{"id":16594,"date":"2023-04-26T13:36:55","date_gmt":"2023-04-26T13:36:55","guid":{"rendered":"https:\/\/www.sandler.com\/?p=16594"},"modified":"2024-07-19T05:04:13","modified_gmt":"2024-07-19T05:04:13","slug":"four-pillars-technology-sales-methodology","status":"publish","type":"post","link":"https:\/\/sandler.com\/blog\/four-pillars-technology-sales-methodology\/","title":{"rendered":"The Four Pillars of Technology for Sales Leaders | Pillar Two: Technology and Your Sales Methodology"},"content":{"rendered":"<p>This is the second in a series of four articles that pose the question:<br \/>\n<strong>What is the intersection between optimal sales leadership\u2026 and the optimal use of today\u2019s technology?<\/strong><\/p>\n<p>At Sandler, we see four areas that sales leaders will want to pay attention to. In an earlier piece, we looked at the best ways technology can support your team\u2019s <strong><a href=\"https:\/\/www.sandler.com\/blog\/four-pillars-sales-tech-optimize-sales-process\/\">sales process<\/a><\/strong>. That\u2019s the first pillar. In this article, we\u2019ll be looking at the second pillar: <strong>methodology<\/strong>. And in future pieces we\u2019ll take a look at <a href=\"https:\/\/www.sandler.com\/blog\/four-pillars-technology-sales-leadership\"><strong>sales leadership itself<\/strong><\/a> and at the <strong><a href=\"https:\/\/www.sandler.com\/blog\/four-pillars-technology-buyer-journey\">buyer journey<\/a>, <\/strong>which are the third and fourth pillars, respectively<strong>. <\/strong><\/p>\n<p>Let\u2019s take on a question I hear a lot: \u201cIsn\u2019t sales process the same thing as sales methodology?\u201d<\/p>\n<p>The answer we give our clients is NO \u2013 and here\u2019s why.<strong><br \/>\n<em>Identifying <\/em>the right sales process is no guarantee that anyone on your team is <em>executing <\/em>that process in the most efficient and effective way!<\/strong><\/p>\n<p>Your sales process is the steps you follow \u2013 the &#8220;what to do.&#8221; Your sales methodology is the tactics and strategies you implement to execute that process \u2013 the \u201chow to do it.\u201d\u00a0 With that much settled, it\u2019s time to take a deep dive on the critical question of <strong>how your technology can best support your implementation efforts with your team <\/strong>\u2013 so that each person who reports to you works at optimal efficiency and produces consistent, predictable revenue for your organization.<\/p>\n<p>Once you have clarified the sales process, a number of essential questions emerge for you as the sales leader. These include:<\/p>\n<ul>\n<li><strong>Is the sales process built into our onboarding process? In other words, once someone is hired and onboarded, will they have internalized our sales process?<\/strong><\/li>\n<li><strong>Are we effectively training and reinforcing the sales process to both new hires and current employees?<\/strong><\/li>\n<li><strong>Do our coaching initiatives support our sales process? <\/strong><\/li>\n<\/ul>\n<p>Here\u2019s the potential challenge. A lot of sales leaders tell themselves that the CRM they select will, on its own, somehow address and resolve questions like these. But that\u2019s simply not true.<\/p>\n<p><strong>Think of it this way<\/strong>: A spreadsheet application, on its own, will not automatically address all of your organization\u2019s finance and accounting decisions. Just as a spreadsheet application is a tool that can be used wisely or unwisely, the CRM you choose to use with your team is also a tool that can be used or misused. Someone needs to deploy that CRM intelligently to solve problems and achieve important goals. In the case of the CRM, that \u201csomeone\u201d is the sales leader\u2026 and the #1 goal of that leader, we believe, is to create and sustain both a methodology and a team culture that supports the sales process they\u2019ve identified.<\/p>\n<p>That doesn\u2019t happen automatically. It takes conscious effort over time, and the decision to lay launch and sustain multiple initiatives that make it second nature for the team to consistently<em> implement <\/em>the sales process at a high degree of proficiency \u2013 not just read about it or pay lip service to it. Taken together, these initiatives constitute a sales methodology that\u2019s supported by the CRM (and\/or any other platform used by the team).<\/p>\n<p>When it comes to methodology, of course we&#8217;d love you to choose Sandler. But whatever methodology you pick, we recommend that you make it one that fits your organization like a glove, is focused on the buyer, and gives your team a viable conversational model, as opposed to a one-size-fits-all script that handcuffs them. We recommend you create a methodology that your people will buy into and use, and that you make the methodology consistent across your organization.<\/p>\n<p>Below are some best practices we\u2019ve picked up over the years about using technology to design and support an effective sales methodology.<\/p>\n<ul>\n<li><strong>Work with the sales team on this. <\/strong>When methodologies fail, it\u2019s often because the leaders have gotten together and simply dictated what\u2019s going to happen in terms of methodology and the technology that supports it, without consulting the people on the front lines. You want their feedback about the access, the resources, and the applications they will need to implement your sales process. And you want them to own the methodology just as much as you do. So\u2026 listen.<\/li>\n<li><strong>Review your sales process with team members and ask for their insights on the specific technologies that will best support the team and its process. <\/strong>Don\u2019t just look at the front end: \u201cWe need X number of clients this year.