You've got a killer product. Your value proposition is rock solid. Your marketing is on point. Yet, growth has plateaued. Sound familiar? You're not alone. Many B2B companies find themselves in this frustrating position. The culprit? Often, it's not the product, the marketing, or even the market. It's sales.
Let's be clear: sales is not marketing. It's harder! While marketing generates leads and builds brand awareness, sales is where the rubber meets the road. It's the boots-on-the-ground, hustling, scrapping, challenging, probing, not sleeping, in-your-face kind of work to close deals and drive revenue. Sales is a profession, requiring very skilled people, and it's notoriously hard to find the great "big game hunters" who know how to close.
You might have a team full of charismatic individuals, but if they're not delivering, your business is suffering. How do you diagnose your sales problem? Start by asking these five crucial questions:
1. Who have you talked to this week?
This simple question reveals a lot. Are your salespeople targeting the right level of buyer? Are they focusing on the right type of company? Or, are they even making contact at all? A lack of activity or misdirected efforts can be a major red flag.
2. Show me your "top of funnel."
The "top of funnel" represents the full list of prospects your sales team is working with. Understanding this provides insights into ownership, volume, and whether your team even grasps the concept of a sales funnel. A disorganized or empty funnel is a clear sign of trouble.
3. What's your elevator pitch for our product (or service)?
Every salesperson worth their salt should be able to deliver a clear, concise, and compelling pitch in under 30 seconds. This reveals how well your company's value proposition is being communicated. If the pitch is weak or rambling, it's time for some serious training.
4. Why did we lose?
Understanding why deals fall through is critical. If "price" is the answer, recognize that it's their default. Dig deeper. A good salesperson will have a nuanced understanding of the reasons behind losses, and be actively learning from them. Consider supplementing their insights by speaking directly with a customer or two. It may be price. It may not!
5. (The most important question) What deals have you closed?
All the activity, words, and great meetings in the world mean nothing without closed deals. If a salesperson hasn't closed a deal in 12 months, it's time for a deep dive. Results matter.
Stop guessing and start diagnosing.
If your growth has stalled, don't assume the problem lies elsewhere. Take a hard look at your sales team. Are they great sales people in the wrong industry? Do they have a proven track record of closing deals somewhere? Could they simply be going through the motions, or are they truly passionate about selling your product?
The truth is, many companies have stagnant growth because of sales execution issues.
At V-17 Advisory, we specialize in helping B2B companies unlock their growth potential by optimizing their sales strategies and execution. We can help you identify the root causes of your sales challenges and develop a customized plan to drive sustainable growth.
Don't let a sales problem hold your business back. Contact V-17 Advisory today and let's get your growth back on track.
