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How to Build an Outbound Sales Team
How to Build an Outbound Sales Team – Top question from Google
What is outbound sales?
Outbound sales is the process of a sales team or salespeople initiating engagement with potential and existing customers. This could encapsulate trying to secure new customers, up selling to existing customers, or general account management. In contrast, inbound sales relies on a company’s marketing strategy to drive customer interest, and customers will contact the company to enquire about their services. This blog post will tell you how to build an outbound sales team.
Preparing to go Outbound
In the rush to go outbound many companies either overlook or pay little attention to the core foundation of every successful outbound sales campaign – their value proposition. Without this most campaigns will fail at best, at worst, they will fail you will lose market traction. you will lose your best sales people and you will also lose a lot of money.
A Proven Value Proposition
Many companies make the mistake of trying to scale their sales operations without a proven value proposition with disastrous effects. Whether you chose to build your own outbound team or to subcontract to a specialist you need a proven value proposition. The more time and money you invest on proving your value proposition will be returned ten fold in your results. This does not just apply to Startups. Those that believe they have already proven their value proposition can equally benefit by refining and fine tuning what they have.
Words Sell
Whilst most of us would accept the importance of words in the world of Business to consumer few people in B2B dedicate sufficient time and energy to finding the right words to describe our products and services. Ask and Pay per click specialist who is restricted to 30 characters for the headline and 90 for the description of the importance of word choice. That’s characters not words.
Technology
We are blessed in the modern sales world with lots of great outbound technologies which makes the outbound process both easier and more productive. From intent data, to auto diallers, to call recording and artificial intelligence there are a plethora of great tools to choose from that will help your outbound team be successful. Be sure to invest the time and budget to arm your sales team with the technology they need.
Sales Leadership
An often overlooked area of business is sales management. Many sales managers have come from a sales background and were at some stage a top sales rep. Unfortunately the skills required for modern sales management are very different to just selling and the position of sales manager is a key hire for any business. Without a great sales manager your best sales reps will leave and the worst reps will stay which is the exact opposite of what you want to happen. Company culture is hugely important in any business and no more so than in an inbound and outbound sales team.
In short, without a proven value proposition and good sales management, you will spend more money and take much longer to get where you want to go. These three areas are an essential component for a scalable outbound process.
Building an Inhouse Team or Outsourcing
When developing an outbound sales team, sales managers and company owners have two choices. They can build an in-house sales team or they can outsource the process to an external agency or group of salespeople.
Each option has its own positives and negatives, and sales managers and company owners should consider these carefully before making any changes.
Through outsourcing their outbound sales operations, companies can hire people with a proven track record of success that they might not otherwise be able to afford.
Outsourcing can be more economic for some companies, as they do not have to resource staff training or office space for them. It can also provide more cost flexibility, as the salespeople will not be tied down to long-scale contracts.
In-house sales teams are much more likely to develop excellent product knowledge over time, which they can convey to prospective clients. Outsourcing can also result in a lack of control of the sales process, and the company cannot guarantee that the leads generated are of a sufficient quality until much later.
There are also concerns that an outbound sales team may not be as “bought into” your product, company or company ethos, and this could be purveyed to prospective clients.
Remember, a poor outbound experience is the fastest way to destroy your brand. Badly executed outbound calls will have a negative impact on your brand and could lose you valuable market traction.
Outbound prospecting particularly cold calling, is very different to responding to inbound sales leads. Your sales team and lead generation strategy should be built with this in mind.
What are outbound sales activities?
Outbound sales requires salespeople to go to the potential clients. In contrast, inbound sales where potential clients come to the company, either for more information or to buy their product/service.
Therefore, traditionally outbound sales does not include any marketing or product development tasks.
Outbound selling can be very labour intensive, and in the case of cold calling it needs a high volume of calls to have a meaningful impact on sales. This is because:
80% of cold calls go straight to voice mail – Sales Intel
It takes an average of 18 attempts to reach a technology buyer – Gartner
In addition to being labour intensive, outbound sales has a high churn rate in terms of staff. Many companies struggle to retain the people they have, let alone build a high performing team of SDR’s.
Lead generation is the starting point of an outbound sales process. Some company’s will have a dedicated in-house lead generation team, whilst others leave it for their general salespeople to handle.
In most cases when outbound sales is left to general salespeople it simply doesn’t happen. Sales people have a skill of always finding something “more important” to do than lead generation.
Outbound sales is a contact sport, pure and simple and requires salespeople to contact prospective customers. This could be by telephone, email, LinkedIn or face to face, however predominantly this is done via phone and email.
From our own experience SDR’s who use a multichannel approach are much more successful than those who are only using the telephone or email.
Often as part of the outbound sales role SDR’s will undertake what is known as sales qualification process. This involves a salesperson determining whether or not the lead is likely to become a customer or not.
Once the leads have been qualified, leads are typically then passed to a Business Development Rep whose responsible for any form of product demo and closing the deal.
In more traditional sales organisations this may include setting appointments for the companies field sales reps. The length of the sales process will depend on the target market, the industry and the customer.
As an outbound sales person you will be expected to do the following:
- Research leads
- Generate new sales leads
- Qualifying inbound sales leads and build a sales pipeline
- Setting appointments with potential or existing customers and follow the sales process
- Follow up proposals
- Cold and warm calling
- Cold and warm emails
- Social Selling
- Customer service calls, with a view to upselling
- Product demos
- Account Management
Outbound prospecting is especially vital for companies with little or no marketing budget. This is this because in these circumstances, prospective customers are unlikely to come to the company in great numbers, and as such the company will have to go to the potential clients.
Outbound sales strategy
Having a great team of outbound sales reps important, but if they don’t have a good sales strategy to follow, they are unlikely to be successful. Creating a sales strategy should be one of your first tasks when establishing an outbound sales team.
A good outbound sales strategy requires the right sales playbook (script, methods etc.) and the right methods to measure success. Opinions on sales scripts vary, but if you develop a good sales script, it ensures a consistent approach and can help new sales reps get up to speed faster.
Our research here at Klozers, find that sales teams with playbooks are 33% more likely to be high performers. If a sales script is used, preparation should be used so the salesperson will appear to be talking as naturally as possible.
Different sales methods should be explored to see if they will result in more successful sales. For example, consultative selling could result in an increase in sales.
Preparation is key for a successful outbound sales strategy. Salespeople should have all of the data, scripts and tools they need before they start calling. They should also have an excellent knowledge of the products or services.
Whatever sales strategy is used, it is important that there are processes in place to monitor its success. If certain aspects of the strategy haven’t been successful, then either the sales strategy can be amended, or extra training and coaching should be organised.
Data can be used to monitor the most successful times to make outbound sales calls. For example, if the data shows that outbound calls are more successful on a Wednesday afternoon, then greater focus should be placed on this time, and team meetings should be avoided at that time.
Outbound and Inbound Sales Support
At Klozers the inbound and outbound sales process that we teach in our sales training is based on the success we have had in our own business. We will show you exactly the sales strategies and outbound methods that we use every day to target customers, qualifying leads, make a sales call, cold calling, cold emailing and drive customer engagement.
Furthermore, if you would like to optimise your inbound and outbound channels we can teach you how we use content marketing combined with search engine optimisation, to turn our website in to a lead generation machine.
We have a number of ways we support SaaS companies. From advice on recruitment and value proposition development, through to telesales, social selling training and strategy training, we can help you win more business, grow your business. and have more fun along the way.
Klozers has been selected among the Top Lead Generation Companies by Designrush
Consultative Sales Training | How Customers Want to Buy
Consultative Sales Training – Top question from Google
What is a Consultative Sales Approach?
Consultative selling is very different to more traditional forms of selling, as it doesn’t actually focus on selling. Instead, it focuses on building relationships with customers, listening to their problems and only then, offering them solutions to their problems.
Asking open-ended questions and active listening are key components of any consultative sales approach. This approach works because potential buyers are more motivated to buy products or services that meet their own needs, rather than the needs of the sales professional.
A consultative sales approach truly puts the buyer first. Instead of just selling any old product, or what happens to be on promotion that month, sales professionals using the consultative sales approach will look to sell products and services that match the exact needs of their buyers, which makes for more productive business development results and satisfied customers.
Instead of a scripted sales pitch, sales teams can use conversational skills and listen to their buyers personal and business needs. Only then do they provide advice and guidance, which includes being adaptable to the different challenges buyers may face.
The consultative sales approach is highly effective and can lead to far greater results for your business and better long term customer relations. Using other sales techniques typically results in salespeople chasing leads that are not a good match for the buyer. Whilst they may well win a first order, if the product isn’t right for the buyer and their customers, it is unlikely that they will build long term relationships.
However, using the consultative approach, the sales rep needs to listen to the customer needs and provide meaningful solutions, meaning your new customer can come back time and time again for your product or services.
It has become increasingly popular in recent years as sales reps and sales managers managers have realised that traditional sales techniques have become less effective, because buyers have become wary of sales pitches. Instead of being sold a product, people prefer their salespeople to take a genuine interest in them as a person and their business.
The key components of a consultative sales approach is as follows:
- Direct route to market
- Low volume of sales but high profit margins – less popular but still relevant with transactional sales
- Requires high level of industry knowledge with experienced sales people
- Higher cost to employers, with lots of training required
- Medium to long length sales cycles
Consultative selling requires a change in mindset. Instead of going out to sell, salespeople will need to go and have a conversation with potential buyers, in a structured and reputable manner. Building trust first with any potential buyer is a big aspect of consultative selling.
Initially a lot of sales people struggle to adapt to the consultative sales method, as they are almost hard wired to sell products and services via the traditional features and benefits method. However, if you choose to adapt a consultative sales approach, it is important to stick with it, as modern buyers have become more resistant to being sold products.
Steps involved in Consultative Selling
1. Research potential buyers thoroughly before contacting them
Before engaging with potential buyers, it is important that the salesperson researches the potential customer, thoroughly and effectively. If the salesperson is used to a more traditional fast-paced sales environment, taking the time at the onset of the sales process to research may seem like an alien process.
However, first impressions matter, and considering the consultative selling method prides itself on expert knowledge, you need to make sure that you have done enough research. Similarly, consultative selling involves asking probing questions, and without enough research it can be difficult or almost impossible for salespeople to ask probing questions.
2. Define the Symptoms – What are the symptoms of the problem the potential customer is facing?
During this first step the salesperson will try to get an understanding of the issue at hand. Here the salesperson will play a role of expert consultant, where their expertise of the industry can be used to discuss the issues.
