where you want to go. The conversation needs to go a bit deeper. You both need to know <\/span><i><span data-contrast=\"auto\">where <\/span><\/i><span data-contrast=\"auto\">they are going to be hunting.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Maybe you\u2019ve had this experience: you know the person is prospecting\u2026 but you find that they keep unearthing leads you don\u2019t really want them investing precious time pursuing. If you and a salesperson on your team are out of alignment when it comes to prospecting, it\u2019s highly likely that\u2019s because you haven\u2019t had a clear one-on-one conversation about the <\/span><i><span data-contrast=\"auto\">kind <\/span><\/i><span data-contrast=\"auto\">of business you are both committed to developing. Solution: Schedule time for what we at Sandler call the KARE discussion.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This is a critical planning session that begins with an understanding of four categories, each of which connects to a type of account that you wish to grow. <\/span><b><span data-contrast=\"auto\">KARE profiling is a powerful strategy component in territory management<\/span><\/b><span data-contrast=\"auto\"> that tags each of your prospects, clients, and opportunities with one and only one designation: <\/span><b><span data-contrast=\"auto\">Keep, Attain, Recapture, <\/span><\/b><span data-contrast=\"auto\">or <\/span><b><span data-contrast=\"auto\">Expand. <\/span><\/b><span data-contrast=\"auto\">Here\u2019s the breakdown on each:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-16436 lazyload\" data-src=\"https:\/\/www.sandler.com\/wp-content\/uploads\/2023\/01\/Picture1.png\" alt=\"8Critical\" width=\"420\" height=\"352\" data-srcset=\"https:\/\/sandler.com\/wp-content\/uploads\/2023\/01\/Picture1.png 744w, https:\/\/sandler.com\/wp-content\/uploads\/2023\/01\/Picture1-300x252.png 300w\" data-sizes=\"(max-width: 420px) 100vw, 420px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 420px; --smush-placeholder-aspect-ratio: 420\/352;\" \/><\/p>\n<p><span data-contrast=\"auto\">Now, we are talking about prospecting, so I\u2019m going to assume that the <\/span><b><span data-contrast=\"auto\">Keep <\/span><\/b><span data-contrast=\"auto\">category is not your main priority in your planning session with this salesperson. But what about the other three? What percentage of the salesperson\u2019s time, effort, and energy should be invested in <\/span><b><span data-contrast=\"auto\">Attaining <\/span><\/b><span data-contrast=\"auto\">new business? What\u2019s the percentage that you want them to invest in <\/span><b><span data-contrast=\"auto\">Recapturing <\/span><\/b><span data-contrast=\"auto\">previous partners? And what\u2019s the percentage you want to see them putting toward <\/span><b><span data-contrast=\"auto\">Expanding <\/span><\/b><span data-contrast=\"auto\">your business with current major clients? More to the point, how much income do you each want to see arising from each of these categories?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Those last three elements of the KARE diagram each represent potential prospecting activity \u2013 but note that they are very different sales discussions, taking place in very different contexts. Be sure that both you and the salesperson are on the same page when it comes to the priorities and time investments that connect to the A, the R, and the E of KARE. If you <\/span><i><span data-contrast=\"auto\">don\u2019t <\/span><\/i><span data-contrast=\"auto\">have this kind of planning discussion, what\u2019s going to happen is that the salesperson is going to default to the prospecting routine they are most familiar with and most comfortable with. That default setting may not support either the team or the salesperson.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You will probably want to avoid \u201cassigning\u201d a time-and-effort priority <\/span><i><span data-contrast=\"auto\">you<\/span><\/i><span data-contrast=\"auto\"> want to see from your own personal KARE analysis. It\u2019s usually best if priority you have in mind lines up with the salesperson\u2019s capacity, their skill set, and their driving personal goal. After all, what matters is that <\/span><i><span data-contrast=\"auto\">they <\/span><\/i><span data-contrast=\"auto\">own what comes out of this discussion.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_4_Co-create_a_Cookbook\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #4: Co-create a Cookbook<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Now that you both agree on where you\u2019ll be hunting, what mix of outreaches makes sense? What behaviors is the salesperson going to execute on a daily, weekly, and monthly basis? In other words, what is the behavioral plan?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Many sales leaders lose sight of the reality that there needs to be a unique written behavioral plan, or cookbook, for each person who reports to them<\/span><i><span data-contrast=\"auto\">. <\/span><\/i><b><span data-contrast=\"auto\">If you have eight people reporting to you, you\u2019re going to want to co-create eight separate plans.