I'm interested in comments from sales leaders on their experience with this metric as I have been unsuccessful in finding any hard evidence to support a change in buyer behavior that has reduced sales call duration.
We are aware that buyers are fully capable of exploring options on their own and don't need salespeople to convey product information.
Similarly I have not been able to identify any productivity improvement studies where salespeople have used technology to reduce the average length of a face-face or inside sales calls.
Do Web Conferencing tools enhance personal sales productivity?While, Web collaboration technologies are advancing at a rapid pace, I have personally encountered connectivity, firewall, slow response and browser problems with Web conferencing and collaboration tools like gotomeeting and Webex, that have negatively impacted sales call productivity.
The heritage of these tools is in marketing Webinars and they have a great feature set and recording capabilities to support this application. I believe they are less effective as personal productivity tools for salespeople.
What about sales calls where the buyer’s time is limited?I have no empirical data, other than personal observation, but my experience is that sales calls can be run in a fraction of the time they once were using a traditional PowerPoint approach, if the salesperson is prepared and has the appropriate skills and visual aids.
Well it happened to me and I had an epiphany as a result. I had developed a one page visual confection to show the prospective customer how their sales team could tell their story without their traditional 10 slide PowerPoint sales deck.
With 10 minutes left I generated a .pdf of the image I had created and emailed it to the prospective client. With 5 minutes remaining before he had to leave for another meeting, he opened my email.
Now for first call meetings over the Internet, I refer people to the many high quality visual confections on my Website and I engage the buyer in discussion.