It is likely that the buyer may only have a surface-level knowledge of the symptoms, therefore the expertise of a consultative salesperson is vital.
At this stage, it is vitally important that the salesperson doesn’t revert to a more traditional techniques and try to sell products or services. This is because, it is very early in the process, and it is unlikely that the salesperson will have formed a fully rounded understanding of the issues at hand, and could recommend the wrong solution.
3. Root cause analysis – ask the buyer questions to understand and diagnose the underlying causes.
During this stage, the salesperson will need to dig deeper into the problem, and find out what is causing it.
By digging deeper into the problem, the salesperson can use their knowledge to generate powerful questions that will reassure the buyer that they are dealing with an expert in the field, and that they can use their expertise to offer solutions to their problem.
This step can be a really powerful tool to build the buyers confidence in the salesperson.
4. Business impact – Ask how the issue is impacting on the business. Does it impact on morale, performance, profitability or all three?
At this stage, the salesperson and the buyer have agreed on a diagnosis of the issue, and they will now begin to understand how this impacts on the business.
If the issue has very little impact on the business, in terms of profitability or revenue, then it is very unlikely that the buyer will look to make a significant contribution (either financially or with their time) to finding a solution.
If this is the case, or if the salesperson knows that their product or service isn’t the solution to the buyers problems, then the salesperson should cut their losses here.
5. Financial Impact – Find out how much the problem will cost the business if they do not fix it.
Identifying the financial impact of the issue is another major milestone in the consultative sales method. This can be easier to measure in objective measurements, such as monetary values, rather than subjective measurements such as staff morale or culture, which are far more difficult to monitor.
If the financial impact runs into the hundreds of thousands of pounds each year, and the solution only costs £10,000 then this could be a very attractive proposal for the buyer. Alternatively, if the solution costs £100,000, and it would only save the company £10,000 each year, it will be a much less attractive proposition to the buyer.
6. Personal Impact – Find out how the problem affects the buyer personally – how does it affect their day to day job?
Potential buyers are far more likely to be convinced by a solution, if the issue directly impacts upon them. This is why when using the consultative selling skills, it is vitally important to make sure that you are speaking to the right person.
If the salesperson and buyer are involved in a complex sales solution, it is likely that the 6 step process above may need to be repeated. It may also need to be repeated with different departments and stakeholders. Whilst this inevitably adds to the time taken to sell a product or service, patience is an important aspect of consultative sales.
What do you need to be a good consultative salesperson?
Consultative selling requires some key selling skills which aren’t necessarily associated with more traditional selling methods. This includes:
- Active Listening – traditionally salespeople aren’t renowned for their listening skills, but under the consultative selling method, using active listening is a key requirement. Not only does it help understand the buyers issues, it also helps you stand out from the crowd. As buyers are being turned off by hard sales pitches, if a buyer needs to choose between two similar products, they may choose for the one with the sales person that genuinely listened to their issues.
- Emotional intelligence – This covers peoples ability to evaluate, perceive and control emotions. Buying and selling remains an emotional process, and it is important for salespeople to respond to the buyers emotions.
- Expertise – Because consultative selling requires the salesperson to really delve deep into issues, it is important that sellers are experts in their field. However, no one wants to be overawed with information, so the salesperson will need to communicate their expertise efficiently.
- Domain knowledge – Similar to expertise, salespeople will need to have a specialised knowledge of the whole domain. Not only do salespeople need to know what their customers want, they need to know what their customers’ customer want.
- Self-awareness – Consultative salespeople will need to understand and manage our thoughts and the impact that can have on people.
What questions to ask?
Asking the right questions is probably the most important part of consultative selling. Asking aimless questions or having an unstructured conversation with a potential buyer, is unlikely to either build rapport or project confidence. Whilst consultative selling doesn’t involve hard selling, salespeople can still funnel a conversation one way by using structured and well designed questions. Using specialised questioning techniques when combined with active listening and the required expertise can be a winning combination.
There are several types of consultative selling questions. They are:
- Open ended questions – These are used to gather further information
- Closed questions – Should be used for confirmation
- Summary questions – Sales professionals should will summarise or paraphrase the prospective buyers statement and turn it into a question. These are used to confirm the correct understanding of issues.
- Funnelling questions – These channel the conversation through a particular area.
- Redirect questions – Sales Professionals should use these questions to control the conversation and move the sales process forward.
- Opposing redirect – These questions is answering a question with a question back to the buyer.
- Presumptive questions – Presumptive questions are questions when the salesperson knows or presume the prospective buyer does not know the answer.
Which Products and Services are best suited to Consultative Sales Techniques?
The great thing about Consultative sales techniques are that they can be used in almost any industry, or with any product or service. Our own clients sell a wide range of services from Waste Management through to Aircraft Manufacturing each using a consultative sales approach.
Furthermore, once you have mastered the system it can be as flexible as possible. We have clients using a consultative sales approach and closing deals on one inbound sales call, and we also have clients using the exact same consultative approach to close large enterprise deals through a six month sales cycle.
What is Consultative Sales Training?
Consultative selling requires a change in mindset and as such effective training is vitally important. As a specialist sales provider we offer training in consultative sales, and a range of courses from giving people a solid baseline understanding of the method through to those seeking to master the sales techniques.
As an international training provider we believe that sales teams learn better if they are doing the task, rather than reading text books or watching a presentation, and as such part of our training includes role place sessions. Consultative sales training also cover all aspects of the sales process, including social selling techniques.
It is also important to remember that consultative selling requires ongoing reinforcement training, so you should consider booking in several sessions, to ensure that your sales team do not revert to their natural selling habits.
Outside of training, under any sales technique it is important that sales professionals have enough support and encouragement. This is even more important under the consultative selling technique. Sales coaching from a sales manager between training sessions, can be a vitally important resource.
You can check out our course on consultative sales and book online here.
Sales Training and Consulting for B2B Companies
Why invest in Sales Training and Consulting?
There are normally two reasons companies invest in our Sales Training and Consulting services. Firstly, they are often in a hurry to find sales growth and are looking for a short cut, a growth hack.
Often these companies would eventually find the right strategies and tactics themselves, but they may be keen to capitalise on their first mover advantage or satisfy the needs of external investors.
For these companies we provide a shortcut, we help them avoid the pitfalls and roadblocks that every growing business experiences.
When you engage with Klozers your team has access to over 70 years experience in B2B sales and marketing.
Our sales training can help you get the best out of your team, alongside our consultancy services that will help you deploy the changes identified by our consultancy
Let’s take a closer look at why it makes so much sense to use sales training and consulting services together.
1. Why sales consulting compliments your sales training?
Many companies make the mistake of rushing into training as the solution to improving sales performance.
Indeed, training may be part of the solution, but it is never the whole solution. Before any training takes place it’s important to understand the root causes of the challenges within the sales department and only when we truly understand the problems can we prescribe the best possible solution.
By rushing into training we would be assuming that everything else that affects sales is 100% perfect, and that is simply never the case.
As with anything, the greater the investment upfront in terms of the diagnosis, the more effective the training will be.
This is because the training can then be customised to meet the exact needs of the business which makes it much more impactful.
2. Why is Sales Training so effective?
Sales training builds both skills and confidence, and those are simply unbeatable in front of a customer.
The best salespeople are like athletes and they are hungry to learn more and stay at the top of their game.
The reason they are so good is that they are constantly looking for an edge, an advantage, and this keeps driving them forward.
These are small but important things that make the difference and gets more deals over the line. Our training is designed to keep your team at the top of their game and help them benefit from the very latest insights and industry best practice.
Our sales trainers work hard to keep your team engaged and motivated during training sessions, using a range of mediums to maintain their attention and inspire them.
Your sales trainer will help your team sell more effectively whether that be over the phone, in-person or online.
They can help them improve their lead generation, closing and account management skills, and provide indispensable mentoring services.
3. What happens before training takes place?
Before your training sessions begin, it’s important to identify what you want to get from them. As a sales training provider we offer bespoke services that are based on your specific needs and challenges.
We can provide a full sales consultancy service in advance of any training. This would typically include an evaluation of your current sales unit in relation to sales maturity and best practice.
We can also provide full training needs analysis so you can gain a better understanding of your requirements before staring any training course.
For sales training to be effective, they need to be delivered in a way that maintains your teams’ attention, which means your sessions will include a great deal of interactivity.
Our sales training sessions include a range of demonstrations, exercises, games and roleplay.
4. What is the aim of Sales Training
Our goal as a provider is not to deliver sales training, but to deliver results.
Therefore we believe the goal of Sales training is to help you meet a range of sales goals faster than you would if you were to continue without any intervention.
Not every company’s needs are the same, but businesses often invest in sales training because they want to improve their staff’s sales skills, close more deals, create more conversions, make their staff feel more supported, improve morale and boost the average value of their sales.
However, ultimately all of these lead to one overall benefit – an improvement in results. Some companies invest in training because they have identified a particular problem that needs addressing which is being caused by a skills gaps within their businesses.
Training may also benefit your team if they seem to be lacking direction, or are feeling unmotivated. A lack of motivation can often occur because staff are unclear on what their roles are, or because the current strategies they are using are not working.
In many occasions this is why Sales consultancy is a perfect fit alongside sales training as it can also help you identify and deal with additional challenges.
5. How can a Sales Consultant help our business?
A sales consultant will help your business by taking a close look at your current situation, identifying strengths and weaknesses, and helping you make positive changes to drive revenue growth.
If you are not currently meeting your sales targets, our sales consultants can help you find out why this is happening and develop strategies to address the issues.
Our experienced consultants can help with optimising your sales processes and ensuring you get the maximum conversion ratios from the leads you are generating.
With our years of experience in B2B sales our sales consultants can introduce you to specific resources that will support your business.
These can include lead generation, marketing, sales tracking, and training programmes and software that will give you a better insight into how your sales team are performing.
6. Adding Sales Experience to your Leadership Team
When you are immersed in the day-to-day running of your company, it can be hard to assess your situation objectively.
It’s often impossible to find anyone around you who is not objective as your team all have a role which in some way will make them subjective.
Our sales consultants aren’t just there to identify problems that you weren’t previously aware of, we are completely hands on and happy to work alongside your team to implement any solutions.
Where applicable we will highlight your strengths and help you make the most of the resources that you currently have. In most cases this revolves around the creation of a sales plan, which we work with you to develop and if required are happy to help with executing against the plan.
