Maximize the Selling Time of Field Sales Reps w/ Steven Benson [Episode 473]

Selling time is notoriously sapped by many distractions and time-wasters for sellers. In this episode, we dig deep on sales productivity.

Steven Benson, CEO of BadgerMapping.com, joins me on this episode.

KEY TAKEAWAYS

Steven notes that many companies go to market with outside sales, regardless of the trend to inside sales. The most competitive way to sell some products is in the field.

Some business models, such as SaaS, do not support the expense of field sales. Badger has customers who have competitors using inside sales and the internet, and the Badger customers do very well against their competition.

Field salespeople have always managed customer routes — either on paper or digitally. Badger combines maps, calendars, and customer lists, in one app, working together. Steven got the idea after working with add-ons to Google Maps.

Steven clarifies how field sales routing differs from truck routing. Badger factors appointment times into the route.

Is outside selling simpler than inside selling? The inside sales tech stack adds complexity. Steven reveals the name that he almost called BadgerMapping.

With the Badger app the rep can see all the customers on a map, and filter them. Customers can be sorted by campaign criteria, selected by lasso, set up by time to see, and then routed quickly. Badger cuts the busywork of routing.

Badger can be planned a week in advance. You can change the routes as needed, when new things come up. The more in the future you save a route, the more efficient it is.

Badger enhances your CRM system, or it will work with a spreadsheet of your customer data. Badger pulls your appointments from your CRM and maps them by priority.

Badger can send individual emails, or you can use your CRM mail merge. Badger has dropdowns to collect and capture activity data quickly, and send it back to your CRM.

The measurable benefits include lower mileage, less drive time, and more meetings, with meetings more focused on the planned objectives.

BadgerMaps is an interesting case, as an inside sales SaaS company whose product is for field salespeople. Do VCs see the long-term value of supporting field sales? A lot of field sales jobs will still be around in 25 years.

Steven says there is no current trend away from field sales among their customers.

The Sales Enablement Podcast with Andy Paul was formerly Accelerate! with Andy Paul.