The difference between making the number and missing it often comes down to one thing. The ability to sell enough new logo business. The challenge for most companies is that the rules of selling have changed. Yet many sales orgs are making the same mistakes they were 10 years ago. You don’t have to do the same. Here are some common mistakes to avoid.
Avoid These New Logo Mistakes:
- Putting a farmer into a hunter job.
Very few reps are good hunters and farmers. Don’t fool yourself into thinking this is an easy fix.
- Asking a farmer to hunt and farm.
Farmers will naturally migrate back to spending most of their time farming. They will neglect hunting and new logo results will suffer.
- Relying on outdated prospecting methods.
What you did 20 years ago doesn’t work anymore. Heck, what you did 3 years ago might now work anymore. Anytime someone starts a sentence with “Back when I was selling….” you are in trouble.
- Changing the comp plan.
Comp plans can change behavior, but not skill sets. They should be an enabler once systems and talent are in place.
- Not investing enough in marketing.
If you don’t have quality leads, hunter skills will be wasted.
- Hiring from the competition.
Hiring retreads is a mistake. If they were truly successful at the competition they would have been making too much to leave.
To sell more new business you need a strategy. There are many process related changes you can make. But having a talent strategy is at least 50% of the equation when it comes to hunting. We are going to discuss what makes top hunters a different breed than the rest.
Over the years, I have been on sales calls with 100s of hunter sales reps. Some were great, some were decent, and some were downright awful. Here are some of the sales approaches that separate the best from the rest.
What Great Hunters Do
- Qualify Quickly.
They know how to spot a real opportunity. Disqualifying a deal early on is a win for them and not a loss. They understand that their time is extremely valuable.
- Teach buyers how to buy.
They know their prospects well. They push them to think differently when evaluating solutions. They reframe the problem, present new insight, and thought leadership. They enjoy helping others see things differently vs. just responding to an initial need.
- Proactively Surface Risk.
Hunters proactively surface risk throughout sales campaigns. By doing so, they put up barriers for the competition. They also gain the trust of the buyer by helping them think through risk.
- Forced Collaboration.
Hunters leave meetings by giving the prospect action items. They don’t do all the work. They begin to transfer ownership and get buy-in. By doing this, they move from sales person to teammate.
- Find Deals.
They find ways to generate quality activity. They don’t rely solely on marketing leads. They generate referrals, use social prospecting, and find ways to get in the door.
What You Should Do Identify where the best hunters are located. Then develop a recruiting value proposition to sell them on the job. Once in the hiring process, ensure they have the competencies listed above. Put them through a job simulation to observe them in action. When you find a good hunter, you have to sell them on the job. They will be in high demand.