\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here again, <\/span><i><span data-contrast=\"auto\">ownership <\/span><\/i><span data-contrast=\"auto\">is what matters most. If you hand someone a cookie-cutter plan with X number of phone calls, X number of InMail outreaches via LinkedIn, and X number of multi-platform responses to leads they receive from Marketing, that\u2019s not going to deliver the same results as a plan that is glove-fitting to the individual, with activity targets that make sense for them and support their personal income goals.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">There\u2019s not enough space here for me to describe <\/span><i><span data-contrast=\"auto\">all <\/span><\/i><span data-contrast=\"auto\">the possible behavioral mixes that could go into an effective behavioral plan for someone on your team, but here are a few insights we\u2019ve seen from, and shared with, leaders of effective teams in various industries. Some of them may be relevant to your world.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\">When in doubt, ask for a referral. <\/span><\/b><span data-contrast=\"auto\">Every positive interaction, whether it results in an active opportunity or not, is an opportunity to request an introduction to someone in the other person\u2019s circle who could benefit from what we do. Make sure your team is taking advantage of that opportunity.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Don\u2019t forget about phone calls. <\/span><\/b><span data-contrast=\"auto\">Lots of sales teams consider phone prospecting to be part of a bygone era; we see it as one of many tools in the multi-platform toolbox, and one that may be appropriate to build into the behavioral plan if it\u2019s used with appropriate, carefully designed follow-through. Yes, it\u2019s true that cold calls are probably going to go to voicemail nowadays. What\u2019s also true, though, and too often overlooked, is that <\/span><b><span data-contrast=\"auto\">the people we\u2019re calling are very likely to be wondering about who just left a message! <\/span><\/b><span data-contrast=\"auto\">Many of them will be looking with some curiosity at a text transcription of the voicemail message we just left. That means that, if we design that message properly and speak clearly as we deliver it, we can leave a \u201ctouch\u201d that makes a future conversation more likely.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Leverage InMail. <\/span><\/b><span data-contrast=\"auto\">InMail, of course, is the internal messaging function for LinkedIn users. In our experience, decision makers and influencers to whom we are already connected on LinkedIn, but not currently doing business with or in conversations with, are more likely to respond to appropriately targeted InMail messages than they are to cold emails. We could probably do another deep-dive article on this topic alone; for that matter, we could also do a full-scale article on the potential advantages of buying LinkedIn\u2019s Sales Navigator Tool for your team. For now, though, the moral is a simple one: <\/span><b><span data-contrast=\"auto\">Get your team to use InMail responsibly <\/span><\/b><span data-contrast=\"auto\">\u2013 meaning tailoring the message to the individual with whom they are connected \u2013 and you will generate conversations that identify opportunities and move the sales cycle forward. This behavior may well belong in each rep\u2019s personal cookbook. (Our own salespeople have certainly made it part of theirs.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Include multiple modalities. <\/span><\/b><span data-contrast=\"auto\">We live in a multi-platform world. If a given team member\u2019s cookbook is too heavily focused on a single behavior (sending out cold emails, say), you can create deeper ownership of the behavioral plan by helping the salesperson to see how reaching out on multiple platforms with complementary messages can improve the quality of their pipeline.<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"auto\">One great way to elicit ownership of the cookbook is to ask the salesperson to create the first draft of the plan, and then schedule time to review it together. You might say something like this: \u201cCan you give me your thoughts, in a Word doc or spreadsheet, of what you think the daily activity level would be that supports the income results you want? And what would be happening each day?\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_5_Co-Create_the_Ideal_Customer_Profile_and_the_Relevant_Buying_Personas\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #5: Co-Create the Ideal Customer Profile and the Relevant Buying Personas<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Do you and the salesperson both apply the same definition to the phrase \u201cour ideal prospect\u201d? Many sales leaders fall into the trap of believing that they\u2019ve created an ideal profile when they say something like this to a salesperson: \u201cYou\u2019re going to be calling VPs of Operations. Go for it.