Your B2B sales team is the heart of your operation. It has to function at its very best in order to maximize your revenue. It is difficult to keep your B2B sales team in top condition at all times. This article is going to show you three innovative ways to get the most out of your B2B sales team.

Arm Them with the Technology They Need

The technology part of things is everything. Research from the Gartner firm revealed that 55% of sales people will have access to sales tools exclusively through smartphones and tablets by the end of 2016. This statistic demonstrates the need to give them the tools they need to compete in a cut throat world.

Now, arming them with certain types of technology will not solve all your problems. You still need to come up with a great product. On the other hand, the minimum they should have is a company smartphone and tablet.

Ensure these are only used for business purposes. As businesses become increasingly reliant on technology, the need to protect from cyber-attacks will grow. Go out of your way to strengthen security and educate your workforce on how to make sure they don't create any vulnerabilities.

Here are the main benefits of arming people with the right technology:

Solve Decision Complexity

Decision complexity is a big issue in B2B sales. People forget that the B2B sales team is doing so much more than bringing in new customers. They are dealing with existing customers to increase sales volume and prevent defections. This is a juggling act that can quickly make decisions complex and difficult to make.

You need to figure out a workflow that will ensure decision complexity is reduced. For example, you may tell your sales team to prioritize defections. The urgency of defections depends on the industry, but in general it may be anywhere from 20% to 40% of existing customers who are thinking of defecting to a competitor.

By providing some direction, you can make your B2B sales team that much more efficient. This will allow you to ensure they are concentrating on the things that really matter.

Use the Figure to Improve

In the past, sales reps would act on emotion. It was a matter of sweet talking and going with the gut feeling. This is no longer possible in the world of today. To put it simply, companies have access to extensive amounts of data, including whether someone opens an email, on average how long it takes them to answer, and even recorded transcripts of phone calls.

This information can be used to improve techniques. For example, you may look at all the people who have defected in the last 12 to 18 months and see if you can spot any trends. Did they gradually stop making contact with you? Did they suddenly go cold? Did they drop volume or defect in one swoop?

"Data-driven decision making is going to be one of the most important techniques of the 21st century," says Ben Lee, Co-Founder of Neon Roots. "We have access to more data than ever before, and the most effective companies are making use of this knowledge at every possible decision point."

You may discover something useful or you may discover no trends at all. The point is you can usually spot trends. This is how marketers come up with the latest and greatest techniques to appeal to their chosen markets.

Do keep in mind that you shouldn't stick to analyzing your customers. Perform the same analysis on your B2B sales team. Look for the patterns and look for the trends. You may discover some of the flaws in your strategy.

What is the Core of a B2B Sales Team?

These are the three main acts that can drastically improve your sales team. On one hand, they can improve your technique. Nevertheless, what these tactics will never do is improve the appeal of a poor-quality product or service. Businesses need to see sales in a different way.

The slick-haired sweet talking salesperson is a thing of the past. You are not trying to talk someone into doing something. A salesperson is simply showing what is already there. They are introducing someone to a product or service that is genuine. They are almost like news broadcasters. They are there to inform and to educate.

Change the mindset of the position of your B2B sales team and you will begin to see obvious changes in their performance in both the short-term and the long-term.

Published on: Feb 9, 2016
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.