Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

I think one of the biggest lessons I’ve learned was that sales is really I think a learned skill. I think maybe I even came into sales thinking that people were just naturals. You had to be just a great smooth talker, and I think I learned pretty quickly that sales is something you can learn. Sales is something you have to learn. It’s something you practice. Something you have to have a lot of patience with, but at the end of the day it is a learned skill. So I think that was one of the biggest lessons that I’ve had to learn on my side to be successful.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

I think maybe one thing that the average sales rep would believe is that, and I think I’m guilty and maybe a lot of people are guilty of this especially earlier on. Is thinking that when I cold call somebody or I have a discussion or I call somebody out of the blue. That I might be bugging them or annoying them. I think it’s easy to think that especially early on in your career. I think you really have to have a mind shift, and I think I’ve had a big mind shift over the years where I truly believe that when I’m speaking with my customers. When I call somebody out of the blue. That I have value to provide and that they could benefit from having a conversation with me and benefit from leveraging our platform. I think that’s one thing an average rep could think is that I’m calling somebody out of the blue. I’m bugging them. When really it should be a mind shift of you should want to talk to me and you’ll get value from it and benefit from having a conversation.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

One thing that I try to do is really act like a consultant or mimic a consultant approach where one of the first things you need to do, especially as an introduction to a new customer, a new prospect. Is to really sell yourself. Separate yourself as a sales rep, and when I say sell yourself. Talk about your experience. So my experience in the industry. Talk about the successes that I’ve had with other customers. So I think a consultant has to sell them self first to really convince the customer that there’s value I can provide and value that you can receive from working with me. So I try to take that approach and then obviously the second part of that is really just listening. A consultant is going to have to listen to current pain points, challenges that that customer has and the final stage is to be able to propose a solution.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

Definitely use the calendar to block off time. I think it’s easy, especially if you need to make phone calls during the day. It’s easy to get distracted with emails that are coming in. Customer are blowing you up about something. So it’s easy to kind of drop the phone calls that you need to make to respond and get back to people. I think to work effectively and efficiently you need to focus on the task at hand. I try to use my calendar to block off time slots where I can really focus on what I need to get done. A lot of what we do is long-term strategic type pricing, or working with marketing to customize a presentation for one customer that we’re going to in a couple weeks. So a lot of these are really time management and making the time to prepare for something that might still be a little ways off. So I think being able to block it off on your calendar is for me the most effective way to get that done.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

I typically try to structure travel. Obviously they’ll stem from in-person meetings that we need to schedule. So a lot of times these are quick hit trips, one nighters. So we’re going to visit a customer. Have a quarterly business review or success review with our customers or maybe it’s meeting with brand new prospective customers. We’re going out to meet face to face, present our solution, things of that nature. A lot of different types of in-person meetings that we do, but we try to meet with our customers face to face as much as possible. For me it’s really just about trying to stay as organized as possible and still be productive while I’m on the road. I live and die by my calendar. So really just having everything built out there. From things that I need to do on a personal level. Things that I need to do from a business perspective. Even mapping out when I should take time to send out emails versus make phone calls. So I try to live and breathe by the calendar so that I’m staying organized. I take notes in my calendar integrated to Evernote. So that I have everything and can follow up as quickly and productively as I can.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

I did mid-market sales for a couple years. It’s definitely a different sales process. The deal sizes are a lot smaller in mid-market for probably most technology companies. What’s mainly different is you don’t have as many at-bats. So you really have to be strategic about how you approach. Especially potentially new customers. We have a limited universe. I have 150 accounts. A descent percentage of them are already existing customers, so my pool of new prospective customers is not huge. So when I have an at bat or when I am able to speak with somebody for the first time. I have to make a great impression. I have to provide a lot of value for them to take the next step, and I have to win. That’s one thing I think that was just a very different mindset is, it’s not about volume in enterprise space. It’s not about how many calls and phone calls can I make. It’s a little bit more quality. What’s the quality of the phone call that I’m making? What’s the quality of the email that I’m writing to capture somebody’s attention. I think that was the biggest shift and adjustment.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

I’m a regional sales manager. On the enterprise sales team I manage about 150 named enterprise accounts for Cvent. Those companies are what we classify as enterprise companies, about a billion dollars in revenue annually or above. So that’s kind of my classification. From a revenue perspective we kind of break it out. About 70% of the revenue that I’m bringing in on an annual basis is from our existing install base. The other 30 is from net new logos that we’re bringing on. So last year, as you mentioned, I did 208% of my annual quota. My annual quota is $1.6 Million. So I did about $3.3 Million in annual contract value. We also look at TCV or Total Contract Value which was just over $8.2 Million. When we said top performer that was across a team of about 12 folks, give or take, on our direct selling team that I would be technically competing against.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

I would say I’m more actively involved than most when it comes to marketing. I love to be that hand raiser that says: ‘I’ll be involved with how we develop the deck and the PowerPoint and the presentation’ just because I feel strongly, especially with the success that I’ve had and where we’ve gone in different areas of our platform. I like to be heavily involved. A lot of that is just providing. A lot of times marketing teams love to get sales involved to figure out what success stories do we need to put out there that’s going to resonate with your customers. Those are things I like to volunteer and carry up and make introductions to my customers that are experiencing success to talk through what they’ve achieved and how they’re achieving it. Part of that is just raising your hand and trying to get involved, because I think a lot of people are reactive and you get content from marketing that might not be applicable and if I can help avoid that and make it benefit me and my customers then I’m all over it.

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Clip from Episode 20 featuring Cvent’s Top Enterprise Sales Rep – Barry Womack:

Like I said, preparation I think for me is one of the most important for me and how I was able to get to number one. It comes down to really just understanding my personality. Kind of who I am as a person as well as a sales person. For me, I’m an introvert. I think that preparation helps me be confident going into a lot of these meetings and presentations that I do on a regular basis.

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