What Is a Data-Driven Sales Process? Why It Is Important for Representatives to Understand the Evaluator's Perspective

Understanding the Evaluator's Perspective

Sales evaluators assess representatives based on their ability to convert leads into closed deals.
Rather than relying on a single numerical metric like the number of closed deals, they define an "excellent" sales representative by analyzing performance over a specific period to understand the distribution of capabilities.
Leads are then assigned to sales 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 are they likely to have?

Based on these perspectives, the most suitable representative is assigned.
Specifically, the distribution 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 sales activities should be pursued. This assessment is based on factors such as industry, company size, region, and similarity of needs or challenges. Additionally, metrics like budget and purchase intent are used to determine the potential for future high-value sales or long-term relationships.

2. Level of Interest in Our Company

By evaluating the lead's level of interest, we determine the likelihood of the deal progressing based on their engagement with our information and content. Specifically, we consider factors such as the 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 further engagement or information provision. Leads with high response rates receive more resources and in-depth information to facilitate business negotiations. Leads with low response rates require 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, representatives can increase their "drawers" of knowledge, which in turn leads to higher closing rates.

Specifically, using the following types of data is said to improve 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 the company is 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 if competitive advantages should be included in the sales pitch.

5. Corporate Group 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 share similar challenges and consider horizontal expansion of our sales approach.



Collecting information about leads using a unified standard helps in determining lead potential and increases the productivity of sales representatives.
By prioritizing leads with specific needs and a high probability of continuous payment, and by dedicating time to 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 for more efficient regular follow-ups.

Conclusion

One challenge faced by sales representatives across all industries 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. This has created a dilemma where it is difficult to achieve sales results because it requires more time, more decision-makers, and more detailed discussions.
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 lead's challenges is likely the most essential element for successful business negotiations.

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