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Years ago, employees had to combine many different functions. However, the division of labor facilitated a sharp leap in the economic development and financial well-being of the population. The same principle is coming to be applied in B2B sales lead generation. 

What Is Sales Specialization? 

Sales specialization is the assignment of specific functions to different sales managers, corresponding to a certain type of sales. Depending on what types of sales are used at your company, you can develop requirements for the specialization of sales managers. 

Most B2B companies need sales staff responsible for different processes. One of those is attracting new clients. This process includes active work on filling the company’s client base:

• working with B2B leads; 
• interacting with potential clients who are included in the client base (using calls, in-person meetings, and digital communication channels);
• replenishing the client base with new contacts through taking part in various marketing events (conferences, exhibitions, workshops, other training).

Increasing B2B sales leads is the main task of sales managers, and sales specialization allows us to do it better and faster. 

Does Specialization Reduce Cost?

The pandemic lockdowns forced business owners to look into new methods of doing business and learn how to use new tools to support their companies. The goal of any commercial organization is to make a profit. And one of the tools is cost reduction.

To make your search for leads more targeted, you need to know the demographics of your potential clients. Specialization allows studying customers’ needs, interests, and behavior more thoroughly. For instance, B2B lead generation agencies conduct special custom lead research Thus, you don’t have to waste your time and budget on trying to attract people who are not interested in your product or service at all. Narrowly focused sales managers will devote their maximum effort to interacting with real leads.

B2B sales lead generation

The best thing for B2B sales lead generation is a special AI-based platform to increase your email deliverability. Potential clients get a lot of information through emails. Nowadays, almost everyone has an email address and can see your ads, promotions, and other useful content. But due to interruptions in the delivery of emails and overly vigilant spam filters, your company is losing customers. 

Folderly has super reliable software that can help business owners to be sure their emails are delivered to their real or potential clients. From the day you start cooperation with Folderly, you can forget about any and all problems that used to happen to your email newsletter.

Does Specialization Improve Results?

One person can’t be talented in every sphere of life and occupation. A good lawyer can rarely be a good accountant too. Engineers are far removed from marketing and sales and it’s almost a certainty that they don’t know how to get business leads. 

If you want to get better results from your company, you have to assign all tasks according to your employees’ abilities and skills. Most business owners understand that accountants need special education and experience. But this rule is very often forgotten when it comes to sales managers. 

Why Do You Think They Don’t Want to Change?

This is a common issue around the world. When most people are looking for a job, they need fast money. Sales are associated with commissions and quick profit. Many people believe that being a sales manager is easy and doesn’t require special education. Thus, we can see teachers, artists, designers, engineers, hairdressers, and musicians working in marketing departments. 

Every job needs certain skills, knowledge, and the desire to be a professional. But many people don’t want to change and improve. Getting their commissions, many sales managers are not motivated to perfect their skills and work for the future of the company. 

Business leads in small companies very often depend on one or two employees or the business owner who is the sales manager at the same time. In this case, one person combines a lot of functions and cannot grow professionally. 

There are two ways to attract new B2B leads and make your business more prosperous. The first way is to hire professional sales managers who are ready to grow, improve their skills, and change depending on new market laws, requirements, and trends. The second way is to cooperate with B2B lead generation agencies such as Belkins’ and delegate to them all issues related to attracting and retaining customers.

Do You Think Startup Founders Are Afraid to Assign Sales Functions?

This might be true in many cases. At first, the main goal of startups is to make themselves known on the market and show fast results. At that stage, it feels too early to think about future strategies and more effective ways to get business leads.

Startup founders don’t work with B2B lead generation agencies and outsourcing companies. They don’t practice sales specialization because of lack of financing. They try to do everything using their own resources. But that’s not the best way to develop business and increase B2B leads. 

Ways to Succeed in Sales Specialization

In any type of business, it is important to choose the way that can lead you to success. Sales specialization is a long chain of interconnected components. If you lose one of them, the entire system can malfunction. 

All members of your sales team have to know their main functions and work on them according to your marketing strategy. Sales managers have to form a professional team with special education, skills, and knowledge. Their interest in B2B sales leads generation will help them to work more efficiently and smoothly. 

Business owners need to control the whole cycle of the marketing process. From time to time, they have to audit the sales, including:

• the quantity of clients;
• sales volumes;
• the average check and number of purchases per customer;
• getting new B2B leads;
• reasons clients refuse transactions;
• the effectiveness of each sales channel.

Sales specialization allows you to make this audit faster and more productive. When sales managers are responsible for a narrowly focused work area, they can see weak links in the customer relationship chain and react quickly to improve them.

Sales specialization is closely linked to appointment setting. In this case, sales managers deal only with qualified leads. However, a well-developed system of cold calling and constant monitoring of top-of-funnel leads are more preferable for large companies with different lines of business.

There are many ways to increase conversion rates, get new B2B sales leads, and improve the results of your work. The main thing is to remain proactive and never miss an opportunity to use the tools that can help a business prosper.