Specialization in sales is everything

I was watching a training session these days given by Aaron Ross, one of the strategist that changed the way sales force operated, allowing a growth of 300% in the next 12 months.

What did he do?

Before, Salesforce and the vast majority of companies with dedicated sales teams, were operating having one SDR doing all the work.

This professional was responsible for i) prospecting ii) meeting with potential customers iii) close the sale and iv) being the account manager.

Despite the obvious benefit of having one point of contact throughout the entire journey, it lacks one thing so important: specialization.

Having someone doing so much diversified work will make it imposible to be a specialist in all the phases. You can happen to be great at one of them, two maybe. But arguably difficult to be an expert doing everything.

For that reason he implemented a process that consist on the same process, but with different professionals for each phase.

Thanks to this, they were able to improve the overall conversions and micro conversions in the entire process while revolutionizing the way sales started to operation within the technology world. This rule almost applies to everything: if you specialize, you can thrive.