Is your sales team feeling frustrated with lead generation? They don’t know where things are going wrong and you don’t know how to help. You can’t solve a problem that you don’t understand.
Many sales teams monitor metrics for part of the sales process and work off those incomplete numbers. When you cannot see the big picture, you miss critical insights.
Without a unified communication process, you have disjointed interactions with prospects who get a poor impression of your brand. It’s difficult to engage buyers if they receive inconsistent or erratic messaging.
Imagine how it looks if a prospect sees one message on LinkedIn but receives an entirely different one via email. These inconsistencies stem from ineffective, incomplete analytics and poor communication. You need a cohesive view of all communication methods and the ability to collaborate on content to ensure consistent messaging.
Forward’s digital sales room solves all of your problems on how to improve your sales team. The collaborative workspace provides a centralised platform for monitoring everything. Sales teams can streamline their communication process, improve engagement with prospects, and ultimately, close more deals.
Though it can feel like you are the only sales team struggling to adapt to the modern B2B sales environment, you’re not alone. There’s a list of common hurdles because many sales teams report difficulties in the same areas.
While technology has opened new doors for many B2B companies, it has also created an ultra-competitive market. You need to find ways to differentiate your product from others in your industry on top of a range of other struggles to improve sales performance. Key factors include:
It feels overwhelming and impossible if you take this list as a set of unique challenges to overcome one by one. However, if you dig a little deeper, it’s easy to see that they all revolve around two key issues. Communication and buyer engagement are the root of most B2B sales struggles. Addressing these two core problems will help your sales team overcome the above concerns and succeed.
Determining how to improve your sales team may seem complex, but breaking things down into actionable steps is a game-changer. It might take some restructuring, but a well-defined and unified sales process supports your goals by:
A digital sales room supports teams in building a structured, streamlined sales process. Combining everything in one centralised hub creates a more efficient, successful system.
For example, Forward’s multi-media embed features ensure you keep all sales materials in one place. All necessary teams can view the same materials and work together to refine them. Open collaboration between teams ensures better content and consistent messaging for every buyer.
Teams can also track progress and make updates to enhance buyer engagement. This unified, controlled approach makes teams more flexible and allows them to update information in real-time. It’s easier to address buyer concerns, hit key performance indicators, and close deals faster.
Establishing a unified sales process is only one part of knowing how to improve the performance of your sales team. Another key step involves embracing technology to reduce the amount of time your team spends on administrative tasks.
Face it: rewriting the same emails and adding the same links to sales materials is time-consuming and not the best way to improve your sales team's performance. Automating routine, mundane tasks can save your own sales rep and team valuable time for high-level activities for sales growth, like prospecting, follow-ups, qualifying leads, and closing deals.
Digital sales rooms help with this critical step in streamlining your sales processes. For example, it’s easy to create customisable templates with critical information, like links and contact information. When your team can reuse these templates for every buyer, it saves time and reinforces a consistent experience.
When your sales leaders have the tools they need to collaborate in real time, it makes them faster and more efficient. They can use their time more wisely, work to their strengths, and focus on closing deals.
Whenever you address your processes, it’s impossible to avoid one critical question: how to generate leads in B2B sales. Developing a solid lead generation strategy remains one of the biggest hurdles for sales and marketing teams because it can go wrong in so many ways.
From targeting the wrong audience to using ineffective strategies, sales teams can make dozens of errors that cost sales. Refining your approach can save time, boost efficiency, and deliver more targeted campaigns that resonate with buyers.
You don’t have to enact all of these strategies at once to find your sales success either. Instead, a gradual shift that addresses one or two at a time can help your sales team gain traction. Eventually, you’ll wonder how you ever worked without these tactics.
Perhaps the most critical consideration for lead generation is building a multi-layered strategy. Focusing too much on one facet of lead generation makes your strategy too shallow and misses out on potential sales.
Inbound lead generation covers anything that gets prospects to contact you. The most common methods of attracting leads revolve around your content. Some of the best options for B2B sales teams include:
Conversely, outbound lead generation involves your sales team actively contacting prospects. These approaches echo traditional methods for attracting leads and remain viable options for B2B teams.
Building a cohesive sales strategy strikes a balance between inbound and outbound lead generation. For example, you could offer an ebook through a personalised landing page. Once you capture the lead’s email, your sales team can add them to a mailing list.
If you don’t already have sales development representatives (SDR), it’s time to reconsider your hiring practices. Sales Development Representatives are versatile team players who qualify leads and nurture relationships during the early stages of your sales funnel.
SDRs streamline your sales process by doing the heavy lifting at the front end of the pipeline.
For example, an SDR works the outbound lead generation channels to find high-quality and sales-qualified leads and draw them into your sales funnel. They lay the groundwork for what’s to come and hook the lead into your process. Then, the SDR hands off the leads to other sales team members to close the deal.
