Salespeople should have equal responsibility for prospecting and closing high value sales for B2B publishers, whatever their level of seniority.

Those who differentiate these roles should consider

 

–   Giving experienced salespeople ambitious targets for finding new clients

 

–   Providing lower commissions for renewals and account management

 

–   Encouraging less experienced salespeople to close the deals they source, with guidance as necessary.

When handoffs take place inside the sales funnel, expect to see

 

Risk for a single deal 

For every high value sales opportunity for B2B publishers, the close begins as soon as a salesperson interacts with a prospect for the first time. The value proposition and pricing information described on the first call should point directly to the close. Mixed messaging over time can kill a deal. All salespeople should be closing the deals they find, whatever their level of seniority.

Risk for top line growth

More experienced salespeople are likely to rely on renewals after they have built a book of business. Even if commission percentages are lower for renewals, the senior salesperson is likely to do less prospecting, resulting in less top line growth. More experienced salespeople can increase their compensation with higher commission rates on new clients, and publishers of course benefit in turn.

 

Risk for the team

Less experienced salespeople asked to hand off deals are likely to quit, becoming more experienced salespeople at other companies. Publishers should strive to retain less experienced salespeople, commissioning them well and allowing them to work deals from lead to close.

Closing is fun. Prospecting can be laborious. “Let the seasoned salespeople be in the driver’s seat and let the less experienced salesperson be along for the ride” — publishers should question this argument, expecting similar work from salespeople throughout the sales cycle.