Enable Your Sales Reps with Proof Points
One of the most basic tools in a sales rep’s tool kit is proof points. Prospects want to know HOW the solution has successfully been implemented. But, according to a Forrester study, 78% of Executive Buyers claim that sales people do not have relevant examples or case studies.
A simple, 3-step process
BizTech Enablement Group follows a simple, 3-step process, developed from working with hundreds of resellers around the world, to create value propositions that are supported by strong case studies as proof points.
The first step
Clearly articulate what the solution does and what it means to the prospect, i.e., what is the positive outcome they can expect. The key is to keep it very simple, avoid jargon, limit technical terms when possible and list no more than three key offerings you provide. As an example, “Reduce IT costs and focus on business critical applications when you leverage our expert technology team to manage your networking, data storage and cyber security services.”
Demonstrate your success by providing names of clients you are or have worked with, that the client can relate to. For example, if you’re speaking to an executive at an insurance company be sure to mention other companies in that industry where your company has already completed projects.
Get specific with a meaningful example; what were the client challenges, how did you solve them (services/products) and what did the customer gain?
Enable reps to successfully use proof points
It can be challenging for sales reps to talk about customer successes that they were not involved in. While it’s easy to remember the deals they sold and can describe the details, most reps are not as comfortable reviewing deals they were not involved in. To combat this,
- Schedule routine sales wins calls to review the top deals
- Develop internal sales success stories that focus on how the deal was won
- And write up customer success stories (case studies) by also interviewing the technical team and the customer, whenever possible.
Tying it all together
The goal is to align the capabilities of the reseller with the current vendor messaging and make it stick with the reps through real-world examples that tie to the reseller’s go to market strategy. It’s an on-going effort, not a one-time refresh.
Quality sales management and quality channel reps work regularly to provide this level of support to the sales teams – and the results show.
BTEG recommends our clients host customers to round table events with the sales and product teams. This is an opportunity for the internal team to get first-hand knowledge of the opportunity and how it was designed so that they can replicate with other customers. More importantly, it gives their customers an opportunity to learn from the successes of their peers across other industries.