Why less data can mean more sales!

November 3rd 2016 – Counter-intuitively, less data can mean more sales. This is because against a background of salespeople having on-line access to previously unimagined amounts of data – looking at it may be preferable to proactive sales activity. We recently had a salesman working here who was always busy populating financials on all his prospects and unsurprisingly not selling very much!  So any data feed needs to be focussed on information about the right businesses and the right people within those businesses.

It would seem difficult therefore to manage the flow of data and the correct sales activity without first of all identifying the exact profile of the ideal customer. To maximise sale ROI, the aim must be to spend as much sales time as possible, with the customers that are most likely to buy, whilst providing higher than normal sales values and profitability. Due to the abundance of data, it is all too easy for sales people to spend large amounts of time disseminating multiple data sets on prospects that will never become customers at worst and sub-optimal ones at best.

There are also an average of 5.4 people involved in making B2B purchase decisions, so when deals are lost, it’s not because sales didn’t have enough data, it’s because they failed to identify all of the key players on the prospect side, understand everyone’s role in the decision, and then make the appropriate  pitch to each one of them.

Finally, to improve the accuracy of your system over time, it is critical to have an understanding of why leads are scored the way they are. Everyone on the team should be able to offer insights and observations based on what they experience in the field.