Sales insight is usually associated with numerical data, but qualitative data can be just as valuable, and one of the best sources for this type of information is your salespeople. They’re the frontline to your prospects and can provide you with detailed knowledge to help you improve your products and services. Here are four reasons why.
They spend hours forging relationships
Eight hours on the phone has to count for something, right? And with time, comes knowledge. They become masters in building customer relationships and, with so many conversations, also develop a better understanding of the industry or industries your company serves. For instance, our sales callers converse with real estate agents daily, which provides them with a better-than-general understanding of that industry. Consequently, our sales teams often help with suggestions for augmenting our products and customer service to better satisfy agents’ needs.
They talk to each other
Your salespeople don’t just talk to customers—they routinely converse with each other. Sure, some may chat about last night’s game, some about weekend plans, and still others about their kids, but they have one thing in common—dealing with prospects. Naturally, they’re prone to vent to each other about their qualms and the various types of scenarios and situations that they’ve encountered. Again, what they’ve experienced can be extremely beneficial when to learning all you can about your prospects’ buying behaviors.
They hear countless objections
Ah, the best part about a career in sales—objections! From having no budget to needing to check with their significant other, your salespeople are on the receiving end of a plethora of objections. While objections can be frustrating, they’re key to gathering valuable information about your prospects and products. For instance, if your salespeople are all coming up against prospects not being able to see the value in your product, then it’s probably time to reevaluate your pitch.
They know your product better than anyone
Your salespeople know (or should know) your products like the back of their hand, and for good reason. If they want to sell it, they have to understand it, including all its features and benefits and the problem or problems it solves. This can be helpful when you’re thinking about unveiling a new product or making tweaks to your current offerings, so be sure to ask your team for their input when making a big decision. Their knowledge will ensure better decisions.
Take action
Your salespeople can be your secret weapon when learning more about your prospects and clients. Start today, perhaps informally, and talk to your top performers. Once you get a sense of what they know, establish a more formal way to regularly get their feedback and insight. Then start making changes where it makes sense. Importantly, loop back with your team to let them know that you’ve taken what they’ve shared and how you’ve specifically used it so that they’ll know you aren’t just paying them lip service, but taking what they have to say seriously.
