We recently hosted an on-demand webinar that that explored how some of the world’s top companies are enabling their sales reps to succeed. One of our panelists was Dallas Hogensen, Head of Commercial Sales over at Lyft. While everyone knows that Lyft is an incredible on-demand ride-sharing company, many don’t yet realize that Lyft has a crack B2B sales team working hard to revolutionize enterprise on-demand ground transportation.
If you have the time, I highly recommend checking out the webinar to hear Dallas explain how Lyft enables sales in his own words. But one thing he mentioned that stuck with me was a 5-part sales plan that Lyft is currently using to help empower reps to sell their global transportation services. Here is Lyft’s 5-part plan as well as some thoughts that I have around each step.
As a sales rep, it’s always nice when leads are handed to you on a silver platter. But at many top companies, the best sales reps take accountability for devising their own account strategy.
I’ve been seeing more and more B2B sales reps taking an account-based approach to selling. That is to say that they are starting at the account level and identifying a list of viable accounts that they want to prospect into. After identifying potentially viable accounts, reps should develop a plan for how they want to start communicating with each account. This often includes identifying possible key decision makers, obtaining their contact info, learning a bit about their industry and devising a plan for how your product might be able to specifically help each company succeed.
If reps are in charge of building lists, it’s important to provide them with guidelines for the types of accounts and prospects they should be going after. One way to help is to use target buyer personas. This can help reps not only identify the correct personas, but know how best to sell to each persona.
Check out our free persona template for help making your own personas.
Step 2: Reps Put a Pre-Call Plan In Place
After identifying who to reach out to at a given account, it’s important to formulate a plan before dialing. Be aware of which questions you plan on asking the prospect, as well as what information you hope to obtain in order to qualify each prospect in or out. Most of all, be aware of what value you can offer the prospect, since offering prospects real value is typically the only way to propel deals forward.
Step 3: Rep Initiates a Conversation
During the conversation it’s game time. Your reps need to do their best to help prospects envision the better life that awaits them after investing in your offering. During calls, the best reps know how to ask questions that get prospects talking. In fact, some of the best salespeople I’ve encountered do a lot more listening than talking during sales calls.
Step 4: Self-Review
Right after calls, reps should listen back to call recordings for a self-review. As Dallas Hogensen said during the webinar, “If you look at the world’s top athletes, they spend countless hours reviewing every detail of every move they make on the field.” That’s why at Lyft, he encourages his reps to delve into their own conversations, searching for ways to improve.
Step 5: Management/Peer Review
After reps can glean what they can from a self-review, calls are brought up to the management layer. Through coaching and peer review, reps can get the constant stream of feedback they need to move specific deals forward (and improve as salespeople overall). I’ve found that hands-on coaching and peer review are both cornerstones of healthy sales organizations. That’s why call recordings are so integral in B2B sales organizations.
For a slew of additional actionable sales tips from Dallas Hogensen and other top sales and marketing leaders, be sure to catch our webinar Sales is Everyone’s Business on demand.