13 Secrets Why Sales Leaders Love Co-Selling

As a sales leader, you can take co-selling from a ‘good idea’ into a game-changing advantage for your organization.

The practice of co-selling is about deploying your resources to sell more together. It’s a way to achieve your sales goals, build an agile organization, and respond to ever-changing developments in the marketplace.

While we often think about co-selling as the software features, there’s much more to the entire concept. Let’s look at 13 secrets about co-selling you may not have known, or at least have not deeply thought about. The good news? As a sales leader, you can take co-selling from a ‘good idea’ into a game-changing advantage for your organization.

Ready to jump in?

01. Sales leaders love to build sales organizations focused on co-selling.

The old days of pitch and push are over. Even if you still get a rush of adrenaline thinking about the pressure. It’s a new day. Savvy sales leaders love to be at the edge of the curve. Today, that leading edge is collaborative selling. 

It is the method ideally suited for shortening sales cycles, boosting performance, and optimizing workflow while working remotely. 


02. Sales leaders love to nurture the way co-selling is initiated.

As a sales professional, you know the importance of first impressions. In collaborative selling, the first impression is the one you’re making to your peers and sales reps. Automating collaborative selling is the key to engaging sales teams. 

Let’s face it. Everyone hates the grind of filling in reports, doing tedious paperwork, and scrambling to get past gatekeepers. When you share the values of collaborative selling, highlight the rewards. Do the math and share the numbers. How much time would your sales reps save each week or month, by making key warm introductions with prospects seeking your solutions? 


03. Sales leaders love to support the way co-selling is sustained.

Once you’ve made an impression and gained buy-in, continue to emphasize the values of collaborative selling. In many organizations, win-events help spread the word about profitable rewards of co-selling. Many teams do this on an impromptu basis as a way to inspire sales reps with real-time data. 


04. Sales leaders love to reward the way co-selling is increased.

Taking a page from the win-event playbook, you may want to initiate weekly or monthly win-events. In this environment, make time to share the rewards of co-selling in virtual win-sessions. Share the excitement by encouraging sales reps to tell their own story to other reps. 


05. Sales leaders love to encourage the best motivation for co-selling.

What is the best motivation for collaborative selling? Providing exceptional value for your customers. Sales leaders know that with the right tools, skills, and mindset, their reps can respond in a personalized way to the needs of prospects and customers. 

A win-win motivation helps you look for growth opportunities with B2B companies. Brendon Cassidy, co-founder at CoSell puts it this way, “The reality is that there are literally hundreds if not thousands of companies that can help you, just as you can help them, with a win-win for both sides.” 

With customer value as your guiding star, you’ll encourage direct introductions and engage your team to offer the highest level of customer engagement.


06. Sales leaders love to provide training for building co-selling skills.

In school and often at work, many sales professionals learn skills for individual achievement. We get good at the skills needed to win. This often leads to being very good at skills that make us aggressive, competitive, and goal-focused.

This is why training is useful to learn collaborative selling skills. With training, we develop skills to truly engage, interact, listen, and work together. 

Co-selling uses a fresh approach— and transforms the art of selling. With targeted training, these skills can be learned to foster genuine engagement.


07. Sales leaders love to provide mentorship for co-selling best practices.

Many sales professionals learn through modeling and mentoring. Sales leaders, often tell me personal stories about what they learned from their first boss or mentor. Mentoring has indelibly improved and shaped their performance, and often their careers.

Now it’s your turn. As a sales leader, look for opportunities to mentor your team. Additionally, set into motion mentorship programs between sales managers and new hires, to offer one-on-one support for co-selling.


08. Sales leaders love to model co-selling best practices.

In your role as a sales leader, I bet you love co-selling. 

The best part is you can model co-selling from start to finish. How can you do this? Step by step as part of your daily communications. Share co-selling stories. Share wins from current partnerships. Build out training programs. Set up new policies and programs to reward co-selling. Be yourself, be natural, and model best-practices at the same time.


09. Sales leaders love to correlate financial investment to the sales pipeline.

We are all looking to increase deal size, drive higher conversions, and close deals faster. That’s why sales leaders thrive on being able to demonstrate value. Don’t you just love to connect-the-dots and show the value of co-selling? 


10. Sales leaders love to correlate financial investment to revenue.

To do this correlation, show the tangible revenue from partnerships. Clearly, this means you’ve gained momentum from your co-selling strategy. Fortunately, the faster you focus on co-selling, the faster you’ll have these numbers as evidence.


11. Sales leaders love to build collaborative partnerships.

Similar to modeling collaborative behaviors, sales leaders focus on bringing in collaborative partners. Where are you seeing opportunities and possibilities for building partnerships? By focusing on your relationships at the highest level, you’ll not only add revenue for your business but also model building collaborative partnerships for your sales teams.


12. Sales leaders love to build internal collaboration across the organization.

No department is an island. As part of a larger organization, sales leaders are in a unique position to build internal support for collaboration. Share your wins with the marketing department. Build systems for engagement with the customer service department. Looking for opportunities for collaboration is a great way to keep your finger on the pulse of what customers are truly seeking.


13. Sales leaders love to personalize their communications about co-selling.

Taking a diverse approach to communications is key to personalize your message about co-selling. You get a kick out of sharing stories that connect with your audience. Using this flexible approach, you’ve got a knack for building a base of people who love to co-sell. Use your skills to build buy-in for co-selling across your organizations, with prospects, and with a wide spectrum of clients.


Sum Up

As you optimize your virtual sales performance, you can join successful businesses that are shaping the market and realizing significant revenue potential. Partnership Co-Selling is how you can virtually qualify B2B sales opportunity. You can use this to boost sales, expand your network, and grow profitability.

Using a platform like CoSell.io is the simplest way to get your sales team on board. CoSell is a robust platform that makes it easy and fast to automate and scale collaborative co-selling across sales teams. 

If you’d like to explore how partnership co-selling can help you and your team boost sales and win major clients fast - check out our selection of free eBooks.

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