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Cold Calling Training | Skills + Practice = Success

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Cold Calling Training Courses

In this article we will cover...

Cold Calling Training – Top question from Google

How do you Train for cold calling?

HERE’S THE SHORT ANSWER:

  1. Thoroughly research your target audience and what’s important to them
  2. Ensure you know exactly how your product or service impacts your customer and the value it delivers
  3. Plan your day and make sure you have prepared your call lists in advance
  4. Use a CRM or other tool to track every call you make
  5. Use email and social media in combination to increase your success
  6. Slow down – build rapport first and add value before you ask for anything
  7. Embrace the NO’s, don’t take it personally and understand, success is following your process consistently
  8. If you are not getting more No’s than Yeses then you are not talking to enough people
  9. Test everything and keep testing everything, so you can learn and improve

Some sales people dread the thought of cold calling, and many customers hate receiving endless cold calls from various companies trying to sell them products or services that they don’t want.

In this changing world, many of us don’t even make a phone call in our personal lives, as we swap traditional phone calls for instant messaging and social media.

However, cold calling is a tried and tested sales channel which has been used for decades to secure new customers, and can still play an important part in your outbound sales strategy.  

Whilst cold calling might not seem to be the in thing, most companies still have some form of cold calling operations. In fact, cold calling is considered to be the most used sales technique in the world.

Consultative Sales Training

1. Cold calling is dead, long live cold calling

The way in which modern buyers operate has changed. Many buyers are more savvy now, and don’t like to be sold to, but they do like to buy.

With this in mind, you might think that cold calling has had its day, and should be consigned to the bin. Whilst the world has moved on, cold calling can still be a really effective sales tool.

Salespeople do however need to adapt their practices to suit the modern buyer. Gone are the days of aimlessly working through a spreadsheet, today’s cold callers need to work in a much more targeted and smarter way.

If you’re considering using cold calling as a route to market it’s important your sales reps are properly trained and not simply “winging” it on every call. Our telephone cold calling course will help your sales reps develop a positive attitude, refine your cold calling process, improve their objection handling skills and sales techniques.

2. What is the definition of a cold call?

A cold call is simply when you telephone a stranger who is not expecting your call. At some stage it is highly likely that we have either cold called someone, or been cold called ourselves, either in a work capacity or in our personal lives.

If you have met the potential customer previously at a trade show or had some previous communication with them, then that is not a cold call.

Similarly, if you have corresponded with the prospective buyer before, maybe sent them some promotional material either via email or LinkedIn, this is not a cold call.

The latter examples are called “Warm Calling”, which typically has a much higher success rate, but as you would expect, lead in times and costs are more expensive for warm calling.

Warum Verkaufstraining wichtig ist
Cold Calling Training Course

3. Cold Calling Training

Many sales people do not get sufficient cold calling training, either in terms of quantity or quality. This may be because companies they are reluctant to invest in their teams and assume that in cold calling the volume of calls is king.

However, this approach is counterproductive to creating and maintaning a good brand, securing new customers and increasing profits and revenue for your company.

One bad cold call could have ramifications for your business, as it could give a negative impression of your business and destroy your brand reputation.

Not only can this mean that the person being cold called will be very unlikely to order from your company, but they may tell their colleagues and business network of their poor experience, starting a chain of dissatisfaction. If this happens time and time again, it could become a major problem for your business.

Cold calling is a difficult job, there is no getting away from that. As you are jumping into the unknown you have no idea as to who is on the other side, they could be aggressive towards you, or just look to play with you and waste your time.

However, all of that anguish can be overcome by the feeling of success in pulling off a sale or booking a meeting, where originally there may have been little chance of success.

Like most things in life, you get out of cold calling what you put in. If you are willing to learn, and put in the hard graft of calling a seemingly endless array of people, you will get some success.

Making cold calls and repeating the cold calling process will help cement those practices into your sales pitch, but it may take thousands of calls for you to perfect it.

Unfortunately, somewhere along those thousands of calls, you are likely to encounter a troublesome customer and a lot of rejection. It is important that you don’t let this put you off.

Klozers offer specialist cold calling training courses, which can be a useful investment if your cold calling isn’t getting the right results, or you want to try to source new customers via cold calling techniques.

There are also a whole host of videos and books on sales training (and specifically telephone sales), which can give great tips and insights. However, for many, this is only a substitute for good sales training and experience. 

Our cold calling training is popular with both new sales reps, and existing people who want to improve their cold calling techniques.

4. Marketing vs Telesales

Unsurprisingly, almost all marketing executives will tell you that telephone prospecting is a waste of time, and companies should focus their attention on marketing – resulting in greater budgets for their teams.

Marketing is hugely important, however, it is reactive and not pro-active, and that might not work for you. 

As an example, if you have a proven niche software solution and are selling into a vertical such as Hotel Chains within the Hospitality sector, would you wait on all the Hotels seeing your marketing material and then contacting you, or simply get your business development team to contact them directly?

Yes, in an ideal world they will be familiar with your brand before the sales reps contact them, but the point is you would never advocate sitting around waiting on them to contact you.

Effective modern businesses should look to combine both of these techniques. Cold calling has its place, but marketing should always be viewed as the main lead generator for the business.

Cold Calling Training Course

4. What makes a good Telesales Team?

* Preparation

When we think of cold calling, we might think of sales reps being in an endless rush, jumping from potential customer to potential customer without a thought. However, proper preparation is an important part of successful cold calling. In some instances, scripts can be a useful tool. If scripts are used then the sales rep should prepare and learn the script, so they can sound engaging on the phone, rather than robotic.

* Record Keeping

Keeping track of your progress as a cold caller is an important part of the cold calling process. It can be demoralising making call after call and getting making no progress, but if the company or sales person keeps an efficient log of call rates then this can motivate the sales reps. For example, if a cold calling sales team know they have a success rate of 1 in 50, and the sales person has made 15 calls without any success, they know that this can be a common occurrence and if they use their skills correctly a sale may be round the corner.

* Plan for the day ahead

Modern business is full of statistics, and every last detail can be logged somewhere. This can be useful in looking at the success rates of cold calling. Are there particular times of the day, days of the week, or parts of the month when telephone prospecting is more successful than others.

If clear patterns emerge then sales teams should double up their efforts to take advantage of the successful patterns. When cold calling is less successful then this time could be better spent on team training or meetings. It would be poor team planning if a weekly meeting was scheduled on the most successful time of the week!

If it takes you a couple of calls in the morning to full get into the swing of things, then you can always keep your best prospects back a couple of hours, or even keep them until the time/day when you know cold calls are more successful. You will however, need to work around the availability of the buyer.

* Follow Up

Following up with a cold call contact is vitally important. During the phone call you might think that the person isn’t interested, but even a short follow up email could bring them onto your side. The buyer may not have heard about your company before, and be sceptical of your business claims.

If they are provided with some material material and links to your website, they can corroborate your information themselves, which is a powerful tool. Emails which are sent after a cold call have a surprisingly high open rate.

* Practice makes permanent

If you want to be good at something you need to practice, practice and practice some more. It is thought that to become a cold calling expert you need to dedicate 10,000 hours to doing it.

You will need to guard against practice making bad habits permanent. It can be easy to rid ourselves or our sales teams of bad traits if they don’t do it too often or they have just started, but once they are embedded it can be much harder to get rid off.

Therefore, it is important that salespeople receive training prior to starting cold calling, and that regular sales training and review procedures are in place to avoid problems becoming permanent.

* Share ideas and experience across the team

Sales people are naturally competitive people, they will want to beat their colleagues in the number of sales or appointments secured. However, there is a lot to be said for teamwork. Debriefing at the end of the day can be used to refine sales pitches to what works and what doesn’t work. Sharing experiences both good cold calls and bad can also be reassuring to colleagues.

Cold calls don’t always go to plan, and it can be a good idea to expect the unexpected, and prepare as an individual or as a team for what response you should give in unexpected circumstances.

Record Sales Calls

5. What makes cold calling so difficult?

As we said earlier cold calling is difficult, but don’t let that put you off making it an important part of your sales strategy. Modern buyers have become more adapt to fending of pushy salespeople, especially if it is via a cold call.

Cold calling has a low conversion rate, meaning that cold callers will need to make a significant number of calls to secure an appointment or order. It is thought the average conversion rate of securing an appointment via cold calls is between 1 – 3%.

Inevitably not everyone who agrees to an appointment will place an order, so its success can be low.

Securing a telephone number of a prospective client can be a difficult task in itself. Many major businesses do not advertise the relevant information, leaving salespeople to bounce between departments trying to find the right person.

6. Cold Calling Training Courses

Klozers offer specialist cold calling courses for any industry, which can help your sales team improve their cold calling skills and success rate. Courses are suitable for new salespeople and experienced salespeople who might need a refresher.

Sales Courses can be tailored to the needs of the attendees, so if there is an issues which is specific to a particular industry, it can be addressed in the training. Whilst not technically cold calling, our courses can also include how to convert incoming sales calls.

Cold calling training can include high paced boot camps which cram a lot of learning into one day. The fast-paced environment of a boot camp training session is well matched with the fast pace of cold calling.

As people learn through experience, many training sessions include live demonstrations of cold calling skills, and role play to improve learning outcomes.

Some companies limit the amount of participants from any one company attending a training session together. This ensures that the sessions aren’t dominated by the concerns of requirements of one single company. It also allows the sharing of ideas from different companies to benefit everyone.

Like many businesses cold calling providers have adapted their practices in response to the changing world of COVID-19. Online cold calling courses are now far more common than they would have been a few years ago. This can reduce the time and expense of travel.

Bespoke training packages are available, which includes ongoing 1-2-1 sales coaching, which can be useful to continuously motivate your sales team, keep their performance fresh and vibrant and ensure that bad habits don’t creep in.

7 raisons pour lesquelles vous devriez envisager une formation à la vente en ligne

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formation à la vente en ligne

Formation à la vente sur le Web - Top question de Google

La formation à la vente en ligne est-elle efficace ?

La formation à la vente en ligne est efficace car elle aide les organisations

  • Réduire le temps de déplacement vers les événements en direct
  • offrir un meilleur équilibre entre vie professionnelle et vie privée en réduisant le temps que les vendeurs passent hors de chez eux
  • Réduction des coûts de formation à la vente
  • Une communication et une collaboration plus rapides
  • Renforcement des nouvelles stratégies et tactiques de vente après la formation initiale
  • Une meilleure responsabilisation pour aider les vendeurs à adopter de nouveaux comportements
  • Soutien continu aux vendeurs existants et nouveaux


La formation à la vente en ligne s’est considérablement améliorée et doit être considérée comme faisant partie de votre formation générale à la vente.

La formation à la vente sur le web ou la formation à la vente en ligne est devenue un aspect essentiel de la formation à la vente, depuis l’avènement de la fermeture et la tendance subséquente au travail à domicile.

L’art de la virtualité est devenu un avantage pour tous les secteurs d’activité permettant de travailler ou d’étudier tout en restant chez soi.

Malgré cela, de nombreuses entreprises ont du mal à fournir une analyse de rentabilité complète pour la formation en ligne par rapport à l’approche plus traditionnelle en face à face.

Si la formation en face à face a toujours un rôle important à jouer dans la formation à la vente, voici quelques domaines que vous pouvez prendre en compte lorsque vous évaluez les différentes options disponibles.

#Formation à la vente sur Internet

1. Réduction du temps de trajet

Traditionnellement, la formation en face à face est dispensée dans le cadre d’événements d’un ou deux jours. Dans la plupart des cas, elles ont eu lieu dans des hôtels et des centres de conférence. Comme de plus en plus d’entreprises emploient des équipes de vente géographiquement éloignées, certains participants peuvent passer une journée à voyager pour assister à l’événement et une journée à voyager pour rentrer chez eux. C’est trois jours pour une journée d’apprentissage.

Avec la formation en ligne, vous ne devez pas parcourir des centaines de kilomètres pour venir travailler. Vous n’aurez pas besoin de vous lever tôt pour éviter les embouteillages et vous n’aurez pas besoin d’un budget énorme pour commencer.

formation à la vente en ligne

2. Équilibre entre vie professionnelle et vie privée

Pour de nombreuses personnes, trouver du temps pour la famille est devenu une partie importante de leur travail. Le travail hybride a permis à de nombreuses personnes de supprimer les longs trajets domicile-travail, ce qui leur permet de passer davantage de temps de qualité avec leurs proches.

La formation à la vente en ligne fait partie de cette solution, en fournissant une formation à son propre rythme et/ou des cours structurés en ligne, que les équipes de vente peuvent suivre depuis leur domicile.

3. Frais de livraison

Traditionnellement, la formation en personne d’une équipe de vente est dispensée dans des salles de classe et des salles de réunion d’hôtel. Ajoutez à cela le coût de l’hébergement lors d’événements de formation en personne, et les coûts peuvent rapidement commencer à grimper, même pour une petite équipe.

De nombreux fournisseurs de formation répercuteront la réduction des coûts de prestation sur les clients, car ils économiseront eux-mêmes sur les frais de déplacement et d’hébergement de leurs formateurs commerciaux.

Formation avancée en vente
Cours de formation à la vente en ligne

4. Collaboration et communication plus rapides

La plupart des formations traditionnelles sont qualifiées de “formation à l’impact”. Il s’agit d’événements ponctuels destinés à donner un coup de fouet à l’apprentissage et au développement.

Bien que ce type de formation ait encore sa place, de nombreuses entreprises ont constaté que les vendeurs ont besoin d’aide quand ils en ont besoin. Ils ne veulent pas garder leur question pour la prochaine formation à la vente dans trois mois. La formation à la vente en ligne permet d’apprendre sur le tas, au moment où les vendeurs en ont le plus besoin.

La formation en ligne Klozers fournit une assistance en temps réel à nos clients par le biais du chat en direct et du courrier électronique. Notre équipe web fournit une assistance à nos clients “au moment même” afin qu’ils puissent apprendre pendant qu’ils travaillent.

5. Renforcement de la formation

De nombreuses études ont montré que les participants peuvent oublier jusqu’à 95 % du contenu de formations d’un ou deux jours sans aucune forme de renforcement.

