Research by TOPO indicates that the reason 83.4% sellers fail to hit quota (their number) is because of their improper time management skills. Why is this? It’s because sellers mistakenly spend a disproportionate amount of time of equalizing touches on all accounts, or spend too much time with accounts that aren’t ready to buy yet. Whether your sellers are targeting 10, 100, or 1000 accounts at a time, time management is a blessing for quota crushing A-players, and the kiss of death for your B & C players.
I present you a new workflow: LinkedIn PointDrive
The tool itself is cool, but it’s HOW you leverage it, and the use cases that provide the real value. LinkedIn PointDrive is free for any Navigator user, and if you haven’t been getting enough from Navigator to justify the investment, this could be the deciding factor.
Picture a landing page, but a blank canvas. On each landing page, you have the ability to share complex ideas, best practices, pitfalls, challenges, implementation road maps, proposals, contracts, pricing scenarios… the possibilities are endless.
Creative sellers realize that sharing a PowerPoint presentation with customers does nothing to better serve the customer experience. PointDrive is rich media that can be passed from stakeholder to stakeholder in an account.
Now here is where the time management piece kicks in… each person that opens the landing page is tracked. Their LinkedIn information, how long they spend, what pages/videos they viewed, etc. Unlike most companies' marketing automation data, the SELLER has complete visibility into their customers buying intent and engagement.
Use Case #1 – LDR/SDR/BDR – Lead Segmentation On TouchPoint 1
You have a basket of leads (inbound or outbound). You might have preliminary buying intent information from marketing automation, but how do you really focus your time?
Sales departments are using this tool to segment accounts into 3 categories (even after marketing has passed what they think is a “hot lead”). Sellers will deploy a sales play(s) to the leads and monitor their engagement. Based on the lead's engagement, they’ll bucket the leads into hot, warm, cold.
This is a major time saver. You as a seller get a clear picture of how strong this lead is. Customers of ours have 2x'ed their lead conversion by spending way, way, way more effort on “the new hot leads,” and reduced effort on the warm and cold.
The data doesn’t lie… it’s best to spend a lot of time on hot, then balance your efforts on the other leads.
Use Case #2 – AE – Lead/Account Qualification
You have a list of accounts to manage. Similar to use case #1, not all accounts are prepared to buy.
Best-in-class companies are developing a series of sales plays on implementation successes, case studies, pitfalls/challenges to avoid, etc. Sellers will develop these sales plays to each account (and the buying committee within the accounts), to get a sense of buying intent.
Thus, sales teams aren’t just measuring “are they interested,” they’re measuring “what are they interested in?”
You can capture insights on each idea you present them in various formats: video, pdf, PowerPoint, blog form, etc.. Now, you can focus on their interests.
Use Case #3 – AE – Building Consensus In The Buying Committee (And Discovering New Players)
The death of deals are when new players appear at the 11th hour and completely disrupt the flow. Wouldn’t you want to know who the mystery buying committee members might be?
Sellers are using LinkedIn PointDrive to share critical information with their customers to help align the buying committee. Each time a buying committee member forwards this information onto their teammates so they can build internal consensus, you’re notified of who that person is.
500M people have a LinkedIn account, so rest assured you’ll capture the information. If they’re not on LinkedIn, they still need to fill in a quick form to access the materials.
Use Case #4 – AE – Shortening The Velocity of The Deal (Proposal to Close)
A customer of ours used PointDrive to design a variety of FAQ pages, answering the Top 5 implementation questions a customer typically asks before they buy.
As they send a proposal or contract, they send these PointDrives to the customer. Within 90 days, data started appearing in their CRM… they had reduced their AVG time from Proposal-to-Closed Won by 14 days. That’s massive at scale from a cash flow prospective!
Use Case #5 – Customer Success – Reduce Churn And/Or Upsell/Cross-Sell
This tool is exceptionally powerful for continuously educating customers, and introducing new ideas, use cases, best practices, etc.
Just like other examples, you can deploy ideas to your accounts, measure interest levels, topics of interest, and buying committees in new divisions that you may not have been aware of.
You own the account, and this tool is both an educator and time management machine.