4 Tips on Creating a Best in Class Sales to Customer ...

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1. Proper documentation and knowledge transfer are key to successful handoffs. These can take several shapes, be digital or analog, with varying degrees of complexity. Regardless of how you document this information, productive knowledge transfers begin with discovery during the sales process. No knowledge management tool can make up for customer information that wasn’t recorded by your teams in the first place. “Even before an opportunity is marked ‘Closed-Won’ in your CRM, an Account Executive should know what information is to be recorded during sales discussions.” When recording handoff notes, the use cases or events that triggered a purchasing decision are a good starting point. Go beyond your customer’s definition of success — include notes on key stakeholders, sentiments and potential obstacles or risks. Importantly, also be aware of how success will be measured, now and into the future. Most of this information will be realized gradually over the course of the sales cycle.

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