Why Data-Driven Sales Teams Are So Advantageous

May 29, 2018

It doesn’t matter what business or industry you’re in; your sales teams should be a driving force to be reckoned with. However, it doesn’t matter whether your sales team is surviving or thriving if you’re not using data to enhance your sales, you’re not operating to your full potential.

However, have you actually considered how it’s possible to implement hard and big company data into your sales teams? After all, don’t your sales reps currently just chat with your customers, make phone calls, answer emails and address any concerns that a client might have? What more is there to it?

In short, a lot. Today, we’re going to explore the ins and outs of why sales teams that are driven by data are so successful, and what implementing this strategy can do for your business.


Prospects Over Rep Performance

Of course, every good sales team will have their performance analysed to see how successful they are. You might do this based on company-wide data (if you have multiple branches) or simply against the reps that are on your team.

However, this can create a competitive atmosphere within your sales team which, while healthy to a certain extent, can also cause problems over a longer period of time. It’s also not the best approach to take when it comes to creating sales.

“Instead of analysing and ranking the performance of your reps, instead try analysing and ranking your prospects and potential customers. This way, you can research and identify your customers based on their sales history and any other information you have on them” says Mary Taylor, a sales leader for Paper Fellows.

This way, you can divert your sales efforts into securing these sales and making more money as a team, rather than creating a free-for-all in your sales department.


Creating Personalised Sales Campaigns

Hand in hand with the consideration above, another ideal way to implement data into your sales teams is using the information you have on your customers and potential clients to create personalised and custom sales campaigns that can maximise the effects of your sales team.

For example, if you’re currently promoting your business and speaking to your customers as though they are all equal, of course, you’re going to make some sales, but that doesn’t mean that all your customers are the same.

In fact, if you look into your data and realise that the majority of your customers are actually 40-year-old women in the New York area, you can then set about creating custom content and sales pitches that will meet the needs, requirements and expectations of these individuals.

This could be the topics and approaches to sales that you take, the tone of voice, style and language that you use in your content and emails and much more. This is your opportunity to think outside the box. You can always use content creation tools, such as State of Writing and Academized to help, if you’re struggling for ideas.


Diversifying Your Client Base

If the 80/20 rule is anything to go by, a typical business will receive around 80% of their revenue from just 20% of their customers, but this doesn’t have to be the case. If you’ve got several large customers who are your big spenders, what happens if these customers take their business elsewhere, or stop operating altogether? It’s going to cripple your business.

This means you need to equally focus on the 20% of your customers and use data to identify areas where you can upsell your products and services to gain more income from them, equalising the playing field.


Master Your Emails

Your emails are one of the most effective sales tools that you have, but only if you implement them into your sales process in the right way. Thanks to modern day technology, it’s now effortless to draw data on your emails to help you maximise their effectiveness.

Sara Kopp, a CEO at Big Assignments, shares, “Whether you’re referring to the click-through rate, your open rate or your conversion rate, analysis these statistics to see what you can improve to boost your sales. If you have a low open rate, work on your subject line. Low click-through? Improve your email content.”



As you can see, there are so many advantages that data-driven sales teams can have that can benefit them and your business. Every business is different so you’ll need to make sure that you’re thinking outside the box and getting creative with how you use your data to take your business to the next level.