What Is a Data-Driven Sales Process? Why Understanding the Evaluator's Perspective Is Essential

Understanding the Evaluator's Perspective

Sales evaluators assess representatives based on their potential to convert leads into closed deals.
Rather than relying on a single numerical metric like the number of closed deals, they define a "top-performing" sales representative by analyzing their performance over a specific period to understand their capability distribution.
Leads are then assigned to representatives in order of their likelihood to close.

• Which team is responsible for the industry the lead belongs to?
• Within that team, who is the most knowledgeable about the lead's inquiry?
• How much research has the lead conducted on our company, and what questions might they have?

Based on the perspectives above, the most suitable representative is assigned.
Specifically, the allocation process is streamlined using the following criteria:

1. Lead Qualification

We evaluate whether a lead matches our target market or customer profile to determine if we should pursue sales activities with that company. This assessment is based on factors such as industry, company size, region, and similarity in needs or challenges. Additionally, we use indicators like budget and purchasing intent to determine the potential for future high-value sales or long-term relationships.

2. Level of Interest in Our Company

By evaluating a lead's level of interest, we determine the likelihood of them engaging with the information or content we provide and moving the deal forward. Specifically, we consider factors such as the number and frequency of website visits, whether they have downloaded specific content, or their participation in marketing campaigns.

3. Response Rate

We evaluate the frequency of communication and responses to sales activities to determine the necessity of follow-up or information provision. For leads with high response rates, we allocate more resources to provide in-depth information, which can lead to business negotiations. For leads with low response rates, we must conduct regular follow-ups to nurture their interest.

This system is built on a commitment to prioritizing the customer.
Furthermore, the foundation of this system is the collection and analysis of data.

Data Available for Sales Representatives



Leads (prospective customers) face various business challenges.
An excellent sales representative is defined by their ability to derive a context where our products or services can solve the challenges the lead is facing.

So, how do excellent sales representatives derive this context?
The answer lies in "Preparation." By conducting efficient preparation, they can demonstrate to the customer that they have a wide range of "drawers" (knowledge/solutions) to provide accurate answers to various questions.

One method for efficient preparation is data utilization.
By using data to comprehensively anticipate a lead's needs, it leads to the aforementioned abundance of "drawers," which in turn improves the closing rate.

Specifically, using the following types of data is said to lead to greater efficiency:

1. Industry Data
Research which industry the lead belongs to and investigate what solutions our company has provided to solve specific challenges in that segment.

2. Sales/Profit-Related Data
Understand the trends in sales and profits over the last few years to evaluate whether the company is in a financial position to invest.
Also, investigate whether they are investing in our product or service areas based on information such as "investment status by sector" found in public documents.

3. Company Size Data
By analyzing the distribution of personnel (executives and employees) by department and region, we can predict the lead's focus areas and determine if they align with our product or service offerings.

4. Intent Data
Visualize the areas in which the lead has a particular interest based on online behavioral data.
Additionally, collect information on whether their interest in competing services is increasing to determine whether to include competitive advantages in our sales pitch.

5. Affiliation Data
Clearly define and classify relationships between companies, branches, and organizations based on capital and other criteria.
This allows us to identify group companies that likely have similar challenges and consider horizontal expansion of our sales approach.

Collecting information about leads using a unified standard helps in determining lead quality and increases the productivity of sales representatives.
By prioritizing leads with specific needs and a high probability of continuous payment, and by spending time on detailed proposal activities, we can maximize the use of limited resources.
Furthermore, for leads with lower potential, knowing in advance what approach is effective through data allows us to utilize it for regular follow-ups.

Conclusion

One challenge faced by sales representatives in every industry is the lengthening of the sales cycle.
In particular, purchasing decisions for services related to overall corporate activities, such as new systems, tend to involve more stakeholders than in the past. As a result, there is a need for more in-depth discussions with more decision-makers over a longer period, creating a dilemma where it is difficult to achieve sales results.
However, for many advanced companies, investment in the efficiency of corporate activities remains a priority management issue, and for highly competitive companies, it is an area where growth can be expected.
Many purchasing managers at client companies are open to receiving insightful proposals from sales representatives.
This is because they want to build sustainable relationships with trusted partners rather than purchasing from vendors they are not interested in.
Understanding this customer perspective and utilizing information revealed by data to propose solutions to the prospective customer's challenges is likely the most essential element for successful business negotiations.

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