Quelle que soit la qualité du formateur en vente ou du contenu du cours, les vendeurs ne peuvent tout simplement pas absorber toutes les informations qu’ils reçoivent dans des cours de vente d’un ou deux jours. La formation à la vente est directement liée à la croissance du développement personnel et cela ne se fait pas du jour au lendemain.

Les changements apportés à la stratégie de vente, aux techniques de vente, au processus de vente et aux compétences de vente contribuent tous au succès des ventes, mais doivent être abordés dans une perspective à long terme. Il n’y a pas de baguette magique dans la vente et le succès des ventes passe par le travail et le développement de votre force de vente en termes de performance globale.

La formation à la vente en ligne s’étale généralement sur de plus longues périodes et fonctionne par un effet de goutte à goutte où le contenu est délivré dans un format “peu et souvent” qui est plus facile à absorber.

Pourquoi la formation à la vente est importante
Cours de formation à la vente en ligne

6. Responsabilité des ventes

L’une des parties les plus importantes des meilleurs cours de formation à la vente est la mise en œuvre et le soutien après la formation. Non seulement vos représentants commerciaux auront besoin de soutien, mais votre direction des ventes aura également besoin d’aide pour mettre en œuvre des changements dans le processus de vente, les compétences de vente et les comportements de l’équipe de vente.

Malheureusement, de nombreux professionnels de la vente suivent une formation, puis retournent à leur poste et continuent à faire ce qu’ils ont toujours fait. Ce n’est pas une recette pour le succès.

Le changement est difficile pour tout être humain et la plupart d’entre nous ont besoin de soutien pour y parvenir. Grâce à la formation en ligne, Klozers fournit un soutien continu aux participants et à leurs directeurs des ventes afin de s’assurer que tout changement dans le processus de vente, les nouvelles compétences et les nouveaux comportements de vente sont pleinement adoptés.

7. Soutien continu

De nombreuses entreprises continuent à embaucher du personnel après une formation. Il peut s’agir simplement de remplacer des vendeurs qui sont partis ou de réaliser des projets d’expansion.

Il n’est souvent pas viable financièrement de faire appel à un formateur en vente à chaque fois qu’il y a des changements dans votre équipe de vente et la possibilité de dispenser une formation en ligne aux nouveaux employés est donc extrêmement importante.

La plupart des formations en ligne sont autodidactes et peuvent être enregistrées. Ces informations peuvent ensuite être utilisées pour constituer une bibliothèque à laquelle les professionnels de la vente, actuels et nouveaux, peuvent accéder en permanence.

Formation à la vente en ligne
Cours de formation à la vente en ligne

La formation traditionnelle en personne aura toujours sa place dans l’enseignement moderne de la vente, mais il est important de considérer les alternatives. Bien que les budgets et les circonstances individuelles doivent toujours être pris en compte, la formation en ligne est là pour rester et constitue une partie importante de tout programme de formation continue en vente.

Klozers propose une gamme complète de cours de formation à la vente, tant en face à face que sur Internet. Chacun d’entre eux propose une formation en direct où les participants peuvent interagir.

En plus de notre formation, nous fournissons un soutien continu par le biais du coaching de vente. Si votre force de vente a besoin d’aide pour développer votre proposition de valeur, la prospection commerciale, la réduction du cycle de vente, les compétences de vente, la fidélisation des clients ou les présentations de vente, nous aimerions en parler avec vous.

Notre objectif est de vous aider à atteindre vos objectifs commerciaux, à réaliser vos objectifs de vente et à obtenir le succès commercial que vous recherchez.

Modèle d’évaluation des performances de vente

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Modèle de couverture pour l'évaluation des performances de vente

There’s a new way to deliver sales growth…

Don’t buy Sales Training until you’ve watched this video…

Modèle d'évaluation des performances de vente - Top question from Google

Comment rédiger une évaluation des performances de vente ?

Pour rédiger une évaluation juste et équilibrée des performances de vente, vous devez :

  • Organiser des évaluations de performance sur une base mensuelle
  • Utilisez un modèle d’évaluation des performances de vente pour garantir la cohérence, enregistrer les actions et assurer la responsabilité.
  • Dans la mesure du possible, fondez l’examen sur des données et non sur des opinions.
  • Lier les performances de vente au coaching, au salaire et à la progression de carrière
  • Relier les performances de vente pour encourager le développement de nouvelles compétences de vente

Remplissez le formulaire à droite et téléchargez notre modèle d’évaluation des performances de vente.

Vous pouvez l’adapter à votre situation unique et commencer à améliorer les performances de vente dans l’heure qui suit.

Pourquoi les évaluations des performances de vente sont importantes

De nombreuses entreprises et directeurs des ventes négligent l’importance d’un examen régulier et structuré des performances de vente avec leurs représentants. Parfois, ils savent à quel point ces réunions sont importantes, mais elles sont oubliées dans l’agenda en raison d’autres pressions au sein de l’entreprise.

Le plus souvent, les employés sont réduits à un examen annuel des performances, qui ne permet guère d’évaluer les performances, et encore moins de stimuler la croissance professionnelle.

Il existe une myriade de raisons pour lesquelles vous devriez consacrer du temps à ces réunions, mais probablement aucune n’est plus importante que la rétention des employés. Le coût de la recherche et de l’embauche de bons vendeurs augmente. Il est donc logique de faire tout ce qui est en notre pouvoir pour retenir nos employés après cet investissement.

La pandémie, les lockdowns et le travail à domicile ont tous contribué à ce que les vendeurs repensent leur mode de vie et leurs objectifs de vie. Les statistiques montrent qu’en 2021, 48 millions de personnes quitteront leur emploi, 41 % de la main-d’œuvre mondiale envisagent de quitter leur emploi et 46 % envisagent de déménager au cours des 12 prochains mois.

Les entreprises et les directeurs commerciaux qui tardent à réaligner leurs processus de gestion et de travail auront certainement du mal à garder leurs meilleurs vendeurs.

Améliorer les performances de vente

Les évaluations de performances et les 121 sont un élément crucial non seulement de la progression d’un employé, mais aussi de son bien-être. La vente professionnelle peut être stressante et le bien-être mental est extrêmement important.

Ils constituent un excellent moyen de s’assurer que les objectifs de l’entreprise et ceux de l’individu sont atteints et que le parcours professionnel de l’employé est reconnu.

Si un professionnel de la vente rencontre des difficultés dans sa vie professionnelle ou personnelle, l’évaluation des performances est l’occasion d’en discuter avec son directeur des ventes.

L’évaluation des performances doit être un lieu sûr où le représentant commercial peut discuter de ses besoins, de ce qu’il sait faire et de ce qu’il doit améliorer. Loin d’être une réunion angoissante et effrayante avec le patron, ils devraient être un endroit où ils ont quelqu’un à qui ils peuvent parler en toute confiance.

En tant que manager, vous voulez savoir que vos employés sont des personnes en qui vous pouvez avoir confiance. En retour, ils doivent ressentir la même chose de votre part et les 121 sont un excellent moyen d’y parvenir.

La fixation d’objectifs de vente, la discussion sur ce qu’ils attendent vraiment de leur travail et sur la direction qu’ils veulent prendre sont des éléments essentiels de leur fonction. Si l’employé se sent reconnu et entendu, il sera alors plus enclin à s’épanouir dans son poste et à travailler au mieux de ses capacités.

Les directeurs des ventes devraient procéder à des évaluations des performances au moins tous les trimestres, mais idéalement tous les mois, afin que vous, en tant que directeur des ventes, puissiez gérer le rôle des commerciaux, leurs attentes et obtenir le maximum d’eux.

Couverture du SaaS Sales Playbook
Manuel de vente SaaS

De quoi dois-je parler lors d'un examen des performances de vente ?

La vente moderne comporte aujourd’hui tellement de rôles différents qu’il est difficile de proposer une formule unique pour tous les vendeurs. Par exemple, l’évaluation des performances d’un RRD sera très différente de celle d’un gestionnaire de compte. Nous vous encourageons vivement à mettre en place des évaluations spécifiques et des indicateurs clés en fonction des différents rôles dans la vente.

Le processus d’évaluation des performances doit rester relativement informel – il ne s’agit pas d’une réunion disciplinaire, mais d’un espace sûr permettant à votre employé d’être ouvert et honnête. Votre représentant doit être à l’aise pour poser des questions dans un cadre privé et faire part de ses problèmes éventuels.

Chez Klozers, notre philosophie de gestion des ventes s’articule autour des quatre domaines de grande valeur de la vente, à savoir :

Trouver – que faisons-nous de manière constante et proactive pour trouver de nouvelles perspectives et opportunités de vente ?

Klozing – lorsque nous trouvons de nouvelles affaires, suivons-nous notre processus de vente et maximisons-nous l’opportunité ?

Croissance – sommes-nous en train de verrouiller activement de nouveaux comptes et d’augmenter les revenus qu’ils génèrent ?

Développement – que faisons-nous personnellement pour nous étirer, grandir, apprendre et nous dépasser ?

Combinez-les avec votre vision et vos valeurs fondamentales et, en vous concentrant sur ces quatre domaines, il est tout simplement impossible de ne pas vendre davantage.

Vos représentants commerciaux doivent en ressortir motivés et pleins d’énergie. Un 121 est un excellent moyen d’établir et de maintenir des relations solides avec votre équipe de vente. Un retour d’information doit toujours être fourni, en particulier lorsque le membre du personnel fait part de problèmes de performance ou de difficultés.

Un retour d’information constructif n’est jamais une mauvaise chose, mais les performances d’un employé n’augmentent jamais que par les éloges et la reconnaissance de toutes les bonnes choses qu’il a réalisées.

S’ils ont travaillé dur tout au long du mois et que c’est le seul moment que vous avez pour les rattraper, alors c’est leur seule chance d’entendre des éloges et des compliments qui les feront se sentir bien et travailler davantage.

Si le professionnel de la vente n’a jamais de nouvelles de son responsable et qu’on ne lui dit jamais quand il fait du bon travail, il peut parfois se sentir paranoïaque et ne pas être apprécié – personne ne veut que son équipe de vente se sente ainsi.

Modèle d'évaluation des performances de vente
Exemples d'évaluation des performances de vente

Feuille de route et plan de carrière

Une partie essentielle du processus d’évaluation des performances consiste à favoriser la croissance professionnelle, à fixer des objectifs de carrière au sein de l’entreprise : où veulent-ils aller dans ce travail ? Comment peuvent-ils s’y rendre ?

Peuvent-ils acquérir de l’expérience dans différents départements ? Y a-t-il une formation supplémentaire qu’ils peuvent suivre pour y arriver plus rapidement ?

Il est beaucoup plus facile que la plupart des entreprises ne le pensent de définir clairement des parcours d’apprentissage et il est essentiel de fournir à chaque employé des étapes simples qu’il peut suivre pour progresser.

Un professionnel de la vente doit être traité comme une personne qui grandit au sein de l’entreprise, et non comme un simple numéro. Par conséquent, discuter des différents parcours de carrière est un excellent moyen de montrer au professionnel de la vente tout le chemin qu’il peut parcourir.

Formation avancée en vente
Examens des performances de Klozers

121's pour les vendeurs travaillant à distance

Si vous avez des vendeurs qui travaillent à distance, un 121 est aussi important que les évaluations de performance. Si le travail à domicile a amélioré l’équilibre entre vie professionnelle et vie privée de nombreux professionnels de la vente, les a aidés à être plus productifs et rentables, pour beaucoup, il peut être source d’isolement et de solitude.

De nombreux vendeurs sont des “gens du peuple”. Ils s’épanouissent au contact d’autres êtres humains, ce qui est l’une des raisons pour lesquelles ils aiment être dans la vente. Le travail à domicile a été pour beaucoup un véritable changement de culture et un choc pour la plupart des vendeurs.

Les représentants commerciaux sont parfois réticents à prendre la parole et à poser des questions dans un contexte de groupe, ou s’il n’y a pas de relation avec le directeur commercial. Tout professionnel de la vente doit se sentir à l’aise sur son lieu de travail, même s’il est à la maison.

Pour les nouveaux employés, les 121 réunions et les réunions d’équipe sont également de bons moyens de briser la glace et d’apprendre à connaître ses collègues. Ainsi, ils se sentiront plus à l’aise pour venir vous voir lorsqu’ils auront besoin d’aide ou qu’ils auront un problème. Commencez par des séances pour apprendre à me connaître.

Ces entretiens sont très informels par rapport à un examen des performances et constituent un excellent moyen pour vous deux d’apprendre à vous connaître. Discutez de ce qu’ils aiment et n’aiment pas, de leurs passe-temps et intérêts, de ce qu’ils aiment faire pendant leur temps libre. En gardant un niveau personnel pour commencer, le membre du personnel se sentira très à l’aise et il est fort probable qu’il appréciera que vous ayez pris le temps d’apprendre à le connaître.

Suivi des évaluations des performances de vente

De nombreux directeurs des ventes sont des gestionnaires et non des leaders. Les meilleurs directeurs commerciaux travaillent dur pour soutenir leurs équipes de vente, contrairement à ceux qui dirigent leurs vendeurs et suivent des feuilles de calcul.

Souvent, la différence entre un manager et un leader réside simplement dans ce qu’ils font pour les vendeurs. Ce qui peut sembler insignifiant et sans importance pour le manager peut être le contraire pour les vendeurs. Les meilleurs managers se concentrent d’abord sur les personnes et ensuite sur le travail.

Cela dit, il ne fait aucun doute que cela peut être difficile, avec une pression constante pour atteindre ou dépasser les objectifs de vente.

En tant que directeur des ventes, vous devez vous assurer que vous assurez le suivi de toutes les actions dont vous avez discuté lors de l’évaluation des performances. La réunion doit toujours faire l’objet d’un compte rendu afin de fournir aux représentants des ventes une trace de tout ce qui a été discuté.

Cela permet également d’établir une feuille de route sur les objectifs à atteindre jusqu’au prochain examen des performances et contribue à les responsabiliser, ainsi que le directeur des ventes.

