In a recent episode of the Expert Insight Interview, host John Golden sat down with Glenn Sandifer, the Senior Director of Securitas Technology US, to discuss the evolving landscape of inside sales. With over 20 years of experience in the industry, Glenn shared his expertise on the challenges faced by inside sales teams, the essential skills required for success, and the critical importance of maintaining human connections in an increasingly digital world. This blog post delves into the key takeaways from their conversation, offering actionable advice and thorough explanations to guide inside sales professionals and leaders.
Understanding Inside Sales
John Golden begins the conversation by asking Glenn Sandifer to define what an inside sales team is. Glenn explains that traditionally, inside sales teams focus on qualifying prospects for outside sales representatives. In the context of Software as a Service (SaaS), this often involves Sales Development Representatives (SDRs) or Business Development Representatives (BDRs) who handle outbound prospecting and inbound lead qualification. Once leads are nurtured, they are handed off to account executives who take the relationship further, from discovery to closing deals.
Glenn notes that the role of inside sales has evolved significantly from its telemarketing roots. Today, inside sales professionals must navigate multiple communication channels, including social media, email, phone calls, and even text messages. This shift requires a higher skill set than in previous iterations of the role, as sales representatives must be adept at reaching prospects through various platforms and delivering the right message at the right time.
Key Traits for Inside Sales Representatives
As the conversation progresses, John inquires about the traits Glenn looks for when hiring inside sales representatives. Glenn identifies three key characteristics: grit, coachability, and adaptability.
1. Grit
Grit is the cornerstone of success in inside sales. Glenn emphasizes the importance of resilience, as representatives must be willing to roll up their sleeves and tackle challenges head-on. Inside sales professionals face new opportunities and obstacles daily, and the ability to persevere through setbacks is crucial.
Actionable Advice:
- Develop a Growth Mindset: Embrace challenges as opportunities to learn and grow. View failures as stepping stones to success.
- Set Realistic Goals: Break down larger objectives into smaller, manageable tasks to maintain motivation and track progress.
- Build a Support Network: Surround yourself with colleagues and mentors who can provide encouragement and guidance during tough times.
2. Coachability
Given the complexity of the security industry, Glenn often hires individuals from outside the field. He stresses the need for candidates to be open to learning and receiving feedback, as this is crucial for their development and success.
Actionable Advice:
- Seek Feedback: Actively ask for feedback from managers and peers to identify areas for improvement.
- Implement Changes: Apply the feedback received to your daily activities and monitor the results.
- Stay Curious: Continuously seek out new knowledge and skills to stay ahead in the industry.
3. Adaptability
Inside sales professionals must be flexible and willing to pivot in response to changing circumstances. Glenn highlights the need for representatives to be versatile, as they may need to switch between outbound prospecting and following up on inbound leads or renewal opportunities.
Actionable Advice:
- Embrace Change: View changes in the market or company processes as opportunities to innovate and improve.
- Stay Informed: Keep up-to-date with industry trends and technological advancements to remain relevant.
- Be Proactive: Anticipate potential changes and prepare strategies to adapt quickly.
Challenges in Developing a High-Performing Inside Sales Team
John then asks Glenn about the challenges he faces in building a high-performing inside sales team. Glenn identifies personal and personality-related challenges as significant hurdles. He explains that personal issues, such as family or health problems, can hinder a representative’s performance. Additionally, many individuals fear rejection, which can be particularly daunting in a role that involves cold calling and reaching out to lukewarm leads.
Glenn acknowledges that inside sales representatives often deal with rejection throughout their day, whether from prospects or internal teams. He emphasizes the importance of resilience and the ability to bounce back from setbacks to achieve results.
Actionable Advice:
- Provide Support: Offer resources and support for representatives dealing with personal issues, such as flexible work arrangements or access to counseling services.
- Foster a Positive Culture: Create a supportive and encouraging work environment where team members feel valued and motivated.
- Train on Rejection Handling: Conduct training sessions on handling rejection and building resilience to help representatives stay motivated.
The Evolving Landscape of Inside Sales
As the discussion continues, John and Glenn explore the impact of technology on inside sales. Glenn notes that while technology can enhance efficiency, there is a risk of over-reliance on tech stacks. He cautions against allowing technology to replace the human touch in sales interactions. Instead, he advocates for a balanced approach where technology supports sales efforts without overshadowing the importance of personal connections.
