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Retail Analytics

Why sales analytics separates sales legends from sales losers

Written by Tony Loxton
Aug 22

If your sales role model is Jordan Belfort from The Wolf of Wall Street, it’s advisable that you read on. While overly-enthusiastic, charm-the-pants-off-you salespeople were the sales icons of yesteryear, they’re not anymore. It’s out with the ego and in with analytics. Today the mark of a sales legend isn’t a charm or a knack for knocking on the right door. It’s the smart use of sales analytics. The ones who’re making bank and successfully converting leads into customers are those who’ve moved with the times; those who rely on data instead of intuition, and tools instead of tall tales.

Gone are the days of talking over someone, waxing lyrical about how they can’t live without your product and how they’ll regret not buying it for the rest of their days. Getting a lead to become a customer is all about understanding who they are, what their challenges are, and the best way you can help them to solve them. It’s not about shoving your product into their face, it’s about offering them a solution that’s strategically tailored to their individual needs.

Sales analytics tools have fundamentally changed the way we approach sales.

Thanks to smart data-gathering software and tools, salespeople are now able to clearly identify the one thing that stood between them and a sale: knowing what makes a lead tick. Data-driven sales tactics are often thought of as impersonal, but in reality it’s the other way around. Salespeople have an infinitely higher chance of converting a lead into a customer because they’re privy to information about who a lead is, their past interactions with the brand (and competitors), their challenges, frustrations and unique buying behaviour. By using data to gain an in-depth understanding of who their leads are, legendary salespeople are able to nurture relationships an approach that’s far more effective than the invasive, shot-in-the-dark tactics of yore.

Sales strategies of old relied on nothing more than a persuasive voice on the other end of the phone. As consumers smarten up and start dictating not just what they want from brands, but how they want to be marketed to, cold calling is right up there with posting Game of Thrones spoilers on Facebook: you just don’t. Besides being a waste of everyone’s time, attempting to hard sell a product is one of the most efficient ways of turning a prospective customer off your brand for life. Sales legends know this, which is why they make use of data-gathering and sales analytics tools before they even so much as think about making contact with a lead. When they do finally pick up the phone, they’re doing so because all the data points to the fact that this person is ready to buy.

Superstar salespeople are cognisant of the fact that there’s no such thing as a one-size-fits all approach.

Every single lead is different, which means that the way you approach them has to differ too. For example, some leads are in the very early stages of the sales funnel: they’re aware that they have a problem that needs solving, but aren’t yet decided as to which solution is best for them. Others are in the evaluating stage, weighing up their options before they settle on one. Thanks to sales analytics tools, salespeople are now able to identify where their leads are in the buyer’s journey, and then tailor their communication to the specific needs of an individual.

Sales experts realise the value of their marketing department, and work together with them in order to bolster their success.

Today, smart salespeople work hand-in-hand with their marketing teams in order to provide each other with data that can better inform their strategies. It’s no longer a case of every man for himself; today, collaboration is key. Yes, super-star sales people are confident in their abilities and driven by a challenge, but they’re also smart enough to know that the collective is more powerful than the sum of its parts. By keeping a close eye on marketing efforts, and correlating sales analytics with marketing data, they’re able to adjust their sales strategy accordingly, and ultimately, increase their bottom line. We provide smart marketers with retail people counters that give them invaluable, in-depth insight. Find out more about why leading salespeople are using Blix traffic to boost their sales here.

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