How Insights and Analytics Will Boost Your Sales - - Relationship Intelligence for Sales

How Insights and Analytics Will Boost Your Sales

By Jaxson Khan in Artificial Intelligence

This is a guest post by Taice Perrotti of

How many times have you thought that your sales would be better if you simply had tools that could provide you with some sort of insight as to how to improve your salesmanship? Could having the proper insights and analytics be the one thing that’s holding you back from being the best salesperson you can be? If you think that using insights and analytics will help you boost your sales, you’re right.

Top sales talent around the world use a variety of insights and analytics tools. There are many players in the sales insights and analytics game, but don’t let that deter you from finding the ones that can help you increase your sales. So, let’s get started.

What are Insights?

Insights are simply the information that you learn about your prospective customers’ businesses so you can tell what makes each individual business tick and how to best approach them for a sale. Insights can also be gleaned from analytics, which can reveal much about a particular prospect or customer.

Let’s say you want to find out what type of web traffic their site is getting. The analytics might expose the fact that they are not driving enough people to their website because they have a poor landing page or no call-to-action that directs them to the sight. Armed with this information, you can now approach them with ways to increase their traffic, obviously trying to tie in your product or service in the process, and you’ll have the hard data to back you up.

Insights Help Discover Issues

If you don’t know there’s a problem, how can you be expected to fix it? Many customers are unaware of any kinks that they may have in their respective systems, and that’s where insights can be truly useful. Issues that can hurt a company must be addressed or they will only get worse.

One of the things insights do is they expose those cracks in the system to reveal the inner-workings of a campaign, so that they can be fixed or worked around. Moving forward, you’ll be able see what is and isn’t working, and be able to adjust. The customer will appreciate that they can now name a culprit, whatever that may be, and can finally take the steps to change what is needed to make that part of the campaign work. As there are a variety of factors, are your insights descriptive or prescriptive?

How to Find Insights

The first thing you need to do is create a customer profile that includes a problem scenario that you can solve. By anticipating the needs of your customers, you show them that not only do you care about them and their business, it also shows that you have gone out of your way to try and solve their issue at hand. For instance, at Spiro, we know our customers hate data entry, but need a CRM to help organize their sales life. We solve their problem by using artificial intelligence to eliminate most of the administrative tasks for sales reps, so they can focus on selling and closing more deals.

This could be done very impersonally via researching raw data from any analytics, or it could be in a face-to-face interview with the prospect or customer. When you finally do get something to work with, how will you apply that information once you have it? How you approach this could mean the difference between gaining a new customer and alienating your prospects. The bottom line is, you need to use insights to find the problem and the solution.

Who’s Interested?

The next thing you want to do is create buyer personas (here are some great sample ones you can take a look at), that is the profiles of who would be making the actual purchase of your product or service. Will you be dealing with a gatekeeper or someone with actual purchasing power, such as a CEO or someone at the executive level? Insight into those companies may reveal that the persona you’ll be dealing with has an affinity for baseball.

Knowing this, you could approach that sale from a casual conversation that happens to mention baseball, and the next thing you know, you’ll have that customer eating from your hand, because you found your “in”. There are countless other examples of how you can integrate the buying personas into your sales pitch, and having that insight is well worth it.

It’s All in the Data

In today’s fast-paced, data-driven world, we seem to have lost that human touch that is much-needed in the Digital Age, but with all of the data that is now used to compile demographics, customer profiles, and more, how can we as salespeople make sense of it?

That’s where the analytics come into play. Analytics can be used at any stage of the sale, however it would be most useful from the earliest stages of prospecting to be fully effective. The data used in these analytics reveal so much about customers to the sales team, that you basically know exactly how you’re going to close a sale before you even walk in to meet with prospects, because you’ll have all the data and insight you’ll need to make a successful sale.

How Analytics Will Help Your Numbers

It may seem like a no-brainer, but analytics are not used nearly as often as they could be by sales professionals despite data being one of the strongest tools in a sales pro’s toolbox. Analytics offer definitive quantitative data that will show you exactly where something is working and where it isn’t, and this must be discerned by the salesperson. Analytics also can back up a salesperson if a prospect or customer refutes certain points.

Overall, analytics work great within a sales setting, and can be used to by anyone who can understand them. Some people are wary of analytics because they feel that it dehumanizes the sales professional, reducing them to mere number-monkeys who follow the trails of data rather than learning through interaction with their human customers.

Are Insights and Analytics Worth It?

It’s been proven in recent years that the data collected and analyzed by sales professionals has shaped the changing sales landscape, but are insights and analytics worth it? The answer is a resounding “yes” because without the insights from customers and their businesses provide salespeople with an “in”, giving them some knowledge that will help get them past the gatekeepers and directly in-touch with the person or people needed to close the deal with.

As for the analytics, these are beyond useful because you can learn so much, from the way they interact with others online to the optimal times of day to post on social media. If you’re working in sales and want to try gaining insights and using analytics to boost your sales. There’s no better time than the present.

Jaxson Khan
Sr. Marketing Manager
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