moneyball cover bk Using Leverage in Sales: The Art of Winning an Unfair Game

A few years back, I wrote a post about leverage: “the ability to influence a system, or an environment, in a way that multiplies the outcome of one’s efforts without a corresponding increase in the consumption of resources.” Leverage, in other words, is advantageous to business because a low amount of cost/effort yields a relatively high level of return. As it goes for business, so it goes for Sales.

Do you employ leverage to get the most from your sales organization? One way to accomplish that is to deploy sales tools. Back in 2010 when I first wrote about the topic of leverage in Sales, I talked specifically about DiscoverOrg.

Apparently, providing sales organizations with a way to benefit from leverage is a great business model because they’ve been on a tear making it onto the Inc 500 list each year since. They’re also a 2014 SIIA Codie Winner.

DiscoverOrg produces insights and contact data on more than 300,000 IT decision makers at more than 16,000 companies. If you sell to IT organizations, you need this information.

Can you get it yourself? Certainly, if you hire and train a full-time staff of researchers and have them contact every one of the companies until a complete org chart and profile are completed.  Then have them go back and cross-check the data every 90 days to ensure quality like DiscoverOrg does.

That would not likely be a good investment on your part. However, paying a relatively small fee to have access to that information would be a good investment. If you sell to IT organizations, here are just a few of the things you’ll need to know or learn about your prospect in order to sell effectively.

  • Who makes the decision?
  • Who reports to whom?
  • Which part of the organization is responsible for buying the types of things you sell?
  • Who are all the players involved in influencing a decision?
  • What technology do they currently use?
  • What is their IT strategy?
  • What are their key IT initiatives and challenges?
  • What are the emails, phone numbers, and job titles of the IT contacts?

If your Reps are calling on IT organizations without this information, you have handicapped them unnecessarily and that will restrict their ability to accelerate sales. On the other hand, if you give your Reps this critical data at a tiny fraction of the cost of collecting and refreshing the data yourself… congratulations! You’re using leverage.

Last week, I co-presented a webinar with DiscoverOrg about the need for changing the sales number’s game alas Moneyball.  If ever there was a story about using leverage it is how the Oakland A’s were able to scout for and successfully recruit players worth millions at a fraction of the cost. How this came to be is described in a wonderfully entertaining book (and later, a movie) by one of my favorite authors,  Michael Lewis (check out his new book called Flash Boys).

In the webinar, I argue that you can’t compete in today’s world of Sales using the same number’s game that worked in the past. That our game is ripe for a change and those who make the change first, will reap the rewards just like the Oakland A’s did. So how can you get more sales with the same amount of effort and resources? Listen to the free webinar recording to find out. You’ll hear about:

  • The biggest problem with the Sales number’s game as it exists today.
  • More statistics and trends that strongly signal the need for change
  • The tools to help you execute a game-changing strategy without breaking the bank

You’ll also see how DiscoverOrg created a niche solution that changes the game for sellers of IT solutions.

Whether or not you’re able to re-engineer the game of recruiting for prospects like the Oakland A’s did for recruiting players will come down to one thing—creating leverage.