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One of the questions I often receive regarding SAVO’s clients is: “If you had to identify one thing that made these organizations successful in enabling their salespeople, what would it be?” Although the list of success factors varies somewhat from client to client, virtually all of these companies came to a very simple conclusion at some point in the sales enablement process:
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When I first heard of the term “Sales Playbooks” my first reaction was great, another sports analogy for selling that will be incessantly repeated on sales forecast calls across America. I guess in my experiences selling I had heard too many quotes from Vince Lombardi such as “Practice does not make perfect. Only perfect practice makes perfect.” Thanks for the motivation, but how does that help me close a large opportunity with a Medical Device company facing compliance challenges? Or analogies that I needed to perform more like Tom Brady and “quarterback the deal”. As you’ll see throughout this blog I like analogies, but only when they actually help me better understand a situation. Sales Playbooks aren’t just another motivational quote or sports analogy. When successful they can definitely impact revenue, however when implemented poorly they are just another costly tool from corporate that sellers don’t adopt.
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A few months back I wrote a piece for one of our SAVO Newsletters and I would like to share my insights again here.
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In my previous career in sales I was a user of many leading CRM applications in addition to a homegrown solution I helped my IT organization develop. There’s no doubt that CRM can drive significant value to the organization as a whole when implemented successfully, however when I was in sales you’d never hear me admit it. At the end of a long week on the phone or in meetings, entering data and checking boxes was not high on my priority list, regardless of how much value my VP and Executives received from it. I did it because it was mandated from the top down, and I didn’t want to get “the call” from my manager. Almost every prospect or client I speak with today has asked how they can drive higher adoption of their CRM, without having to make “the calls”.
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