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6 Reasons Why Team Selling is the Future of Tech Sales

Pablo Penades

Nov 03, 2023

Note from the author: “I’ve used Dall-E, a ChatGTP4 app, to create this post image. I’ve added the query I’ve used to generate this image at the end of the post”

In the last decade or so, the sales profession has probably changed more than the five  previous decades combined. In the high-paced world of tech sales, this is doubly so. Not only has technology itself transformed seller behavior, but gone are the days when a single rep could handle the entire sales process, which is now being quickly replaced by team selling.  

The rise of team selling in recent years has emerged as a strategy that not only boosts sales but also builds buyer confidence and accelerates the sales cycle. Team selling involves a collaborative internal effort, leveraging two (or more) people to get complex deals over the finish line. There are many reasons why team selling is catching on at technology sales organizations across the globe. Here are the top six:

1. The sales cycle has grown more complex

As anybody who has sold into an organization in the last few years knows, the buying process in the tech industry has become increasingly intricate with a multitude of decision-makers involved. It is no longer sufficient to convince a single individual to make a purchase — now, multi-threading and cross-organizational communication is a requirement.

Team selling enables sales professionals to work collectively, understand and address the concerns of various decision-makers, and navigate the complexities of the modern sales cycle successfully. As the sales cycle evolves, so must the teams selling to bigger orgs. 

2. Team selling builds buyer confidence in your organization

Solo sellers are often met with skepticism by buyers, who might believe they’re a fly-by-night rep who will be gone tomorrow, or one small cog in an otherwise massive, faceless machine. Team selling, on the other hand, shows a buyer that they are being taken seriously, and demonstrates a commitment to their actual success. Having a diverse team of professionals fosters trust and confidence in the organization, and showcases a comprehensive understanding of the buyer’s challenges and an ability to provide tailored solutions.

To put it simply: when there are more people assigned to a deal, the buyer will feel like they are being valued.

3. Different perspectives help flesh out an effective approach

When team selling, each member has an opportunity to bring their unique set of experiences, backgrounds, and skills to the table. This diversity is invaluable when it comes to crafting sales strategies and developing solutions tailored to the buyer’s specific requirements. Your next first-degree perspective will be your sales manager perspective. 

By leveraging different perspectives, team selling allows for brainstorming, problem-solving, and refining sales pitches, resulting in a more compelling and effective approach. It also allows multiple people to view the situation from their own perspective, which can help plot the right course to get to a closed deal — two (or more) eyes are better than one.

4. Team members can pick up each other’s slack

One of the advantages of team selling is that it minimizes the risks associated with individual limitations, absences, or with things simply falling through the cracks. If a team member is unable to attend a crucial meeting or falls behind on a task, someone else can seamlessly step in and address the situation. Not only that, but multiple team members can ensure a prospect gets a quick response if their other members are busy or indisposed. This collaborative approach ensures that deadlines are met, information is shared, and no opportunity is missed due to the absence or overload of an individual teammate.

5. Team selling aligns expectations internally

While this point is often overlooked, team selling can help bridge the gap between different departments within an organization. Sales reps, marketing, operations, and product can collaborate closely, aligning goals, streamlining communication, and ensuring everyone is on the same page.

This internal alignment enhances overall efficiency and effectiveness, and solves one of the most insidious problems plaguing modern organizations — siloing.

🧐 By the way, did you watch our content series Smashing Silos our latest production to help sales leaders create a high performing teams with the power of collaboration and connected selling. Discover how to remove those pesky silos that are dragging your team down and revolutionize the way they work.

6. Team selling shortens and accelerates the sales cycle

Tech sales cycles can be notoriously slow-moving, especially now that budgets are being closely scrutinized and CFOs (and even boards) are required to sign off on any new purchases. Team selling can help circumvent delays associated with individual limitations or the time-consuming process of obtaining necessary information.

By getting multiple people involved, things get done quicker and the sales cycle is condensed. What would take one rep a few days can be done in hours when multiple people are involved. This means leads are converted more quickly, and revenue is generated faster.

What more could you want?

ChatGTP4 prompt

Create a dynamic blog post header image reflecting the theme of team selling in the tech industry. The image should depict a diverse group of professional salespeople in a modern office environment, collaborating over a digital strategy. Visual elements to include are: a digital sales funnel on a screen, a multicultural team of five professionals (Caucasian, Hispanic, Black, Middle-Eastern, South Asian) engaged in a discussion with various digital devices (tablets, smartphones), wearing business attire. Incorporate abstract icons representing communication, teamwork, and technology such as speech bubbles, gears, and network symbols. The atmosphere should convey a sense of innovation, collaboration, and the fast pace of the tech sales world.

Pablo Penades

I’m Pablo, a SaaS marketer fueled by human connections. I excel in inspiring teamwork and creativity to tackle complex challenges. My "Get Stuff Done" approach is my superpower, alongside a curiosity that drives me to explore, build, and learn in tech. Find me at conferences, playing guitar, or in front of a chess board.