What Is Sales Transformation?

业务增长通常来自内部变化。尽管这些变化是积极的并有助于业务发展，但内部团队有时可能会在经过多年的同一流程之后来适应新的策略。

As a sales leader, you know how important it is for your sales teams to be ready and adapt to change as it comes. This is especially important since sales performance is often a critical factor in determining how businesses can grow since revenue gives them the means to expand.

Because of this, understanding how to lead your team through periods of transformation and equip them with the tools they need to succeed is crucial. In this post, we’ll hear from HubSpot experts on their best practices for leading sales teams through periods of change, often called sales transformation, that will help you and your team contribute to overall business success.

销售团队的转型策略由销售经理领导和创建。他们与销售人员合作，以确保他们拥有成功所需的信息和工具，并执行成功实现预期目标的销售转型。

您可以这样考虑：您的业务可能具有总体目标，即结束更多的交易并比以前获得更多的客户。这是需要您改变销售流程的最终目标。作为销售负责人，您将与销售团队合作，改善他们当前的运营，并为他们提供满足这些总体目标的手段。在这种情况下，转换方面是您的销售流程将如何改变客户的获取。

How To Transform Your Sales Process, According to HubSpotters

Given that sales managers lead sales transformations, we’ve asked HubSpot sales leaders to give their best practices for executing a successful sales transformation strategy that you can use to guide your team through periods of change.

Sell The Need For Change

As a sales leader, you’ve likely been informed by your superiors of company objectives that are requiring the need for a sales transformation.

虽然您和高级高管可能更明显，为什么这些新目标需要不同的销售方法，但您的销售人员可能没有相同的理解水平。如果您的销售流程多年来一直相对一致，销售人员也可能对其当前流程充满信心，并且可能不愿适应一种新的，陌生的战略。

有鉴于此,伴侣大卫•Weinhaus Enableme销售nt Manager, says, “The biggest opportunity for sales transformation is the opportunity to sell the need for change before selling the solution.” While this can certainly be applied to selling product changes to individual customers, it works for salespeople as well. In practice, this means that a best practice for sales leaders is to first sell the reasons why changing your sales strategy is necessary before outlining the solutions and practices that will contribute to meeting desired outcomes.

考虑首先抽出时间向销售人员解释为什么需要改变以实现业务目标，然后才开始概述如何实现这些目标。它提供了必要的上下文，以了解为什么他们的日常流程正在改变和适应。您正在指导他们完成整个过程，并确保他们理解，而不是将他们付诸实践，而他们却无法理解。

Identify Areas For Change

Deanna Povec, Senior Channel Account Manager, says “Looking at data and reports to understand gaps in my own sales process helps me understand what needs to change.” She says that, once she identifies an area of opportunity, she likes to map out a plan to close the gap.

这意味着销售转型过程应包括确定当前销售流程中的差距，以阻止团队已经达到这些目标或引入新策略，以使他们有可能达到目标。

In brief, transforming your sales process shouldn’t mean overhaul your entire process and start from zero. Instead, the change should happen within your existing strategies by identifying current barriers to success.

Say your team has consistently been having trouble selling a higher tiered software option, and your bosses have let you know that they want to increase sales for this tier. You’ll want to take a deep dive into sales data and current processes to understand why this tier has low sales. Maybe your salespeople don’t fully understand the differences between the product tiers, so they don’t know who to sell it to, or maybe they’re lacking the tools they need to be consistent in following up with leads and keeping them engaged enough to follow through with purchases. Either way, you’ve worked to identify key areas in your current sales process that need to be transformed to meet the overall company goal of selling more higher-tiered service software.

Outline Your Process With OKRs

Objectives and Key Results(OKRs) is a goal-setting strategy that sales leaders use to help salespeople understand what they need to do to achieve certain results and contribute to meeting the overall collective goal of your transformation process.

Objectives are broken down into smaller measurable goals called key results, making it easier for salespeople to implement changes over time (especially if they are entirely new processes). So, if your end goal is to decrease the length of your standard sales cycle, that is your overall objective. Your key results can be measurable milestones, like reducing the cycle by x amount of days per quarter until the end of year (EOY) goal is met.

By creating this plan, you’ll uncover factors that may impact your sales strategy and your sales teams successes in meeting all of their goals. When you make these discoveries, you can devise strategies to incorporate these changes into your overall plan to ensure that sales people have the resources and knowledge they need to succeed throughout all levels of the process.

使销售和营销团队保持一致

合作伙伴销售支持经理Dan Tire说，销售转型成功来自销售和营销团队的一致性。尽管销售转型集中在销售团队及其变革策略上，但其他利益相关者可能会影响他们的成功。

You can think of it like this: say that your sales transformation end goal is for your employees to become experts at selling your business’ marketing software when it launches and obtain 100 new users in the first six months.

This means that your transformation process needs to help salespeople gain mastery of the information they need to sell the new product. So, they’ll work with the marketing team to understand how they are going to be advertising the product so they can coordinate on the language they’ll use to sell to customers. If leads are hearing one thing from marketing and a different story from sales, these deals may fall through because customers are confused.

虽然营销是影响销售流程的最有影响力的团队之一，但您的组织中还有其他一些团体，您可能希望您的销售团队在转型过程中与之合作。继续上一个示例，也许他们将与产品团队合作，该产品团队创建了该软件，以了解产品的工作原理及其对新客户和现有客户的好处。bob电竞官方下载

总而言之，在不了解更新工具的所有方面，您的销售人员在与客户交流时可能会使用错误的销售点。这影响了他们完成交易的能力，并使他们无法达到最终目标：让他们成为专家，以将新工具的好处定位，以在前六个月与100个新线索达成100个新线索。

Track Progress Over Time

As with all sales processes, monitoring the success of your sales transformation goals over time gives you insight into what is working and helps you identify problem areas before falling short on overall goals.

If company executives have said that they’re hoping to raise revenue by 7% by EOY, this likely can’t happen all at once. If you’ve outlined OKRs, you’ve probably found that there are different steps you and your sales team will need to take to meet these goals. Tracking progress over time gives insight into how your overall team is adapting to the new changes, and you can update or change processes as necessary.

Tracking progress over time also makes it easier to highlight early successes to motivate your team. Sales transformations can be complicated for salespeople, as there may be significant differences to their day-to-day tasks. Seeing that their work has been successful can empower them to continue working with the new strategy.

To track progress, consider using sales software, like HubSpot销售中心. You can use this tool to生成报告以跟踪性能根据您设置的OKR以及员工的表现。For example, if you decide with employees that they’ll close five more deals per month to increase company revenue by 7% EOY, you can use the Closed amount metric to track the number of deals closed by each team member each month, as displayed in the image below.

Measuring Your Success

Successful sales transformation requires sales leaders to step up and devise a strategy that will help their entire team contribute to overall business success.

Whether it’s increasing business revenue or growing your customer base, taking the time to inform your employees on the need for change, devising strategic plans, and giving them the tools they need to succeed will help you transform your sales process into a strategy that helps your business meet their desired growth metrics.