Jill Konrath: How Big Data Can Improve Sales Productivity

Jill Konrath: How Big Data Can Improve Sales Productivity:from Business 2 Community by Amanda Maksymiw

Many sales reps are drowning in information overload.

For over ten years as a sales manager, sales effectiveness consultant, and author, Jill Konrath has experienced the top issues getting in the way of salespeople’s path to success.
Jill, author of SNAP Selling and Selling to Big Companies, recently caught up with Lattice to discuss why selling is getter harder and how technology can play a role in leading to sales growth.

What are the top challenges sales teams face today?

I think there are two primary issues that sales teams are really struggling with right now:
1. Gaining access to decision makers. Our prospects have way too much to do and, because of this, they don’t want to waste one iota of time with a “salesperson.” Unless you’re able to engage a prospect in a conversation, you’ll never be able to sell them.
2. Getting prospects to switch from the status quo. Crazy-busy people will stay with their current way of doing things for as long as possible.

Why is selling getting harder?

It’s getting tougher because our prospects have changed their expectations of salespeople. They want them to be invaluable resources who continually bring them ideas, insights and information that can help them achieve their objectives.
Unfortunately, most salespeople aren’t prepared to deliver what their prospects want. They don’t invest in becoming an invaluable resource. Nor do their companies help them with this either. Instead, they just keep pushing harder to sell their stuff.

How and where are sales reps getting information on their prospects?

Don’t get me started on this one. In 90%+ of the sales organizations I work with today, salespeople are totally on their own to uncover data that can impact the sales process. Most are operating blindly – and doing poorly because of it.
To be successful, sellers need to know what’s happening at their targeted accounts. They need to know about industry trends. They need to be aware of the key issues and challenges their customers and prospects are facing.
Smart companies invest in technologies that keep their salespeople current on their industry, customers and other factors that impact sales success.

How serious are the problems of collecting and analyzing data for sales organizations?

Huge, huge, huge. So many sales organizations today are focused on the wrong thing. They want their salespeople to make more calls. But they’re not thinking about the quality of the call.
Smart sellers are, on their own, gathering up-to-date insights on their prospects, customers and targeted industries. They’re leveraging this information to craft compelling messages that lead to conversations. They’re using this info to pique curiosity and create dissatisfaction with the status quo.
However, without supporting technology, this can be a huge time suck.

What is the role of technology in sales?

Technology is an enabler. It can supply updates about what’s happening and where. It can inform salespeople about emerging opportunities. It can provide the data that sellers need to target certain industries, companies or decision makers.
However, it can’t ensure that a salesperson uses it effectively. Technology needs to be combined with training to ensure that it delivers the desired results.

What do you think the benefits are for bringing Big Data to sales? How can Big Data make sales teams more productive?

Let me count the ways! Big Data can tell salespeople where the best place is to invest their time. Big Data can shorten sales cycles. Big Data can create opportunities out of thin air. Big Data can enhance sales productivity. A recent study from CSO Insights showed that over 90% of executives and sales leaders surveyed expect to see significant results from Big Data on their bottom line.
To me, that’s a whole lot more appealing – and fun – than being involved in a price-sensitive decision where there’s no opportunity to differentiate from your competitors.

About Jill:

Jill Konrath is an internationally recognized sales strategist and bestselling author. Her newest book, SNAP Selling, soared to the #1 sales book on Amazon within hours of its release.
Her previous book, Selling to Big Companies, has been an Amazon Top 20 Sales Book since 2006. Fortune magazine selected it as one of 8 “must reads” for salespeople along with classics such as How to Win Friends and Influence People.
Jill began her sales career at Xerox, then moved into technology sales and finally she sold services. As a consultant, she’s worked with companies like IBM, GE & Staples. Plus she’s been featured on ABC News, Fox 2, Entrepreneur, New York Times, Selling Power, The Business Journal and many more publications.
Jill is on the front edge of what it takes to be successful today — with fresh strategies for selling to crazy-busy buyers.