HighRadius increases lead conversion by 31%

HighRadius provides modern financing and accounting software to more than 700 of the world’s leading companies. Brett Johnson is the AVP of Global Enablement, responsible for developing, executing, and improving the company’s processes for their team of 150 account executives.

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Brett has identified a common, widespread problem across sales organizations: most reps do not understand their audience well enough to articulate value quickly. So, most outreach falls flat.

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However, when sales teams truly understand their buyers, they can differentiate themselves quickly and create a consistent competitive advantage. Brett implemented Crystal’s behavioral insights into HighRadius’ ABM (account-based marketing) process because it allows sales reps and leaders to personalize their pitch for the unique stakeholders in every target account.

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Here’s how…

Training

To successfully implement any cohesive communication strategy, the whole team needs to unite behind a common methodology. DISC has proven to be an extremely powerful framework for sales teams for several decades, so Brett integrates it heavily into his training processes.

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The key underlying idea behind DISC is that personality differences lead to vastly different communication styles and buyer preferences. These behavioral patterns are well-validated, and with enough experience, sales reps can learn to identify these patterns and adapt their communication style accordingly.

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To train a team on DISC, Brett recommends this process:

• Have each team member complete the DISC assessment and read their own profile.
• Facilitate discussion between team members to discuss what resonates most and how their profiles are different from each other.
• Discuss how each team member’s DISC type might affect the way they view the selling or buying process.

By the end of training, reps learn:

• The strengths, blind spots, and sales styles associated with their own DISC type.
• The buying behaviors associated with each prospect/customer DISC type.
• How each DISC type prefers to communicate, build relationships, and make decisions.

Practice

HighRadius runs a tight, consistent, well-structured enterprise sales process, which includes a “pre-meeting” strategy session before each sales conversation.

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In each of these strategy sessions, the ABM team uses Crystal to:

• Identify the personality and communication style of each stakeholder.
• Decide which benefits to focus on most heavily, based on the DISC types involved.
• Personalize the message in a way that will best resonate with the group.
• Prepare for potential blind spots, red flags, and objections ahead of time.

With this information, the team develops an effective strategy for the upcoming call. Every account may include champions, decision-makers, gatekeepers, and other stakeholders with vastly different communication preferences, objections, and behavioral tendencies, and Crystal’s DISC-based insights help the sales team understand and act on these differences in an efficient way.

We know our value proposition and what we do. Crystal helps us then position that value in a way that will resonate most effectively with our audience. The only way to do that is to understand those basic personality types and figure out what is the way to position our value that is most likely to align with their goals.

Results

With the insights and guidance from Crystal, HighRadius sales reps can articulate value far quicker than they have historically. Brett measures Crystal’s impact primarily by top-of-funnel conversions, and they’ve seen those rates increase since implementing the tool: HighRadius initially implemented Crystal in Q2 of 2021 and saw their lead conversion rate increase by 13%. In the following quarter, they saw that number jump to 31%.

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Brett describes himself as a tactical leader, with a bias towards action and tangible results. So, he explains Crystal’s place within the sales process very clearly:

The first 5 minutes of any meeting is absolutely crucial. That’s where Crystal helps my team the most.