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Strategies For Leading Remote Sales Teams
(By Choice Or By Necessity)
BOB SPINAVP Sales , Strategic Accounts at Gong
linkedin.com/in/bobspina/
Led a global team of 100+ reps and $500M revenue
Led team of 10+ enterprise field sales reps and $200M revenue
Joined as sales rep #2, promoted to VP of Sales and grew to IPO
REMOTELY And I’ve been leading teams
for my entire career.
#1
OVER-COMMUNICATEOPINIONS REALITY
Leaders act like a caddie for a championship golfer. That means helping the team:
● shake off a bad call● find a pace that works● tee up for success
As leaders, we fear these words:● overbearing● micromanager● backseat driver
#1
OVER-COMMUNICATE
TIPSHow I do it:
Daily check ins Shared doc to communicate priorities with the teamFollow-up on daily call activity
#2
MEASURE HEALTHY BEHAVIORS
... but it isn’t everything.Keeping track of leading indicators allows managers to be proactive and coach to right behaviors:
● activity● talk tracks● deal progression
Quota attainment is important...OPINIONS REALITY
TIPSHow I do it:
Follow rep activityMonitor interaction and stakeholdersMeasure talk track adoptionSpot red flags proactively
#2
MEASURE HEALTHY BEHAVIORS
#3
CELEBRATE WINS (AND FUMBLES) AS A TEAM
What you don’t want in your remote team:1. Wins going unnoticed2. Reps sitting on their hands
Optimize communication for recognition and accountability in your team.
The bull pen brings 2 critical elements for rep success:
1. Recognition2. Accountability
Recreating these remotely is hard.
OPINIONS REALITY
TIPSHow I do it:
Share individual wins Start every meeting with a round of congratsCreate an outlet to share team failsLeave no win – however small – unnoticedExchange best practices within the team to encourage peer learning
#3
CELEBRATE WINS (AND FUMBLES) AS A TEAM
#4
TURN ONE-ON-ONES INTO COACHING OPPORTUNITIES
They want:
1. Idea exchange for building pipeline2. Tactical advice3. Coaching
Reps expect more than deal reviews from their one-on-ones.
OPINIONS REALITY
TIPSHow I do it:
Ask reps to pick a call from last week to review togetherReview calls that you identifyIdentify coaching opportunitiesAsk reps to identify 3 top priorities for the week, with one of them being personal or professional development
#4
TURN ONE-ON-ONES INTO COACHING OPPORTUNITIES
#5
MAKE FORECAST/PIPELINE REVIEWS STRATEGIC
Running pipeline meetings effectively means:
1. Pulling information from different sources before the meeting
2. Thinking strategically about what to do next
In order to do so, everyone on the team should have visibility on what’s happening in deals.
For one-on-ones to be focused more on coaching means that pipeline reviews need to be run strategically...
Otherwise they can and will spill over into your one-on-ones.
OPINIONS REALITY
TIPSHow I do it:
Map out all available info on an account-by-account basisTalk about next best steps for each customerLead the team to assist each other - socialize stalled deals or objections with team, get constructive input from peers
#5
MAKE FORECAST/PIPELINE REVIEWS STRATEGIC
#6
ALWAYS BE LEARNING
Remote sales reps require more consistent training:
1. New objections appearing in calls 2. New tools being used to meet with
customers
Waiting for everyone to be onsite to perform training might seem like a logical course of action.
OPINIONS REALITY
TIPSHow I do it:
Live call reviewsIf people can’t join: share and comment on a particular call recording.Have a themed session: whether it’s listening to a podcast and exchanging notes as part of a weekly happy hour or huddling with the product team to learn about a competitor, the exchange will get the team thinking together and collaborating.
#6
ALWAYS BE LEARNING
WHY I’M OPTIMISTIC
1. We have the tools to make this work..
2. Provide reps flexibility & studies show WFH can be more productive
3. Our customers and prospects are in the same situation. Easier to build rapport plus share on a personal level
1. Working from home doesn’t work for sales teams.
2. Working remotely is demotivating.
3. New responsibilities at home make it hard right now.
OPINIONS REALITY
Start communicating now andLead from within. Empathy is an emotional and thinking muscle that becomes stronger with use
KEY TAKEAWAYS
CATHERINE STEWARTChief Business OfficerAutomattic (WordPress.com)https://catherinetaylorstewart.com/
Built the company’s GTM functions, growing Automattic’s valuation from $1B to $3B
Helped launch the Ad Tech business unit
Management consultant
THANK YOU
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