November 13, 2024

Issue #694

Ever felt like you’re drowning in a sea of product specs, onboarding checklists, endless meetings, and quotas you can’t reach? You’re not alone.

We get it — quotas aren’t going to hit themselves. But the secret isn’t cramming more product features into your pitch. No, it’s all about selling value and banishing the dreaded “drag” that slows down even the best sellers.

Ready to hit the turbo boosters on your selling strategy? Let's do this.

PRINCIPLES

Onboard for value, not features (especially when you’re new)

Starting at a new company is exciting — it’s a fresh start, a chance to meet new people, and make a big impact. 

But let’s be real: it can also feel a bit like drinking from a firehose. New systems, new faces, and a whole lot of information coming your way.

It’s tempting to dive deep into product demos during onboarding — after all, you want to feel confident in what you’re selling. 

But here’s the trap: when new sales hires are bombarded with features, they end up dumping that same overload onto buyers. 

And guess what? Buyers don’t really care about every single feature — they care about how your solution actually solves their problems.

Instead, take Gong's advice: “Make the onboarding process about selling value, not just features. Train your new reps to focus on who they’re selling to and why those buyers need your product.”  

Give them talk tracks that highlight the real impact your solution can have, and certify them on using these insights in authentic conversations.

Enable your sellers with ecosystem insights on Crossbeam so they can get a clearer picture of who your buyers are, the goals they're trying to achieve, and the tools they're using to get there.

Starting at a new company is already tough enough. Don’t make it harder by overwhelming your reps with endless product specs. 

Focus on what really matters: helping them sell smarter, faster, and with confidence.

TACTICS

How to empower and retain your sellers

According to Gartner, nearly 90% of sellers report feeling burned out from work. Why?

Sellers are exhausted, frustrated, and overwhelmed by ongoing social, economic and geopolitical disruptions, changes in customer behaviors, and impassable quotas.

The key to increased commercial returns and increased sellers productivity actually lies with drive’s evil twin: drag.

According to Gartner, drag occurs when sellers feel disengaged, bored, or overwhelmed, leading to procrastination and poor focus. 

The impact is significant: sellers experiencing drag are up to 35% less likely to hit their quota and 51% more likely to look for another job.

Here are Gartner’s key strategies to reduce drag and optimize your team’s performance:

1. Diagnose the root causes

Instead of relying solely on climate surveys or manager feedback, bring your sellers into the conversation. Treat them as co-investigators by hosting focus groups, guided discussions, and collaborative surveys. This approach not only surfaces specific pain points but also helps sellers feel heard. 

Plus, you gain valuable insights into which challenges are widespread versus unique to individuals, helping you prioritize solutions effectively.

2. Enhance development opportunities

Sellers thrive when they can see a clear path for growth. Invest in career development programs that align with their personal aspirations and interests. By doing this, you’ll not only help them meet short-term goals but also increase their long-term loyalty to the company — preserving their valuable knowledge and experience.

3. Empower your sales reps

Feeling like a “cog in the machine” is a major driver of drag, with over half of sellers reporting disempowerment, leading to lower performance and higher turnover. Empower your team by letting them solve customer challenges and propose internal improvements.

But don’t stop here, another way to empower your sales reps is by providing ecosystem data:

• Spot high-potential accounts: Identify overlaps and warm leads to prioritize sales efforts.
• Personalize coaching: Use insights to tailor guidance for each rep.
• Refine strategies: Align go-to-market tactics with data on prospect overlaps.

Offer areas where both reps and leaders can take ownership, supported by data and a mix of freedom and structure. This approach boosts engagement and drives better sales outcomes.

By focusing on these strategies, you’ll not only reduce drag but also cultivate a motivated, high-performing sales team that’s set up for sustainable success.

Want to dive deeper? Check out Gartner's complete guide on sales motivation guide.

AD OF THE DAY

All you need is … data 

STUFF YOU CAN'T MISS

- November 11-14 — Web Summit — TODAY

70,000 people will gather in Lisbon, Portugal for one of the biggest tech conferences in the world, featuring speakers from leading companies across nearly every technology vertical. Book your ticket to join them here. 

- November 12 - 14 — B2B Forum — TODAY
B2B Forum, the B2B marketing conference from MarketingProfs, is coming to Boston, MA. Learn how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Register here.

- November 20 — GTM Partners Better Together Roadshow: San Francisco
If you’re a GTM leader, join the first B2B go-to-market conference focused on unifying teams and tech. The Crossbeam team will be at the next event in San Francisco, learn more here.

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