Our consultants will work with you to help you improve relationships between departments and colleagues. For instance, we are often called upon for detailed advice on aligning sales and marketing departments so you’re delivering coherent messages to your customers.
Indeed aligning sales and marketing is one of our most popular services.
7. Which Companies benefit the most from Consulting Services
We typically have two types of customers of our consulting services. The first are larger organisations who already have a Sales Plan in place.
They need help executing and delivering against the plan as they simply lack the internal resources to do this themselves.
The second group are those looking for external and objective advice. In some cases they have seen a substantial decline in sales recently or aren’t meeting their targets they need to reach and hence are reaching out for support.
These businesses hire us because we have a track record of turning companies around. Alternately you may need external support if you have experienced changes in your industry and you’re struggling to keep up with your competitors.
Companies also may hire us because they feel missed sales targets are starting to affect morale and staff retention rates.
By investing in training and consultancy services, you can show your team you’re determined to improve and start achieving more.
8. Build a Selling System
It’s also common for companies to invest in sales consultancy services because their sales processes are confused and unclear, with team members pulling in different directions.
We are a huge advocate of having a selling system. Finance has a system, operations have a system so why not sales. Building a repeatable scalable selling system is simply a must for any business.
By mapping this out we can help your salespeople to understand how and where they can influence buyers and sell to people on different parts of their journey, helping you secure more sales.
Our consultants can also help you gain a richer understanding of the data available to you, from both your marketing automation and CRM platforms.
In many cases our clients either don’t have enough data or they are overwhelmed by data, and miss out on the most important parts. Either way we can help.
In Conclusion
Sales is an ever changing environment and more and more businesses are improving their performance, staff retention rates and workplace morale.
For most of use this means competition is tough and by investing in our sales training and consultancy services we can give you that edge you need to not just compete, but win.
Sales consultants and trainers can provide invaluable mentorship, help you identify and eradicate weaknesses, and help you make the changes that you need to not only survive but prosper.
Our team can breathe new life into your organisation and inspire people throughout your company. Whether you’ve been missing your targets or are simply ready to build upon recent success and take your business to the next level, there are many great reasons for hiring sales training and consultancy professionals.
If you are ready to hire a sales trainer, sales consultant or both, come and talk with us.
Sales and Service Training Courses
If your business is typical, up to 80% of next years revenues will come from this years customers. Despite this many organisations give little or no thought to customer service, viewing it merely as a cost to the business.
In many cases customer service is a cost to the business, however, survey after survey shows customer service as a core component of your brand. In certain cases some brands who understand the commercial value of great customer service, use it as an opportunity to cross sell and upsell, thus driving additional revenue into the business.
There are so many great statistics for investing in sales and service training once you look into it, it’s difficult to ignore. As an example studies show that 82% of customers leave because of a poor experience and of those 73% leave because of a reaction to rude staff.
Structured and well supported training can help your team meet your customers expectations and even exceed them. The right sales and service training can make your team more adept at winning customers’ trust, whilst boosting your teams confidence.
The best sales and service training programmes are designed to help companies move away from customer service and towards customer experiences.
How can Sales and Service Training help my team?
Often the biggest challenge in business is winning new customers. Given that’s the case it surely makes sense to do everything possible to not only keep those customers, but to maximise the revenue from them.
Most service issues have a simple root problem, for example, 55% of customers are leaving because of delays in resolving a dispute and 51% are leaving because of poor staff training. What’s possibly most important to note, is that all these problems can be easily remedied.
Sales and service training can give your team a system to measure, track and consistently improve your customer service and sales. This will help change the mindset of your team, enabling them to make a real impact by being able to identify what matters most and take action to improve.
When done correctly training can enhance your workplace culture substantially and provide your sales team with additional skills that can benefit them personally throughout their careers.
Close More Deals and Learn New Skills
Most companies are unaware of the potential sales opportunities they have with existing customers. With repeat customer spending up to 67% more, sales and service training is more than just handling complaints and returns.
A big part of resolving customers problems should be finding new solutions to the problems customers encounter. In most cases the problems that customers experience are actually the best opportunities for cross selling and upselling.
Training can introduce your team to new strategies and tactics that they may simply never come across before. In addition to external input, there are often great lessons that can be shared internally, and these should be captured and documented for the benefit of others.
Training will help your team become more familiar with your own company’s best practices. In a well structured sales and service training programme, your staff will not only learn new techniques, but also find out why they are so effective and which situations they should be deployed in.
Benefit from External Sales Specialists
Often a key benefit of sales and service training is that it gives your team a chance to take onboard new ideas and strategies from outside the business. In many cases they are more open to learning from external facilitators with an in-depth knowledge than from internal colleagues.
Sales and service specialists can give your team more than just the skills they need to engage potential customers in meaningful conversations. They can help you explain on your customers terms why your products and service may be a good fit for them.
Sales and service training will help your team use the product knowledge and information that they have about your products and services, and turn this into powerful questions that make the buyer want to buy rather than them having to sell to them.
Retain the Best Staff
Many companies are now switched on to the fact that it’s easier to retain quality staff when you invest in training courses for them.
If your team members feel you aren’t investing in them, there’s a high possibility that they will move to a company that will. Investing in training shows your employees that you are eager to help them improve.
When staff receive quality training, they tend to feel more supported, which in turn boosts their confidence. Recruitment costs to replace team members can be incredibly expensive and take up an inordinate amount of management time.
It’s therefore important to try and keep hold of the employees that you have already invested in and continue to develop them.
Should Managers attend Sales and Service Training?
Your Managers set the bar in terms of what is acceptable performance and what is not. With this in mind, it’s important that sales managers attend every sales and service training along with their staff so they can hear the information first-hand.
When managers know exactly what’s covered and agreed during training, they can ensure their staff apply this knowledge to real-life scenarios and coach them if they are struggling.
Sales training often includes an element of goal-setting, which is yet another reason why it’s so important for managers to attend. It’s important for the managers to set realistic, yet achievable goals, rather than targets that are out of your team’s reach.
Failure to do this will simply harm the confidence of the team and demotivate them.
Increase your Customer Satisfaction Ratings
Training like everything else in your business needs to deliver a return on your investment. Whilst not everything should be judged by customer service scores, any service training should ultimately improve your customer satisfaction ratings.
Customer expectations are arguably higher than they have ever been and today’s customers expect to receive high-quality service more than ever before.
If they have a bad experience with a member of your team, they’re likely to make their opinions public and Social Media can amplify bad news like never before.
Customer Service training will not only teach your team to deliver the best customer experiences possible, but also turn your happy customers into advocates for your brand, thus generating new business referrals.
Omnichannel Customer Support
Modern customer service training often starts before your customers have even made a purchase. In most cases your customers first interaction with your brand is either your website or social media pages.
It’s important to include these as part of your wider customer experience strategy. This is supported by many statistics for example, using three channels instead of one for marketing campaigns results in a 287% higher purchase rate.
Providing Omnichannel customer support helps your team keep your clients happy across a range of channels and mediums. It can help them communicate with your customers better not only over traditional channels like the phone, but also via live chat, email, social media, SMS and other platforms.
The most successful customer service teams around today adopt an omnichannel approach with research showing that companies with an omnichannel approach experience a 23 fold increase in customer satisfaction.
We believe it’s really important to include these areas in your service programme. Many companies are failing to meet their customers’ expectations which makes it easier for you and your team to stand out from the crowd and win business from them.
Build Expert Product Knowledge
No matter the industry customers want to deal with experts and not agents who are simply following a call centre script.
If sales reps don’t have the knowledge that they require, they are more likely to leave customers feeling frustrated, with the customer going on to air their feedback publicly.
The more your reps know about your products and services, the better they can address customer pain points and explain why your solutions are the answer to their problems.
Enhance Customer Loyalty
Repeated studies show that customers tend to be much more loyal to companies that offer outstanding customer service. Many of today’s customers say that customer service is more important than price when they’re deciding who to do business with.
By investing in sales and service training, you can attract and retain more customers and gain a real edge over your competitors. Part of your overall programme should include how you plan to collect and share customer reviews.
With 70% of people taking action based on customer reviews this is an essential component of every sales and customer service training.
Resolve Disputes Quickly
Delays when resolving complaints can often be the straw that breaks the camels back with 55% of people leaving a brand because of delays in resolution.
Sales and service training can help your reps resolve complaints quickly which is important when dealing with angry and frustrated customers.
Training can help them show tactical empathy when they are dealing with an angry customer and enable them to steer the conversation in the right direction, no matter which medium they are communicating on.
Understanding active listening skills can turn your team into better, more helpful listeners that pay close attention to what your customers have to say and then use the skills and information they have to deliver the best outcome possible.
Customer Service Training
Unlike traditional customer service training courses, Klozers provides the latest in business simulation software, that allows your team to experience a 2 year customer experience transformation program in 1 day.
Our state of the art business simulation goes way beyond basic communication skills and helps your sales team understand customer expectations, sales process, and what truly drives sales performance across the organisation.
Designed specifically as a holistic cross departmental our customer service courses are designed to engage everyone from your front line sales team, product and services teams and company management.
The customer service training includes two options as follows:
Enterprise Customer Service Training
SaaS Customer Success Training
Please contact us for further information.
In Summary
How important is retaining your existing customers?
How valuable would the extra revenue be if your customer service team were actively cross selling and upselling throughout their day?
Investing in sales and service training will make your staff and customers much happier. If you look after your staff they will in turn look after your customers.
If you feel you need to make improvements in these areas, please give us a call. We would love to work with you and make the sales and service goals you have in mind a reality.
12 Critical Objectives of Sales Management
The Objectives of Sales Management
There are many objectives and goals for sales management and the importance of each will vary from business to business.
Business to business sales can be complex, with many variables and whilst the obvious objectives of revenue, profitability and growth are important it’s easy to argue a case for the plethora of other objectives such as customer satisfaction, team morale, employee retention.
Effective sales management is the key to running every successful sales team. When sales management is executed correctly, the rest of your enterprise benefits.
Sales managers are responsible for inspiring teams, leading by example, maximising profits and providing customers with the best experience to make sure they return for more.
We’ve resisted the urge to include the all to common piece around smart goals, because we assume your past all that and looking for something more meaningful.
So, we’ve listed below what we believe to be the main objectives of sales management, enjoy.
1. Sales Plan
We’ve listed sales plan at the very start because of it’s importance. Without a plan it’s difficult to track progress, meet or exceed your goals and align your sales team around those goals.
Quite simply, the sales plan ensures that not only is everyone on your company boat rowing in the same direction, it ensures that the boat itself is going in the right direction.
