Top 5 Strategies to Drive Sales Productivity
by Nitin Gupta, on May 18, 2017 11:03 AM

Sales productivity can be defined as the total value generated through sales activities divided by the amount of resources utilized. Excluding a select few in the sales team who may be meeting or exceeding their sales target, the ratio of sales output to input of other sales team members is often in fractions. This weighs down the efforts of the top sales reps and the overall performance of the sales team appears bleak. However, this situation can be improved with the right strategies, training, guidance, support and motivation. Here are the top 5 strategies to improve sales productivity.

  1. Embrace technology – Technology can be a great asset for improving sales productivity. Sales technologies can quickly and efficiently churn vast amounts of data and come up with intelligent predictions regarding decision making patterns and behavior of clients and prospects. Utilizing this key information, sales reps can prioritize their time and effort towards deals that have a higher probability of success. Sales technologies can be used to customize communications, allowing sales reps to create compelling messaging that comes with a personal touch, rather than appearing ordinary and stereotyped. Sales technologies can also help new hires to significantly reduce their ramp-up time, allowing them to hit the ground running.
  2. Utilize automation tools – Sales automation tools can help sales reps to increase the time spent on core selling activities. In the conventional setup, a lot of time is spent on non-productive activities such as updating CRM, filing reports and data, scheduling meetings, order processing, etc. These may be necessary, but they are a drain on the time and effort of sales reps. Using automation tools, such tasks can be completed far more quickly and accurately, requiring a lot less effort.
  3. Focus on social selling – A drab business presentation or sales talk may not get the desired results. Sales reps need to be a lot more social in their approach to meet or exceed their sales targets. The primary objective is to gain useful information about the client or prospect, the company, and industry, so that conversations can be a lot more engaging and meaningful. Following a social approach to sales can also help sales reps to know the people who really matter, the ones who are the decision makers. It will save a lot of time and effort that often goes into chasing the wrong set of people.
  4. Deliver the right content – Significant amount of time is spent on searching the right content or collateral, and often sales reps are still not able to locate the right content in time. Sales enablement tools can be very useful for sales reps, as these can not only locate the right content, but also make recommendations based on prospect’s business profile, sales cycle, and other inputs. It can make a huge difference when the prospect gets exactly what they may be looking for in the first attempt.
  5. Measure and Evolve – To ensure that they are on the right track, sales team members need to regularly measure their performance through sales analytics tools. In case things are not going as planned, these tools can help identify the problems and provide recommendations. Based on the sales analytics reports, sales strategies can be tweaked to set a new course for the sales team. This process needs to continue till the desired results are achieved.

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