Got a large sales team selling digital marketing solutions with even larger KPIs? Managing a sales team at scale is tricky. But managing a sales team that are great at selling, but not so good at communicating digital marketing services, can mean hitting those KPIs can be a bit tough.
So if you’re looking to advise your sales team on the metrics that matter most to their SMB customers, get ready to take notes!
This one is a no brainer – making sure they’re easy to find locally on search engines is a must for all SMBs, but unfortunately, is often overlooked. So when looking at local search visibility, your sales team should be combining insights from a few different checks:
Why it matters to your sales team:
Local search visibility scores instantly demonstrate gaps in their client’s local presence, where their competitors are outperforming them, and gives clear, actionable items for improvement.
An easy, but essential, win for your sales team!
Do your SMB clients know how their site is performing? Or even why it’s important? Simply saying “we’ll improve your site performance” isn’t going to cut it with SMBs who are busy and lacking in digital marketing knowledge.
Instead, break down what it means to their bottom line and talk them through your findings:
Sometimes the biggest blocker for SMBs being found online is their site’s performance. So sharing insights into their website performance score will help your sales team highlight technical issues and demonstrate a clear connection between speed and revenue. Plus, your sales team can use Google-back metrics to build trust with their prospect customers!
Ah, the achilles heel of small businesses! All too often we see SMBs sites littered with spelling and grammatical errors, poor heading structure, and more. But that’s good news for your sales team, who can use this cluster of metrics to help seal the deal.
Content is king, but also a clear indicator of what your team can do to improve an SMBs site. These metrics offer an opportunity to evidence the improvements your fulfilment team make, identifies quick wins for better engagements, and also lines you up for ongoing content services.
You don’t need us to tell you how important SEO is. But telling an SMB owner might be a bit trickier. Yet, this metric is so crucial to their online presence that it’s a no-brainer for your sales team, so breaking down this metric into a few core checks could help them communicate its importance and negotiate a sale:
From rankings to competitive gaps in search presence, your sales agents can use their findings to create an SEO improvement roadmap which will secure them an initial sale and some ongoing work too.
Social media isn’t just powerful for SMBs, it’s essential! From marketing in local groups to communicating news, incentives, and offers, it’s a vital tool for SMBs. But are they utilising it? Your sales team should check if the SMB has:
Showing the social media gaps and advertising opportunities they’re missing, and what their competitors are using is a clear motivator for SMBs to engage with your sales agents.
Deciding to run ads is easy, but we know that running effective ads isn’t as simple as uploading content and hitting run. So here are the checks your sales team will need to look at to create a clear overview of their customer’s digital advertising readiness:
Identify untapped advertising opportunities, show ROI on current ad spend (and where the opportunities are), and quick win opportunities that make your additional solutions a no-brainer for your prospect customers.
What core functionality is missing from your prospect’s site? From the basics like contact details to advanced functionality like analytics and payment processing, understanding what’s missing from their SMB prospect’s site will help your sales agent position themselves as a knowledgeable and trusted advisor. Core functionality checks include:
From missing conversion opportunities to customer experience gaps and modernisation needs, there’s a lot of trust to be built when talking about core functionality alone.
To create data-driven proposals, show clear ROI potential, demonstrate competitive gaps, and convert digital marketing solution sales, your sales team should focus on demonstrating the value of at least one of these metrics:
Remember, these metrics tell a story about your prospect’s digital presence and business potential. Your sales agents can use these to create a narrative about growth opportunities and the clear path to achieving them through your services – and of course, convert those all important sales.
For your sales agents, the key is focusing on the business outcomes these metrics represent rather than getting lost in technical details.
Happy selling!
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18th March 2022
25th October 2023