Once BDRs are in the role for about a year, they can typically make the jump to the enterprise corporate sales (or ECS Geo) team. This is mainly an inside function handling deals up to $150,000, with occasional opportunities for travel. With ECS Geo, discovery is a critical component of understanding a prospect’s needs and pain points. And there is only so much one can discover by looking at the Web all day. Chances are what you find is public information and not real business opportunities.
I want my ECS Geo team to learn how to look at situations from a different point of view. I need them to think about the prospects end customer; I want them to actually “be” their customer, walk in their shoes. By doing this you glean insights about your prospect that enables you to approach them from a totally authentic point of view — you might say it gives you empathy for their situation.
This gives us the opportunity to have different conversations that are not driven by product, but by the specific problem that we can help them with. That is what gets them breakthrough conversations, and where the product should be applied can be figured out later. With this in mind, we use a training methodology that puts them in the shoes of their potential customer’s customer, i.e., the end user of the product or service.
We have an amazing amount of success with this; for example, we have seen tremendous pipeline growth and decreased time to get the first meeting. Not only is it fun for these reps to get out of their seats and into the field, by truly understanding the end user, they can be much more transformative in the solution they offer a prospect.