Wednesday, May 20, 2009
Creating leverage by putting two sales teams together
We have a number of partners into our market now, and we're adding new ones as our popularity grows, but last night we took a new step with one of our smaller partners - Hanley and Assoc. - and brought the two sales teams together for a meet and greet in a bar.
Effective sales team love what they sell, and love to talk about their products and sales process. Let's face it - most sales teams love to talk. Mix that with a few drinks and the energy is buzzing and the stories fly.
We put the FirstRain and Hanley teams together last night in a roof bar in Manhattan on a perfect Spring evening. Our objective was that they get to know one another so when they are working together on a roadshow they have a sense of who is on the other end of the phone. This matters because when Hanley takes an issuer on the road we provide FirstRain both to the issuer and to the institutions that are taking the management meetings. We provide it on a trial basis but long enough that they can make good use of the service to prepare for the meetings.
The meeting was a huge success - and an example of a practice I have used many times when building market momentum. When you have a small company with a new, missionary product finding ways to create leverage can be a big help in creating market awareness of both the company and the capability you provide. So doubling the number of evangelists by cross training the two sales teams benefits both companies - and both sales teams can then evangelize both services.
It's a small investment of time to make the connection between synergistic sales teams and it's definitely worth the focus and time to make it happen - as we saw last night.
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