Glenn shares an anecdote about a recent experience where he observed a tendency among sales representatives to rely heavily on technology to gather information about prospects. He encourages his team to prioritize direct communication, emphasizing that sometimes a simple phone call can yield better results than extensive research through various platforms.
Actionable Advice:
- Balance Tech and Human Touch: Use technology to streamline processes but ensure that personal interactions remain a priority.
- Prioritize Direct Communication: Encourage representatives to pick up the phone and have direct conversations with prospects.
- Leverage Technology Wisely: Use tech tools to gather insights and automate repetitive tasks, freeing up time for meaningful interactions.
Coaching Inside Sales Representatives
John asks Glenn about the key areas he focuses on when coaching his inside sales team. Glenn highlights the importance of “controlling your controls.” He advises representatives to concentrate on aspects of their work that they can influence, such as talk time, outbound dials, and response times to inbound inquiries. By focusing on what they can control, sales professionals can improve their performance and achieve better results.
Additionally, Glenn emphasizes the significance of work-life balance. He encourages his team to engage in hobbies and activities outside of work to prevent burnout. He shares his own experience of realizing the importance of having interests beyond work, which has helped him connect with his team members on a personal level.
Actionable Advice:
- Focus on Controllables: Identify key performance metrics that are within your control and work on improving them.
- Encourage Work-Life Balance: Promote a healthy work-life balance by encouraging team members to pursue hobbies and interests outside of work.
- Lead by Example: Demonstrate the importance of work-life balance by sharing your own experiences and practices.
Traits of Top Performers
As the conversation nears its conclusion, John inquires about the characteristics that set top-performing inside sales representatives apart from their peers. Glenn identifies two key traits: research and commitment to service level agreements (SLAs).
1. Research
Top performers invest time in understanding their prospects and existing accounts. They stay informed about industry trends and changes that may impact their clients’ needs, allowing them to tailor their approach effectively.
Actionable Advice:
- Conduct Thorough Research: Gather information about prospects’ businesses, pain points, and industry trends before reaching out.
- Stay Informed: Regularly read industry publications and attend relevant webinars or conferences to stay updated.
- Personalize Outreach: Use the insights gained from research to craft personalized messages that resonate with prospects.
2. Commitment to SLAs
High achievers prioritize timely responses to leads and inquiries. They understand the importance of following up promptly and maintaining open lines of communication with prospects.
Actionable Advice:
- Set Clear SLAs: Establish clear service level agreements for response times and follow-up actions.
- Monitor Performance: Track adherence to SLAs and provide feedback to ensure consistent performance.
- Prioritize Responsiveness: Make timely responses a priority to build trust and credibility with prospects.
The Human Element in Sales
Throughout the episode, Glenn emphasizes the enduring importance of human connection in sales. He argues that while technology and AI have their place, they cannot replace the value of personal interactions. Customers often prefer speaking with a live agent when resolving issues, as this human touch fosters trust and rapport.
Glenn concludes by reiterating that successful inside sales professionals must be curious about their clients’ businesses. Understanding clients’ needs and challenges is essential for building lasting relationships and providing effective solutions.
Actionable Advice:
- Prioritize Human Interaction: Ensure that personal interactions remain a key component of your sales strategy.
- Build Relationships: Focus on building genuine relationships with clients by understanding their needs and providing tailored solutions.
- Stay Curious: Continuously seek to learn more about your clients’ businesses and industries to better serve them.
Final Advice for Inside Sales Leaders
As the episode wraps up, John asks Glenn for his final piece of advice for those managing inside sales teams. Glenn stresses the importance of self-improvement and continuous learning. He encourages leaders to seek out mastermind groups and connect with peers in different industries to share insights and strategies.
He also emphasizes that individuals must take responsibility for their own career development. With the wealth of resources available online, there is no excuse for waiting for organizations to invest in training. Sales professionals should proactively seek opportunities for growth and development.
Actionable Advice:
- Pursue Continuous Learning: Regularly seek out new knowledge and skills through online courses, webinars, and industry events.
- Join Mastermind Groups: Connect with peers in different industries to share insights and strategies for success.
- Take Ownership of Development: Proactively seek out opportunities for growth and development, rather than waiting for organizational support.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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