Sales is all about external and internal relationship, but the focus has been on external ones. But it’s also important to have good internal relationships with coworkers.

Today, building internal relationships is complex and difficult. It’s nearly impossible to get a deal closed without sales leadership, marketing or even customer success.

Unless you and your team act as one, there will always be a lack of information. The more you work together the better.

Here are some internal relationship management strategies to make your company more efficient when it comes to sales.

1) Show your SE who is who before you get on a call

2) Share your discovery call notes

3) Be wary about overpromising on your solution

4) Closely review your deal pipeline + account maps on 1:1s

5) Be strategic about when you invite leadership to join your calls

6) Keep your pipeline healthy

7) Nail the handoff process to customer success

8) Stay up to date on the status of the account

9) Identify opportunities for upselling and cross-selling

10) Give marketing a clear path to the decision makers


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  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
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Tips To Improve Internal Relationship With Sales Engineers

One of the pain points for sales engineers is that theyre often spread thin and it can be difficult to communicate with them.

When sales engineers are invited to a call or asked to demo a product, they often dont know all the details about your account. You can improve this relationship by providing them with information about what you want from the meeting.

To start, you can:

1) Show them SE who is who before calling

Before you pull SEs into a call, give them information about the prospects political landscape. This will help them tailor their messaging to specific decision-makers based on what they know.

This way, your sales engineer will be able to speak at a high level about the product when addressing decision-makers.

2) Share discovery call notes

Wouldnt it be nice if every sales call was more productive?

If you want to give SEs the best chance of finding a solution for your prospect, make sure you explain what tools they are currently using and their business objectives.

Before you do a deal, it’s good to talk with your SE. If he or she isn’t involved in the process before hand, there could be many frustrations and misunderstandings.

3) Don’t Do overpromising on your solution

When you’re on a call, make sure to ask the prospect what they need. Don’t promise anything that your company can’t provide.

Being a solutions engineer, Im brought in on deals once they become technical or require custom solutions. For this reason, I often miss the initial discovery calls. Using the account maps that our sales reps create in Lucidchart, I am able to quickly catch up. I learn who the technical blockers and champions are, and I can add comments as needed when I need to ask the sales rep questions. ~ Kristy Palombo, Solutions Engineer at Lucidchart

I use our sales reps’ Lucidchart account maps to quickly catch up on their progress.

Kristy Palombo, Solutions Engineer at Lucidchart, says she learns who the technical blockers and champions are before asking them questions.

Tips To Win Over Leadership

It can be hard to get the executive attention and mentoring you need as a salesperson, which makes it difficult for you to close deals.

When you want to impress higher-ups, it’s important to have excellent communication with them. You should also show your bosses exactly what they need to do and how often.

4) Closely review the deal pipeline

When you can show your executive exactly whom you are talking to, it will save time. Before the meeting, think about who might be missing that could help push the deal forward.

When it comes to filling those gaps, you need a plan on how the CMO and your department head will be involved.

5) Be strategic when you invite leadership to be in your calls

A prospect may feel more valued if they know that the company is going out of its way to make them a priority.

If you bring in leadership too early, they may start to feel like all your sales work is done for them.

To get your leadership’s attention, pick out a few key accounts that are close to making their final decision and give them specific reasons why they deserve it.

6) Keep your pipeline healthy

It might seem like you have a lot of opportunities in the pipeline. But customers actually need to close so that leadership will trust your word.

We now have executive deal reviews in which our largest accounts are reviewed by our CEO and other senior executives. With visuals like account maps, we can quickly and clearly inform leadership on the progression of a deal and help them understand how a rep is working the deal. Once leadership understands the status, they can help connect reps with the key individuals who can help the deal close faster. ~ Peter Chun, VP of Sales at Lucidchart

Once leadership understands the situation, they can help reps connect with key individuals who will be able to give them a hand and close their deal faster.

Keys To Working With Customers

It can be difficult to manage the relationship between sales and customer success, especially when it comes to knowledge transfer.

In order to close a deal, you need information about the customer. And that same knowledge is crucial for retaining and growing with them.

Your customer success team needs to be able to provide the same level of expertise that your customers expect from you.

7) Nail the handoff process

When you hand off the account, make sure to review it with your customer success team before. They will know who is important in this deal and what relationships are at play.

When you work with the customer service manager to devise a plan of action, it results in better experiences for customers. This leads to bigger deal potentials.

8) Stay up to date on the account status

Customer success, the person who interacts with customers after they’ve been acquired and helps them get what they need from your product or service, can update their account map so it reflects new internal relationship and needs.

Account maps are easy to follow and keep you in the loop when an account expands. They’re especially helpful during renewals, because they provide a single source of documentation for all updates on that specific account.

9) Identify upselling and cross-selling opportunities

If you have a streamlined transition from sales to customer success, it will be easier for your customers and more likely that they’ll want to do business with you again. When I had my first experience of transitioning departments at work, people who were already in the new department helped me get started by providing feedback about how things worked there.

One of my customer success managers was discussing POC plans for a major new account with the accounts sales rep. In order to bring the customer success manager up to speed, the sales rep pulled up the account map he had built. The knowledge transfer was seamless and accomplished in a single meeting with a single visual. My customer success manager didnt have to spend hours digging through Salesforce, and the rep was able to quickly get back to working his other deals. ~ Cory Cozzens, Director of Customer Success at Lucidchart

The knowledge transfer from the customer success manager to my representative was seamless. It only took a single meeting and one visual for them to be able to get back up-to-speed on their other deals.

Adding Marketing Fuel To Your Fire

Marketing and sales often operate in different ways, which means we dont always work together.

One of the reasons that marketing and sales are often out of sync is because there’s a huge gap in information flow between them.

It can be difficult for marketing to pass leads on to sales and vice versa because they dont always have the same information.

10) Give marketing a clear path to the decision-makers

Bring in marketing managers to deal reviews, so they will have an idea of the company’s needs. With a map at hand, it is easier for them to know what steps are needed.

Marketing teams can use these details to target their campaigns and increase the likelihood of closing deals.

Account maps, especially during the planning stages of account-based marketing initiatives, have been invaluable. What was once 30 minutes of furious note taking (for each account!) is now a quick glance at a visualization of the account landscape. By sending more meaningful messaging at the right time, we can provide better fuel for the sales conversation. ~ Tyler Bench, Director of Demand Gen at Lucidchart

When we send more meaningful messages at the right time, it makes for better fuel to power a conversation with our customers.

Build Internal Relationships in an Organization: Dos and Donts

Here are a few things you can do to improve communication within your company:

-Address any issues in the moment instead of letting them simmer and fester.

-Be mindful when making decisions that impact others or groups, be sure to include people from those impacted by the decision.

Do:

  • For a more complete understanding of the target account’s political landscape, use visuals.
  • Before you start your interviews, make a template with what to ask and how much time for each question.
  • When you are meeting with clients, bring an account map so that they can see where your company is in the process. This will give them a better understanding of what is happening.
  • Before you hand off an account, make sure to share all the information with customer success managers.
  • Keep your customer information up to date in case you have an opportunity for cross-selling or upselling.
  • Marketing should be part of the deal review process.

Dont:

  • Overpromise on your solution.
  • SEs should be invited to a call before in-depth discovery has been done.
  • Too many deals may not be good for business. It’s important to involve leadership in these kinds of decisions.
  • Promise a deal too early.

When you improve your internal relationships with other people and work together, it will help remove any internal barriers that can block a big deal. This way, we can close bigger deals faster.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
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