Fintech firm trains sales teams uniquely from competitors

Acrisure provides an educated path for its salespeople, making sure they get engaged.

Marketing experts from US fintech and insurance firm, Acrisure, revealed that part of their competitive advantage is to create marketing campaigns that inform their messaging.

Rob Erfurt, director of marketing and sales at Acrisure, said they do so by training salespeople and offering the right technology to help drive the “unprecedented sector.”

“The narrative is… how we took a population, that only knew one product; and through training, enablement, coaching, and some excellent software, gave them the tools they needed to be confident enough to go out in the marketplace,” said Erfurt at a forum of HubSpot’s INBOUND 2023 held in Boston recently.

Melissa Lee, Acrisure revenue operations manager, said they give the correct training and learning management system for their sales team.

“We’re actively working with our learning and development team to develop the right resources for our sales team,” Lee told the same forum.

To help their sales team engage, Lee said they introduced technology such as SalesScreen, which allows the team to be competitive and familiar with their goals.

One feature of SalesScreen is identifying individual and team key performance indicators (KPI) metrics that are pulled from the database of customer relations management (CRM) or aggregated from across the tech stack in real time.

Another type of technology that Acrisure tapped is from HubSpot, which helps its salespeople make calls to companies to drive revenue. 

“We use the phone in HubSpot for the dialer. We make sure that they’re engaged with the mobile app. Obviously, they’re salespeople, they’re always on the road so we want to make sure that that mobile app is what they want top of mind for them,” said Lee.

Do training in segments

But for implementing technology tools and training, Erfurt advised not to roll out the training for every salesperson in one go, rather, to do it in segments.

“We ran a pilot of 50 people, they had to volunteer, and then they had to commit. They had to commit to a programme with no repercussions,” explained Erfurt.

These are called early adopters of the training and after which, they will talk positively about the training, reeling in more salespeople to do the training.

“These early adopters, now you get them back in their shops, and you’re talking positively about the solution of how they’ve been successful and then more and more people are gonna go: ‘Oh, I want to do it’,” said Erfurt.

“Instead of pulling them into the programme, you’re keeping them at the door until you’ve got enough capacity to onboard them the right way,” he said.