Il s’agit d’un excellent moyen de suivre les progrès, car il donne au directeur des ventes et au professionnel de la vente l’occasion de revoir les objectifs précédents et de discuter de la situation par rapport aux objectifs convenus et de ce qui doit être amélioré.

Les directeurs des ventes sont sans doute la partie la plus importante de toute équipe de vente. Ils fixent la barre en termes de performances des employés, de ce qui est acceptable et de ce qui ne l’est pas. Les grandes équipes de vente ont besoin de grands directeurs des ventes – investissez dès maintenant dans votre gestion des ventes.

Guide complet de la gestion des ventes
Formation à la gestion des ventes

SDR Sales Training Courses that Work

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SDR sales training courses

There’s a new way to deliver sales growth…

Don’t buy Sales Training until you’ve watched this video…

SDR Sales Training Courses – Top question from Google

How do you train an SDR?

Most SDR training courses highlight the following steps, or similar to help train your SDR team:

  • Use a sales training template.
  • Provide clear learning paths aligned with progression
  • Set expectations.
  • Build a culture of collaboration.
  • No-such-thing-as-a-stupid-question policy.
  • Create a template for SDR/Account Executive meetings.
  • Teach your Sales Development Team to be curious.
  • Constantly provide actionable feedback
  • Give your team time.

We think you can do much more than this.

Training your team of Sales Development Reps may start in the classroom (virtual or otherwise) however, this is just the start of the learning journey.  In order to build a successful sales organization there are many other areas you should consider.  We believe we have the best sdr training program called Legends Club.

SDR Sales Training Program
sdr sales training courses

Here’s the short answer – Run a 1 Day Sales Bootcamp

  • Session 1 – Sales Psychology.  Build the mindset, goals and activities of a Sales Winner. Discover the psychology behind every sale and how you can use this to your advantage.
  • Session 2 – Discovery and Qualifying.  In order to sell, you need to be in front of the right people, at the right time, with the right message.  Get this right and sales becomes a lot easier.
  • Session 3 – Mastering the complex Sale. How to identify different decision makers with different and often competing priorities.  
  • Session 4 – Filling your Sales Funnel. Discover short and long term strategies for driving new sales enquiries whilst maximising your productivity. This session includes our omnichannel lead generation approach and will demonstrate how to use the telephone, cold email and LinkedIn in combination to fill your sales funnel.

Whilst there is no doubt that ongoing learning via the “little and often” philosophy is important in terms of sales development, Sales Bootcamps are a great way to kick start the learning process.

SaaS Sales Training Bootcamps are typically 1 or 2 day sales courses.  They are intensive by nature and provide SDR’s with a vast amount of information from which they can refer back to. Sales Bootcamps work best when they are used in conjunction with an existing sales campaign and ongoing sales coaching. 

The bootcamps provide the training which is the knowledge, and the sales coaching helps the sdrs with the practical application of the knowledge. 

In addition to SDR training, Bootcamps are popular for training topics such as Sales Fundamentals training which is designed for people who are completely new to sales and need a lot of information quickly, as part of their onboarding process. 

SDR Sales Training

The job of a sales development representative (SDR) is a challenging and valued position within any business. It is important to ensure your SDRs are aware of their impact within the business and how their performance will help the business grow.

Unfortunately most Sales Development Reps tend to leave after a year. Most business owners will tell you the SDRs weren’t cut out for the position or that their SDRs left to climb the sales ladder elsewhere.

At Klozers, although we believe that could be partly true, it’s often a more complex situation.  

People typically leave because they fall out of love with their sales manager and the company.  Part of sales management is providing the best training possible and then continuing to build upon existing sales skills to help SDRs hit targets regularly.

Modern sales management includes providing professional development linked to a career path even if that means that the sales representative has to leave the company to develop their sales career. The more you invest in them the longer they will stay.

No sales professional wants to miss sales targets, nobody wants to work in a business where selling is like wading through treacle. People want to win, they want to sell, and a big part of sales management is making your team successful.

An SDR training course is a prerequisite for this and will help your sales team improve cold calling, social selling, communication skills and other sales skills unique to your service.

A Sales Professionals job never ends, there will always be prospects to serve! It only makes sense to establish a sales training program to help SDRs keep up-to-date on new sales trends, competitors, new product releases, new training tools and so on.

Not only will this help improve the efficiency of your business, this will enhance employee retention and job satisfaction.

The key to any successful SDR sales training program is to keep it simple and set clear expectations of what you expect from your Sales Team and what they can expect from you. This means building a strong culture of communication and collaboration within the team.

In addition to sales training we would encourage you to consider developing a comprehensive learning programme for your sales teams that include:

1. Company 

History, people

Sales Vision & Values

2. What we sell

Products and services,

3. What problems we solve

Pain points, value proposition, 

4. Who we sell to

Ideal client profile, Perfect Prospect Profile

5. How we sell

Sales Process

6. Sales Competencies

For a list of our 21 recommended sales competencies download our SaaS Sales Playbook here.

सास सेल्स प्लेबुक कवर

Sales Training Topics

Most SDR training plans will include topics such as setting targets, training, mentoring, culture, rejection, and customer personas. Topics such as customer personas for example are key to ongoing marketing success.

Understanding customer personas helps your SDR’s learn what drives prospects to purchase your product or service. This also helps your SDR’s to understand the customer profile that your business draws in, and helps your SDR team to narrow down what the prospect wants out of your company.

This is also a great way for your Sales Reps to have a natural yet targeted conversation whether that be by phone, email, or in person. 

At Klozers we use two different models for customer personas. The first is the ideal client profile or ICP which refers to the actual businesses that fit our criteria and secondly the perfect prospect profile. This profile is specific to the different buyers within and organisation and the differing pain pints they may have.

A really important topic to cover in your SDR training is rejection and mindset. We all experience rejection day to day, so why is it so discouraging when it happens when speaking to potential customers?

Most SDR’s are new to the role and want to prove their worth. Sales prospecting can be disheartening for them and quickly demotivate them. In sales, if you are not getting told no more than yes, then you are not talking to enough people.   The first ‘No’ an SDR receives will be the first of many.

A great way to learn from this experience would be to ask your prospect why they declined. Take a look at reviewing your SDR’s sales strategy and practice listening skills and responses.

Being told ‘No’ is common practice in the sales, how your Sales Rep handles that conversation is key to their progression within the sales world.

सेल्स प्रॉस्पेक्ट प्रोफाइल टेम्प्लेट
Perfect Prospect Profile Template

Sales Training Exercises

Before any Sales Professional makes a sales prospecting call, they should always be ready to answer the four most basic questions any potential customers may ask on the call such as:

  • Why is the SDR contacting the prospect?
  • Why should the prospect talk with the SDR?
  • What information does the SDR need from the prospect?
  • What questions or doubts might the prospect have?

A great way for your Sales team to prepare for these questions is to role play with their colleagues. Ask your SDR’s to put themselves in your prospect’s shoes.

An interesting way to include the team with this is to pick one SDR as the caller, and the other SDR’s to role play as the potential new prospect.

Ask each SDR role playing as the prospect to ask these questions in a quick fire round. This exercise allows your SDR playing the role of the caller to be quick on their feet when answering questions.

Another great exercise would be to ask each SDR in your team to give a brief talk on their favourite subject to the rest of the team. Challenge the other SDR’s in your team to take notes of how many filler words the speaker uses such as like, um, uh, well, so, okay etc.

The aim of this exercise is for the speaker to use as little filler words as they can. This will help your SDR’s appear more professional, confident and push their value proposition to their prospects

उन्नत बिक्री प्रशिक्षण
Klozers Sales Training

Free SDR Training Courses

With so much free sales training available we are sometimes not the first choice everyone. A quick search on the internet will show that there are lots of free SDR training courses and materials all available online, picking the best one for you and your business is the tricky part.

A lot of the free online courses available are pre recorded and offer no chance to ask questions or interact with the sales trainer.  This is not a great learning environment. 

In addition to the importance of Live Training, we also understand that everyone learns differently, which is why it’s important to follow 4 key and easy steps, Consistency, assistance, practice, and progression.

1. Consistency

Ensure that your training for your SDR team is consistent. Scheduling in the training for your team shows your commitment to your team to help them become the best Sales Reps they can be.

It’s important to stick to your training schedule to show your team that you value them and their development. This is a great way to help keep your SDR’s within your business.

2. Assistance

Assist your team with their learning. Everyone learns differently and at their own pace. By researching different learning styles such as role playing, cold call games, and live call feedback you will help all the Sales Reps in your team. This is a great way to also include every SDR in the training program by running through different mock examples.

3. Practice

Here at Klozers, we firmly believe practice makes perfect. It’s important to remember that most SDR’s have little to no prior experience in sales development. A great way to get your SDR team started could be to set a task to complete.

For example, record your SDR’s cold calls and play them back. Ask your SDR team to provide 3 things they think they could’ve done to improve that call. Encourage your SDR’s to think of their tone of voice and the language they use during the call. This can help them understand what they are doing successfully, and what they can improve on.

4. Progression

Progression is what all SDR’s want to achieve, this is a reason why a lot of Sales Reps leave the business to pursue a career elsewhere. Creating a training plan which incorporates the SDR’s progression within the business is a great way to keep them on track, and understand the value they add to your business.

All Inside Sales Professionals wants to prove their worth and show they can do the job at hand, but make sure not to let your SDR’s run before they can walk!

A simple tip would be to include scheduled 1-1 meetings with the sales manager to discuss their progress, their sales pipeline, offer feedback and work out a development plan together for each SDR.

उन्नत बिक्री प्रशिक्षण रोलप्ले

How to Sell on LinkedIn without being Spammy

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How to sell on LinkedIn Header

In this article we will cover...

Discover the latest in Social Selling on LinkedIn with our Lead Generation training.

There’s a new way to deliver sales growth…

Don’t buy Sales Training until you’ve watched this video…

How to Sell on LinkedIn – the short answer

Follow LinkedIn’s four recommendations listed in the Social Selling Index which are:

  1. Create a professional personal and company brand.
  2. Find and save the profiles of the right people so LinkedIn can push updates to you.
  3. Start engaging with insightful content that generates likes, comments and shares.
  4. Continuing to build relationships via connecting in a value led approach.
  5. Lastly from Klozers – stop trying to sell to people.  The more you try and sell the more you will put people off.

Here’s a more detailed guide on How to Sell On LinkedIn

1. Your Personal Brand on LinkedIn

The genesis of LinkedIn in 2002 was as a recruiting platform that enabled job seekers to be found by recruiters and the reverse, in that job seekers could quickly find new opportunities. 

The platform has moved on since then and is the largest B2B Directory with over 722 million users listed.  The sheer volume of contacts has made LinkedIn the place to be for B2B salespeople who are researching and connecting to decision makers throughout the sales process.  

The size of the opportunity is equalled only by the size of the potential to ruin both your personal and company brand on the platform. 

LinkedIn has a certain etiquette and when you break the “rules” your personal brand is damaged.  For example, if the percentage of your connection requests are refused then your prospect can block you for life – not just for the time you are in your current job role, every future job role.  Life means life on LinkedIn. 

The advent of lockdowns where Field Sales people where suddenly forced to do everything online without any strategy, planning or training, resulted in a massive increase in LinkedIn Spam which made connecting and selling on the platform more difficult than ever.

LinkedIn is without a doubt the best platform for generating new B2B sales leads and a must have as part of your social selling strategy.

2. Your Company Brand on LinkedIn

Outbound done badly damages your brand and this is so true on LinkedIn.  The use of automations, spam, connect and pitch messaging and even fake profiles does nothing to enhance your brand. 

To compound this problem many people turned to “LinkedIn Lead Generation Experts” who would take control of your profile and spam everyone on the planet with some form of “buy now” message.

Yes these people generate leads, however, this is a scorched earth strategy and the damage will be found by the profile owner for years to come.

Your Personal and Business brand is what attracts and retains customers.  Cherish, nurture and develop them all you can. 

3. Don’t be spammy

Everyone knows selling has changed, however, it’s worth reminding people as not everyone has got the message. People do not want to be sold to, but they do like to buy. The role of sales is no longer to sell, but to facilitate the right conditions for buyers to buy. 

How do you do this:

  • Provide value up front
  • Provide insight up front
  • Focus on building relationships
  • Provide every single piece of information the prospect wants, including the information that they don’t know that they want, up front.

When you get this right, there is no need to “sell”. It’s actually so much easier.

How to Sell on LinkedIn

4. How to Optimise your LinkedIn profile

Let’s start at the very beginning, your LinkedIn Profile.  In order to put your best personal brand forward LinkedIn rewards those with the most complete profiles. 

By reward I mean they will push you and your content to other users more actively based on the completeness of your profile. 

With that in mind it’s important to complete as much information as possible on your profile, whilst paying particular attention to starting from the very top:

  1. Your LinkedIn URL.  Be sure to “claim” your name and once you have done this add your primary keyword to the title as shown in the image – I have added the keyword “sales trainer”.
  2. Include a professionally designed banner that conveys your brand promise.  This should be congruent with your company website.
  3. Use a business like, professional portrait image – not an image of you sipping cocktails.  LinkedIn is B2B and you need to play to that audience.
How to Sell on LinkedIn – Optimise your personal profile
  1. Use keywords that your target audience would use to search for you in your title.  Many LinkedIn trainers will recommend a title targeting a specific audience and including the outcome that you provide.  I can tell you that I and many others immediately decline connection requests from these people as they have just told you in advance “I am coming to get you”.  Remember nobody wants to be sold to.
  2. Include relevant hashtags for your industry. This needs to be done via the Creator Mode feature.
  3. Be sure to complete the “Providing Services” section with three services that you would like to promote.  Where possible these should match your hashtags
How to Sell on LinkedIn – Optimise your personal profile featured section
  1. Next up is the “Featured” section.  This is an opportunity for you to showcase your subject matter expertise.  White Papers, Books, Articles and Posts that position you as the expert.  Where possible include lead magnets from your website to attract new prospects.
  2. About is the next section you should customise.  This should be about who you work with, the services you provide and the results you deliver.  Lastly include a call to action, keywords from your Skills section (more on this to follow), hashtags and contact details.
How to Sell on LinkedIn – Optimise your personal profile about section
  1. The next two sections are Experience & Education, and these should be as detailed and truthful as possible.  Whether you are selling a product or service or yourself in an interview, company’s will look to verify this information and you will quickly be found out if you are not telling the truth.
  2. Licenses and Certification is the next section and here you should take the opportunity to reinforce your brand.  This is arguably easier for us as a training provider, however, you can include vocational training and anything that puts you forward as a thought leader.  If you are not continually educating yourself and keeping up to date you should be.
How to Sell on LinkedIn – adding licenses and certifications to your personal profile
  1. Skills & Endorsements is the nest section and this is really important.  The LinkedIn search algorithm is more likely to recommend you for a skill if you have been endorsed for that skill, which makes sense.  Therefore, you should ensure that the skills you would like to be known for are at the top to encourage people to endorse you for these skills. 

