Sales Best Practices

3 Ways Sales Leaders Can Build Adaptable Teams

Cari Murray's Avatar

Cari Murray

Senior Manager of Content Marketing

During the final installment of our Summit Series masterclasses, sales leaders posed a question we’re all asking: How do we redefine leadership today to set ourselves up for success in the future?

The work we’re doing is no longer “unprecedented.” Whether we want to admit it or not, we’ve settled into the rhythm of less travel and more screen time.

As our CEO Manny Medina said in last week’s session, “The new normal has forced us to focus on what really matters.”

We’re adaptable, and we’re resilient. And our businesses can be too.

Read on to learn three of the top leadership lessons from the last day of Summit Series. (And if you're hungry for even more, here are our highlights from Day 1 and Day 2.)

Modern B2B buyers are focused on outcomes

After the pandemic hit, buyers became much more deliberate with their budgets. They’re still buying, but they’re looking for immediate value, measurable outcomes, and significant ROI.

We already knew B2B buyer preferences were shifting. Buyers no longer start their search by scheduling sales meetings or calls — they seek out information on their own through reviews, demos, and other digital content. By the time they speak to a sales rep, they’re well-versed about the product. They’re ready to be sold on the outcome.

How will your solution change their lives for the better?

Selling teams need to be armed with proven data points, case studies, customer references, and evidence. They need to convince customers that they will deliver strong business results, both now and well into the future.

We can only control what we can control — and serving this modern conscientious customer is under our control. If we keep our promises and deliver outcomes, we’ll build better relationships and ultimately drive more revenue.

Optimism is a powerful asset (and it’s free)

ServiceNow CEO & President Bill McDermott comes with an impressive resume. As a long-time leader, he’s also seen his fair share of market ups and downs, including 9/11 and the 2008 recession. And he’s relying on the same mindset in 2020: Remain optimistic.

“Keep your head up, and stay focused on dreams. Don’t get too distracted by the challenges of the moment because they won’t last as long as you.”

Unlike the economic downturns Bill saw in 2001 and 2008, the world is still doing business — particularly for companies that fully embrace the digital transformation. Powerful solutions to virtual sales have risen to the challenge of a remote sales world, enabling teams to continue exceeding sales targets, putting customers’ outcomes and intentions first, and resolving pain points in innovative ways.

The future has always been uncertain. Strong leaders stay optimistic through challenging times to build a healthy culture and harness new skills that will prove vital in the future.

It’s time to get creative

Natalie Nixon, founder of Figure 8 Thinking, taught our masterclass about how creativity can drive success in sales.

When most of us think of creativity, we think of painting, drawing, or writing, not sales or business. But creativity is much more than the arts. It’s the bridge between wonder and rigor, the confluence of imagination with hard work and grit.

Creativity within B2B sales is innovation, improvisation, inquiry, and intuition. All of these elements function like a muscle — the more you use it, the stronger it becomes. Encouraging sales reps to bring creativity into their practices harnesses innovative solutions.

When sales reps get curious about a potential customer and ask questions, customer-centric solutions arise, adding value to your specific product for that particular customer.

When creativity fosters collaboration, an organization can replicate best practices faster and more efficiently, reducing operation costs and increasing revenue.

Become an adaptable sales org

Building a resilient sales team takes ingenuity. We're committed to adapting and innovating as the sales world charges toward digital transformation. And we want to bring you along on that journey.

Stay tuned for more leadership lessons from experts in the sales industry.

First up, join us this fall for a three-part webinar series to hear data scientists, sales experts, and top-performing companies share their best practices on leveraging sales data in the remote economy. We invited Gong and Workday to unveil their new rules for measuring engagement and optimizing their sales teams' performance.

Sign up for the free webinar series today!