Shifting gears… driving all efforts to maximise every client interaction…

clientconversation

Be it optimising processes or driving revenue growth, the key is focus on the client conversation!

It all started – many years back – with sales force automation which laid the foundation for companies to drive their sales processes. The challenge was daunting – managing opportunities, accounts, contacts and pipelines for sales forecasting, and the goal of sales force automation was to improve operational efficiencies. Over time, many peripheral sales processes such as lead management, quote management, territory management, strategic account management and partner relationship management were also integrated to build a single platform for managing the entire client journey. Recent innovation is looking to add predictive analytics for opportunities, business process modeling, sales-methodology overlay and vertical specific products to further optimize workflows.

But removing operating inefficiencies can rarely – on its own – deliver revenue growth; and this realisation shifted focus to sales efficiency (mostly under the head of performance or productivity) and brought in initiatives to develop sales capability. It led to the emergence of new tools and processes – all within the SFA environment – starting with sales content management (creation, curation, and analytics for usage and influence), feeding it into onboarding, coaching, role-play, training and slowly extending to applying this knowledge to specific sales situations with curated account intelligence, just-in-time training, recommended sales content and many similar functions. Increased experimentation with such tools can be seen under broad initiatives of sales enablement or sales excellence (or even the not so fancy old-but-still-relevant sales training).

It’s quite fascinating to watch these innovations. It sounds so cool, so intelligent – a system that can dynamically deliver contextual content to me, that too just when I need it. However there is one big catch. The efficacy of these targeted push solutions is highly dependent on the quality of data that exists in the system – the data needs to be accurate and timely to build the contexts and identify the co-relations, else it will end up delivering static set of pre-defined resources or running predictive analytics on an incomplete or even worse irrelevant data set. And this is where most of the current systems start to fail to deliver on the promise.

In this scenario, I am reminded of a lesson I learnt (as always the hard way) in the early days of my career – a lesson I have never been able to forget – that you can be highly efficient but continue to do the wrong thing (!) and that the measure can never be actions but has to be only-and-only outcomes.

The focus really needs to shift from efficiency to effectiveness… You can argue that many of the sales enablement solutions are designed to improve effectiveness as well… and it may even be true for simple out-of-the-box solutions where you need to deliver consistent messaging about what you do and what you offer and deal with a set of known objections. However, my experience has been that in today’s complex business scenarios, selling is not about talking of what you can offer but instead understanding the client’s pain points and challenges and often extrapolating the implicit needs from those conversations. Solutions are not static and a solution that fits one set of conditions may not be effective in another.

The key to effectiveness is to understand the situation and ask the right set of questions at the right time. It’s a challenge not just to know what to ask but to figure out what is more important and relevant in the current context.

With growing sales cycles and increased cost-of-sales, the need is to maximise every client interaction. But there is little support from the environment, which continues to be weak on managing and driving client conversations as also extracting actionable intelligence from sales interactions.

It is not hard to understand the real problem – all these systems are designed for management and there is very little for the person in the field to gain – a person whose life revolves around clients – he meets new clients and stays in touch with old clients, building relationships, understanding their needs, finding about their pain points, talking about solutions, understanding other options and in the process collecting so much of data and bits-and-pieces of market action, competition strategy and emerging innovative alternatives. All this real intelligence just sits in people’s heads and never gets shared into the systems. If it did – it would open up a plethora of options on which to respond and stimulate business decisions that can transform the win cycles.

The crux then is to capture the client conversations – accurately and in-time. This will bring the larger organization into the decision making circle and also drive these next-gen intelligent systems to drive the cycle of contextual discoveries.

Accurate and timely capture drives contextual discovery, which in turn drives dynamic responses and maximises client conversations.

But the big question – how? Hardly anyone has been able to drive client conversations into the CRM.

Arti is the co-founder of humanLearning – a fast growing UK-based technology startup – setup with an earnest desire to make the life of busy professionals simpler and more effective. hL is disrupting business workflows thru short structured and searchable videos and event-driven SaaS. Arti can be reached at arti@humanlearning.com. Arti has spent a major part of her working life in the field trying to create new opportunities in the leading edge high-technology complex solution space and used this experience to design their new platform vyn.

vyn, a new tool, tries to address the challenge of feeding client conversations into CRM by embedding the way of selling into daily action. Centered on client conversations, it asks the right people, the right questions at the right time. Structured storyboards ensure that no important aspect is missed out and by making sure that one speaks for less than a minute, it keeps it just to the point. With short, storyboarded videos, it is now easy to capture updates, insights or any other information directly into the CRM – wherever one may be – and allow all stakeholders to participate and contribute to moving the conversation forward.

But where the tool really scores is that it slowly starts to assist the sales person in daily chores… its like a super efficient virtual assistant – that mostly leaves you alone but in between sends a few prompts – triggered on key events in the client journey – these provide timely reminders for urgent actions and make sure that you don’t miss anything. Even better, when you need it most, it guides you with simple storyboards at every step and ensures that you are fully prepared with the right set of questions and answers at the right time, and can maximise every client conversation. And of-course it makes life simpler…

[This article was first published @LinkedIn on 03 March 2017.]

What if sales transformation could become just another every-day project and not be a big managed initiative…?