    As you can see from my profile I have 99+ endorsements for a few skills but not for the core skills “sales”, “sales coaching” and “sales trainings”.  My fault as I was not aware of the importance of this until recently.
    What’s also strange is that LinkedIn has not listing for “Sales Training” only “Sales Trainings”. This may be a language/translation issue, however, as the Skills are predefined there is no way to change this.
How to Sell on LinkedIn – adding skills & endorsements to your personal profile
  1. Lastly, the Accomplishments section is a great place to highlight any awards, courses or publications that you are credited with.

That’s it.  One important point I should explain.  Whist we always advocate a consultative, non salesy approach we are referring to our communication style your personal and company pages should be very salesy.  They are akin to a website Landing Page and should do as much as possible to convert the visitor to an enquirer.

5. How to create a LinkedIn Company Page

Like your personal profile page the Company page should be like a Landing page on your website.  Content rich and full of information. 

Once the page is complete it’s important that you keep the page up to date with new posts in order that anyone visiting the page will not be confronted with an empty page with no activity.

Again it’s important to have your company livery and brand promise front and centre. The about section is an opportunity to tell the world how great your products and services are, who they are for and the results they help your clients achieve. 

Don’t forget your call to action button, contact details and hashtags.

How to Sell on LinkedIn – How to create a LinkedIn company page

6. How to create a LinkedIn Showcase Page

Showcase pages are a great tool for promoting a product or service.  Imagine you are Microsoft, your company page would be Microsoft and you could create Showcase pages for Microsoft Dynamics or Microsoft Teams. 

We use the Showcase section to promote the events we run on LinkedIn and Funnel Sprint which is our premier lead generation training programme.

Please note: Showcase pages must be created from your Company page using the “Admin Tools” drop down menu.

How to Sell on LinkedIn – how to create a showcase page

7. How to create a LinkedIn Showcase Page

LinkedIn articles are a great resource for positioning your personal brand.  LinkedIn loves content so they desperately want you to be creating content on a regular basis. 

When combined with creating content for our own website this can be really demanding, however, the best strategy is to create full, long form content on your website and then create a short summary piece as a LinkedIn article that links back to your website. 

That way you have satiated both the Google and LinkedIn beasts.

As an example this particular blog post How to Sell on LinkedIn was first published on the klozers.com website with a summary article then published on LinkedIn here.

Google does index content published on LinkedIn but so far we have found by far it’s better to use our company blog as the primary content source.

8. How to create a Boolean Search Strings

Boolean search strings are the somewhat complicated looking search terms that allow you to create very specific and highly targeted searches.  This targeting is encouraged by LinkedIn and contributes to your Social Selling Index score.  Here are the different operators you can use:  

  1. Quotes [“”] These are used when you are looking for an exact match.  As an example when you type in sales manager to the search bar without the quotes the search returns all the contacts with the word sales and manager in their profile.  By adding the quotes and entering “sales manager” the search returns all the contacts with that exact keyword.
  2. Parentheses [()] These searches are used when you want to combine search terms.  For example if you wanted to find people who have “VP” in their profiles, but exclude “assistant to VP” or SVPs, type VP NOT (assistant OR SVP).
  3. NOT – when you type NOT in capital leaders this excludes what follows.  For example you may search for “sales manager” NOT “sales director” if you wanted to exclude sales directors from the results.
  4. AND – as it sounds when you type in AND in capital letters the search returns results for both keywords.  As an example if you type in “sales” AND “marketing” the search would return results that included both words.
  5. OR – OR is the broadest search term and best used when you want to widen the results.  The search term “sales” OR “marketing” would cast a wider net and return more results than “sales” AND “marketing”.
How to Sell on LinkedIn – Boolean Search Strings

9. How to connect on LinkedIn

Building your network is one of the 4 foundations of social selling, however, this has come under more scrutiny recently.  LinkedIn would like you to only connect to people you know – but equally they know users are connecting to people they don’t know all the time. 

Unfortunately, most people employ a spray and prey approach and connect with anyone and then never speak to them again.  Because of this LinkedIn has reduced the number of connection requests to 100 per week to stop this although there are legitimate ways around this via the groups function. 

In an attempt to short circuit the connection process many people search for the “best” connection messaging templates on Google. 

By the time these templates are on Google they have been used literally millions of times.  People buy from people we would encourage you to interact via like, comments and shares before trying to connect. 

You can then refer to content or comments they have shared in the connection request and voila – no templates required.

By employing this strategy your acceptance rate will increase from the standard which is around 30 to between 60 and 70%.

HOW TO DOWNLOAD YOUR LINKEDIN CONNECTIONS

LinkedIn allows you to download your connections although it’s worth pointing out that this does not include the users email address or contact details.

The data is nonetheless still helpful for Account Planning and targeting larger enterprise accounts.

10. How to get the most from LinkedIn Messaging

We’ve covered the best approach to messaging with respect to when you are connecting, however, what happens after you have connected.  The options here are three fold:

  1. Pitch your product or service.  This will work for some people, however, the percentage of times this will work is very low.  If you are in a hurry, and don’t care about your personal or business brand, then this is your best option.
  2. Send a thank you for connecting message and never speak to them again like the majority of LinkedIn users
  3. Focus on building a relationship by providing insight and value. This is a longer term approach, however, the results are much improved in comparison to options 1 and 2.

Here are some ideas that you can use to facilitate this approach:

  1. Tell the prospect in the “thank you for connecting message” that you regularly share insight to their job title about xyz and look forward to speaking again.
  2. As discussed in step 1 regularly share insight with the prospect but don’t bombard them.
  3. Message the prospect and ask for help with an industry survey
  4. Create a plan – download our simple spreadsheet so you can plan and track all your interactions on LinkedIn.
  5. Engage – Follow the individual using Sales Navigator and like, comment or share when the prospect posts or comments on the platform.
  6. Provide sales leads to them using our “recommended search” hack

Lastly, you must compress all your messages as no one wants to read a novel in their inbox and wherever possible make the desired response to your message a simple thumbs up emoji.  The quicker and easier it is for the prospect to respond the more likely they are to do so.

11. How to Create a LinkedIn Event

LinkedIn Events took off during the lockdown period as millions of users found themselves stuck at home in need or new routes to market and in some cases training. 

Whilst the LinkedIn Events platform was primarily designed to host and deliver events on the LinkedIn platform itself many users are hosting Events and using LinkedIn as the main channel to drive registrations.

We’re personally great fans of LinkedIn Events and regularly run workshops on the platform.  This has allowed as greater access to our clients and also potential new customers outside our current 1st degree connections and into 2nd and third degree contacts across the globe.

Like your company page, its important to brand your events inline with your company branding.  Once the event is set up you can easily invite any of your personal connections and you should share the event regularly in your timeline. 

In addition to LinkedIn we have a webinar sign up page on our website and use our email list to drive registrations.  With what we would describe as limited effort we typically have between 50 and 100 attendees.

The downside of any free online event is there is a huge drop out rate on the day.  This is partly due to the fact that the LinkedIn Events function does not add a Calendar Appointment to the users diary when they click yes to attend. 

It’s obviously not possible to send a regular diary invite as the users would then have access to the contact details of all the other attendees.

We have managed to create a workaround using Microsoft Live Events, however, it’s still manual and something that we need to work on before we would share this. 

How to selling on LinkedIn – How to create a LinkedIn event

12. How to use sell using LinkedIn Groups

LinkedIn Groups used to be huge, however, LinkedIn decided to move users away from the groups, and group discussions, leaving many groups almost dormant. 

Whereby previously groups where the hotbeds of focussed industry discussions they mostly lie silent and posting into groups can feel like shouting into the unknown.

The plus side is that groups remain an easy route to build connections and gather data.  For example, while new connection requests are limited to 100 per week, this can be sidestepped by connecting to users in a common group. LinkedIn may well change this again in the near future.

Users are allowed to be members of up to 50 LinkedIn groups and we recommend joining groups where your Ideal Client Profile can be found. 

13. How to get the most from LinkedIn Inmail

LinkedIn Inmail historically had the highest open rates which according to LinkedIn is 57.5% which when compared to standard email which is 21.6% sounds great. 

Forgive me though – Inmails are limited to premium accounts (20 Inmails per month) and add-ons that you can be purchased, so without independent verification this may not be the most accurate of data.

What I believe to be true is that the open rates and conversion rates from Inmail has dropped as it has become more widely adopted by sales and marketing team.

For us, the Inmail feature shows no difference in open rates given the strategies that we use, however, when certain prospects are not active on LinkedIn and have locked down their connection settings, Inmail might be the only channel available.

14. Using LinkedIn for Content Marketing

LinkedIn loves content creators and with the new “Creator Mode” available from 2021 they have signalled that this is the direction that they want to take the platform.

For obvious reasons when compared to Facebook, LinkedIn is primarily focussed on B2B, however, the lockdowns of 2020 and 2021 drove new users to the platform and encouraged existing users to engage more using content. 

The type of content has also changed there are much more personal stories on the platform then previously. 

From a sales perspective this makes sense as stories sell.  Whilst some people are uncomfortable sharing their story other content types that are popular are:

Industry Insights

Event Information

Customer Focussed

Employee Focussed

Company News

Products and services

Partners & Sponsors Stories sell, so in order to gain engagement and visibility it’s important to develop your content around a story wherever possible.

How to sell on LinkedIn – using LinkedIn for content marketing

15. How to sell on LinkedIn using Sales Navigator

Sales Navigator is the Premium version of LinkedIn and a must have tool for any modern sales rep.  The Navigator platform is extremely powerful and in addition to the increased search filters, the main benefit we would suggest is the ability to follow prospects and target accounts from a central dashboard.

The dashboard provides alerts based on both the prospects and accounts you are following allowing you to identify opportunities to engage at a glance.

Sales Navigator also provides what they call “Smart Links” which gives the user tracking data for any documents they send via Inmail. 

The data includes the number of times the link was clicked, how long the user viewed the link, the date and time the link was clicked and the full details of the user who clicked on the link.  All of which are important when sending .pdf, ppt or word documents to prospects. 

Saved Searches are also an important feature within Sales Navigator.  These allow the user to save highly targeted searches and return to them as LinkedIn updates the search results on a daily basis. 

The saved search function has many uses such as tracking when connections move companies or when they are promoted to a more senior role. 

Back to Table of Contents

16. What is LinkedIn Social Selling Index?

Linkedin developed the Social Selling Index (SSI) to encourage both user adoption and best practice. As mentioned at the start of this document the SSI has four core areas:

1.      Creating your professional personal and company brand
2.      Finding and saving the profiles of the right people so LinkedIn can push updates to you
3.      Engaging prospects with thought leadership and insightful content that generates likes, comments and shares
4.      Continuing to build new relationships via connecting in a value led approach

LinkedIn displays an SSI score for every user and their position or rank compared to their Team.  Again, this is to drive user adoption and make the product sticky.

How to sell on LinkedIn – Social Selling Index

Most users are unaware of the benefits of having a social selling strategy.  LinkedIn and Sales Navigator are like Ferraris which mean they need to be driven differently to a supermarket trolley if you want to get the full benefits from them.

Any strategy will take time, however, in the new world of remote selling it’s much more than inside sales and SDR’s who can benefit from the platform. 

From our own experience we have developed a social selling strategy that can be replicated across every industry.  There is however no magic wand and no substitute for hard work. 

The more you put into LinkedIn the more you will get out. 

Back to Table of Contents

17. How to sell on LinkedIn using Automation Software

The popularity of the LinkedIn platform has led to the development of a number of Google Chrome browser extensions that automate the process of visiting, connecting and messaging. 

Like all tools they are only as good as the individual who is configuring them.  In essence the tools are great, however, the widespread use of the tools are what has caused LinkedIn to now limit the amount of connection requests to 100. 

Spray and prey, connect and forget and Scorched earth are the negative results caused by the misuse of the tools.

As you would expect LinkedIn discourages users form using any form of automation as they are against the rules. 

With that said every one of the automation providers are on LinkedIn and even using LinkedIn events to promote their tools so the cynic in me thinks they are well aware of the problem and turn a blind eye to it because for the time being it suits them.

My understanding is that if you are “caught” using automation you will receive a warning and not immediately blocked from the platform. 

I have never received such a warning so I can’t confirm this – only you know your level of risk so I will leave the decision to automate or not up to you.

18. How to sell on LinkedIn – Engagement Pods

A different take on Automation are Engagement Pods.  Like other automation tools these are browser bases extensions that allow you to join a pod or group. 

The purpose of the pods is to boost the reach of the members content by automating the like and comments on their posts. 

The LinkedIn algorithm promotes content to more of your connections based on the engagement withing the first hour of posting.

Whilst you might like the idea of boosting the reach of your content, the problem arises when you suddenly find the automation is commenting on content that does not fit your brand and in some cases, will be damaging your brand. 

You have no control over what they post and what comments they attribute to you. Giving control of your LinkedIn account to other pod members  is not something we would recommend to anyone. 

19. How to sell on LinkedIn – Social Selling Course

Social selling is such an important part of modern B2B selling we have incorporated all our best social selling strategies and tactics into our B2B Lead Generation Course.  In addition to live training the course provides practical strategies and tactics that users are encouraged to use immediately. 