As with any objective or goal, the sales manager should be measured on the execution of the sales plan.
For some reason the majority of companies do not have a sales plan and miss out on the many benefits they bring.
2. Sales Strategy
Strategy is listed in the dictionary as “an approach” and although it sounds simple coming up with the best approach or strategy to how you gain maximum market penetration with the budget available to you is never easy.
At best if you nail your sales strategy sales will take off and at worst you will find that sales become like wading through treacle. An eternal hardship that consumes any profits you dreamed of as it sucks the life from your business.
Once you’ve agreed on a strategy you need to review this on a monthly basis and adjust as required.
Beware however, of changing your strategy before it has had a chance to mature or you might just end up going round in circles.
Once you’ve decided on your sales strategy the next challenge is aligning all your resources including the sales team and executing on that strategy.
3. Reporting and Metrics
Before you start to implement and share your strategy and sales plan you will need to give some thought as to how you are going to measure your progress.
Data is the new oil and Sales reporting is an essential part of the modern sales managers day to day activities.
Your reporting system should tell you everything from how well your reps are performing on a daily basis, to the cost of customer acquisition on your latest sales campaign.
Reports will tell you which areas you are succeeding in and areas need your attention. You should draw up a list of baseline sales metrics and then from there you can measure progress towards your targets.
In almost every scenario, you will be asked to generate Management Reports for your board and these will include things like your current sales funnel/sales pipeline which will provide information such as how many live deals you currently have in your funnel, the average size of each deal and the average length of the journey through the funnel.
It’s critically important that you not only can generate the right reports, but that you can interpret the results in a meaningful way.
4. Sales Performance
There is no one individual who has as much influence over sales than the sales manager.
Every day the Manager sets the bar between what is acceptable and what is not, in terms performance from their team.
They are responsible for not just managing, but also the training, coaching and development of the sales team.
Every salesperson wants to sell, every salesperson wants to be part of a winning team and the sales managers that succeed are those that focus on 2 things:
- They do everything they can to help salespeople sell more
- They do everything they can to develop their salespeople.
Unfortunately, as the manager has the power to make everything a success, they can also be architects of their own failure.
5. Key duties of the Sales Manager
Sales managers are tasked with developing sales teams, coordinating all operations within sales departments and identifying and implement the right sales techniques to deliver success.
Although the aim is to meet sales targets, it’s not uncommon for these aims to be surpassed.
The right sales management processes can give you a substantial edge over your competitors and ensure your company is thriving rather than simply surviving.
As a minimum the sales manager should address the following areas in their plan. Strategy, Process, People, Channels, Technology, Customers and Leadership
6. Team Morale
Morale is extremely important when it comes to building a winning sales team. The more inspired and confident your team are, the more they will achieve.
This is why it’s so important to ensure each member of your team feels listened to and respected. The easiest way to do this is by including them in the sales planning wherever possible.
Provide real-time information on as much as possible including things like the exact costs to the business to employ them, the profitability of your sales and how many deals they need to close to breakeven in terms of their own cost to the company.
Transparency is essential, so make sure each member of your team knows how well you’re currently performing.
What’s also important in terms of morale is being completely fair and not having any personal favourites in the team.
It’s normally easy for managers not to have favourites, however, many find it more difficult to deal with disruptive sales reps and often ignore them rather than look to resolve the problem.
Often times the most disruptive sales reps can be a top performer but you will still need to let them go if you feel they are damaging the overall morale and productivity of the team.
It’s incredibly important to foster a positive workplace culture where workplace friction is addressed as soon as it arises.
7. Setting realistic but ambitious targets
When it comes to setting your sales targets it’s vital to strike a balance between being ambitious and being realistic.
If your targets are unrealistically high, your sales team and your sales team fall so far behind that they don’t believe they can hit those targets, they will quickly become demotivated.
We recommend that you include your sales team as part of the planning process to help you set your sales targets.
By doing this you are much more likely to get buy in from the sales team and as the manager, you can still guide the team to create targets that are challenging.
Unrealistic targets will only serve to damage morale substantially and in turn, this will lower the overall performance of the team.
Managers should guide and coach their team members through the entire period of the targets to help ensure they remain on track and re-motivate them if they begin to lose confidence.
Managers typically have lots of experiences and skills that they can draw on from when they were a salesperson that will support their sales reps.
8. Building a sales funnel
Creating a sales funnel that continually is topped up with new, high quality sales leads is one of the most important objectives of sales management.
A sales funnel, also known as a pipeline is used to outline each step a customer takes throughout their journey towards making a purchase.
In B2B sales the salespeople are responsible for moving the deals or opportunities through the sales funnel.
There is nothing more demotivating to sales reps than the struggle to fill the sales funnel with new leads. It’s therefore important that you work with your marketing team to ensure a continuous flow of good quality sales leads.
If you are using Sales Development Reps (SDRs) to generate their own sales leads then you must give them the strategies and tactics to generate those leads.
Tactics like cold calling and cold email campaigns do work but they on their own it is a slow way to scale your business. As the sales manager it’s your responsibility to break the entire sales process down into easy, manageable stages.
Sales funnels enable salespeople to remain organised and in control, especially when used in conjunction with a good CRM system.
With the right CRM dashboards in place Sales reps can easily see the progress they have already made towards their sales targets.
This in turn will inspire them to continue focussing on moving deals through the sales funnel.
9. When can I expect results?
In our experience every overnight success has taken years of hard work to get there. With that said, you should see early indications of success in months, not years.
It’s important to manage expectations and collectively agree what success looks like in the initial phases.
This is why we are such advocates of creating a sales plan that everyone can align themselves behind.
Your sales plan should identify what we call the lead indicators rather than the lag indicators for success and you can start tracking them immediately.
It’s unlikely your sales management will deliver exceptional results immediately but with planning, patience and persistence you will slowly turn the ship around.
Trial-and-error can play a big role in helping you create the right sales process for you.
Even when you start seeing the results that you’ve been aiming for, you should always be prepared to make amendments as customer behaviours and requirements, technology and markets change.
10. Motivating your Sales Team
As a sales manager, you will be tasked with overseeing things like data, technology, processes and sales pipelines which you may or may not find easy.
However, often the biggest challenge is people management and listening to your team is very important.
It’s essential to ask your team what drives them and what their personal goals are and then tie them into your own business objectives.
Not every member of your sales team will be motivated by money alone, so try to find out what else drives them and why they were interested in a career in sales in the first place.
It’s also essential to deliver additional support for those members working remotely during any lockdown period.
Some team members will be comfortable working from home, whilst others will prefer to be out in the field visiting customers and working in a busy office environment.
11. Do great salespeople make great sales managers?
One problem many companies encounter is that not all great salespeople make a fantastic sales manager.
Being a sales manager requires a whole host of different skills not required by salespeople, and it may take time to start seeing success once you’ve moved from making sales to overseeing them.
Most of the key tasks assigned to sales managers are strategic versus the tactical skills required by salespeople.
For example, data analysis is hugely important for every sales manager, as is planning, strategy and people management.
In addition, identifying realistic goals, hiring the right salespeople, creating incentives, arranging ongoing training and learning and matching the right kind of guidance to specific individuals in your team are all important.
12. Learning & Development
It’s easy to overlook training as a Sales Manager because there never seems to be any free time for developing your team or indeed yourself.
Training falls into the category of important/not urgent and because of this it often gets overlooked. In nearly every case the salespeople who don’t want training are those that need it the most.
Learning and development starts by hiring the right salespeople and only recruiting those who are driven and determined with great people skills.
The team that you inherit may be very different from this and it’s your objective as the sales manager to improve the team that you’re working with over the coming months or years.
It’s also important to seek out coachable people as these people are great learners and will continuously improve given the right support.
You will encounter people that already have good sales skills but seem unwilling to continue learning or taking feedback and this can become a problem.
These people not only don’t want to learn but they don’t want others to learn either and can sabotage and undermine your leadership.
Under these circumstances, as long as you have done everything possible to try and support these people if they still refuse then you will have no alternative to letting them go.
If you’re able to offer real-time information that you can display in the workplace, you should certainly do this as this creates incentives and keeps your salespeople’s eyes on the ball.
Transparency is essential, so make sure each member of your team knows how well you’re currently performing.
In conclusion
Sales managers are arguably the single most important part of your sales team and the right manager will help you achieve outstanding results when they build an exceptional and focussed team that they take the time to support.
They will ensure the organisation has the right people, structures, technology and sales processes in place progress which can be tracked and clearly visible for all the stakeholders.
By ensuring team members remain willing to learn and committing to learning more themselves, sales managers can deliver real success, even in the most competitive markets.
Sales Negotiation Training
Key Negotiation Skills – Introduction
There is a common misconception that sales negotiation skills are only required towards the end of the sales process. The part in every sales process where costs and terms are agreed. Whilst this is undoubtedly true, it’s also true that the best salespeople are negotiating all the way through the sales process. In fact every Professional salesperson negotiates, every single day which is why it’s an important part of any training programme.
From negotiating with their children on what to have for breakfast, to negotiating with a Partner on where to go for dinner. In between times they will negotiate workloads with their line managers, negotiate meeting times with co-workers, negotiate dates & times for appointments with prospects and lastly negotiating sales contracts, project delivery and aftercare contracts. In short, Negotiation is actually unavoidable, and the ability to Negotiate is a core skill for every Salesperson.
Planning for Sales Negotiations
Like most things in life when it comes to Negotiation knowledge is power. The more information you have and better prepared you are then the more likely you will achieve a successful negotiation. Follow the information below to discover how to research and plan your next negotiation.
Sales Negotiation Goals
These are the needs, wants and desires of the parties involved in the negotiation. In business this can be complicated as not only may both sides have differing goals, but parties within each side may have differing and even conflicting Goals.
Goals can be subjective for example “We need to increase the confidence of our people.” or they can be more objective like “We need to reduce our overheads by 10 this quarter”. Either way it’s important to know both your own Goals and that of the other side. Important questions you must ask are:
- Have we identified all the Goals?
- What are the Prioritised Goals?
- What are the Business Goals?
- What are the Personal Goals?
- Are there conflicting Goals?
| Business Goals Examples | Personal Goals Examples |
| Strategic | Security |
| Change | Satisfaction |
| Growth | Peer Pressure |
| Improvement | Financial Gain |
Please note Goals are NOT the same as outcomes.
Example:
Goals – George is 65 years old and would like to retire (Goal). In order to fund his retirement he needs to sell his business but no one wants to invest a large sum of capital. Mike would like to buy a business (Goal) but does not have any capital to invest.