Is this just a dream…? What if a CRM system automatically prompts me at the right time and guides me with a simple (not more than 2-3 lines) template, telling me what to do… I will always on top of the client journey! I will always know what to do, how to do and when to do…

on top of the client journey

Sales Transformation is more than deploying of new sales methodologies… its really about changing sales behaviour… and driving sustainable change… far bigger a challenge than most realise!

In recent client interactions, I have found many clients investing in expensive sales methodology trainings, setting up new workflows, building checks and balances… driving their teams to comply to newly deployed systems or processes…

There are many different sales methodologies in use – from the more widely known ones like Miller- Heiman’s Strategic Selling, SPIN Selling, Target Account Selling (TAS) etc., to a few that have their own niche following such as MEDDIC, The Challenger Sale (TCS, a successor to SPIN), Value Selling Framework, Solution Selling, SNAP Selling, Sandler, CustomerCentric Selling etc. All of these require the sales teams to adopt a structured approach to the sales cycle… expect them to get acquainted with complex decision matrices, question checklists and develop the capability to select from a vast suite of alternative scenarios…

Lots of investment in time, resources and processes is done by organisations (big and small), and yet the returns fail to match the expectations or the potential – and it always takes longer than projected! This is not from lack of commitment or motivation from the management, nor from selection of incomplete or ineffective methodologies – for each methodology has years of study, research and results that have led to its formulation and evolution. While, some methodologies focus on communication and messaging, others give more attention to important aspects of the sales process like discovery, qualification, decision criterion, decision process, and a few also cover account mapping, identifying champions and developing effective relationship maps.

The biggest stumbling block in effectively embedding these methodologies (or for that matter any new process or workflow) is the standard deployment approach – a few days of targeted intense workshop training (with tons of reference documentation to read and refer), followed by managed introduction of the new process, and setting up internal programs to drive adoption and compliance of the workflow through monitoring, tracking and regulating actions.

The reality is that however good the methodology and the supporting frameworks or worksheets, it is one thing to know what is required, a completely different thing to overcome inertia and an even a bigger ask to develop the capability to select from a vast range of options to put that into action. It is very natural to unintentionally fall back into the comfortable and tested mode of operation… and even the most effective of all monitoring and tracking is limited in effectiveness to simply managing and rewarding activity and very rarely get further down into quality or tangible results.

My personal experience has shown that the key to success is to try to embed the new methodologies into every day action. Do not simply rely on the quarterly, monthly or weekly reviews of plans, strategy or approach – big scary excel sheets, fancy blue sheets or other frameworks – as these are offline snapshot activities (and after all reviews!)… Instead enable every update, every action to automatically answer the questions and capture the information relevant to the stage of the client journey… Of-course this is easier said than done… but is achievable by supporting human intelligence with elements of collaborative intelligence and machine intelligence… support the user by giving him prompts – at the right time of the client journey – that guide him to the relevant questions… (Believe me – all sales users will love the fact that there is no need to remember the questions or the criterion or the complex matrices, or refer to offline reference tutorial to understand the definitions of confusing terminology or fill up documentation and worksheets!).

Remember that these prompts and questions cannot be big word documents or excel worksheets – that will turn off all of us… given our attention span 2-3 lines describing the question will work best… what if don’t even have to write down the answers and can instead capture the response as a short video? Well! We have our new template or worksheet – a short structured video! Where every question is just a segment in the video, and as the question is prompted we answer the question on video and move on to the next question… so a series of 3-4 questions gets recorded as a short structured video… just imagine the simplicity over all the documentation!

Is this doable? What does this require?

  • Take the client journey and map it to our own definitive stages – stages that we have identified for our custom workflow (say discovery, definition and scoping, qualification, positioning and validation, negotiation, closure etc.)
  • For each stage, building upon the methodology in use, list down the applicable questions and qualifiers (e.g. Is this an opportunity? Can we compete? Can we win? Is it worth winning?)
  • Map the questions into templates. [Each template is a set of 3-4 questions (2-3 lines max) which get encoded as segment descriptors for a structured video]
  • Identify triggers that mark the start or end of different stages and associate the templates with the triggers.
  • Integrate the triggers into the sales workflow (as simple service extensions on the CRM)
  • The occurrence of an event or a trigger will result in an automatic notification to the user, feeding him with the prompt and appropriate template

So, what does it deliver? As a user, I don’t need to refer to offline documentation or associations or supporting apps and toolkits, I simply engage with the defined process of updating client interactions in the CRM system. The process automatically activates on changed triggers or new events and notifies me (the user) on specific action, prompting me with the appropriate template to ensure full coverage of the questions to progress the opportunity or reduce the risk.

The notification acts as a natural check and reminder to engage with the process and the prompts drive the quality of client conversations… The methodology gets embedded as a way of working and requires no offline effort from the user. The underlying goal of building sales capability and moving the organisation towards consultative selling gets gradually into the social fabric of the organisation.

The improved effectiveness of sales and better understanding of client needs opens up new opportunities for accelerating business.

This is not just a concept today but tested in the field through SmartVideoNotesshort, structured and searchable video bites that are embedded into client CRM systems.

SmartVideoNotes (from humanLearning) are being used by global organisations today to drive sales transformation and embed new sales behaviour through use of customized client journey templates and associations. It is also being used for digital transformation to embed technology and innovation into everyday actions.

This article was published @LinkedIn on August 05, 2016.