The Importance of a Well-Managed Team Based Selling

There was this newsletter from Scott Barker called The Forecast that mentioned some data on hiring Directors and Executives. The data came from Chorus.ai.

COVID-19 was in full effect, so opportunities were plentiful. This led to more people joining calls on the sell-side and directors joining sales calls.

Most sales organizations have a lot of specialization, but it seems to take away from the time and energy that managers could be spending on managing their teams.

Scott’s newsletter makes the point that as buying teams get bigger, our sales teams need to grow with them.

It’s important to not just look at the skills on paper, but also see how they work together.


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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:Ā 

  • 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. šŸ˜€

What is the team based selling or ham and egg method?

Our VP made a joke about golf and said that it was like two people playing together. One person is doing well while the other isn’t, but they need both to get through.

I’ve been working hard to build my knowledge of the industry and product, but I’m also focused on going through our sales process with rigor. When talking about potential leads, for instance, it’s important that I ask impact questions so they know how their business will be impacted by what we offer.

My VP is good at balancing the team because he knows how to talk about budget, pricing, and product knowledge with us.

Playing the right roles in team based selling

For sales teams, they too must bring the right skill sets to the table. Clubs are also important for them to have at certain times of the day.

First, identify the strengths and weaknesses of your team member. You could use tools like Strengths Finder or simply list them out.

Leaders should get involved in the process of their team based selling, but they also need to decide when.

Third, review the areas where reps may need the most support. Which objections arise that trip them up? Who can help defuse these arguments and provide clarity to their role in solving it? A CTO cannot handhold an entire deal cycle, but they can jump in at critical points during negotiations.

Here are some other examples for your team based selling:

Discovery calls and demos

  • As a seller, I’ll build rapport with the customer and work out what they want from me.
  • Exec (Egg) explained how he would go through the product demo and teach prospects what other companies are doing to solve similar challenges.

Solution review

  • The Exec (Ham) will present the proposal, scope of work and answer any questions that come up.
  • If I want to get the right people involved in this project, then I need to make sure that they are committed and willing to do their part.

Business case strategy and development

  • AE (Ham): I’ll make sure they understand the cost justification and how it benefits them so that when we bring this to their Executive Team for approval, it will be easy.
  • For my first employees, I walked them through the company’s long-term strategy and how it differed from others.
  • I’ll make sure they know how to scale the application and address any technical concerns.

I love a good ham, egg, and cheese sandwich.

Have a team based selling action plan

Sometimes when a team grows, there’s more than one department with different priorities, and it can be difficult to please everyone.

For a given deal, will we be able to answer all the questions that have come up during our discovery process? Will we know how to address any objections from those who are on the fence about using us for their project?

For some companies, a commitment to the process is more important than attention to detail. The right blended team based selling action plan can be what makes or breaks you.

Ham may be the lead with Egg supporting by asking probing questions and providing industry expertise, but it is Ham who asks tough questions to determine value.

It is important to know the level of expertise an AE has with a product before determining if they can be successful. For example, someone who hasn’t been in the industry for very long may need more guidance than someone who’s been around longer.

If the director takes a back seat and doesn’t ask for any micro-commitments or next steps, then an AE with more formal sales training can do this instead.

The person who is not speaking may pick up on things that the active participant does not, which can lead to a more in-depth discussion of pain points or understanding how to move forward with a deal.

For each deal, create a plan so you know what to do and how it is going to work.

  • When the opportunity comes up, have your team leader (most likely an AE) suggest roles
  • Share the notes from meetings you have with potential prospects in your CRM so that everyone can see what’s happening.
  • Have a brief meeting with your team to discuss the roles each member will play.
  • The key to closing a sale is finding out what the client needs and making sure you can provide it.
  • Write down who does what and get it all organized before you start.
  • Keep an open dialogue to see if anyone needs to step out or come in.
  • Keep the process going until you have closed this deal.

When feedback is given at the end of a meeting, it can help both people improve their skill sets. This will make specialization easier when the time comes.

Understand when to lean in

As companies grow, it will be difficult for new salespeople to land deals right away because they don’t have the same connections as more experienced employees.

A ham and egg approach will work in the short term, but a formalized onboarding program it can be more effective. If there is someone higher up who needs to know about this hire, take advantage of that opportunity.

For older companies and more experienced salespeople, many of these systems are already in place. Sales engineers likely have a role in enterprise sales processes. But during this rough economic time, what is it worth for the director or VP to come on board? It could be the difference between preserving your company’s runway for another few months or landing that big account that allows you to reinvest into the business.

The next time you’re in a negotiation, use the Ham and Egg approach. It’s likely to be an easy sale.


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:Ā 

  • 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. šŸ˜€

Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? Iā€™d love to hear from you!

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.