The course is comprehensive and covers everything from the basics of setting up and optimising your LinkedIn profile to the more advanced lead generation strategies we teach. 

As always our sales training is built around the consultative sales methodology so the priority is always the protection of your personal and business brand. 

LinkedIn Sales Strategy Consulting

Need more help?  Training is great, but strategy is the game changer that can set you apart from your competition. 

We provide a full LinkedIn Sales Strategy Consulting for companies who need their team to have a joined up approach. 

LinkedIn, Sales Navigator and Social selling are all vital components of any Account Based Marketing campaign which we are happy to advise you on. 

Comment construire un entonnoir de vente SaaS

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entonnoir de vente saas

1. Qu’est-ce qu’un entonnoir de vente ?

Un entonnoir de vente est une séquence d’actions, d’événements ou d’étapes qu’un utilisateur traverse avant d’acheter un produit ou un service. Les entonnoirs de vente sont conçus pour permettre aux spécialistes du marketing de suivre, d’enregistrer et d’optimiser le processus de vente afin d’améliorer les résultats.

Vous pouvez en savoir plus sur notre formation à la vente de produits SaaS ici.

2. Comment construire un entonnoir de vente SaaS

Votre entonnoir de vente SaaS est un élément essentiel de la réussite de vos Apps. Si vous proposez des applications SaaS, la création d’un entonnoir de vente reproductible, évolutif et traçable est l’une des étapes importantes que vous devez franchir.

Ça semble facile ? Alors, réfléchissez-y à nouveau. L’entonnoir de vente est l’endroit où de nombreuses start-ups qui se lancent dans la génération de revenus ont des difficultés, et dans de nombreux cas, échouent.

Avant de commencer à construire votre entonnoir, il convient d’examiner où vous en êtes dans votre parcours d’application.

3. Les trois grandes étapes du développement du SaaS

Malheureusement, dans le domaine de la vente, il n’existe jamais de solution unique, et le point de départ de la construction d’un entonnoir de vente SaaS dépend de votre situation par rapport aux trois principales étapes d’une entreprise SaaS ?

Vous êtes à :
Phase 1: le début du voyage où le fondateur et l’équipe principale essaient encore d’établir l’adéquation produit/marché.

Phase 2: lorsque le fondateur et les principaux membres de l’équipe ont prouvé l’adéquation produit/marché et prouvent qu’ils peuvent mettre en œuvre des systèmes et des processus que d’autres peuvent utiliser pour vendre.

La phase 3, l’obstacle final, où vous avez prouvé l’adéquation du produit au marché, vous avez identifié et prouvé les bons systèmes et processus pour le développement et vous êtes maintenant prêt à développer vos ventes, à vous concentrer sur l’acquisition de clients et à développer votre MRR.

Les stratégies que vous utilisez pour construire un entonnoir de vente SaaS varient en fonction de ce que vous avez appris à l’étape 1 ci-dessus.

Pour les besoins de cet exercice, je supposerai donc que vous en êtes à l’étape 1. Si vous avez toujours du mal à construire un entonnoir de vente aux étapes 2 et 3, c’est que vous avez manqué quelque chose à l’étape 1 ou que quelque chose a changé et que tout ce que vous avez appris à l’étape 1 ne fonctionne plus.

4. Construisez un entonnoir de marketing avant votre entonnoir de vente

Dans toute entreprise, il est important de créer les conditions optimales pour que votre équipe de vente puisse réussir. Dans le monde du SaaS, il ne suffit pas d’avoir un excellent site Web, il faut un site qui.. :

a) vos produits et services peuvent être trouvés dans les principaux moteurs de recherche – Google, Bing, Yahoo et YouTube
b) peuvent être trouvés par les problèmes que vous résolvez dans les principaux moteurs de recherche – Google, Bing, Yahoo et YouTube
c) peut convertir le trafic web en prospects qualifiés pour le marketing

De nombreuses entreprises ignorent ce fait et se précipitent pour mettre en place une équipe de vente sortante. Le fait est que chaque prospect potentiel que votre équipe sortante parvient à intéresser se rendra ensuite sur votre site web pour effectuer des recherches plus approfondies.

Si l’expérience sur le web n’est pas égale ou supérieure à celle que le prospect a eue avec votre équipe de prospection, il se détournera immédiatement de vous.

Pour construire un entonnoir marketing, vous devez créer un “contenu convaincant pour l’utilisateur”. Il s’agit du contenu que l’utilisateur recherche activement, et non du contenu que vos équipes de vente et de marketing veulent promouvoir.

Votre entonnoir de marketing SaaS est un élément essentiel de votre stratégie de vente Inbound. Pour y parvenir, vous devez créer du contenu de haute qualité à chaque étape du parcours de l’acheteur, comme indiqué ci-dessous.

Le contenu doit subtilement raconter l’histoire de votre marque et le succès que vous avez apporté aux autres utilisateurs. Faites de vos utilisateurs précoces des héros, pas vous.

TOFU – Haut de l’entonnoir
La première partie de votre entonnoir de vente, autrement appelée TOFU, est l’étape de sensibilisation de l’entonnoir. Le prospect est conscient des problèmes qu’il rencontre et cherche des solutions.

Votre site Web doit avoir un contenu qui aborde ces problèmes et positionne votre entreprise en tant qu’expert en la matière. Le contenu le plus populaire ici serait :

Guides d’utilisation
Vidéos explicatives
Articles de blog
Aimants de plomb

À ce stade, le prospect est en mode recherche, pas en mode achat et il se contente de recueillir des informations.

À ce stade, il se peut que votre prospect ne soit même pas intéressé par des solutions, car il essaie encore d’auto-diagnostiquer avec précision ses propres problèmes. Il est peu probable que votre prospect veuille parler au service commercial à ce stade.

Nous vous recommandons d’utiliser l’automatisation du marketing pour suivre les articles/pages sur lesquels vos prospects entrent sur le site, car c’est le problème qui les préoccupe le plus. En sachant cela, il est plus facile pour les vendeurs d’avoir une conversation pertinente avec eux.

Vous pouvez également réussir à engager le prospect avec des chatbots sur votre site, mais beaucoup voudront rester anonymes à ce stade.

Milieu de l’entonnoir
Le milieu de votre entonnoir de vente est le moment où les prospects commencent à évaluer des solutions spécifiques sur la base de ce qu’ils ont appris à l’étape 1. Le contenu du milieu de l’entonnoir pourrait inclure :

Présentations
Démonstrations
Études de cas

Concrètement, ils auront établi une sorte de liste restreinte de fournisseurs potentiels, puis ils approfondiront les détails de chaque solution potentielle.

À ce stade, il est possible que le prospect ne s’engage pas avec vous, car il effectue souvent des recherches pour le compte d’autres personnes au sein de sa propre organisation et sa priorité reste la collecte d’informations.

Fond de l’entonnoir
Lorsque votre prospect a atteint le bas de votre entonnoir de marketing, il a souvent déjà “acheté” un fournisseur ou une solution en particulier.

Ils ont pris leur décision en grande partie sur la base de leur expérience de la marque sur le web, de votre message de vente et de votre capacité à vous positionner non seulement comme un leader du marché, mais aussi comme un leader d’opinion qui comprend leurs problèmes.

Le contenu de la partie inférieure de l’entonnoir comprend des éléments tels que :

Fixation des prix
Tableaux comparatifs
Témoignages
Critiques

Pour les solutions plus simples et moins chères, vous constaterez qu’ils sont prêts à faire un essai si vous leur proposez un appel à l’action (AAC) fort, tandis que pour les solutions plus coûteuses et plus complexes, ils se tourneront vers les ventes.

L’image ci-dessous montre la transition entre un entonnoir de marketing simple et un panier d’achat, et la transition entre une vente B2B plus complexe et un prospect pour les ventes.

Le succès ne réside pas dans le choix du bon modèle, mais dans la construction de votre propre modèle basé sur des données et des essais et erreurs.

Entonnoir simple de marketing SaaS
Entonnoir de vente SaaS

La plupart des logiciels de marketing suivent désormais le comportement des utilisateurs sur votre site web et peuvent utiliser le lead scoring pour avertir les vendeurs du meilleur moment pour contacter les prospects de manière proactive.

D’après notre propre expérience, le moment est presque toujours trop précoce et un programme de maturation des prospects bien défini est tout aussi efficace.

Pour ce faire, vous devez intégrer à votre stratégie de marketing au moins trois aimants différents qui vous aideront à transformer vos visiteurs en abonnés afin de pouvoir rester en contact avec eux.

5. La publicité pour remplir votre entonnoir de vente

De nombreuses entreprises parviennent à remplir leur entonnoir de vente par la publicité. La publicité numérique a atteint un niveau de maturité tel qu’elle permet un suivi et un reporting importants, vous permettant de comprendre en quelques semaines ce que seront votre taux de conversion et votre CAC.

En premier lieu, nous préconisons les “campagnes de reciblage”. Il s’agit simplement de placer des publicités devant les personnes qui ont déjà visité votre site Web.

Des études montrent que le reciblage est sept fois plus efficace que les nouvelles campagnes, c’est pourquoi nous le préconisons comme point de départ.

Cette stratégie fonctionne très bien avec une solide campagne de marketing de contenu. Le canal d’ajout le plus populaire pour le B2B est LinkedIn, mais de nombreuses entreprises ont également obtenu de bons résultats avec Facebook et Instagram.

Il va sans dire que cela sera défini par votre public. La publicité peut être utilisée dans des entonnoirs simples pour stimuler les ventes et dans des entonnoirs plus complexes pour susciter de nouvelles demandes de renseignements pour les représentants commerciaux.

Les ventes plus complexes peuvent nécessiter une séquence définie dans laquelle les utilisateurs cliquent et annoncent pour recevoir un aimant à prospects, chaque prospect coûtant 3 $.

Si vous parvenez ensuite à convertir 5 % de ces nouvelles pistes, vous pouvez alors attribuer à votre CAC 60 dollars par vente provenant de la publicité.

Vous pouvez construire une séquence ou un modèle traçable à partir de n’importe quelle activité, pas seulement la publicité. Par exemple, les événements, les webinaires et les téléventes vous permettent de comprendre quelles activités sont les plus rentables, non seulement pour remplir votre entonnoir, mais aussi pour convertir en commandes.

6. Comment construire un entonnoir de vente SaaS

Votre entonnoir de vente variera en fonction de votre stratégie de vente. Vendez-vous votre application directement ou par l’intermédiaire de partenaires ? Sur quels canaux avez-vous décidé de vous concentrer dans un premier temps ?

1. Identifiez le profil de votre prospect parfait. Il s’agit de la version des commerciaux d’un persona marketing. Il comprend tout ce qu’un persona marketing comprendrait, plus quelques informations supplémentaires qui aident les ventes à comprendre et à communiquer à un niveau plus profond avec le prospect.

Modèle de profil de prospect de vente
Modèle de profil de prospect de vente

2. Construisez votre message de vente. L’adéquation produit/marché consiste en partie à comprendre quel problème commercial ou personnel votre produit résout.

D’après notre expérience, les services SaaS les plus réussis sont des solutions commerciales qui résolvent des problèmes commerciaux.

Une fois que vous aurez compris le lien avec votre propre produit/service, vous pourrez commencer à élaborer votre message de vente.

Ce sont les mots et le langage nuancé que vous avez prouvé que les prospects se connectent avec. Il ne suffit pas de connaître ses propres activités et solutions, il faut aussi connaître ses clients.

Vous devez savoir exactement comment votre solution aide votre client à économiser de l’argent, à en gagner et à lui faciliter la vie.

3. Campagne de génération de prospects.

Une fois que vous avez identifié vos prospects cibles et élaboré votre message de vente, vous devez commencer à travailler sur une campagne de génération de prospects.

Il existe deux approches principales de la génération de prospects :

a) Génération de pistes entrantes. Les campagnes de génération de pistes entrantes sont celles où le prospect vous contacte en premier. Ils peuvent remplir un formulaire sur votre page web, vous téléphoner ou vous envoyer un courriel. Pour générer des pistes de vente entrantes, vous devrez recourir à la création de contenu, à des campagnes publicitaires, à des webinaires, à des programmes de recommandation ou au référencement.

b) Génération de prospects sortants. Les campagnes de génération de pistes sortantes consistent à contacter des prospects par téléphone, courrier électronique, courrier direct, événements ou marketing basé sur les comptes. Les campagnes d’appels sortants signifient invariablement que vous devez mettre en place une équipe d’appels sortants, ce qui peut être coûteux.

La majorité des entreprises SaaS utilisent une combinaison d’appels entrants et sortants, mais elles mettent presque toujours l’accent sur l’un plus que sur l’autre.

À titre d’indication très approximative, les services SaaS à faible coût et ciblant les PME sont axés sur le marketing et se concentrent principalement sur l’approche Inbound.

Les services SaaS qui sont plus expansifs et qui ciblent les entreprises de taille moyenne ou les grandes entreprises auront une approche plus axée sur les ventes via le marketing basé sur les comptes.

7. Quelles sont les étapes d’un entonnoir de vente SaaS ?

entonnoir de vente saas
Comment construire un entonnoir de vente SaaS

Les étapes de votre entonnoir de vente sont simplement une série d’étapes que vos prospects franchissent pour passer une commande.

Ces étapes peuvent varier considérablement et il n’existe pas d’entonnoir unique applicable à toutes les applications. Même si les étapes sont les mêmes, la méthode par laquelle vous faites passer les prospects dans l’entonnoir peut varier.

Votre entonnoir de vente est un endroit idéal pour commencer à collecter des données afin de mesurer les performances et d’apporter des améliorations au fil du temps.

En général, les prospects doivent passer le plus rapidement possible dans l’entonnoir de vente – c’est ce qu’on appelle le cycle de vente ou la vitesse du tuyau.

Mesurer la vitesse à laquelle les prospects avancent dans le cycle vous permet d’identifier les blocages dans votre entonnoir et les zones où les prospects ralentissent.

C’est sur ces points “sensibles” que vous devez chercher à apporter des améliorations.

8. Quand dois-je faire la démonstration de mon produit SaaS aux clients ?

Le timing des démonstrations d’applications SaaS dans le processus de vente a fait l’objet de discussions pour de nombreuses entreprises.

