These are the 5 best data-backed sales tips of 2021

This text is a part of the Gong Labs collection, the place I publish findings from our knowledge analysis staff. We analyze gross sales conversations and offers utilizing AI, then share the outcomes that can assist you shut extra income. Subscribe right here and observe me to learn upcoming analysis.

This 12 months Gong Labs uncovered… secrets and techniques. 

Just like the lethal easy negotiation mistake stopping you from successful offers. 

And a discovery name “greatest follow” that truly tanks your success charges.

And the (counter intuitive) ideally suited size for a follow-up prospecting electronic mail.

How did we do it?

By analyzing MILLIONS of gross sales knowledge factors.

Why did we do it?

To present you a aggressive edge and enhance your incomes potential

That will help you get essentially the most out of your 12 months finish, I pulled collectively the 5 greatest data-backed suggestions of 2021. 

Learn ‘em. Use ‘em. Share ‘em.

(I hear they make nice stocking stuffers.)

From gross sales leaders and frontline managers to gross sales reps, right here’s every part it’s worthwhile to know if you wish to land each deal left in your pipeline.

Tip #1: By no means negotiate over electronic mail

Negotiating is without doubt one of the most necessary abilities in gross sales. 

Sadly, it’s additionally the talent wherein reps are the least skilled. 

Even should you’ve learn By no means Cut up the Distinction, it’s a black gap of data for many.

Because of this, sellers (unknowingly) depend on ways that do extra hurt than good. 

Working example: negotiating over electronic mail.  

You’ve been advised that it’s a foul name — however how unhealthy, precisely?

We analyzed 37,671 gross sales alternatives, particularly how emailing worth impacted deal success.

First, the excellent news. Win charges spike as soon as pricing is shared over electronic mail:

In the event you emailed worth just lately — or, erm, at present — take an enormous sigh of aid. All good.

However beware: Win charges dramatically lower as quickly as you begin negotiating over electronic mail: 

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It’s necessary to know that when you introduce pricing into the dialog, it’ll inevitably evolve right into a negotiation.

It could be apparent, like your purchaser asking for a lower cost.

Or they may ask a (seemingly) harmless query like “Does your finance staff enable internet 60?”

It’s tempting to answer with a “Yeah, no downside” to maintain the deal transferring. 

Don’t chunk. 

As a result of right here’s the factor: As soon as your purchaser asks for something, negotiations have begun.

As soon as your purchaser asks for something, negotiations have begun. 

As a substitute, transfer the dialog again to the place you’ll win — in a stay dialog, both in particular person or over the cellphone.

Negotiate over electronic mail and also you danger being misunderstood (tone is hard to interpret in emails) or having your written provide used in opposition to you to barter with a competitor. You additionally lose management of the timing of your purchaser’s response, not like on the cellphone.

Make an preliminary provide, then recommend connecting to speak about it. 

(PS: There are 9 extra pricing pitfalls to keep away from. Use our 10 Golden Guidelines of Pricing Conversations to beat even essentially the most grueling pricing objections. Plus there’s a replica/paste template to maneuver negotiations from electronic mail to a cellphone name.)

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Tip #2: Watch out for promoting with slides

They’re shiny. They’re polished. They’re presentation-ready.

However slides can simply turn out to be your enemy should you use them on a discovery name.

In response to our evaluation of 803,402 recorded gross sales conferences from offers made on internet conferencing platforms, win charges drop by 17% when reps use slides on discovery calls:

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So why don’t slides work in discovery calls?

As a result of slides denote a presentation, not a dialog, and the perfect discovery calls are an actual forwards and backwards when it comes to data alternate. 

In different phrases, if you use slides, you find yourself speaking to the slides as an alternative of to your purchaser. 

Utilizing slides throughout discovery has three unintended (and problematic) penalties:

  1. Sellers ask 21% fewer questions after they use slides. You possibly can’t find out about your purchaser’s ache factors, enterprise challenges and makes an attempt at options should you’re targeted in your talking notes.
  2. Vendor monologues are 25% longer after they use slides. Your purchaser stopped listening to your speech 5 minutes in the past. Swap ‘present and inform’ for ‘ask-and-learn.’ 
  3. Vendor speak time jumps 15% throughout your name. Know what you possibly can’t do if you’re speaking advert nauseam? LISTEN.  

It’s undoubtedly time to drop slides out of your discovery name lineup. Cease speaking and begin listening so you possibly can be taught sufficient to place your product as the client’s dream resolution.

Don’t go away your subsequent discovery name to probability (particularly with C-level execs). Earlier than your subsequent name, take a look at our Discovery Name Cheat Sheet. You’ll get a listing of deal-making discovery questions you should utilize instantly.

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Tip #3: Write longer prospecting emails

You would possibly’ve made this face when studying chilly emails:

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I imply, consideration spans aren’t getting longer and resolution makers aren’t getting much less busy. 

So it’s straightforward to suppose “the shorter the higher” relating to prospecting emails. 

Seems, that’s not true. 