The Outcome is the Negotiated agreement that they come to.
Negotiation Options
These are all the possible solutions that satisfy the goals of both parties. They are all possibilities that both parties agree or say Yes to.
By investing time to explore all the Options then you are more likely to find:
- Alternative solutions
- Enable both parties to achieve their goals
- Reach the Best Possible Agreement (BPA)
Example:
Goals – George is 65 years old and would like to retire (Goal). In order to fund his retirement he needs to sell his business but no one wants to invest a large sum of capital. Mike would like to buy a business (Goal) but does not have any capital to invest.
Option – George can sell his business to Mike but rather than invest a lump sum he agrees to pay George on a Monthly basis from the profits for the next 5 years and hence fund his retirement.
Criteria for Negotiation
Criteria are the “terms” of any possible Option
Example:
Goals – George is 65 years old and would like to retire (Goal). In order to fund his retirement he needs to sell his business but no one wants to invest a large sum of capital. Mike would like to buy a business (Goal) but does not have any capital to invest.
Option – George can sell his business to Mike but rather than invest a lump sum he agrees to pay George on a Monthly basis from the profits for the next 5 years and hence fund his retirement.
Criteria – George needs to guarantee a minimum payment every month regardless of the profitability of that month. Mike needs to ensure ensure he will not be liable for any warranty, liability or compensations claims from the period before he take responsibility/ownership of the business.
Get expert Sales Negotiation Training from our Sales Coaches
CNA – Cost of No Agreement
Not all Negotiations end in an agreement, it is therefore vital before entering into any Negotiation that you first work out what the Cost of No Agreement is for both parties. The costs of no agreement can be both Objective and Subjective.
Example:
Goals – George is 65 years old and would like to retire (Goal). In order to fund his retirement he needs to sell his business but no one wants to invest a large sum of capital. Mike would like to buy a business (Goal) but does not have any capital to invest.
Option – George can sell his business to Mike but rather than invest a lump sum he agrees to pay George on a Monthly basis from the profits for the next 5 years and hence fund his retirement.
Criteria – George needs to guarantee a minimum payment every month regardless of the profitability of that month. Mike needs to ensure ensure he will not be liable for any warranty, liability or compensations claims from the period before he take responsibility/ownership of the business.
CNA – George does not have the financial resources to retire (Objective) however he has been trying unsuccessfully to sell his business for three years and is now desperate (Subjective) for a solution. Mike is keen to buy a business (Objective) but knows there are hundreds of businesses for sale and he is pretty relaxed (Subjective) if this deal doesn’t go through another one will come along.
The Subjective Cost of No Agreement can be more powerful than the Objective ones as people make decisions emotionally and then justify their position intellectually afterwards.
BATNA – Best Alternative to No Agreement
Not all Negotiations end in an Agreement, it is therefore vital before entering into any Negotiations that you first work out what the Best Alternative to No Agreement is. In some cases you may well experience that the other party is so entrenched in their position that they have no desire to Negotiate. BATNA is typically but not always, an alternative course of action that can be taken if no agreement is reached.
BATNA helps you prepare for a Negotiation by:
- Helps prevent you from agreeing to something you will regret
- Defining your Minimum Possible Agreement (MPA)
- Provides you with a Plan B
- Helps prevent you from over or underestimating the your own and the other party’s position
- Helps you understand where the leverage is
- Identifying alternative Options
Example:
Goals – George is 65 years old and would like to retire (Goal). In order to fund his retirement he needs to sell his business but no one wants to invest a large sum of capital. Mike would like to buy a business (Goal) but does not have any capital to invest.
Option – George can sell his business to Mike but rather than invest a lump sum he agrees to pay George on a Monthly basis from the profits for the next 5 years and hence fund his retirement.
Criteria – George needs to guarantee a minimum payment every month regardless of the profitability of that month. Mike needs to ensure ensure he will not be liable for any warranty, liability or compensations claims from the period before he take responsibility/ownership of the business.
CNA – George does not have the financial resources to retire (CNA) and has been trying unsuccessfully to sell his business for three years and is now desperate for a solution. Mike is keen to buy a business and has spent £3,000 with Solicitors and Accountants thus far completing his due diligence on the company.
BATNA – George is in discussion with his Lawyers to explore the possibilities of a Management Buyout for the business. Mike knows there are hundreds of businesses for sale and he is pretty relaxed if this deal doesn’t go through another one will come along.
Concessions for Negotiation
A concession is something given to the other party in furtherance of the agreement. These concessions should be identified in advance and segmented for both parties in terms of:
High Value – High Cost
High Value – Low Cost
Remember – Never give anything away without receiving something of equal or greater value in return.
Example:
Goals – George is 65 years old and would like to retire (Goal). In order to fund his retirement he needs to sell his business but no one wants to invest a large sum of capital. Mike would like to buy a business (Goal) but does not have any capital to invest.
Option – George can sell his business to Mike but rather than invest a lump sum he agrees to pay George on a Monthly basis from the profits for the next 5 years and hence fund his retirement.
Criteria – George needs to guarantee a minimum payment every month regardless of the profitability of that month. Mike needs to ensure ensure he will not be liable for any warranty, liability or compensations claims from the period before he take responsibility/ownership of the business.
CNA – George does not have the financial resources to retire (CNA) and has been trying unsuccessfully to sell his business for three years and is now desperate for a solution. Mike is keen to buy a business and has spent £3,000 with Solicitors and Accountants thus far completing his due diligence on the company.
BATNA – George is in discussion with his Lawyers to explore the possibilities of a Management Buyout for the business. Mike knows there are hundreds of businesses for sale and he is pretty relaxed if this deal doesn’t go through another one will come along.
Concessions – George is prepared to spend 3 months of his time ensuring during the handover period which is Low Cost to him as he will be retired but High Value to Mike as he is new to the industry and recognises the benefit of George’s experience.
Mike is prepared to move quickly which has no cost to him however this is High Value to George as the last thing he wants is a long protracted sale.
Negotiation Strategies
Aggressive Tactics
- Shoot the hostage
- This strategy is extremely aggressive as it involves an immediate offer to walk away with no deal which is designed to throw and unsettle the other party. This is often delivered in a reluctant tone “we don’t want to do this but…”,
- Delaying tactics
- When time is clearly on one parties side the process can often be deliberately slowed which is extremely effective when there are cost implications if talks over run. This tactic also applies if the other party has another meeting or needs to leave. The negotiator deliberately talks around the subject to delay the real conversation and then uses time to put pressure on the other party to come to an agreement.
- Poor Me
- This strategy is used to play the false victim that needs rescued by the other party.
- Last Minute.com
- As the name suggests this strategy involves the Negotiator agreeing to a solution right up until they are required to sign and then withdrawing. The withdrawal is usually followed up quickly with a counter offer at dramatically reduced terms.
- Misleading/lying
- Often Negotiators will make exaggerated claims or even lie so without hard data to support them you should discount these. They may also issue warnings and threats or make matters personal to unbalance you.
- Missing People
- Everyone knows the importance of having all the Decision Makers in the room but Negotiators may even turn up with complete strangers. In sales some companies will remove Sales People from the final negotiations. If the Sales People have a relationship with the other party they could be more empathetic and weaker negotiators. Turning up without warning with complete strangers also unbalances the other party.
Co-operative Tactics
- Agree on the Process
- Spend time up front agreeing the process and format of the Negotiations including what’s in scope and what’s not.
- Win Win Agreements
- Most professional Negotiators accept that any final agreement must be fair and sustainable for the life of the time period. In most business scenarios it should never be win at all costs as this destroys relationships.
- Matching Rights
- Offer the other party the right to match any solution that you receive. For example if one of two business partners decides to sell their shares to another party they may have the agreement that the other party gets first refusal if they match the offer.
- Contingent Agreements
- These are simply agreements based on future events. Financial Bonus may be tied to Performance. Football transfer fees can be include Contingent Agreements that provides the selling club additional revenue if a player is sold on and or if a player is capped by their country or simply makes a certain number of appearances.
- Multiple Offers
- When multiple offers are placed on the table this allows both parties to indicate preferences and encourages creativity as a winning hybrid offer can be formed. Placing one offer on the table often leads to a refusal and a stall in the process.
Sales Negotiation Checklist
1. Be prepared to walk away. Sales Negotiation is 70% Mindset and 30% Strategy and unless you are prepared to walk away, no strategy will help you.
2. It’s not what you charge it’s what your worth. Thoroughly research the market and discuss with the buyer the Value you bring to the table?
3. Take council from colleagues and external advisors and agree a pre-meeting strategy for the negotiations then PRACTICE.
4. Never give anything away without receiving something of equal or greater value in return.
5. Never enter a Negotiation without first providing your price and outline terms in advance, to anchor the prospect to a higher number and terms.
6. Where possible in high value deals do not include your sales people in Negotiations, as they will be emotionally involved in the sale and not objective.
7. Ensure everyone in your team have agreed in advance your trade-offs, your concessions, and your best alternative to a negotiated settlement.
8. You must be comfortable with silence and at most only talk 30% of the time, as the more you talk the more information you are giving away.
9. If it’s not Win Win then you run the danger of the prospect backing out or failing to implement your agreement, then the lawyers are the only winners.
10. Negotiation is between human beings, you must therefore be familiar with Human Psychology, DiSC, Neuro Linguistic and Programming.
सास सेल्स फ़नल का निर्माण कैसे करें
1. बिक्री फ़नल क्या है?
एक बिक्री फ़नल उन क्रियाओं, घटनाओं या चरणों का एक क्रम है, जिनसे उपयोगकर्ता किसी उत्पाद या सेवा को खरीदने से पहले गुजरता है। बिक्री फ़नल को विपणक को परिणामों को बेहतर बनाने के लिए बिक्री प्रक्रिया को ट्रैक, रिकॉर्ड और अनुकूलित करने की अनुमति देने के लिए डिज़ाइन किया गया है।
आप यहां हमारे सास बिक्री प्रशिक्षण के बारे में अधिक जान सकते हैं ।
2. सास सेल्स फ़नल कैसे बनाएं
आपका SaaS बिक्री फ़नल आपके ऐप्स की सफलता का एक अनिवार्य हिस्सा है। यदि आप SaaS ऐप्स की पेशकश कर रहे हैं तो एक दोहराने योग्य, स्केलेबल और ट्रैक करने योग्य बिक्री फ़नल बनाना महत्वपूर्ण कदमों में से एक है जिसे आपको लेने की आवश्यकता है।
आसान लगता है? तो फिर सोचो। बिक्री फ़नल वह जगह है जहाँ कई स्टार्ट-अप राजस्व सृजन संघर्ष में परिवर्तित होते हैं, और कई मामलों में विफल हो जाते हैं।
अपना फ़नल बनाना शुरू करने से पहले यह विचार करने लायक है कि आप अपनी ऐप यात्रा में कहां हैं।
3. सास विकास के तीन मुख्य चरण
दुर्भाग्य से, बिक्री में कभी भी एक आकार सभी समाधान फिट नहीं होता है, और सास बिक्री फ़नल बनाने के लिए शुरुआती बिंदु इस बात पर निर्भर करता है कि आप सास व्यवसाय के तीन मुख्य चरणों के संदर्भ में कहां हैं?