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">That\u2019s not enough information, and it certainly won\u2019t instill a sense of ownership of the prospecting plan. You want to <\/span><b><span data-contrast=\"auto\">collaborate on an ideal prospect profile that clarifies all the <\/span><\/b><b><i><span data-contrast=\"auto\">organizational<\/span><\/i><\/b><b><span data-contrast=\"auto\"> criteria of the prospects the salesperson will be targeting.<\/span><\/b><span data-contrast=\"auto\"> What verticals do these companies operate in? How fast are they growing? Where are they located? How many employees do they have? And so on. These are the kinds of questions that help you to build a usable profile.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In addition, you will want to answer <\/span><i><span data-contrast=\"auto\">all <\/span><\/i><span data-contrast=\"auto\">of the following questions. They will help you to develop what we call Pain by Persona.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><i><span data-contrast=\"auto\">Based on deals we have closed before\u2026<\/span><\/i><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">What are the likely job titles of a primary contact at an organization that buys from us? <\/span><\/b><span data-contrast=\"auto\">(Note that one job title is never enough.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">What is the ONE biggest problem this person is likely to face that we can solve? <\/span><\/b><span data-contrast=\"auto\">(Go into as much relevant detail as you can.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">What is the short- and long-term impact of leaving that problem unsolved for this organization? What is the typical <\/span><\/b><b><i><span data-contrast=\"auto\">financial <\/span><\/i><\/b><b><span data-contrast=\"auto\">impact? What is the possible impact on <\/span><\/b><b><i><span data-contrast=\"auto\">mission orientation<\/span><\/i><\/b><b><span data-contrast=\"auto\">? What is the impact on<\/span><\/b><b><i><span data-contrast=\"auto\"> customer relationships<\/span><\/i><\/b><b><span data-contrast=\"auto\">? What is the impact on <\/span><\/b><b><i><span data-contrast=\"auto\">employee retention <\/span><\/i><\/b><b><span data-contrast=\"auto\">for the buying organization? <\/span><\/b><span data-contrast=\"auto\">(Go into as much relevant detail as you can.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">What is the short- and long-term\u00a0 impact of leaving that problem unsolved for this person? What are the possible career implications? What are the quality of life issues? <\/span><\/b><span data-contrast=\"auto\">(Go into as much relevant detail as you can.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">What terminology does this buyer typically use to describe this problem and its impact? <\/span><\/b><span data-contrast=\"auto\">(Spend some time on this. Remember that terms and descriptions that are familiar to us may sound like a foreign language to the buyer. <\/span><i><span data-contrast=\"auto\">The buyer\u2019s <\/span><\/i><span data-contrast=\"auto\">language is the language we want to speak.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Using the buyer\u2019s terminology, what are three to five concise pain indicators that connect to this ONE problem? <\/span><\/b><span data-contrast=\"auto\">(You\u2019re looking for the \u201cbullet points\u201d that will, when mentioned, cause someone to lean into our conversation, rather than away from it.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Repeat the six questions above as often as necessary to address <\/span><i><span data-contrast=\"auto\">other<\/span><\/i><span data-contrast=\"auto\"> problems you can solve that typically face this contact and their organization.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">What is another department, team, or influencer likely to be impacted by this problem and\/or by a decision to work with us? <\/span><\/b><span data-contrast=\"auto\">(Even if this is a \u201cC-level\u201d decision, other people and teams are inevitably going to be impacted. Identify the most likely constituency, and the most likely players within that constituency.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">What are <\/span><\/b><b><i><span data-contrast=\"auto\">their <\/span><\/i><\/b><b><span data-contrast=\"auto\">pain indicators likely to be? <\/span><\/b><span data-contrast=\"auto\">(Expect them to be different from those of your primary contact.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Repeat the above two questions as often as necessary to identify the likely cast of characters and their major pain indicators. (By the way, the powerful list of questions you just read comes from Sandler Executive Vice President Bill Bartlett.)\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Take the time to lead a conversation that covers all these issues. Share the results with the other members of your team, so you can get their feedback, too.