Telemarketing Lead Generation Blog

Understanding the Three Cs of Sales Reps

Posted on Aug 12, 2010 by Kathy Rizzo, Vice President of Sales and Marketing

The owner of the first marketing agency that I worked for taught me the “Three Cs of Sales Reps”. I’ve googled this topic to see if it’s documented elsewhere. Since I have not been able to locate it, I think it’s a topic worth sharing with our readers. In my opinion, it’s something that all Marketers should know- especially those who are tasked with creating leads for their Sales organization.

The Three Cs of Sales Reps are…

1. CONTROL
2. CREDIT
3. COMPENSATION

Understanding these Cs has helped me to create lead generation programs that Sales reps truly want to see executed. I’d like to take a moment to talk about each of these, and how Marketers can use them to positively impact lead generation ROI…

• Control – Sales reps are control freaks. Having personally sold our services for 10+ years, I feel that I can make this statement without offending. Marketing managers can give Sales a level of control by: 1.) Ensuring Sales has direct input in the campaign messaging, probing questions, value propositions, 2.) Getting Sales’ approval on the definition of a “Sales-Ready” Lead and 3.) Giving Sales the ability to remove an account (i.e. provide a suppression list). These are just a few steps that will help to provide Sales with a level of control, which in turn, will give them confidence in the campaign execution and a sense of ownership in working the leads that are produced.
• Credit – Most Sales Reps also have egos. They want credit for a job well done and in some cases may not want to admit that an account they just “won” was initially uncovered by someone other than themselves (i.e. a lead generation campaign). But, there are also ways to use their desire for credit to positively impact lead follow-up. For instance, make it a point to formally communicate positive results, specifically giving credit to Sales Reps who close marketing leads. I recently participated in one of our client’s monthly Sales meetings in which the Sales Manager announced that a Return on Investment of 38: 1 was just met on a lead generation initiative as a result of a large account “win”. He gave specific credit to the Sales rep for closing the lead and boosting the ROI.
• Compensation – Most Sales reps are driven to a great degree by monetary compensation. So make it known that the goal of every Lead Generation program is to increase Sales Revenue – and ultimately make Sales Reps more money. Plain and simple!

Tagged: lead generation, targeted lead generation, lead generation telemarketing, telemarketing lead generation, telemarketing leads, lead nurturing

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