क्या आप पर हैं:
चरण 1 : यात्रा की शुरुआत जिससे संस्थापक और प्राथमिक टीम अभी भी उत्पाद/बाजार में फिट स्थापित करने की कोशिश कर रही है।
चरण 2 : जहां संस्थापक और प्राथमिक टीम के सदस्यों ने उत्पाद/बाजार में फिट साबित किया है और साबित कर रहे हैं कि वे सिस्टम और प्रक्रियाओं को लागू कर सकते हैं जिन्हें अन्य लोग बेचने के लिए उपयोग कर सकते हैं।
चरण 3 , अंतिम बाधा जहां आपके पास एक सिद्ध उत्पाद बाजार फिट है, आपने स्केलिंग के लिए सही प्रणालियों और प्रक्रियाओं की पहचान की है और साबित किया है और अब आप अपनी बिक्री को बढ़ाने, ग्राहक अधिग्रहण पर ध्यान केंद्रित करने और अपने एमआरआर का निर्माण करने के लिए तैयार हैं।
SaaS बिक्री फ़नल बनाने के लिए आपके द्वारा उपयोग की जाने वाली रणनीतियाँ ऊपर चरण 1 में आपने जो सीखा है, उसके आधार पर अलग-अलग होंगी।
तो इस अभ्यास के प्रयोजनों के लिए मैं मान लूंगा कि आप चरण 1 पर हैं। यदि आप अभी भी चरण 2 और 3 पर बिक्री फ़नल बनाने के लिए संघर्ष कर रहे हैं, तो या तो आप चरण 1 में कुछ चूक गए हैं या कुछ ऐसा बदल गया है जिससे आपने चरण 1 में जो कुछ भी सीखा है वह काम करना बंद कर दिया है।
4. अपनी बिक्री फ़नल से पहले एक मार्केटिंग फ़नल बनाएँ
किसी भी व्यवसाय के लिए यह महत्वपूर्ण है कि आप अपनी बिक्री टीम के सफल होने के लिए अनुकूलतम परिस्थितियाँ प्रदान करें। सास की दुनिया में एक अच्छी वेबसाइट का होना ही काफी नहीं है, आपको एक ऐसी वेबसाइट की जरूरत है जो:
ए) आपके उत्पादों और सेवाओं द्वारा प्रमुख खोज इंजनों में पाया जा सकता है – Google, बिंग, याहू और यूट्यूब
बी) प्रमुख खोज इंजनों – Google, बिंग, याहू और यूट्यूब में आपके द्वारा हल की जाने वाली समस्याओं से पाया जा सकता है
c) वेब ट्रैफ़िक को मार्केटिंग योग्य लीड में परिवर्तित कर सकता है
कई कंपनियां इसे अनदेखा करती हैं और एक आउटबाउंड बिक्री टीम बनाने के लिए दौड़ती हैं। तथ्य यह है कि हर संभावित संभावना है कि आपकी आउटबाउंड टीम दिलचस्पी लेती है, फिर आगे की शोध करने के लिए आपकी वेबसाइट पर जाएगी।
जब तक वेब अनुभव आपकी आउटबाउंड टीम के साथ संभावित अनुभव के बराबर या उससे अधिक न हो, वे तुरंत बंद हो जाएंगे।
मार्केटिंग फ़नल बनाने के लिए आपको “सम्मोहक उपयोगकर्ता पहली सामग्री” बनानी होगी। यह वह सामग्री है जिसे उपयोगकर्ता सक्रिय रूप से उस सामग्री के लिए खोज रहा है जिसे आपकी बिक्री और मार्केटिंग टीम आगे बढ़ाना चाहती है।
You SaaS मार्केटिंग फ़नल आपकी इनबाउंड बिक्री रणनीति का एक अनिवार्य हिस्सा है। इसे सफलतापूर्वक करने के लिए आपको खरीदार यात्रा के प्रत्येक चरण में उच्च गुणवत्ता वाली सामग्री बनाने की आवश्यकता होगी जैसा कि नीचे दिखाया गया है।
सामग्री को आपके ब्रांड की कहानी और अन्य उपयोगकर्ताओं को आपके द्वारा लाई गई सफलता को सूक्ष्मता से बताना चाहिए। अपने शुरुआती गोद लेने वालों को हीरोज में बदल दें, न कि आप।
TOFU – फ़नल का शीर्ष
आपकी बिक्री फ़नल का पहला भाग जिसे अन्यथा TOFU के रूप में जाना जाता है, फ़नल का जागरूकता चरण है। संभावना उनकी समस्याओं से अवगत है और समाधान की जांच कर रही है।
आपकी वेबसाइट में ऐसी सामग्री होनी चाहिए जो इन समस्याओं को बयां करे और आपकी कंपनी को विषय वस्तु विशेषज्ञों के रूप में स्थान दे। यहां सबसे लोकप्रिय सामग्री होगी:
गाइड कैसे करें
व्याख्यात्मक वीडियो
वेबदैनिकी डाक
लीड मैग्नेट
इस स्तर पर, संभावना अनुसंधान मोड में है, खरीद मोड में नहीं है और केवल जानकारी एकत्र कर रही है।
हो सकता है कि इस स्तर पर आपके संभावित समाधान में दिलचस्पी न हो क्योंकि वे अभी भी अपनी स्वयं की समस्याओं का सही-सही निदान करने का प्रयास कर रहे हैं। यह संभावना नहीं है कि आपकी संभावना इस स्तर पर बिक्री से बात करना चाहेगी।
हम अनुशंसा करते हैं कि आप मार्केटिंग ऑटोमेशन का उपयोग यह ट्रैक करने के लिए करें कि कौन से लेख / पृष्ठ आपकी संभावनाएं साइट पर प्रवेश करते हैं क्योंकि यह समस्या उनके लिए सबसे ऊपर है। यह जानने से बिक्री के लिए उनके साथ प्रासंगिक बातचीत करना आसान हो सकता है।
आपको अपनी साइट पर चैटबॉट के साथ संभावित लोगों को उलझाने में कुछ सफलता भी मिल सकती है, हालांकि कई लोग इस स्तर पर गुमनाम रहना चाहेंगे।
फ़नल का मध्य
आपकी बिक्री फ़नल का मध्य तब होता है जब संभावनाएं चरण 1 में सीखी गई बातों के आधार पर विशिष्ट समाधानों का मूल्यांकन करना शुरू करती हैं। फ़नल सामग्री के बीच में शामिल होंगे:
प्रस्तुतियों
प्रदर्शनों
मामले का अध्ययन
व्यावहारिक रूप से उन्होंने संभावित आपूर्तिकर्ताओं की शॉर्टलिस्ट के कुछ रूप बनाए होंगे, और फिर वे प्रत्येक संभावित समाधान के विवरण में गहराई से खुदाई करेंगे।
इस स्तर पर संभावना अभी भी आपके साथ नहीं जुड़ सकती है क्योंकि वे अक्सर अपने स्वयं के संगठन के भीतर अन्य लोगों की ओर से शोध कर रहे हैं और उनकी प्राथमिकता अभी भी जानकारी एकत्र करना है।
फ़नल के नीचे
जब तक आपकी संभावना आपके मार्केटिंग फ़नल की तह तक पहुँचती है, तब तक कई मामलों में वे पहले से ही एक विशेष आपूर्तिकर्ता या समाधान को “खरीद” चुके होते हैं।
उन्होंने बड़े पैमाने पर ब्रांड के अपने वेब अनुभव, आपकी बिक्री संदेश और खुद को एक नेता के रूप में नहीं बल्कि एक विचारशील नेता के रूप में अपनी समस्याओं को समझने की क्षमता पर अपना निर्णय लिया है।
फ़नल सामग्री के निचले भाग में निम्न चीज़ें शामिल होंगी:
मूल्य निर्धारण
तुलना तालिका
प्रशंसापत्र
समीक्षा
सरल कम कीमत वाले समाधानों के लिए आप पाएंगे कि वे अब परीक्षण करने के लिए तैयार हैं यदि आप एक मजबूत कॉल टू एक्शन (सीटीए) की पेशकश करते हैं, जबकि अधिक महंगे और जटिल समाधानों के लिए वे अब बिक्री के साथ संलग्न होंगे।
नीचे दी गई छवि से पता चलता है कि एक साधारण मार्केटिंग फ़नल एक शॉपिंग कार्ट में और अधिक जटिल बी 2 बी बिक्री बिक्री के लिए लीड में संक्रमण करता है।
सफलता सही मॉडल चुनने में नहीं है, बल्कि डेटा और परीक्षण और त्रुटि के आधार पर अपना खुद का मॉडल बनाने में है।
अधिकांश मार्केटिंग सॉफ़्टवेयर अब आपकी वेबसाइट पर उपयोगकर्ता के व्यवहार को ट्रैक करते हैं और संभावित लोगों तक सक्रिय रूप से पहुंचने का सबसे अच्छा समय होने पर बिक्री करने वालों को सचेत करने के लिए लीड स्कोरिंग का उपयोग कर सकते हैं।
हमारे अपने अनुभव से समय लगभग हमेशा जल्दी होता है और एक अच्छी तरह से परिभाषित नेतृत्व पोषण कार्यक्रम समान रूप से प्रभावी होता है।
ऐसा करने के लिए आपको अपनी मार्केटिंग में कम से कम तीन अलग-अलग लीड मैग्नेट बनाने चाहिए जो आपके वेब विज़िटर को एक ग्राहक में बदलने में आपकी मदद करेंगे ताकि आप संपर्क में रह सकें।
5. अपनी बिक्री फ़नल भरने के लिए विज्ञापन
कई कंपनियां विज्ञापन के माध्यम से अपनी बिक्री फ़नल को सफलतापूर्वक भरती हैं। डिजिटल विज्ञापन एक ऐसे स्तर पर परिपक्व हो गया है जो महत्वपूर्ण ट्रैकिंग और रिपोर्टिंग की अनुमति देता है जिससे आप कुछ ही हफ्तों में समझ सकते हैं कि आपका रूपांतरण अनुपात और सीएसी क्या होगा।
पहले उदाहरण में हम “अभियानों को फिर से लक्षित करने” की वकालत करेंगे। यह केवल उन लोगों के सामने ऐड डालने की प्रक्रिया है जो पहले ही आपकी वेबसाइट पर आ चुके हैं।
अध्ययनों से पता चलता है कि नए अभियानों की तुलना में पुन: लक्ष्यीकरण सात गुना अधिक प्रभावी है, यही वजह है कि हम इसे एक शुरुआती बिंदु के रूप में मानते हैं।
यह रणनीति एक मजबूत सामग्री विपणन अभियान के साथ बहुत अच्छी तरह से काम करती है। B2B के लिए सबसे लोकप्रिय ऐड चैनल लिंक्डइन होगा, हालांकि, कई कंपनियों ने फेसबुक और इंस्टाग्राम के साथ भी अच्छा प्रदर्शन किया है।
कहने की जरूरत नहीं है कि यह आपके दर्शकों द्वारा परिभाषित किया जाएगा। विज्ञापन का उपयोग बिक्री बढ़ाने के लिए सरल फ़नल में और बिक्री प्रतिनिधि के लिए नई पूछताछ करने के लिए अधिक जटिल फ़नल में किया जा सकता है।
अधिक जटिल बिक्री के लिए एक परिभाषित अनुक्रम की आवश्यकता हो सकती है जिससे उपयोगकर्ता $ 3 की लागत वाली प्रत्येक लीड के साथ एक लीड चुंबक प्राप्त करने के लिए क्लिक करें और विज्ञापन करें।
यदि आप बाद में इन नई लीडों में से 5% को परिवर्तित करने का प्रबंधन करते हैं, तो आप अपने सीएसी को विज्ञापन से प्रति बिक्री $60 का श्रेय दे सकते हैं।
आप केवल विज्ञापन ही नहीं किसी भी गतिविधि से ट्रैक करने योग्य अनुक्रम या मॉडल बना सकते हैं। उदाहरण के लिए, ईवेंट, वेबिनार और टेलीसेल्स आपको यह समझने की अनुमति देते हैं कि कौन सी गतिविधियां न केवल आपके फ़नल को भरने में, बल्कि वास्तव में ऑर्डर में परिवर्तित होने पर सबसे अधिक लागत प्रभावी हैं।
6. सास सेल्स फ़नल कैसे बनाएं
आपकी बिक्री रणनीति के आधार पर आपकी बिक्री फ़नल अलग-अलग होगी। क्या आप अपना ऐप सीधे बेच रहे हैं या आप भागीदारों के माध्यम से बेच रहे हैं? आपने शुरुआत में किन चैनलों पर ध्यान केंद्रित करने का फैसला किया है?
