👸🏻 What to do when sales are flat and call reviews & feedback aren't enough

When sales are down and call reviews aren't making a difference, it's time to consider a new approach. You can run what I like to call the “CRO Play.” The “CRO Play” is a hands-on approach where the Chief Revenue Officer actively participates in the sales process. Here’s how it works:

• Re-engage with Prospects: The CRO personally reaches out to individuals who have shown interest but haven't made a purchase. This includes those who booked calls but did not convert.

• Offer a Discussion: Instead of a sales pitch, the CRO offers a non-threatening, inviting discussion to understand why prospects haven't bought yet.

• Gather Insights: These conversations help identify issues that may not be apparent from sales call reviews alone.

Why it works

• Direct Feedback: Speaking directly with prospects provides valuable insights into their concerns and objections.

• Non-Threatening Approach: Prospects are more likely to open up to a senior leader who is not directly trying to sell them.

• Immediate Adjustments: The CRO can quickly identify and address issues within the sales process, marketing messaging, or even team performance.

Steps to implement the CRO Play

1. Identify Target Prospects: Focus on those who have shown interest but haven't converted.

2. Schedule Conversations: Reach out to these prospects and offer a discussion with the CRO.

3. Conduct the Discussions: Engage in open, honest conversations to understand their hesitations.

4. Analyze Findings: Use the insights gathered to pinpoint issues in the sales process or marketing strategy.

5. Make Adjustments: Implement necessary changes based on the findings. This could involve modifying scripts, addressing recurring objections, or adjusting marketing messages.

Key takeaways for sales leaders

• Balance Accountability: Recognize that declining sales may not always be the salesperson's fault. External factors like market conditions and buyer needs can also play a role.

• Temporary Engagement: The “CRO Play” should be a short-term intervention. A two-week period is recommended to gather sufficient insights without disrupting other responsibilities.

• Empower the Team: Use the data collected to support and improve the sales team’s performance, rather than placing blame.

Benefits of the CRO Play

• Enhanced Understanding: Gain a deeper understanding of the buyer's mindset and the current market landscape.

• Improved Sales Strategy: Make informed changes to sales tactics and marketing approaches.

• Stronger Leadership: Demonstrate proactive leadership by directly addressing sales challenges.

Oh and by the way, you don’t have to be a CRO to run the CRO play. You could be the the founder or the sales manager. Whoever’s the team leader can step in when necessary. If you haven’t taken sales calls in a while and you’re a little rusty, my $47 discovery call success pack can help you get your mojo back.