In today's fast-paced B2B landscape, you might be feeling the pressure. You may think it is harder than ever to connect with the right prospects, and sales targets might be becoming increasingly difficult to achieve. This can leave us wondering if the old sales methods are still working, or if things like "deep sales" are just trendy buzzwords.
The truth is, B2B selling is changing. The rise of deep sales signals a shift to address the challenges that sales professionals are facing.
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Why Traditional B2B Selling is Struggling
It's easy to see how much things have changed recently. Buyers have more data, giving them more control in the buying journey.
The industry is changing significantly. A Gartner study found that buyers only spend 5% of their time with a salesperson.
Think about how many calls go straight to voicemail. Many sales teams face challenges like missed sales targets, and a Pavilion report found that almost 68% of companies didn't meet their numbers in July 2022.
The Rise of Shallow Selling
Many companies hoped that sales tech tools would solve these problems. However, more technology doesn't automatically fix the issue. Many sales representatives aren't finding the technology as helpful as leadership hopes.
Many reps do not think these tools increase performance. In fact, Forrester research shows that only about half (53%) of reps feel the tech makes a real difference.
Instead of focusing on the best prospects, the focus often lands on reaching many people. This is easy to see when someone reaches out without personalization, and the contact has shallow insights into who they are selling to. We've all been on the other end of cold calls that lack details about the individual and organization.
What is Deep Sales?
Deep sales uses information from companies, prospects, and relationships. It translates this data into information that helps sales professionals know who, how, and when to reach out, which shows them best practice behaviors.
Deep sales utilizes AI technology to provide accurate recommendations. This approach lets reps focus on building genuine customer connections, which allows companies using this technology to see huge growth.
Key Insights that Drive Better Sales Habits
What does using a deep sales approach provide? Let's go through several insights that sales reps can gain from this approach.
Account Insights. Deep sales technologies provide information that helps you best target your accounts.
- You can identify the size of target accounts, functions, and departments to understand alignment opportunities.
- You can better understand company growth and identify opportunities for cross-selling or expansion.
- You can more easily identify expansion into different departments.
Having this data can significantly improve efficiency. For sales leaders, deep sales intelligence helps focus efforts more accurately.
Buyer Intent. This is a significant advantage. Imagine seeing which prospects show the most interest in your solutions right now.
A deep sales tool helps you determine when a prospect engages with your online marketing. The technology will show you if someone is looking at your content, visiting your blog, or even reading a press release.
You can track the growth of buying committees and act when they're ready. Seeing social media posts can give reps reasons to create unique interactions. This can inform relevant outreach.
Relationship Intelligence. Have you had a former client move to a new company and want your products there? We all know that having an insider makes things much easier.
Deep sales leverages your entire network, including buyer and seller connections, to reveal overlaps. Interestingly, deep sales tools notify you if one of your champions takes on a new role.
You can also quickly identify all contacts in accounts. This simplifies growing new opportunities and spotting red flags, especially when connections change internally, which can be very important. Key contacts will help the sales teams by leveraging key relationships.
How to Start Using Deep Sales
Getting started is easier than you might think. How do you incorporate all this intelligence into a working deep sales solution?
Here are some steps to creating a solid, actionable sales playbook:
- Identify Key Actions. Top-performing sellers quickly find opportunities for new customers, so identify the best behaviors of your top sellers. Top-performing sellers create actionable insights.
- Analyze Seller Performance. Examine your best sellers’ sales processes and data to understand why they outperform others, and then replicate those behaviors. Use this to establish your best sales habits and deep sales habits.
- Make The Technology Easy To Learn. Sales needs a new way forward, so provide simple onboarding guides to help users quickly benefit from deep sales. Offer clear, step-by-step training during rollout.
- Keep Learning. As people find valuable use cases and achieve success, capture these wins and case studies. Maintain regular feedback loops to encourage broader adoption and success. This helps gain a deeper understanding.
By establishing standard behaviors for sales reps, deep sales tools can rapidly boost growth.
Implementing Deep Sales: Technology to Empower Teams
Choosing the right sales tool is crucial. Look for a deep sales system based on reliable data and real insights.
| Deep Sales Quality to Seek | What it Lets Your Team Do |
|---|---|
| Accurate Prioritization | Focus on high-potential clients that show clear growth indicators, helping to focus selling teams. |
| Increased Productivity | Identify interested individuals for products or services. This saves time and maintains efficiency, enabling sellers to act at crucial moments based on real actions. Closing deals during opportune moments. |
| Better relationships and Faster Win Rates | Identify connections between networks. Find new ways to leverage connections, enhancing customer support and boosting sales through strong introductions instead of cold outreach. Discover hidden allies through account planning and building relationships. |
Revamping your sales system with these ideas can help your company discover significant opportunities. In an enterprise environment, deep sales can transform how your teams understand key moments within large accounts. Use these for more repeat business, so sellers' time isn't wasted with excessive time researching.
Real-Life Results using a Deep Sales Tactic
Here's a case study on how Gartner uncovered deep sales insights. Their analysis revealed a complex buying committee dynamic.
After understanding the key influencers, they identified the buying cycles for each contact. This information prompted an overhaul of outdated data and the implementation of a data strategy that transformed the system. They shifted from generic marketing emails to sending tailored content addressing the real, current issues key individuals were handling internally.
Within 30 days, the pipeline significantly increased compared to previous performance. This demonstrates the potential of informed data, moving beyond cold calls to engage prospects with relevant pitches. Be sure to keep on top of industry news for an approach potential.
FAQs about Deep Sales
What is Deep Sales?
Deep sales involves utilizing large amounts of customer data, buyer information, and relationship insights. This drives a targeted sales approach that improves revenue performance.
It helps identify prospects, manage current contacts, and scale outreach with effective sales plays. The definition of "deep sales" is constantly improving.
Deep Sales leverages buyer intent to know when to make the most impactful contact.
What is the meaning of deep selling?
The meaning focuses on integrating more data into seller actions. It's a system where sellers gain deep customer understanding and secure key connections for closing.
Going deep leads to understanding needs, resulting in more effective selling. Traditional sales lacks the effectiveness of deep sales.
What is a deep sell?
A deep sell identifies which accounts and individuals are likely to buy faster. This shortens sales cycles by leveraging data and tools designed to reveal opportunities, unlike cold outreach where data comes too slowly.
Deep selling occurs when reps make informed calls. This insight accelerates buyer movement, increasing sales and improving timing compared to slower data methods.
What is depth in sales?
Depth reveals details from customer interactions, providing opportunities and insights that traditional techniques miss. It's about deep intelligence, offering insights into connections built over years and identifying key moments in selling and customer relationships.
Conclusion
As selling in the B2B sector evolves, the need for sales technology that fosters growth is urgent. People are facing tighter timelines, so consider how traditional approaches may not be yielding results.
Deep sales enables sales groups to achieve results by leveraging better signals based on relationships and real intent. Everyone benefits from improved outcomes, including sales professionals, clients, and customers, so take steps today to go deep.
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