1. अपनी संपूर्ण संभावना प्रोफ़ाइल की पहचान करें। यह एक मार्केटिंग व्यक्तित्व का बिक्री प्रतिनिधि संस्करण है। इसमें वह सब कुछ शामिल है जो एक मार्केटिंग व्यक्तित्व में शामिल होगा, साथ ही कुछ अतिरिक्त जानकारी जो बिक्री को समझने और संभावना के साथ गहरे स्तर पर संवाद करने में मदद करती है।
2. अपनी बिक्री संदेश तैयार करें। उत्पाद/बाजार फिट का एक हिस्सा यह समझ रहा है कि आपका उत्पाद किस व्यवसाय और व्यक्तिगत समस्या का समाधान करता है।
हमारे अनुभव में सबसे सफल SaaS सेवाएं व्यावसायिक समाधान हैं जो व्यावसायिक समस्याओं का समाधान करती हैं।
एक बार जब आप समझ जाते हैं कि यह आपके अपने उत्पाद / सेवा से कैसे संबंधित है, तो आप अपनी बिक्री संदेश बनाना शुरू कर सकते हैं।
यह वह शब्द और बारीक भाषा है जिसे आपने साबित किया है कि संभावनाएं जुड़ती हैं। अपने स्वयं के व्यवसाय और समाधानों के बारे में जानना पर्याप्त नहीं है, आपको अपने ग्राहकों के बारे में पता होना चाहिए।
आपको ठीक से पता होना चाहिए कि आपका समाधान आपके ग्राहक को पैसे बचाने, पैसा बनाने और उनके जीवन को आसान बनाने में कैसे मदद करता है।
3. लीड जनरेशन अभियान।
एक बार जब आप अपनी लक्षित संभावनाओं की पहचान कर लेते हैं और अपनी बिक्री संदेश तैयार कर लेते हैं, तो आपको लीड जनरेशन अभियान पर काम शुरू करना होगा।
लीड जनरेशन के दो मुख्य दृष्टिकोण इस प्रकार हैं:
ए) इनबाउंड लीड जनरेशन। इनबाउंड लीड जनरेशन अभियान वे हैं जहां संभावना आपसे पहले संपर्क करती है। आपके वेब पेज पर एक फॉर्म भर सकता है, आपको फोन कर सकता है या आपको ईमेल कर सकता है। इनबाउंड बिक्री लीड उत्पन्न करने के लिए आपको कुछ प्रकार की सामग्री निर्माण, विज्ञापन अभियान, वेबिनार, रेफरल प्रोग्राम या एसईओ करने की आवश्यकता होगी।
बी) आउटबाउंड लीड पीढ़ी। आउटबाउंड लीड जनरेशन अभियान वे हैं जहां आप टेलीफोन, ईमेल, डायरेक्ट मेल, इवेंट्स या अकाउंट आधारित मार्केटिंग के माध्यम से संभावनाओं तक पहुंचते हैं। आउटबाउंड अभियानों का हमेशा मतलब होता है कि आपको एक आउटबाउंड टीम का निर्माण करना होगा जो महंगी हो सकती है।
अधिकांश सास कंपनियां इनबाउंड और आउटबाउंड के संयोजन का उपयोग करती हैं, हालांकि, वे लगभग हमेशा एक से अधिक पर जोर देते हैं।
एक बहुत ही रफ गाइड के रूप में सास सेवाएं जो कम लागत वाली हैं और एसएमई को लक्षित कर रही हैं, वे मार्केटिंग के नेतृत्व में हैं और मुख्य रूप से इनबाउंड फोकस हैं।
सास सेवाएं जो अधिक खर्चीला हैं और मिड मार्केट से एंटरप्राइज संगठनों को लक्षित कर रही हैं, उनके पास खाता आधारित मार्केटिंग के माध्यम से अधिक बिक्री आधारित दृष्टिकोण होगा।
7. SaaS बिक्री फ़नल के चरण क्या हैं?
आपकी बिक्री फ़नल के चरण केवल चरणों की एक श्रृंखला है जो आपके संभावित ग्राहकों को एक आदेश देने के लिए आगे बढ़ते हैं।
ये चरण बहुत भिन्न हो सकते हैं और कोई एक फ़नल नहीं है जिसे आप प्रत्येक ऐप पर लागू कर सकते हैं। भले ही चरण समान हों, जिस तरीके से आप फ़नल के माध्यम से संभावनाओं को स्थानांतरित करते हैं, वह भिन्न हो सकता है।
प्रदर्शन को मापने और समय के साथ सुधार करने के लिए डेटा एकत्र करना शुरू करने के लिए आपकी बिक्री फ़नल एक बेहतरीन जगह है।
सामान्य तौर पर, संभावनाओं को जितनी जल्दी हो सके बिक्री फ़नल के माध्यम से आगे बढ़ना चाहिए – इसे बिक्री चक्र या पाइप गति कहा जाता है।
गति को मापने के लिए कि संभावनाएं चक्र के माध्यम से आगे बढ़ती हैं, आपको अपने फ़नल और उन क्षेत्रों में रुकावटों की पहचान करने की अनुमति देता है जहां संभावनाएं धीमी होती हैं।
ये “चिपके हुए” बिंदु हैं जहां आपको सुधार करने के लिए देखना चाहिए।
8. मैं अपने SaaS उत्पाद को ग्राहकों को कब प्रदर्शित करूं?
