Page 56 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

buyer is trying to achieve or the problem the potential buyer is trying to solve. A
salesperson should be able to quantify the need as well as understand the
implications of not achieving the desired outcome. Finally, qualification of
“timing” means establishment of a specific calendar time by which the potential
customer would like to address the need.

BANT is a bit old-school, but it is a good place to start. As your buyer context
evolves and you understand the buyer context more deeply, iterate beyond
BANT to a qualifying matrix that works for you. Simply remember to keep the
criteria short, simple, and easy to understand.

Create a Training Curriculum around the Sales
Methodology

Once the sales methodology is defined, structuring a training curriculum is
relatively straightforward. Introduce the elements of the sales methodology in
the same order in which you created them. Start with a training session on the
buying journey. Dive deeply into examples of the questions buyers are exploring
at each stage of the buying journey. Help the new hires get into the buyer's head
during each stage of the journey.

Once the buyer journey training is complete, move on to the sales process.
Develop a session that introduces the sales process and the qualifying matrix.
Then create separate sessions that dive deeply into each stage of the sales
process. Have one session on prospecting, another on the connect call, another
on the discovery call, and so forth. As the team grows, empower the top
salespeople to teach one of these classes, especially if one is suited to their
“superpower.” This approach is far different from ACME's ride-along strategy.
Unlike ACME, you're matching superpowers to specific training topics. You, as
the head of sales, have preapproved the content, but you are delegating the work
to your top salespeople, who will appreciate the professional development
opportunities they are offered.

A sample agenda and course curriculum from the early HubSpot days is shown
in Figure 5.2.