After analyzing 300k+ observe up emails, we discovered that longer emails are considerably simpler at reserving a gathering:

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You possibly can’t match a lot worth right into a 30-word electronic mail. In one thing that brief, your messaging is so broad, it loses the client’s consideration.

You’re higher off crafting one thing substantial and customized that is available in at round 130 phrases.

A invaluable 10-second learn is simpler than a meh four-second learn.

Make it concise. Ensure that it’s well-crafted. Ensure that each phrase provides worth.

And no matter you do, make it strong, as a result of the effectiveness of chilly emails decreases over time:

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Take a web page from the e book of closed-won and put your greatest transfer ahead proper off the bat.

Meaning NEVER utilizing the phrases under in a chilly electronic mail. In the event you do, your reader will hit delete quicker than you possibly can say “How’s subsequent Thursday?”:

  • “Ideas?”
  • “I by no means heard again from you…”
  • “Simply following up…”
  • “I simply referred to as you…”

Reps use these phrases on a regular basis, however they’re a catastrophe to your reserving charges (and win charges… and fee…).

Earlier than you hit Ship in your subsequent electronic mail, steal these 11 Hyper-persuasive Gross sales E-mail Templates. You’ll discover each form of gross sales electronic mail, from prospecting to proposal, and every part in between. It’s crazy-simple: All you need to do is fill within the blanks.

Tip #4: Cease promoting solo. Begin staff promoting.

Acquired a $50k deal lined up? Good. Multi-thread it to spice up your probabilities of successful.

Acquired a $500k deal lined up? Higher get your crew concerned. 

That’s not simply true for enterprise gross sales lately. It applies to each main deal in your pipeline.

Large offers require large groups of individuals on either side to get to signature. Get all of them engaged and also you’ll see a lift in your deal sizes*:

*In response to our evaluation of 10,332 gross sales offers

On the client’s aspect, you’ll wish to get a number of kinds of individuals concerned:

  • Finish customers and influencers: Individuals who will use the product/service
  • Selections makers: Senior leaders and executives who care about how the acquisition impacts their price range, strategic objectives, and org alignment
  • The due diligence crowd: Funds approvers, authorized/contract reviewers, and procurement analysts 

Suppose one lone rep can deal with all these of us on their very own? Not so quick… They want assist from others of their org to get the deal accomplished.

And that’s a good factor. Promote as a staff and also you’ll win extra typically:

Creating alignment on either side of the deal means involving everybody from the technical of us who can validate what’s within the weeds, to big-picture alignment between executives at a strategic degree.

Put merely, if you wish to shut 6-figure offers, you want a staff promoting technique. 

If you wish to shut 6-figure offers, you want a staff promoting technique. 

And that’s necessary as a result of high-stakes offers could make or break your quarter. 

To scale back danger, gross sales leaders want complete visibility into what’s taking place inside all these offers — who’s concerned, who’s engaged, whose enthusiasm is lagging on the client’s aspect, and so on.:

Solely then can a gross sales org adequately assist the lead rep in a serious deal. 

“By no means lose alone” isn’t only a saying in gross sales, it’s a technique for successful BIG.

Wish to know who to drag into your offers and when? Snag this Staff Promoting Cheat Sheet. It reveals you precisely when and why to contain every persona, plus tips on how to align them for max influence.

Tip #5: Keep away from vacation “lifeless zones”

When the vacations strategy, the inspiration of each deal begins shaking.

Whenever you attempt to shut offers in sure vacation zones,  conferences will slip, offers will stall, and also you’ll waste time chasing touring execs for signatures that by no means materialize.

How do we all know that’s true? We analyzed greater than 400k gross sales interactions for vacation traits. We discovered that prospects are a lot much less more likely to signal contracts in the course of the week of main holidays:

Throughout Christmas week, signal charges drop by 78% (!)

In the event you’ve forecasted a deal to shut on Christmas Eve, you’re extra more likely to get a lump of coal.

As a substitute of aiming to shut on vacation weeks, get settlement from patrons on a closing plan for the week earlier than the vacation. 

Gross sales leaders, if you wish to carry your reps by means of the vacations unscathed, preserve an eye fixed out for offers which might be scheduled to shut on the worst days for signing at 12 months’s finish:

Why are these dates so dangerous? 

As a result of that’s when reps are ~2x extra more likely to get stood up for a gross sales assembly, and that can stall every part:

Consumers who agreed to satisfy over the last weeks of the 12 months will really feel no regret after they bail on the final minute, and their attendance charge will drop by 78% throughout Christmas week.

They’re drained. They’re depleted. And there’s vacation enjoyable available in the event that they skip your assembly.

As a substitute, maintain your conferences on days when patrons are the almost definitely to indicate over the vacations:

Final thing: Keep away from the vacation decelerate with our 2021 Vacation Promoting Information. It has warmth maps, insights, and speak tracks so you possibly can coach reps to shut extra offers and e book extra conferences.

PS: Greatest reply wins

That’s a wrap!

However ‘Tis the season for giving, so let’s pay it ahead.

Drop your EOQ gross sales tip within the feedback.

This fashion we ALL degree up.

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