Posted by Bethany Handy ● September 2, 2015

Ways to Empower Salespeople to Use Marketing Data

Sales teams don’t have time for much else other than their jobs.

They need to do what they do best - sell!

So it’s no surprise when you bring up something like marketing data, a salesperson’s eyes might start to glaze over. Although ironic, you need to sell new solutions to salespeople to get their buy-in. How would you get them to jump on the data train easily?


3 Ways to Sell Marketing Data to Salespeople

Having data on previous customers can provide sales information on what the customer purchased, when they purchased it, and why. This information can shed some light on what the customer might purchase next. You can reach out to customers with new products and services, upgrades, or updates relevant to their purchasing history. 

  • Data unveils sales opportunities.

When an organization is struggling to find leads, data is able to part the clouds and present opportunities. With data, you can see where the customer is in the buying process. You can see how long customers stay on a website, what pages they visit, if they download white papers or e-books, click on ads, and take the demos. Sales can take this information, capture emails, and send out relevant information that could help prompt a buying decision.

  • Data helps build connections.

This is the era of relationship-based sales. Customers are looking for guidance and value-added information from organizations. You need to be accessible via social media and connect with customers. You’ll be surprised how many people will reach out to contact you with questions or feedback. These connections help build trust. Customers that trust you buy from you.

Sealing the Data Deal

Here’s how to ensure salespeople use (and continue using) data:

  • Include data as part of the sales strategy.

The sales strategy needs to be redefined to include a data strategy that focuses on managing, integrating, and analyzing data. Establish data goals and look at Google analytics for activity on your website. Use social media tools that track activity on each of your channels.

  • Install a reliable and intuitive CRM.

Sales people experience a 15% increase in productivity when using CRM applications. Find a CRM system that not only gives a “wow” factor of data possibilities, but that is suitable for sales consumption. If a system has a slow connection or is cumbersome to use, sales people will not use it.

  • Continue the conversation.

Often businesses will invest in a CRM, provide training, and within six months find that many salespeople are no longer using the application. Task someone on the team to continuously look at areas of opportunity, specifically using CRM and data analysis. Periodically touch base with the sales team to announce the latest insights, train on new methods to pull data, or simply ask for feedback.

Presenting Value Brings Buy-In

If you position data as helping salespeople do their job, you’ll be surprised how many ears will perk up. Consider what’s important to them and why. Present a value proposition on data and analytics and, when you’ve gotten their buy-in, ensure they continue using the systems and procedures you put in place.

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