2019 Sales Planning & Budgeting: Executive-Level Selling Skills & Effectively Cross-Selling/Upselling
Sales Performance International surveyed nearly 800 sales managers and reps to better understand what they need in order to succeed in the coming year. One of the top needs for growing accounts is better content to improve executive-level selling skills and better content to support cross-selling and upselling.
The Executive Buyer
When your salespeople gain a meeting with an executive-level buyer, it’s a precious opportunity. Yet according to Forrester Research, executive buyers tell us that only 20% of the salespeople they meet with are successful in achieving their expectations and creating value. Only one in four of these salespeople get agreement from executive buyers to meet again.
Your reps must be prepared to create value for buyers during these valuable opportunities. This means doing more than rehashing product specs and prices that may resonate with procurement-level buyers, but that fail to hit the mark with executives.
Successful executive-level selling requires you to understanding your buyer and the competencies necessary for a successful conversation. Then, assessing your team to identify gaps, creating individual development plans, and offering continuous learning and coaching to improve. It’s not enough to watch a video and pass a quiz — reps must demonstrate competence in live action.
Connect the Cross-Selling Dots
Successful cross-selling and upselling begins by delivering on promises set during the initial sale, but continues through additional products, services or solutions that solve problems and unlock value for the customer. Ideally, there are synergies across your solution set to make your relationship with clients even more compelling.
The best cross-selling organizations connect the dots across their product set to help their sales and customer success teams understand how solutions fit together and create value. They bring this roadmap to life through content such as case studies and customer interviews that sales and success teams can leverage to create and close cross-selling opportunities.
Reviewing how you quantify and express the value of your solutions will enable you to see the problems you’ve solved for your customers and how you’ve made a difference in their businesses. This exercise provides direction to your marketing teams for creating useful success stories and content that will better support cross-selling and upselling.