La réponse à cette question est malheureusement “cela dépend”. De nombreuses entreprises réussissent à faire une démonstration de leur application au début du processus de vente, mais elles sont tout aussi nombreuses à faire une démonstration au début du processus, puis à voir leurs prospects disparaître dans le trou noir des boîtes vocales et des courriels sans réponse.

En bref, plus la solution est simple et bon marché, plus la démo peut intervenir tôt dans le processus, et plus la solution est coûteuse et complexe, plus la démo doit être repoussée aussi loin que possible dans le processus de vente.

démos d'applications saas
Comment construire un entonnoir de vente SaaS


La réalité est que les entrepreneurs et les vendeurs ont tendance à se précipiter pour faire une démonstration de leur application, en espérant que cette démonstration convaincra le prospect de s’inscrire.

Même si le prospect est qualifié et qu’il convient, une démo sans aucune forme de diagnostic de la douleur du prospect risque de le perdre.

Votre prospect a besoin de savoir que vous le connaissez et que vous comprenez son univers. Cela ne peut se faire que par un questionnement intelligent et ciblé. Si vous voulez accélérer la vente, ralentissez-la.

La démo est généralement le principal levier du vendeur et si vous la donnez trop tôt, vous perdrez ce levier et, selon toute probabilité, le prospect.

En règle générale, repoussez la démonstration de l’application aussi loin que possible dans votre processus de vente.

Les démonstrations coûtent du temps et de l’argent, surtout dans le cas de ventes complexes où, le plus souvent, une démonstration sur mesure est nécessaire.

Toute démonstration sur mesure ne doit être présentée qu’aux décideurs de haut niveau de l’équipe d’acheteurs potentiels. Le cas échéant, vous pouvez même avoir deux démonstrations dans le cadre du processus de vente – il n’y a pas de règle, si ce n’est que si ça marche, faites-le.

La plupart des représentants commerciaux commettent l’erreur d’utiliser cette partie du processus de vente pour expliquer plus en détail les avantages du produit.

Quand tu racontes, tu ne vends pas. Utilisez des questions d’approfondissement intelligentes pour amener le prospect à vous dire comment la solution résoudra ses problèmes professionnels.

Vous devez éviter de parler de caractéristiques que vous jugez pertinentes pour eux. Si vous ne l’avez pas découvert au cours de la phase de découverte du processus de vente, il est intrinsèquement risqué d’introduire quoi que ce soit de nouveau plus loin dans le processus.

Pour les solutions plus simples et moins chères, vous constaterez qu’ils sont prêts à faire un essai, tandis que pour les solutions plus coûteuses et complexes, ils s’adresseront à un représentant commercial.

Afin de démontrer qu’ils ont fait preuve de diligence raisonnable, ils s’adresseront toujours à deux ou trois fournisseurs potentiels.

Il ne s’agit pas nécessairement d’écraser un fournisseur sur le prix, mais parfois de faire comprendre au groupe d’acheteurs plus large de l’organisation pourquoi il a une préférence.

Les essais d’applications sont également un bon moyen d’inciter les utilisateurs à s’inscrire, mais le taux de conversion des essais en ventes est généralement faible dans la plupart des cas de SaaS.

En fonction de la tarification, vous pouvez proposer un essai géré, afin qu’ils puissent évaluer votre logiciel pendant que vous les accompagnez dans le processus de vente.

Pendant un essai, le prospect peut voir comment le produit fonctionnera pour lui dans la pratique. Il est important de choisir le bon moment pour le procès et de s’assurer que vous avez convenu à l’avance de ce qui se passera si le procès aboutit.

Nous avons créé le graphique ci-dessus pour essayer d’expliquer visuellement comment cela pourrait fonctionner pour votre organisation.

Il convient de noter que, dans l’exemple, la majorité de votre CAC sera constituée par le marketing, tandis que dans l’entonnoir plus complexe, vos coûts comprendront le marketing, les ventes et l’accueil des clients.

9. Exemples d’entonnoirs de vente SaaS

Les entonnoirs de vente ci-dessous sont des exemples. Vous ne devez PAS les reproduire, sauf si elles correspondent à votre processus de vente.

Ils sont conçus pour être un point de départ pour ceux qui cherchent à développer un entonnoir de vente.

Comme vous pouvez le voir sur le graphique, il existe de nombreuses alternatives aux étapes qui composent votre entonnoir de vente, selon le type d’entonnoir que vous créez.

Pour les entonnoirs purement numériques, vous pourriez avoir :

Page d’accueil Lead Magnet – où les prospects arrivent après avoir cliqué sur votre annonce.
Page de confirmation – pour confirmer votre offre gratuite, votre essai ou votre achat.
Page de vente incitative – où les clients potentiels ont la possibilité d’ajouter des services supplémentaires ou de passer à une version supérieure.
Page de paiement – où les clients potentiels paient pour le service.
Page de félicitations ou de remerciements – où vous pouvez indiquer aux prospects les prochaines étapes à suivre.

Entonnoir de vente avec pipeline
Comment construire un entonnoir de vente SaaS

10. Mesures de l’entonnoir des ventes SaaS

En ce qui concerne les mesures, nous pensons qu’il s’agit des mesures et des indicateurs clés de performance des opérations de vente que la plupart des gens connaissent. Il va sans dire que ces indicateurs sont importants et que vous devez les enregistrer et en rendre compte.

LTT – Conversion des pistes en essais
Il s’agit du nombre de prospects qui ont été convertis en essai.

DCR – Rapport de conversion des démos
Le nombre de démos qui se convertissent avec succès à l’étape suivante du processus de vente.

TTS – Conversion des essais en ventes
Il s’agit du nombre de prospects de l’essai gratuit qui se sont convertis en clients payants.

LTV – Valeur à vie du client
Il s’agit de la valeur totale moyenne qu’un client dépensera avant de quitter le service. Ironiquement, il peut être plus difficile de mesurer l’amélioration de votre produit, car si les clients ne partent pas, vous ne saurez pas combien de temps ils restent et quelle est leur valeur totale pour l’entreprise.

Churn – Nombre de clients qui quittent l’entreprise
Les clients partiront et ce n’est pas toujours une mauvaise chose. Si les clients qui partent correspondent à votre PIC (profil du client idéal), vous avez un problème. Les clients qui partent et qui ne correspondent pas à votre PCI peuvent libérer des ressources précieuses qui peuvent être consacrées à votre PCI.

MRR – Revenu mensuel récurrent
Le revenu mensuel récurrent vous donne une vue d’ensemble de votre succès, mais ce n’est qu’une vue d’ensemble et vous devez examiner les détails des données pour obtenir une image plus précise.

RAR – Revenu annuel récurrent
Le revenu annuel récurrent donne un bon aperçu de l’activité, mais comme pour le MRR, vous devez étudier toutes les données pour obtenir une image plus précise de la santé de votre entreprise.

Cycle de vente – Le temps écoulé entre le premier contact et la conclusion d’une commande.
Ce délai est généralement court pour les solutions simples de faible valeur et plus long pour les ventes complexes aux entreprises. Par exemple, une vente à une banque de niveau 1 peut prendre 18 mois entre le premier contact et la conclusion.

CAC – Coût d’acquisition des clients
Il est important de comprendre ce que vous coûte l’acquisition d’un seul client. Dans un monde idéal, vous le découvrirez dans les phases initiales de l’entreprise, lorsque vous prouverez la proposition de valeur. Sans ce chiffre, il est impossible de mettre en place les systèmes et les processus nécessaires pour faire évoluer l’entreprise, car vous ne saurez pas combien vous pouvez dépenser pour le marketing et les ventes.

Negative Churn –
Le taux de désabonnement négatif est une mesure de croissance puissante qui indique que les recettes provenant de la vente incitative et de la vente croisée des clients existants sont supérieures aux recettes perdues lorsque les clients partent.

11. Soumission de propositions SaaS

Après la démonstration finale, vous ne devez jamais proposer d’envoyer une proposition.

Les propositions coûtent du temps et de l’argent et si votre prospect est intéressé, il vous demandera une proposition.

Si votre prospect ne vous demande pas de proposition, cela signifie qu’il n’est pas intéressé par une collaboration avec vous et que vous devez remonter le processus de vente pour comprendre où vous vous êtes trompé.

Lorsque le processus de vente s’arrête, c’est rarement à cause de quelque chose que vous avez mal fait à ce moment-là – le plus souvent, c’est quelque chose que vous avez manqué plus tôt dans le processus de vente.

Assurez-vous que tous les avantages du logiciel leur ont été clairement expliqués et qu’ils ont été évalués en fonction de leurs besoins.

Dans la mesure du possible, demandez toujours à votre chevalier blanc de vous aider à co-créer la proposition et vérifiez avec lui une version préliminaire avant d’envoyer la copie officielle.

Avant d’envoyer votre proposition, vous devez avoir une idée claire des étapes à suivre en cas de victoire ou de défaite.

Sans cela, vous risquez fort de passer les trois prochains mois à chasser les fantômes dans les boîtes vocales.

12. Fixer le prix de vos contrats SaaS

De nombreuses entreprises n’affichent que peu ou pas de prix sur leur site web, parce qu’elles ne veulent pas que leurs concurrents voient leurs prix ou parce qu’elles pensent que cela fera fuir les clients potentiels.

Vous devez être fier de votre prix et de la valeur que vous apportez. Laissez les concurrents vous sous-évaluer et mobiliser toutes leurs ressources sur des affaires non rentables.

Les gens achètent rarement la solution la moins chère, alors permettez à vos prospects d’être moins chers que vous.

Si vous êtes toujours inquiet à l’idée d’afficher vos prix sur votre site web, pensez à ce que vous ressentez lorsque vous recherchez une solution qui vous intéresse et que vous constatez que la page des prix est remplie de POA.

Si vous êtes comme la plupart des gens, vous trouvez cela vraiment ennuyeux et passez rapidement au prochain fournisseur potentiel.

Enfin, un autre avantage d’afficher fièrement vos prix est d’exclure toute personne qui n’est pas prête à investir à ce niveau.

Cela peut vous faire gagner beaucoup de temps et de ressources avec des prospects qui ont simplement un niveau de budget différent.

De nombreuses stratégies de tarification s’offrent à vous, mais, d’après notre expérience, la seule chose qui est garantie, c’est que vous changerez votre tarification.

En règle générale, si vos prix sont trop élevés pour un contrat à court terme ou une période d’essai payante, le prospect risque de ne pas profiter de tous les avantages du logiciel avant la fin du contrat et de décider de ne pas le renouveler.

Dans la mesure du possible, vous devez récompenser les prospects pendant la période d’essai pour avoir ajouté des informations et utilisé le service.

Par exemple, proposez une période d’essai plus courte et incitez les utilisateurs à compléter leur profil ou leur compte.

Offrez une période gratuite supplémentaire pour les encourager à utiliser le produit, par exemple s’ils téléchargent des données dans le système.

L’idée est d'”embarquer” vos nouveaux utilisateurs étape par étape et de rendre votre produit aussi collant que possible.
Si le prospect veut aller de l’avant, vous devez utiliser des contrats avec signature numérique pour accélérer le processus de vente.

N’envoyez jamais de contrats par courrier électronique ou de liens vers des contrats numériques, car ils peuvent être facilement ignorés.

Arrangez-vous pour avoir le prospect au téléphone et discutez du contrat avec lui. Une fois qu’ils ont accepté tout ce que contient le contrat, demandez-leur simplement de le signer pendant que vous les avez au téléphone.

De cette façon, vous gardez le contrôle du processus de vente.

13. Pourquoi l’entonnoir de vente est si important pour les fournisseurs de SaaS

De nombreuses entreprises ont échoué après avoir eu du mal à mettre en place un entonnoir de vente. La commercialisation et la vente de produits SaaS peuvent s’avérer extrêmement difficiles, et il y a de fortes chances que vos clients cibles soient déjà submergés par les offres de fournisseurs de logiciels concurrents.

Réfléchissez à la partie du budget existant de l’acheteur à partir de laquelle vous allez gagner des revenus. À quels concurrents directs ou indirects allez-vous enlever du budget ?

Vous pouvez être en concurrence avec certaines des marques les plus grandes et les plus puissantes du monde qui proposent des solutions génériques aux mêmes problèmes que vous.

Cela signifie que vous devez offrir quelque chose de distinctif dont vos clients ont réellement besoin.

Selon une étude de CB Insights, 42 % des start-ups SaaS échouent parce qu’elles proposent des produits dont leurs clients cibles n’ont pas besoin.

Il est essentiel de convaincre les clients potentiels que votre logiciel offre une véritable valeur ajoutée.

Pourquoi les start-ups saas échouent

14. Gérer les attentes des prospects

Créer un entonnoir de vente, c’est construire un parcours qui va du visiteur web à l’abonné, en passant par les démonstrations et les pistes, pour aboutir à la signature du contrat.

Votre entonnoir de vente doit mettre l’accent sur chacune des étapes clés que vos prospects franchiront pour parvenir à un accord.

Soyez ouvert, franc et partagez à l’avance les étapes du processus avec vos prospects.
Vous devez prêter une attention particulière à tous les points de friction qui peuvent survenir lors du parcours de vos prospects dans votre pipeline de vente.

Cela vous donnera l’occasion d’apporter des améliorations à votre entonnoir pour l’avenir.
Le plus important est d’enregistrer tous les points de données de votre entonnoir de vente.

Cela vous aidera à prendre des décisions en vous basant sur des faits plutôt que sur votre instinct. Il faut parfois du temps pour que votre entonnoir de vente devienne pleinement efficace, et il se peut que vous deviez apporter plusieurs améliorations avant d’avoir un entonnoir de vente réellement optimisé.

De nombreux clients n’ont pas une idée précise de ce dont ils ont besoin lorsqu’ils vous rencontrent pour la première fois. Proposez des solutions et pas seulement des produits en aidant les prospects à faire le lien entre les deux.

Il est également vrai que les utilisateurs achètent souvent ce qu’ils veulent et non ce dont ils ont besoin.