\u201d Look at what comes before then in your sales process: \u201cWe need to have Y number of conversations with prospective clients, and we need to generate Z number of contacts with qualified decision makers\/influencers out of those conversations.\u201d Now that you\u2019ve got the broad outlines laid out, start asking questions. For instance:\u00a0 Could a predictive dialing system help your team members reach Y more easily and quickly \u2013 and earn higher commissions? Could a \u201cconversational intelligence\u201d system, driven by today\u2019s astonishing AI technology, give you and your team the most up-to-date information on the questions, topics and phrases that correlate with successful outcomes on sales calls? Generate (and record) as many ideas as possible\u2026 and lean into the best ones.<\/li>\n<li><strong>Ask yourself: Does the technology that a given team is expected to use regularly offer easy access to all the resources that are appropriate to the role? <\/strong>If your top-tier enterprise salespeople have the exact same resources available to them as the members of the customer support team, there are going to be mismatches and inefficiencies. To avoid problems like that, customize the resources to the specific role. For instance, if your team has developed a 30-second commercial that has been proven to deliver good prospecting discussions with a specific kind of decision maker in a specific vertical, the leader\u2019s job is pretty simple: Make sure it is easy for everyone reaching out to the same decision maker in that same vertical to pull the text of that talk track from within their CRM when they\u2019re prospecting. Do that for all the resources they will need at all the different stages of the sales cycle.<\/li>\n<li><strong>Make the tech that supports your methodology as close to seamless as possible. <\/strong>The fewer times someone needs to leave an application, and then return to pick up where they left off, the better. We\u2019ve worked with some companies where the salespeople are asked to be familiar with <a href=\"https:\/\/www.sandler.com\/tools\/salesaccountability\/\">dozens of different sales coaching apps<\/a>, each with a different look and feel, and each located in a different place. That\u2019s too many apps and too much trouble! Ask yourself: is the methodology built into the flow of work, so the salesperson has it at their fingertips\u2026 or is it living in multiple locations and hard to access? Does the technology have your methodology embedded in it once the salesperson starts to use it? For instance: Vidyard is an amazing tool, and salespeople who use it are likely to be better off than salespeople who don\u2019t. But how easy is it for salespeople to use Vidyard <em>at the right point of the sales process, <\/em>using bullet points that have been proven to deliver a high-impact message to the prospective buyers they\u2019re targeting?<\/li>\n<li><strong>Perhaps most important of all, be sure that your methodology and the tech you use to share it creates and reinforces a common sales language. <\/strong>People who sell for your organization may play different roles; they may have radically different behavioral plans; they may need different resources at different times. Yet <strong>your sales methodology needs to unite all the members of the sales team under the same basic vocabulary, especially when it comes to the designations that identify particular pipeline categories. <\/strong>Until you have a set of common definitions that everyone is using, there\u2019s no way to assess and refine your process or the results it produces. Once there\u2019s a common sales language that all the team members are using, you can coach people and teams to more effectively implement the sales process. You can work together to identify what&#8217;s working that you should repeat \u2013 and what&#8217;s <em>not<\/em> working that you don\u2019t want to repeat.<\/li>\n<\/ul>\n<p>Read more articles in the <a href=\"\/category\/advisor\/\">Sandler Advisor<\/a>, our quarterly e-newsletter designed to help you succeed in sales and leadership.<\/p>\n<p>For help in formalizing your organization\u2019s sales methodology and aligning with technology that supports it, <strong><a href=\"https:\/\/www.sandler.com\/get-started\/\">contact us<\/a><\/strong>.<\/p>\n<p><em>\u00a0<\/em><em>\u00a9 2024 Sandler Systems, LLC.\u00a0 All rights reserved.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the second in a series of four articles that pose the question: What is the intersection between optimal sales leadership \u2026 and the optimal use of today\u2019s technology? In this article, we\u2019ll be looking at the second pillar: methodology.<\/p>\n","protected":false},"author":18,"featured_media":16598,"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":[1220,1141,1319],"class_list":["post-16594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-sales-leadership","tag-sales-strategies","tag-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Four Pillars of Technology for Sales Leaders | Pillar Two: Technology and Your Sales Methodology - Sandler<\/title>\n<meta name=\"description\" content=\"In this article, we\u2019ll be looking at the second pillar of technology for sales leaders: sales methodology.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandler.com\/blog\/four-pillars-technology-sales-methodology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Four Pillars of Technology for Sales Leaders | Pillar Two: Technology and Your Sales Methodology - 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