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_6_Do_a_Skill_Check\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #6: Do a Skill Check<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">You\u2019ve gotten buy-in on the goal. You\u2019ve gotten buy-in on where they\u2019re going to be hunting. You\u2019ve gotten buy-in on the behavioral plan. You\u2019ve gotten buy-in on the buyer profile. Surely that\u2019s everything, right?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Not quite. An important part of your job as the leader of the sales team is to identify any gaps that may exist between this salesperson\u2019s skill set<\/span> <span data-contrast=\"auto\">and the behavior plan that supports their activity and performance goals.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">One extremely common mistake is to assume that everyone on the team has basically the same skill set. (They don\u2019t.) Another is to assume that, since skill X feels like second nature to you, it must feel like second nature to someone on your team. (It may not.) Neither assumption supports your relationship with this salesperson; neither promotes their personal ownership of the prospecting plan. <\/span><b><span data-contrast=\"auto\">If we ask people to do something we haven\u2019t yet trained them to do, there\u2019s going to be a disconnect! <\/span><\/b><span data-contrast=\"auto\">If that disconnect isn\u2019t remedied sooner rather than later, buy-in will evaporate.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Many sales leaders have a blind spot in this area. It\u2019s all too easy to deceive ourselves into believing that someone has skills that we have perhaps <\/span><i><span data-contrast=\"auto\">mentioned and discussed, <\/span><\/i><span data-contrast=\"auto\">but not yet trained and reinforced properly.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If you\u2019re looking for a little help in determining the actual (as opposed to assumed) skill levels of the people on your team, <\/span><a href=\"https:\/\/www.sandler.com\/get-started\/\"><span data-contrast=\"none\">contact us<\/span><\/a><span data-contrast=\"auto\">. We help sales teams with this kind of thing.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_7_Do_an_Attitude_Check\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #7: Do an Attitude Check\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Conducting an attitude check means you as the leader separate the willing-and-able from the <\/span><i><span data-contrast=\"auto\">unwilling<\/span><\/i><span data-contrast=\"auto\">-and-able.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">There is a classic Sandler rule that states, \u201c<\/span><b><span data-contrast=\"auto\">You don\u2019t have to like prospecting \u2013 you just have to do it.\u201d <\/span><\/b><span data-contrast=\"auto\">Is everyone on your team following that rule? Do they compartmentalize prospecting in the same way they compartmentalize, say, doing time on the treadmill at the gym? The attitude in both situations needs to be: <\/span><i><span data-contrast=\"auto\">I may not enjoy this, but it\u2019s something that has to happen, so I\u2019m committed to doing it. <\/span><\/i><span data-contrast=\"auto\">Those who don\u2019t adopt that attitude tend to stand out.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Your job is to notice the people who stand out.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If you\u2019ve gotten full buy-in on the goal, the type of buyer, the behavioral plan, and the client profile\u2026 and if you\u2019re certain the person <\/span><i><span data-contrast=\"auto\">has <\/span><\/i><span data-contrast=\"auto\">the prospecting skills required to perform in this job\u2026 but you see that the results are consistently not showing up, then you\u2019ve got a leadership responsibility to fulfill. It is time to take action. The best action is based, not on what you wish were happening, but on the facts on the ground. <\/span><b><span data-contrast=\"auto\">If someone is <\/span><\/b><b><i><span data-contrast=\"auto\">able <\/span><\/i><\/b><b><span data-contrast=\"auto\">to prospect, but right now they\u2019re <\/span><\/b><b><i><span data-contrast=\"auto\">not willing <\/span><\/i><\/b><b><span data-contrast=\"auto\">to prospect, there is an ownership failure.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">There could be any number of reasons for that failure. The person might be having problems at home that you don\u2019t know about. They might be in the wrong job. They might have reached a point in their career where they need to focus on different types of buyers than the ones you want to focus on. Or they might not be cut out for a sales role. You really won\u2019t know what the obstacle is until you put on your detective hat and conduct the (tactful, private) conversations necessary to find out.