The larger the company’s development is, the more difficult it is to innovate and act rapidly in terms of growth. However, this rule does not apply to the team of Marc Benioff and Salesforce.com. They are still ranked as the top 3 in Forbes’ list of the world’s most innovative companies, with a 24.88% of sales growth in 12 months(2017). For these few years, it has secured its position.
In terms of scale, it is almost impossible to imagine that Salesforce.com was a company that had only been listed for 14 years. The number of their employees increased from 500 to 29,000. There is no doubt that they have a different point of view when building their business model and methods when they contact new prospects.
The most important thing to a successful sales process: innovative prospecting without cold calling.
Some tips for email marketing:
- Check your email response rates
- Do not except an instant response, it generally takes 2-4 weeks to develop new leads
- Make sure the timing to contact/ talk is correct
- Find out what kind of emails are responded and why
- If people are not interested, find out the reason
- Do not give up easily, unless you were refused by the decision maker
- Always follow up a next step
Cold calling 2.0 :Nowadays people are more resistance to the kind of traditional cold prospecting, therefore, the Cold calling 2.0 framework was introduced in the book of Aaron Ross, “Predictable Revenue”. How this new framework differs from the traditional prospecting is, instead of cold calls, doing researches before contacting people,making referral calls will gain you more leads. Besides, sending short and sweet emails instead of long letters and emails will give the potential customers a better impression.
In addition, having more salesperson in the team will not definitely help growing the revenue. In fact, the training program a company provided to the sales reps is relatively more important. When the sales are highly committed to the values and culture of the company, they could present the products in a more natural way during the business selling processes.
Salesforce.com’s business development strategy
Some tips for the sales managers:
- Treat your team members like your customers
- Train the sales reps and give them time and opportunities to practice their presentation skills
- The quality is more important than the quantity
- Learn to listen and give the right support to your team members
One of the key to the success of Salesforce.com is the ability to win customers from large organizations. To win over customers, companies must provide strong incentives and a reliable image.
In the beginning of the business, Benioff insisted on setting up a foundation for charity activities. He setted up a 1:1:1 principle, that is donating 1 percent of the company’s shares, one percent of the annual profits and one percent of the employees’ time to do charitable activities to give back to society. With these activities, it gained good reputation for his company and also earned more support.
Benioff created his own strategic management method, with “V-2-Mom”, this tool created by Benioff, can show the road map of each of the Salesforce products.This is a combination of operational concepts and products. For Benioff, “trust” from the customers is more than anything, even though you have a nice product, without the trust, customers do not stay long, the key to gain trust, is to first have employees who trusts themselves and the organization commitment that they are being an important part of the firm.
- ‘5 deceptively simple steps to success’ 2017, Executive Leadership, 32, 10, pp. 1-2, Business Source Complete, EBSCOhost, viewed 4 June 2018.
- Karmali, N, Helft, M, Kauflin, J, Vinton, K, Herper, M, & Bosilkovski, I 2017, ‘THE WORLD’S MOST INNOVATIVE COMPANIES’, Forbes, 200, 2, pp. 72-90, Business Source Complete, EBSCOhost, viewed 4 June 2018.
- Forbes.com. (2018). [online] Available at: https://www.forbes.com/innovative-companies/list/#tab:rank [Accessed 4 Jun. 2018].
- Lashinsky, A 2017, ‘BENIOFF IN BLOOM. (cover story)’, Fortune, 176, 6, pp. 64-72, Business Source Complete, EBSCOhost, viewed 4 June 2018.
- Ross, A. and Tyler, M. (2012). Predictable revenue. West Hollywood, CA: Aaron Ross.
- Anon, (2018). [ebook] Available at: http://topopps.com/wp-content/uploads/2015/01/Predictable-Revenue-Guide-To-Tripling-Your-Sales-Parts-1-4.pdf [Accessed 6 Jun. 2018].