Habits of Today’s Most Successful B2B Sales Teams

A high performing business to business sales team is essential to the success of many organisations. The sales team form strong relationships with customers to grow revenue, and they are essential to cross-team collaboration. The landscape for B2B sales teams is now evolving as companies digitally transform, and many relationships are formed remotely. While many companies have already adopted tools to help remote sales collaboration. The most successful sales teams need to adapt to new methodologies and ways of working to remain ahead and strengthen relationships with their business customers. 

Here are some of the habits of today’s most successful B2B sales teams:

  • Setting Goals and Measuring Achievements 

Successful sales teams define their priorities, set goals and consistently measure achievements. A high performing sales team are likely to have a detailed dashboard or regular measurement of results that could include measures like qualified leads, lead progression, conversion and customer acquisition costs. They use these measures in addition to more traditional targets such as sales revenue and profit. Leading teams often share goals with other departments, and cross-collaboration is important. Successful teams are often picky about which leads they are spending time on, ensuring that the focus is on leads that are qualified according to particular criteria. 

  • High Performers Adopt New Technology

Successful sales teams invest in and adopt new technology to help them perform their role effectively. Technology that reduces manual work has a clear benefit for B2B sales. According to Salesforce, Sales Reps can spend up to two-thirds of their time completing administrative tasks. These kind of admin tasks are perfect for automation. Reducing manual tasks allows individuals to spend more time building relationships with customers. 

Sales individuals often waste time by rekeying information or using outdated contract templates. In the Forrester State of Systems of Agreement Research 2020, commissioned by DocuSign, 54% of customers said that they had to duplicate work to re-enter data from contracts into systems of record. High performing sales teams use technology that is scalable and seamlessly integrates with existing systems. Rich integrations and APIs can allow tasks to take place within the tools your sales team already use. Adopting technology can increase the speed that sales take place and help to eliminate errors. 

  • A Focus on Cross-Team Collaboration

Successful sales teams collaborate effectively with other departments. High performers frequently work alongside their counterparts in IT and operations to work more effectively via the use of technology. Sales teams also require legal and compliance to approve sales agreements. Sometimes the approval process can slow down the completion of a sale. High performance teams look for opportunities to build improved workflows for sales, such as having pre-approved legal clauses to use throughout the proposal and negotiation process to reduce bottlenecks. 

  • A Focus On Improving Customer Experiences

Companies that can build better connections with their customers perform better. Business customers often have the most contact with the sales team, and a high performing salesperson has excellent listening skills and empathy for their customer needs and motivations. It’s important for a salesperson to build trust and to do that, they need to deliver a seamless customer experience. Adopting digital technology can help teams focus on providing personalised interactions, allowing them to promptly follow up conversations and to accelerate the speed with which they can complete a deal. The Forrester State of Systems of Agreement study indicated that over 51% of organisations have a faster deal cycle, and 55% deliver better customer experiences after adopting digital technology.

Developing these habits can enable your sales teams to become leaders and improve the whole sales experience for both customers and sales employees. The DocuSign Agreement Cloud can help sales teams improve workflows and adopt technology to improve customer relationships and track and measure goals.