This approach results in more qualified leads that are increasingly likely to convert. It also gives sales reps more time to focus on closing deals. Plus, your buyers have a better overall experience.
SDRs require sales development tools to be successful, like prospecting tools, buyer insight analytics, and CRM to track details for each lead. A digital sales room provides everything your SDRs need in one centralised hub while making it easier to complete timely, seamless handoffs to the sales reps.
You have SDRs who know how to generate B2B sales leads and sales reps who can close deals, but it means nothing without a lead routing strategy. How long do your SDRs nurture leads? How do they hand off to sales reps? Which sales reps get which leads? What information do your sales reps need to close the deal?
Part of your sales strategy involves providing your sales managers and teams with the necessary tools and information to succeed. Creating a functional environment that ensures everyone is on the same page is the key to a seamless process.
Digital sales rooms establish a centralised space for each lead, creating room for cross-team collaboration and seamless handoffs.
A digital sales room supports sales teams at each stage and allows for controlled presentations. And your buyers will appreciate the structured, streamlined experience.
Maybe you’re thinking, “That all sounds great, but I need to know how to increase sales leads from my B2B website.” It’s easy to see your website as a waste of time, energy, and money, but that would be a mistake. B2B websites represent a powerful inside sales tool when appropriately handled.
Utilising inbound sales strategies, like pay-per-click campaigns, to drive traffic to your website can effectively generate quality leads.
Maybe you offer access to an eBook or webinar that provides valuable tips and tricks for the industry. When the prospect clicks on the link, they go to a unique landing page and supply their contact information. This process captures contact information, and you can set the campaign to deliver the promised content via email automatically.
Prospects receive valuable, branded content. You gain information for a new lead and can track their engagement with your content and subsequent emails. Based on the prospect’s engagement with your content, your SDRs can determine how to nurture the lead for maximum impact.
Of course, this whole buying process only works if you deliver the personalised experience and valuable content buyers want. You can’t use the same tired landing page for everything. You need unique landing pages for different campaigns, sectors, and personas. Remember, you have to appeal to multiple decision-makers to close a deal; they all have different pain points.
Digital sales rooms make it easy for teams to deliver unique landing pages and personalised experiences for every prospect. When you can customise every deal and use templates to build new campaigns, it’s easier to maintain consistency throughout the sales funnel.
As mentioned before, prospects love to hear from other customers about their experiences with your product. Client testimonials, case studies, and customer success backstories can be some of the most powerful tools in your arsenal.
Did you know? 97% of B2B buyers find reviews from other consumers to be the most credible content. Delivering user-generated content should be a critical part of your sales strategy.
Showcasing feedback from paying customers is an excellent way to establish credibility for your brand. It’s easier to showcase how your product solves a buyer’s problems. Feedback from real, satisfied users can reinforce your brand’s values, mission, and message.
Customer testimonials should be a priority, but it’s not the only option for B2B sales teams. Reviews from reputable third-party sites, like G2 or Capterra, can be extremely helpful for building respect and authority in the marketplace. These platforms carry weight because they are independent and typically feature critical feedback with customer reviews.
One of the best parts about using client testimonials is their versatility for sales teams. You can use them to attract new leads or convince sceptical decision-makers. Use videos or quotes with pictures, share case studies, or post reviews.
B2B sales teams can control the visibility to maximise the impact. Consider some of these techniques for your customer testimonials:
Client testimonials represent another way that digital sales rooms support sales teams. Your teams can create a bank of testimonials in various forms, including videos. It’s easy to pull from the library to embed and share in any content they need.
For example, an SDR may have a lead that’s excited about your product except for one of the decision-makers. The SDR can go to your archive and select the piece that’s most likely to resonate with the holdout. They can work that bit into a presentation or email to help convince that single decision-maker to move forward with the deal.
There’s no question that the B2B sales landscape has changed drastically over the past few decades. While the transition created new opportunities, it also brought new challenges for sales teams.
You need to be more flexible and adaptable than ever, but your buyer also desires structure and a personalised experience. Sales teams need to work more efficiently to meet all of these demands.
You need the right tools and software to understand how to improve your sales team successfully. Using even a few different tools can create extra work and frustrations for your team unless you bring everything together into a centralised hub. That’s what digital sales rooms offer.
Forward’s digital sales rooms provide the structure and support your sales team needs to master B2B sales and deliver the outstanding buyer experience your prospects crave.
Access a range of tools to personalise each buyer’s sales journey and streamline the sales funnel to shorten the cycle.
Your sales team will appreciate the centralised location for all sales materials and the valuable insights into buyer engagement. With more information about each buyer, they can send the right content at the ideal time to maximise the chances of conversion.
Discover how Forward’s digital sales room can empower your sales team and improve their sales performance metrics. Try it free today!