2 Necessary Components of a Successful Sales Communication Strategy

By Matt Ellis

Sales communication strategy

Sales communication is a wide open frontier. There is no surefire solution that solves all of the needs of every organization. While there are generally excepted tenets of any sales communication strategy—and it is accepted that a strategy is necessary for complying with sales enablement best practices—many organizations find themselves implementing a hodgepodge of ideas.

By its nature, sales communication often takes a back seat to other competing concerns. It’s only natural to focus on refining external marketing and sales communications to buyers; ensuring consistent messaging to potential customers is a clear priority. Conversely, the importance of maintaining an open and effective line of communication with Sales is not necessarily something that will be immediately apparent. But a sales communication strategy is like a foundation to a house: only with a well-prepared and informed sales team can the rest of sales and marketing functions be successful.

As previously mentioned though, sales communication takes many different forms, and it can be difficult for large enterprises to determine how their strategy should be designed. As with most cases, every situation will be unique and different organizations will find success with different strategies.

However, SiriusDecisions has pinpointed a few necessary components of a successful sales communication strategy. Their recommendation is that organizations should leverage technological solutions to execute on their strategy. Simply producing one-off announcements through mediums like email simply won’t cut it nowadays. A sophisticated technology solution is the best way to effectively communicate with large sales teams.

The SiriusDecisions report touches on the functions that every organization should be employing when seeking out a solution. Below we’ve highlighted two components in particular that are necessary for any sales communication strategy.

Prioritization and Segmentation

“Time is money” is a saying for a reason. And there’s no profession it applies to more than selling. There are only so many hours in the day and the more time that Sales can focus on closing deals, the better. As such, it’s unlikely that sales reps will be receptive to things that cut into their precious time. Sales communication efforts unfortunately are often categorized as a time leech and quickly brushed to the side.

But, these communications can make the difference between success and failure. Eighty-two percent of decision makers think sales reps are unprepared according to SiriusDecisions. The best way to be prepared is to have a dedicated approach to staying up-to-date on organizational developments and industry-wide changes. This knowledge empowers sellers to properly speak to the needs of buyers and usher them along their journeys.

To help facilitate a higher engagement with sales communications, a technology solution should offer the ability to prioritize and segment these messages, according to SiriusDecision’s report. “Sales enablement must react in a timely manner and assess whether and to whom the information is relevant, as well as the level of urgency.” Sales reps shouldn’t have to wade through a mountain of communications to find information that is relevant to their interests. In fact, if that were the case, engagement among reps would be incredibly Go to the full article.

Source:: Business 2 Community

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