C’est pourquoi il est si important de poser des questions ciblées afin de déterminer avec précision leurs besoins et de positionner votre logiciel de la manière la plus favorable.

Ces questions vous indiqueront également dans quelle mesure ils sont proches ou éloignés de la prise de décision.

15. L’essor des solutions SaaS

Il semble que tout dans le monde soit désormais alimenté en ligne par des applications SaaS. De Netflix et Amazon Prime à LinkedIn et Microsoft M365, nous sommes désormais entourés de solutions SaaS d’une description ou d’une autre.

D’un point de vue financier, le SaaS est intéressant, car il permet d’éviter de lourdes dépenses d’investissement initiales et de dérisquer la solution.

Après tout, si cela ne fonctionne pas, vous n’êtes généralement engagé que pour une durée maximale de 12 mois. Parmi les autres avantages du SaaS, citons le fait qu’il est normalement rapide à déployer et ne nécessite aucune maintenance de la part du client.

Les mises à niveau sont normalement fournies automatiquement, les clients se voyant généralement proposer des niveaux de service garantis.

Les sauvegardes et la récupération des données sont généralement effectuées pour le compte du client, qui peut ainsi se concentrer sur ce qu’il fait de mieux, sachant que tout est géré par les développeurs de logiciels eux-mêmes.

Lockdown a mis le turbo sur le SaaS
Le travail à distance était déjà en hausse avant même la pandémie, et le fait que les produits SaaS permettent aux individus de travailler et de collaborer depuis n’importe où n’a fait qu’ancrer encore plus profondément le SaaS dans notre vie quotidienne.

Des milliers de nouveaux produits SaaS sont développés dans tous les pays du monde, la concurrence est donc féroce. Cependant, l’appétit des consommateurs et des entreprises pour les solutions SaaS ne semble pas s’arrêter.

Un entonnoir de vente cohérent peut faire la différence entre un succès viral et un retour à la case départ.

The Best Sales Playbook in the World

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Sales Teams with Sales Playbooks are 33% more likely to be high performers with win rates exceeding 50%

O Melhor Livro de Brinquedos de Vendas do Mundo
The Best Sales Playbook in the World

What is a Playbook in Sales

A playbook in Sales is a single repository that contains all the information, tools, templates, content, media, training and coaching that Salespeople require to execute their role successfully. The most common use of playbooks are for onboarding new salespeople, however, they are great for documenting your sales process and coaching salespeople.

What makes a good Sales Playbook?

A good sales playbook will help onboard new salespeople and get them to generate revenue as fast as possible. Playbooks help existing sales reps follow best practice, a proven sales process , develop their sales skills and behaviours and improve their productivity.

Join the next webinar for step by step instructions on how you can customise this playbook template for your business

Webinar Registration

Please note: The B2B Sales Playbook is built in the paid version of Microsoft OneNote that is included with Microsoft Office 365.

The Playbook will not open or load in the free version of OneNote.

Grab your template here:

1. Sales Playbook Framework

We’ve included our most popular sales tools and templates to provide you with the best sales playbook in the world and it’s 100% free.

Our sales playbook template is built inside Microsoft OneNote so it’s completely customisable to the needs of your own organisation.

Built with over 90 pages in 12 different sections this Playbook has everything you will ever need to know to help your Sales Team become more productive and proficient.

We recommend that you host the playbook inside a Channel in Microsoft Teams in order that sales and marketing teams working remotely can also access the document.

2. SaaS Sales Playbook Outline

SaaS playbooks or Inside Sales Playbooks are often different because SaaS sales can have a different sales process and structure, but either way we’ve got you covered.

For example, many SaaS companies have teams of Sales Development Reps (SDR’s) who are responsible for lead generation and the initial sales qualification process.

These B2B SaaS companies are scaling and Sales Playbooks form a vital role in recording, tracking and developing the sales function within the business as well as onboarding new sales team members.

In addition, the playbooks act as a simple but very effective sales enablement solution, helping them learn and implement best practice in sales while increasing productivity and performance via sales coaching and training.

Your sales playbook is the home for everything your sales and marketing teams need to be successful, From templates for buyer personas, buyer pain points, cold email templates, documenting the buyer’s journey, sales processes and use cases we’ve got you covered.

Playbooks are especially important for new hires who need to get up to speed and delivering as quickly as possible. Our template is the quickest way to get started creating your sales playbook and populating it with relevant content for your own sales team.

Catálogo de Vendas SaaS
SaaS Sales Playbook

3. Sales Playbook Benefits

  1. Single Location: Playbooks provide a single location for everything a B2B Sales Reps needs to know in order to do their job successfully. Rather than having pieces of information scattered across different file locations, and in different departments which are difficult and time consuming to find, your Sales Playbook keeps everything in one easy to find location.
  1. Commonality: Sales Playbooks provide a common sales language that your sales and marketing teams can understand and follow.
  1. Continuous improvement: Digital Playbooks provide a living, working document that can be continuously updated to retain relevancy.
  1. Standardised Sales Process: Playbooks help salespeople follow the company’s proven sales process and buyer’s journey rather than having every sales rep following a different process.
  1. Best Practice: Sales Playbooks provide a location to document and report on the companys’ best practices in selling for others to learn and follow.
  1. Sales Coaching & Training: Sales playbooks provide a location to document and report on the learning & development plans for B2B sales reps. A good playbook improves the Sales Reps productivity and performance.

7. Save Time: Every leader in a SaaS company is time poor and having access to an instant knowledge base of sales content provides a solid foundation as you are building your team.

8. Building an Asset: As you begin to customise your sales playbook to meet your own strategy and methodology you can build in your own organisations KPIs, material, call scripts and content so it becomes a long term asset for the business.

9. Step by Step Guide: Your sales playbook provides a step by step guide on how your organisation goes to market. It covers everything from buyer personas, how to hire and onboard new reps, to KPI’s ROI, Performance management, proposals, channels, planning and strategy. It’s a single point of reference for everything in sales.

Ferramentas de Vendas - Cartões de Batalha de Vendas

4. Sales Playbook Best Practices

1. Customisation – no two SaaS companies are the same so while it’s great to start with a framework, it’s important to customise the content of the playbook to match the needs of your organisation. Think of our playbook as a template to give you a head start on creating your own.

2. Updating – sales is a fast paced environment that is constantly changing and your sales playbook needs to be a living working document. Playbooks should be updated regularly and reviewed completely every six months.

3. Ownership – have a limited number of playbook owners with admin rights to stop anyone and everyone from editing the document. In OneNote this can be achieved by password protecting sections and pages. Improvements and additions can be fed back to the administrators on an ad-hoc basis or at Sales Meetings.

4. Engagement – playbooks have no impact on Sales unless they are used. Sales Managers must hold Sales Reps accountable to using and following the playbooks. “51% of reps attain quota at firms using a Sales Playbook, compared to 40% at firms who don’t have a Sales Playbook.” Aberdeen Group

5. Content – In addition to being relevant content should be easy to consume and engaging. Avoid massive PowerPoint decks with generic messaging. Use multimedia and a mixture of content types where possible.

6. Access – Sales Playbooks should be Cloud based however having access to them offline may be critical for some Reps, in which case the Playbooks should be downloadable but with restrictions on editing.

5. Sales Playbook Content

Your copy of the best Sales Playbook in the World contains:

5.1 DOMAIN KNOWLEDGE

This is where you can store information on your industry like statistics, trends and market intelligence. You can track and follow Industry Thought Leaders, top industry publications and Industry Bodies and Organisations so your teams are always up to date.

5.2 YOUR COMPANY

In this section you can provide details on your company’s History, Mission and Values. This is also where you would place your Sales Strategy and Sales Plan so every team member knows the “Why” behind what you do, and can align their sales behaviours with the Sales Plan. Lastly in this section we record all the companies products and services.

5.3 YOUR COLLEAGUES

When you join a new company and you don’t know anyone the first few weeks can be quite intimidating. This section contains an internal directory in order that new team members can quickly identify and connect with any colleague including those outside the sales department.

Melhores Práticas de Vendas de Livros de Brinquedos
SaaS Sales Playbook Best Practices

5.4 SALES TOOLS

The modern B2B sales team uses at least six sales tools and in addition to finding login details quickly salespeople need quick access to Training, Knowledge Bases and Support details. Some examples of Sales Tools are MS Teams, CRM, Office 365, Digital Signing, Cloud Storage, LinkedIn, Twitter, Instagram, Marketing Automation, Email Automation, Email Finders, Video Email Apps, Survey Apps and Training programmes.

5.5 OUR CLIENTS

This section is where you can store information of your clients. These are typically examples of clients/buyers that fit your sales prospect profiles, common pain points, clients who provide good case studies, testimonials, channel partners or strategic accounts.

5.6 SALES PROCESS

It’s important that Reps have and follow a proven Sales Process. This process provides a track for the salespeople to follow which is repeatable and measurable. We have also included an example of our Qualifying template which you can customise to meet your own needs.

5.7 SALES PLAYS

Sales plays are where we document our sales messaging and structure for controlling the sales conversation with a buyer. They include templates for what we call a Door Opener which is similar to an Elevator pitch. There are also sections for buyer personas, pain points, how to deal with prospects Stalls & Objections, How to deliver product Demos, Pricing, Proposals, Sales Stories and Customer Meeting Notes.

5.8 COMPETITION

This is where you can store information and intelligence on your competitors. We are great fans of Sales Battlecards which you can use to win deals against your competition. The Battlecards help you steer the buyer conversation to the areas that favour your solution the most and make it more difficult for your competitors to compete. In short this shows you how to move the goals posts in the middle of the sales process to sabotage your competitors bid.

5.9 CONTENT

No more searching for files, flyers, technical specifications, case studies, testimonials and pricing sheets. Everything is stored inside this OneNote section in your sales playbook.

Coaching de Negociação de Vendas
Coaching de Negociação de Vendas

5.10 KPI’S

Every Sales Rep needs to know their numbers and what are the Key Deliverables for their role. We have listed all the KPI’s you will need for you to choose from and then create your own Sales Scorecards to manage Sales Reps.

5.11 LEARNING

Learning is your library for Onboarding Plans, Sales Coaching Playbooks, Training Planners, Personal Learning Plans, Sales Coaching Notes, Goal Setting and experiential learning and simulations.

5.12 ADMIN

The very last section is our Admin section. In here we store Team Meeting notes, Compensation & Commission, Expenses and a Time Management Tracker.

6. Sales Coaching Playbook

As a sales training and coaching company we use Sales Playbooks for training and sales coaching probably more than any other business. Playbooks are a great place to include:

  • Onboard Plans for new Salespeople
  • Personal Learning Plans
  • Sales Coaching Plans
  • One to One Sales Coaching Notes
  • Training Plans
  • Skills Based Training Modules
  • Activity Based training Modules
  • Product Training
Livro de jogo de treinador de vendas

7. Sales Messaging Playbook

Sales Messaging is an often overlooked and undervalued area of sales, however when you lose business to a competitor it means that someone else is either saying or doing something better than you.

In sales, we have little to no control of the product, but we have 100% ownership of our messaging.

Robert Cialdinis best seller Influence is a testament to this and a great read for anyone in sales.

We call our Sales Messaging our Sales Plays and we have a whole chapter in the playbook dedicated to this.

Sales Messaging – our Sales Plays should include every possible part of the Sales Conversation that a Salespeople will have as they walk a prospect/buyer through the sales process.

In addition, our Playbook includes templates for creating your Perfect Prospect Profile / buyer personas to make sure your messaging matches with your prospect/buyer in every way.

8. Sales Playbook Download

Join the next webinar for step by step instructions on how you can customise this playbook template for your business

Webinar Registration

Please note: The B2B Sales Playbook is built in the paid version of Microsoft OneNote that is included with Microsoft Office 365.

The Playbook will not open or load in the free version of OneNote.

Grab your template here:

The Best Online Sales Training Courses with Live Coaching

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Best Online Sales Training Courses

1. Online Sales Training Courses

We believe we have the best online sales courses because we’re different and here’s why:

  • Everything we teach, we actually do as part of Klozers own sales strategies. This means we have a deep understanding and not just text book theories.
  • Each sales training course is live. With interactive exercises, we deliver an immersive learning experience.
  • Our training includes work based learning which means you are assigned practical tasks and sales skills to practice as part of your every day sales role, in order that you learn while you are doing.

Please note: we would never encourage you to provide your products and services for free, and in the same vein we do not provide free sales training.

Nothing in life that is worth anything is free.

Best Online Sales Training Courses
Best Online Sales Courses

How much does online sales training cost?

Online sales training costs start from free and can rise up to $15,000 per month. The cost varies based on how many people are required to be trained, how much customisation the training content requires, and how much online support the attendees require throughout the training programme.

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2. Online Sales Training Course

We have the best online sales courses available which cover all the sales skills required for Professional B2B selling. Our sales courses each include relevant modules on sales skills from how to attract customers to sales presentations through to how to close sales . Some modules are common across more than one course, whilst others are unique to specific courses.

The content can be modified to meet the specific needs of your sales team. In addition to the training on sales techniques, our coaches are very much hands on, and can work with you to develop your value proposition, sales strategies and the planning and execution thereof.

  1. Telesales Training Course

Contrary to what most people believe, the Telephone is still one of the most powerful sales prospecting tools available. With more Salespeople working from home this training course is more important than ever to keep sales reps both busy and productive.

Historically this training course was most popular with entry level sales professionals, however, this course is a great refresher for experienced Business Development Executives and Account Managers who spend all, or part of their time working from home.

Much more than an old fashioned cold calling course the training covers the core Telephone sales skills concepts of:

  • Identifying Potential Buyers
  • Sales Messaging that Wins
  • Creating a Sales Mindset
  • Live Calling Session 1 and Role Playing
  • Live Calling Session 2 and Role Playing

Please note the Live calling is a combination of outbound calling by the Trainer so you can see and hear in real time what Telesales is, and there is also time set aside for participants to make live calls whilst being coached from the course leader.

For companies looking to develop a full inbound sales methodology, we are the only sales training company with expertise at both inbound and outbound lead generation.

