Getting Your Inside Sales Initiative Right
Two companies going through a large merger brought ESG in to advise them on how to converge their separate go-to-market strategies into one cohesive strategy. They knew they would benefit from outside insight and wanted to ensure that their next moves would lead to long-term growth. We sat in on their initial meeting and listened as they discussed passing an inside sales initiative to their customer service reps.
This perspective made sense for several reasons; the customer service reps understood the customers, the product, the pricing, and were already set up to make calls. But, because of the insight we had from working with similar M&As, we knew this would not be effective. We pushed back and said that this was not going to work.
If they wanted this strategy to be effective, then they needed to rethink their approach. Professional inside selling is unique and nuanced, and your customer service reps are not the right people for this initiative. Build this as a strategic asset to the company, or you’re wasting time and money.
Our recent partnership with a B2B service company demonstrates that an inside sales initiative is not only possible, but profitable in today’s shifting marketplace.