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once you do know for sure what\u2019s keeping the right behaviors from happening, it\u2019s your job to make a decision that supports both the organization and the individual. Sometimes, that decision is to set up a transition to another position. Sometimes, it\u2019s to support the person while they\u2019re going through a tough passage. Sometimes, it\u2019s to invest time, effort, and energy in the coaching necessary to help them take out their head trash. And sometimes, the right decision is to part company. Only you can make the final determination of what\u2019s really going on in this person\u2019s world and what the right response is.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Critical_Takeaway_8_Identify_and_Monitor_the_KPIs%E2%80%A6_Together\"><\/span><b><span data-contrast=\"auto\">Critical Takeaway #8: Identify and Monitor the KPIs\u2026 Together<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">If you\u2019ve done the seven things I\u2019ve shared with you thus far, the final critical prospecting takeaway pretty much takes care of itself.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Lead a one-on-one discussion that identifies what you <\/span><\/b><b><i><span data-contrast=\"auto\">both <\/span><\/i><\/b><b><span data-contrast=\"auto\">believe to be the most meaningful metrics that connect to behaviors in the rep\u2019s personal cookbook.<\/span><\/b><span data-contrast=\"auto\"> For instance, you and the salesperson might identify <\/span><i><span data-contrast=\"auto\">Total new voice-to-voice conversations with VPs of Operations <\/span><\/i><span data-contrast=\"auto\">as an important leading indicator of revenue production. That\u2019s just an example; I don\u2019t know what the right metrics for you to monitor with a given salesperson are. But I do know that a conversation with a salesperson who owns their own process is a great way to uncover them.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Once you\u2019ve identified two or three such metrics, once the salesperson owns them fully and commits to recording them, and once you make those metrics a recurring agenda item in your weekly check-ins, <\/span><\/b><b><i><span data-contrast=\"auto\">you will see improvement in the prospecting numbers, <\/span><\/i><\/b><b><span data-contrast=\"auto\">and in the revenue figures that connect to them.<\/span><\/b><span data-contrast=\"auto\"> We have seen it happen time and time again: salespeople who assume full ownership of the process consistently <\/span><i><span data-contrast=\"auto\">overachieve <\/span><\/i><span data-contrast=\"auto\">on their business development targets.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">One word of warning is in order: The figures you\u2019ll want to discuss most during these brief weekly meetings are the <\/span><i><span data-contrast=\"auto\">leading <\/span><\/i><span data-contrast=\"auto\">indicators: the prospecting and sales process behaviors that make movement through the sales cycle, and revenue, possible. Those metrics are the ones you both want to pay close attention to in coaching sessions. It\u2019s not as constructive to focus your meetings on <\/span><i><span data-contrast=\"auto\">lagging <\/span><\/i><span data-contrast=\"auto\">indicators like closed or about-to-close deals. A qualified professional salesperson has far less control over those numbers\u2026 but they always have total control of, and ownership of, their personal behavior plan!<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In our experience, <\/span><b><span data-contrast=\"auto\">the most effective sales leaders are those who are personally committed to supporting the members of their team in a way that empowers them to consistently <\/span><\/b><b><i><span data-contrast=\"auto\">overachieve <\/span><\/i><\/b><b><span data-contrast=\"auto\">in the strategically important realm of prospecting.\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For help in developing and sustaining a solid prospecting routine that each member of your selling team will assume full personal ownership of, <\/span><a href=\"https:\/\/www.sandler.com\/get-started\/\"><span data-contrast=\"none\">connect with Sandler<\/span><\/a><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why should a salesperson prospect?\u00a0\u00a0 The answer to this question always connects with the nature of the job for which we hired the salesperson. Many salespeople don\u2019t prospect simply because they are not required to do so in their role; those who are required to prospect do it to varying degrees of success \u2013 and&#8230;<\/p>\n","protected":false},"author":15,"featured_media":16437,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1120],"tags":[1126,1143,1286,1107],"class_list":["post-16435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-adapting-sales-techniques","tag-building-a-better-sales-team","tag-effective-prospecting","tag-sales-team"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Prospecting: 8 Critical Takeaways for Sales Leaders in 2023\u00a0\u00a0 - Sandler<\/title>\n<meta name=\"description\" content=\"How can we support sales team members to help them prospect more effectively? 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