  1. Consultative Selling Skills Training Course

Our Consultative sales skills course has been our best seller for the past 8 years. Revised and updated, this course is a must have for everyone in B2B sales.

The training course helps participants control and structure every sales conversation in a way that helps buyers uncovers their own personal reasons for buying, which are always more powerful than the Salespersons reasons.

This methodology is always popular with Non Selling professionals such as IT Professionals, Engineers, Professional Services, Consultants, Software Engineers, Project Managers, Accountants & Architects who don’t want to sound “Salesy” when in front of prospects.

The course covers the core concepts of Consultative selling which includes:

  • Modern Selling Sales Skills
  • The Consultative Sales Process
  • Uncovering Value
  • Human Behaviour
  • Selling Through Service & Winning Repeat Business
  • Building Trust
  • Sales Pipelines & Selling Process
  • Setting Sales Goals
  1. Key Account Management Training Course

If your business is typical then 70-80% of next years revenues will come from this years customers. It’s also true that your customers are your competitors targets so without Professional Account Management these important clients may leave.

The course helps participants identify and build relationships with Key Stakeholders across the clients business and find and target new revenue opportunities within the account. Most course participants are either Account Managers, Relationship Managers, Technical Account Managers and Account Directors.

Our Key Account Management Training includes modules on:

  • Understanding Key Accounts
  • Segmenting & Defining Key Accounts
  • Planning for Key Accounts
  • Creating Key Account Plans
  1. Sales Management Training Course

Sales Managers are the glue that holds sales teams together. With many Sales Managers carrying personal Sales Targets their time is more valuable than ever.

Our Sales Management Training covers the core topics of:

  • Sales Bench-marking
  • Sales Improvement Planning
  • Sales Performance Management
  • Coaching Sales Winners
  • Sales Management Skills

We deliver online sales training via self-paced learning and supported with or without live training and coaching.

We supply each of the above types of programme, however, we believe we have the best online sales training because of the learning methodology, or learning style we use which is called Work Based Learning.

Please read on to discover why this is important to you.

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3. How to Book the Best Online Sales Training

Pricing on all our courses and details on how to book can be found via the B2B Sales Training Courses

Best Online Sales Training Courses
Best Online Sales Training

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4. Online Sales Training for Sales Teams

Depending on your requirements we have a number of options available to deliver online sales training to your sales force as follows:

  1. Online Sales Training for Individuals – purchase individual licenses for less than 5 Salespeople hosted on our platform.
  1. Online Sales Training for Teams – we offer a discounted rate for multiple licenses of our training content to teams with a minimum of 5 Salespeople hosted on our platform.
  1. Online Sales Training for Teams – purchase Team licenses and host on your own company platform

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5. Online Sales Training Certification

Unlike most online training which is theory based, all our training courses follow the Work Based Learning methodology which as yet has no recognised certifying body.

All our training courses are Self-Certified and we provide Certificates to participants on successful completion of their training programme.

Best Online Sales Training Courses - Certification
Best Online Sales Training – Certification

In addition to our Training Certificates Participants can include details of their Training on their Linkedin profile as shown below:

Linkedin Sales Training Accreditation
LinkedIn Sales Training Accreditation

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6. Sales Training for Beginners

Our Online Sales Training for Beginners course is a mixture of self-paced and instructor -led training that covers the core concepts of selling business to business.

This Beginners Training course is suitable for the following:

  • Graduates
  • People moving into new sales roles
  • Marketing teams who need to understand the basics of selling
  • Entrepreneurs
  • Startup Founders

This course covers the core modules of Basic Selling:

  • Understanding Sales
  • Everything you Need to Know Before Talking to Customers Part 1
  • Everything you Need to Know Before Talking to Customers Part 2
  • Winning Your First Sale

Back to Table of Contents

7. Sales Training Plans

In order to deliver a successful sales development programme we typically start by creating a bespoke plan for your company. Many of our Corporate clients have their own Learning & Development departments who can create and generate long term training plans for their sales teams. For those companies that don’t have that capability we can offer a bespoke service where we:

  1. Identify the core sales competencies required for each sales role
  1. Map the competencies against the learning objectives in our training modules
  1. Create bespoke training plans and assessment programmes to deliver, record and assess participants

Our goal is to deliver the best Online Sales Training experience that can be delivered by a combination of face to face, self-paced online, and instructor led online sessions.

In addition to supporting your companies future growth and sales goals, your sales development plan should enhance the sales career and personal development of the participants.

Our sales trainers are very much hands on, and strike a balance between allowing participants learn an their own pace, and pushing them to meet the sales goals of the business.

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8. Online Sales Training Portal

Our Online Sales Training is delivered in a secure and stable platform online via Microsoft Teams. Individuals are invited into Teams and based on their requirements are assigned training modules to complete based on their personal Learning Objectives and any additional Objectives determined by their Line Manager.

To avoid learning fatigue all our courses are broken down into modules which are between 1 and 2 hours long. In addition we have short modules on selling skills which are between 10 and 30 minutes long.

The sales skills modules we provide are:

  • Advanced Questioning Skills
  • Controlling the Sales Conversation
  • Handling Stalls & Objections
  • Referrals & Testimonials
  • Online Sales Presentation Skills
  • Whiteboard Selling
  • Building Relationships
  • Value Creation
  • LinkedIn Sales Navigator/Social Selling
  • Dealing with difficult customers
  • Cross Selling & Upselling
  • Negotiation Skills
best online sales training courses portal
Best Online Sales Training

The Teams Portal provides the flexibility to configure the Channel in different ways which include the options of:

  • Email, Chat, Video and Conference Calling
  • Secure storage of documents
  • Provision of pre and post training surveys
  • Provision of CRM if clients have no CRM
  • B2B Sales Templates, Tools & Frameworks

Back to Table of Contents

9. Online Sales Training vs Sales Coaching

One of the most common questions we are asked by sales leaders is “What’s the difference between Sales Training and Sales Coaching” and why is it important. Training and coaching are two different things, that result in two different outcomes. In order to answer the question it’s important first to define what we mean by sales training and sales coaching.

We are not claiming our own definitions are either the industry standard, or the same as other service providers, however we do know from experience that our definitions make it easier for our clients to better understand their own needs which is the most important thing.

What is Sales Training?

Sales Training is the transfer of knowledge or skills.

What is Sales Coaching?

Sales Coaching supports the practical application of training (knowledge + skills) in the field.

At Klozers we define Sales Training as the “transfer of knowledge”, and the primary outcome from any transfer of knowledge should always be an increase in learning, education and understanding. There are of course secondary outcomes which are similar to the outcomes from coaching, but it’s important we understand the difference between the two.

This is why every training course regardless of the subject matter clearly articulates what the “learning outcomes” will be after the course, and usually do not reference any form of performance improvement.

In the western world over 90% of jobs requiring manual labour no longer exist, and we are now what we call a knowledge economy. Salespeople are paid for their knowledge and skills not manual labour, therefore for every Sales Person, knowledge is power, which is why Sales Training and Learning outcomes are so important.

Once we acknowledge that Sales Training is the mechanism by which we transfer knowledge, and that knowledge is power, it’s equally important to understand that in Sales more than any other subject, this knowledge is worthless unless the Sales Person takes the knowledge, and apply it in the field with prospects and customers.

Without this practical application of the new sales knowledge in the field, then the sales person risks being the smartest sales person in the office, where there are no customers. In most cases a sale never takes place unless a Sales Person has undertaken some form of activity/behaviour/action and this activity is where any new knowledge from training needs to be applied.

The same rules apply for inside sales, with the only difference being the channels with which they are communicating with the prospects/customers. If for example an Inside Sales Person attends a training course on Communication Skills, then unless they apply these skills on either the telephone, email or social media, the training is worthless.

We define Sales Coaching however as “supporting the practical application knowledge in the field”, and the outcome from coaching should always be an increase in skills, confidence and performance.

The main thing that sales training often lacks, and this is not a criticism, more a practical restriction, is that training cannot cover every possible scenario that a sales person will encounter when interacting with a prospect or customer. Those scenarios and equally important the context of each scenario, are what takes classroom sales training and turns it into Boardroom results.

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10. The Importance of the Difference Between Training & Coaching

The best way to explain the importance of coaching would be to use the analogy of Golf.  If we attend a 1, 2 or 3 day golf training session with Tiger Woods there is no doubt as one of the worlds greatest golfers Tiger Woods would be capable of delivering excellent training. 

The course might cover things like the correct stance when addressing the ball, the correct grip and the optimum swing, and there is absolutely no doubt the course attendees would have some very specific and valuable learning outcomes. 

What Tiger Woods cannot cover is the practical application of that knowledge next week when you are on the local course and you tried to change your grip, but because it was new to you it felt uncomfortable and for the first 9 holes, your new stance, grip and swing had left you 10 over par. 

In these circumstances the golfer is most likely to revert back to his original stance, grip and swing and then might complete the next 9 holes on 5 over par which is his norm.  No performance improvement takes place because there was no coach to support with the practical implementation of the new knowledge that the golfer had. 

Furthermore, the golfer/sales person is typically left feeling frustrated and disappointed as he knows for sure that Tiger Woods had delivered great content in his course, and realises that he just does not have the ability to implement that knowledge.

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11. Online Sales Coaching

Online Sales coaching supports the practical application of knowledge by support and providing context for the many different scenarios that a sales person will encounter with a prospect/customer. 

Again if we go back to the Golf analogy.  The coach would be able to help the Golfer understand why the knowledge that Tiger had delivered in the training course was not working, for example wind, ground conditions, course type and layout, club and balls – there are hundreds of external variables, never mind the internal variables such as the golfers mindset, belief system and attitudes that would affect the performance. 

This is absolutely the same when any sales person goes into a meeting with a prospect/customer, there are hundreds of variables both external and internal that affect the outcome and performance.  The role of the sales coach is to support sales reps in their endeavour to overcome these challenges.

In practice, this means the sales coach is there to support sales reps and the sales team, implement any new sales strategy, sales skills, selling process, and sales techniques in the field.

Another important difference between sales training and sales coaching is the style.  Modern training has thankfully moved away from a simple one way discussion telling people what to do.  Games, exercises and good facilitation that engages the attendees should all be included, however the perception of training can often be negative and many attendees have mentally switched off before they get in the room/on the course. 

They may have good reason for this based on a past negative experience, but either way the perception is not always positive and often the perception is related to the style.  What we mean by this is the perception of sales training for many people is one of telling and from our own experience nobody especially sales people like to be told. 

Coaching however is the opposite and is a question based approach to help the sales person discover for themselves the answers.  That process of discovery and reflection is very powerful because it transfers ownership of the answer to the problems to the sales person.  When the sales person comes up with the answers they then mentally own the answer which make them much more believable to the sales person.

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12. Work Based Learning

Our online sales courses utilise the concepts of Work Based Learning as many companies and Salespeople no longer have the time available to dedicate days or even hours to training. The modern workplace demands that training not only fits in around the schedule of those involved, but that it also generates some form of value in addition to learning as an outcome.

As it sounds work based learning is focussed around learning and activities that are not only relevant to the job, they are based on sales activities that are the job.  As human beings we predominantly learn and master skills by doing and repetition. 

The Learning theorists claim we learn 70% by doing, 20% by watching and 10% by listening.  Whilst I am sure these figures are not accurate, they are most certainly a good yardstick for any training programme, as the focus is on the learners actually doing the activities and behaviours which are vital for every Sales Person. 

Although Work based learning is very different to traditional classroom based training it is still essential for the sales people to have some form of reflection, because like the golfer when they go out to apply the new learning not everything works first time in the field. 

This learning by doing, and yes sometimes it will involve learning by failing, is by far the most powerful way for any human being to learn and master new skills.  We also believe work based learning is now more important than ever, as sales people simply do not have the time to be away from either their desks or the field for days at a time in the way that traditional training dictates.

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13. Learning & Accountability

While Online Sales Training and Online Sales Coaching are all good there is one vital ingredient that every organisation needs in order for any form of sales improvement to take place and this is Accountability.

Without any form of accountability the Salespeople choose what to do, and when they will do it and in most cases this can be detrimental to the business. Sales Trainers and Coaches are neither in charge nor responsible for the sales people.

This must come from the companys’ own Sales Leadership, as the Sales Trainer can tell the Salespeople what to do, the Sales Coach can show the Sales people what to do, however only the Sales Leaders in the company can tell them what to do. Whilst we absolutely love sales people unfortunately in many organizations Salespeople are not held accountable and therefore choose for themselves what to do, how to do it, and when it is done. Again, in most cases this is not what is best for the business.

Developing a culture of accountability is in our opinion a vital ingredient for any business as quite simply without accountability nothing gets done. Like most things in life that are worthwhile there is no magic wand for Accountability and it takes planning, persistence and patience, but the end results are transformational both for the business and the people, as once the culture starts to take hold people are empowered and happier, because with accountability comes responsibility.

This also helps remove decision making bottle necks, and often the burden from senior people in the business, as the responsibilities are passed down the chain to newly empowered employees. Sales results are dependent on strong sales leadership and strong management. Not every decision will be popular and not every sales person will embrace the new culture.

In the book ‘Good to Great’, Jim Collins talks about employees as people on a bus. The people not only need to be on the right bus, but they need to be in the right seat for the bus to successfully reach its destination. Sometimes people who get on the bus at the start of the journey are neither in the right seat or on the right bus.

Sales Leadership is a continuous drive for sales improvement that leaves no stone unturned and in some cases this may involve asking people to leave our bus as they no longer have the right skill set, behaviours or mindset that the business needs to move forward.

Please don’t misunderstand us, we believe that a business has a duty to develop and grow every employee, however when those employees make it clear by their actions that they have no desire to develop and grow then it is negligent of the business to ignore this and not take action.

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14. How we Create Accountability Online

We create accountability online by including Line Managers in the learning process. On sign up participants are emailed a choice of Learning Objectives related to the course they have chosen. A selection of additional learning objectives are also provided and Learners can also add their own learning objectives all of which must be approved by their line manager.

By including Line Managers in the initial learning process we introduce Accountability. Line Managers are asked to verify the work based assignments and help assess whether the initial learning objectives have been met.

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