Stop Selling Support and Start Selling Success
It is no longer enough to attach a support program to a product sale. Effective Success Sales teams must be able to establish long term service relationships that last and grow well beyond the initial sale.
Success Sales Effectiveness
Success sales effectiveness is optimized when Sales teams are knowledgeable of service programs and can articulate a compelling value proposition for long term service benefits. To maximize sales effectiveness, companies must establish formal success training programs. Consider the following:
Establish a formal success sales curriculum to instruct sales representatives responsible for selling services (direct and through partners).
Instruct sales teams in the identification of success opportunities.
Provide opportunities for instructor led classroom and virtual training.
Supplement core training with periodic updates delivered through self-paced instructional videos and/or periodic live webinars.
Include coverage of core offerings, value proposition, use cases and overcoming objections.
Supplement sales training with supporting tools and reference materials.
Establish competency-based testing to verify sales representative knowledge. (internal sales staff and partners).
Assure that all service sales staff have been full trained, and their knowledge tested. Monitor sales effectiveness by measuring initial service contract sales (attach), renewal rates and the rate that service revenue grows from expansion selling.
For additional insights into how to effectively market and sell services, consider the following featured report:
How much should you charge for Support? It’s a driving question as your organization seeks to drive recurring revenue growth. And it’s a balancing act. Let’s explore a Support pricing model that’s been shown to work equally well for businesses and their customers.
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High Net Promoter Scores as the desired outcome of Support and Customer Success interactions, while positive, is not enough because they it does not connect service delivery excellence with tangible business outcomes.
Net Recurring Revenue is a comprehensive indicator that reveals the extent to which you are retaining, expanding and growing customer relationship value. Examining the specific underlying elements that contribute to the calculation of Net Recurring Revenue provides the necessary insights to identify the root causes of churn, attrition and contraction. In addition, examining the reasons for revenue growth presents opportunities to embrace and expand practices that encourage expansion of relationship value.
Technology service programs are evolving to offer new value and benefits such as use and adoption assistance and resources to help attain successful outcomes. As technology service programs change service marketing must evolve beyond selling the initial service engagement and focus on sustaining and growing relationship value.