बिक्री प्रक्रिया के भीतर SaaS ऐप डेमो का समय कई कंपनियों के लिए चर्चा का विषय रहा है।
दुर्भाग्य से प्रश्न का उत्तर “यह निर्भर करता है” है। कई कंपनियां बिक्री प्रक्रिया की शुरुआत में अपने ऐप को सफलतापूर्वक प्रदर्शित करती हैं, हालांकि, कई ऐसे भी हैं जो शुरुआत में डेमो करते हैं और फिर उनकी संभावनाएं वॉयस मेल और अनुत्तरित ईमेल के ब्लैक होल में गायब हो जाती हैं।
संक्षेप में, सस्ता और सरल समाधान, तो पहले की प्रक्रिया में आप डेमो कर सकते हैं और जितना अधिक महंगा और जटिल समाधान डेमो को बिक्री प्रक्रिया में जितना संभव हो उतना पीछे धकेल दिया जाना चाहिए।
वास्तविकता यह है कि उद्यमियों और सेल्सपर्सन के लिए अपने ऐप को डेमो करने के लिए जल्दी करने की प्रवृत्ति है, उम्मीद है कि डेमो साइन अप करने की संभावना को मना लेगा।
यहां तक कि अगर संभावना योग्य है और एक अच्छा फिट है, तो संभावनाओं के दर्द के निदान के किसी भी रूप के बिना एक डेमो संभावना खोने का खतरा है।
आपकी संभावना को यह जानने की जरूरत है कि आप जानते हैं और आप उनकी दुनिया को समझते हैं। यह केवल बुद्धिमान और लक्षित पूछताछ के माध्यम से प्राप्त किया जा सकता है। यदि आप बिक्री को गति देना चाहते हैं, तो बिक्री को धीमा कर दें।
डेमो आमतौर पर सेल्सपर्सन का लीवरेज का सबसे बड़ा बिंदु होता है और यदि आप इसे जल्द ही दे देते हैं तो आप लीवरेज खो देंगे और पूरी संभावना है।
अंगूठे के एक सामान्य नियम के रूप में – ऐप डेमो को अपनी बिक्री प्रक्रिया में जितना संभव हो उतना पीछे धकेलें।
डेमो में विशेष रूप से जटिल बिक्री के लिए समय और पैसा खर्च होता है जहां अधिक बार एक बीस्पोक डेमो की आवश्यकता नहीं होती है।
कोई भी बीस्पोक डेमो केवल संभावना खरीदने वाली टीम के वरिष्ठ निर्णय निर्माताओं को ही दिया जाना चाहिए। यदि उपयुक्त हो तो आप बिक्री प्रक्रिया के भीतर दो डेमो भी रख सकते हैं – अगर यह काम करता है तो इसके अलावा कोई नियम नहीं है।
अधिकांश बिक्री प्रतिनिधि उत्पाद के लाभों को अधिक विस्तार से समझाने के लिए बिक्री प्रक्रिया के इस भाग का उपयोग करने की गलती करते हैं।
जब आप कह रहे हैं कि आप नहीं बेच रहे हैं। संभावित संभावित प्रश्नों का उपयोग करने के लिए आपको यह बताने के लिए कि समाधान उनके व्यावसायिक दर्द को कैसे हल करेगा।
आपको उन विशेषताओं के बारे में बात करने से बचना चाहिए जिन्हें आप उनके लिए प्रासंगिक मानते हैं। यदि आपने बिक्री प्रक्रिया के खोज चरण में इसे उजागर नहीं किया है तो प्रक्रिया के नीचे कुछ भी नया पेश करना स्वाभाविक रूप से जोखिम भरा है।
सरल कम कीमत वाले समाधानों के लिए आप पाएंगे कि वे अब परीक्षण करने के लिए तैयार हैं, जबकि अधिक महंगे और जटिल समाधानों के लिए वे अब बिक्री प्रतिनिधि के साथ जुड़ेंगे।
यह प्रदर्शित करने के लिए कि उन्होंने उचित परिश्रम किया है, वे हमेशा दो या तीन संभावित आपूर्तिकर्ताओं से बात करेंगे।
यह जरूरी नहीं है कि आपूर्तिकर्ता को कीमत पर हरा दिया जाए, लेकिन कभी-कभी उन्हें अपने संगठन के भीतर व्यापक क्रय समूह को मान्य करने की आवश्यकता होती है कि उनकी प्राथमिकता क्यों है।
ऐप परीक्षण भी उपयोगकर्ताओं को साइन अप करने का एक अच्छा तरीका है, हालांकि, अधिकांश सास मामलों में परीक्षणों के बंद होने का रूपांतरण अनुपात आमतौर पर खराब होता है।
मूल्य निर्धारण के आधार पर आप एक प्रबंधित परीक्षण की पेशकश कर सकते हैं, ताकि वे आपके सॉफ़्टवेयर का मूल्यांकन कर सकें जबकि आप उन्हें बिक्री प्रक्रिया को और नीचे प्रबंधित करते हैं।
एक परीक्षण के दौरान, संभावना देख सकती है कि व्यवहार में उत्पाद उनके लिए कैसे काम करेगा। परीक्षण को बुद्धिमानी से समय देना और यह सुनिश्चित करना महत्वपूर्ण है कि आप पहले से सहमत हैं कि यदि परीक्षण सफल होता है तो क्या होगा।
हमने ऊपर ग्राफ़िक बनाया है ताकि यह स्पष्ट रूप से समझाने का प्रयास किया जा सके कि यह आपके संगठन के लिए कैसे काम कर सकता है।
उदाहरण में यह ध्यान देने योग्य है, आपके सीएसी का अधिकांश हिस्सा मार्केटिंग होगा, जबकि अधिक जटिल फ़नल में आपकी लागतों में मार्केटिंग, बिक्री + ग्राहक ऑनबोर्डिंग शामिल होगा।
9. सास सेल्स फ़नल उदाहरण
नीचे दिए गए बिक्री फ़नल उदाहरण हैं। आपको इन्हें तब तक नहीं दोहराना चाहिए जब तक कि वे आपकी बिक्री प्रक्रिया के अनुकूल न हों।
वे उन लोगों के लिए एक शुरुआती बिंदु के रूप में डिज़ाइन किए गए हैं जो बिक्री फ़नल विकसित करना चाहते हैं।
जैसा कि आप ग्राफिक से देख सकते हैं, आपके द्वारा बनाए जा रहे फ़नल के प्रकार के आधार पर आपकी बिक्री फ़नल बनाने के लिए चरणों के कई विकल्प हैं।
विशुद्ध रूप से डिजिटल फ़नल के लिए आपके पास हो सकता है:
लीड मैग्नेट लैंडिंग पृष्ठ – जहां संभावनाएं आपके विज्ञापन पर क्लिक करने के बाद आती हैं
पुष्टिकरण पृष्ठ – आपके मुफ़्त ऑफ़र, परीक्षण या खरीदारी की पुष्टि
अपसेल पेज – जहां संभावनाओं को अतिरिक्त सेवाओं को जोड़ने या अपग्रेड करने का अवसर मिलता है
चेकआउट पृष्ठ – जहां ग्राहक सेवा के लिए भुगतान करते हैं
बधाई या धन्यवाद पृष्ठ – जहां आप उपयुक्त अगले चरणों के साथ पोस्ट संभावनाओं पर हस्ताक्षर कर सकते हैं।
10. सास बिक्री फ़नल मेट्रिक्स
जब मेट्रिक्स की बात आती है तो हम मानते हैं कि ये सामान्य बिक्री संचालन मेट्रिक्स और KPI हैं जिनसे अधिकांश लोग परिचित हैं। कहने की जरूरत नहीं है कि ये मीट्रिक महत्वपूर्ण हैं और आपको उन पर रिकॉर्डिंग और रिपोर्टिंग करनी चाहिए।
एलटीटी – लीड टू ट्रायल कन्वर्ज़न
यह उन लीडों की संख्या है जो परीक्षण में परिवर्तित हो गए हैं।
डीसीआर – डेमो रूपांतरण अनुपात
बिक्री प्रक्रिया के अगले चरण में सफलतापूर्वक रूपांतरित होने वाले डेमो की संख्या.
टीटीएस – परीक्षण से बिक्री रूपांतरण
यह नि: शुल्क परीक्षण पर संभावनाओं की संख्या है जो भुगतान करने वाले ग्राहकों में परिवर्तित हो गए हैं।
एलटीवी – ग्राहक का आजीवन मूल्य
यह औसत कुल मूल्य है जो ग्राहक सेवा छोड़ने से पहले खर्च करेगा। विडंबना यह है कि आपके उत्पाद को बेहतर तरीके से मापना अधिक कठिन हो सकता है, क्योंकि ग्राहकों को छोड़ने के बिना आपको पता नहीं चलेगा कि वे कितने समय तक रहते हैं और व्यवसाय के लिए उनका कुल मूल्य क्या है।
मंथन – छोड़ने वाले ग्राहकों की संख्या
ग्राहक चले जाएंगे और यह हमेशा एक बुरी बात नहीं है। यदि आपके छोड़ने वाले ग्राहक आपके ICP (आदर्श ग्राहक प्रोफ़ाइल) में फिट होते हैं तो आपको एक समस्या है। जो ग्राहक इसे छोड़ते हैं जो आपके ICP के अनुकूल नहीं हैं, वे मूल्यवान संसाधन मुक्त कर सकते हैं जिसे आपके ICP पर खर्च किया जा सकता है।
एमआरआर – मासिक आवर्ती राजस्व
मासिक आवर्ती राजस्व आपको अपनी सफलता का एक सिंहावलोकन देता है, हालांकि, यह केवल एक सिंहावलोकन है और अधिक सटीक तस्वीर प्राप्त करने के लिए आपको डेटा के भीतर विवरण देखने की आवश्यकता है।
एआरआर – वार्षिक आवर्ती राजस्व
वार्षिक आवर्ती राजस्व व्यवसाय का एक अच्छा अवलोकन देता है, लेकिन एमआरआर की तरह आपको अपने उद्यम के स्वास्थ्य पर अधिक सटीक तस्वीर प्राप्त करने के लिए सभी डेटा का अध्ययन करना चाहिए।
बिक्री चक्र – प्रारंभिक संपर्क से बंद आदेश तक का समय
यह आमतौर पर कम मूल्य के सरल समाधानों के लिए छोटा होता है और जटिल एंटरप्राइज़ बिक्री के लिए लंबा होता है। उदाहरण के लिए, टियर 1 बैंक को बिक्री प्रारंभिक संपर्क से बंद होने तक 18 महीने लग सकती है।
सीएसी – ग्राहक अधिग्रहण लागत
यह समझना महत्वपूर्ण है कि एक ग्राहक प्राप्त करने में आपको कितना खर्च आता है। एक आदर्श दुनिया में आप इसे व्यवसाय के शुरुआती चरणों में खोज लेंगे जब आप मूल्य प्रस्ताव को साबित कर रहे होंगे। इस आंकड़े के बिना व्यवसाय को बढ़ाने के लिए सिस्टम और प्रक्रियाओं को लागू करना असंभव है क्योंकि आपको नहीं पता होगा कि आप फ्रंट एंड मार्केटिंग और बिक्री पर कितना खर्च कर सकते हैं।
नकारात्मक मंथन –
नकारात्मक मंथन एक शक्तिशाली विकास मीट्रिक है जो इंगित करता है कि मौजूदा ग्राहकों को अपसेलिंग और क्रॉस सेलिंग से होने वाला राजस्व ग्राहकों के जाने पर खोए हुए राजस्व को छीन लेता है।
11. सास प्रस्ताव प्रस्तुतियाँ
अंतिम डेमो के बाद, आपको कभी भी प्रस्ताव भेजने की पेशकश नहीं करनी चाहिए।
प्रस्तावों में समय और पैसा खर्च होता है और यदि आपकी संभावना इच्छुक है तो वे आपसे एक प्रस्ताव मांगेंगे ।
यदि आपकी संभावना आपसे प्रस्ताव नहीं मांगती है तो यह आपको बताता है कि वे आपके साथ काम करने में रुचि नहीं रखते हैं और आपको यह समझने के लिए बिक्री प्रक्रिया को वापस लेने की आवश्यकता है कि आप कहां गलत हो गए हैं।
जब बिक्री प्रक्रिया ठप हो जाती है, तो यह शायद ही कभी किसी ऐसी चीज के कारण होता है जिसे आपने उस समय गलत किया है – अधिक बार, यह कुछ ऐसा है जिसे आपने पहले बिक्री प्रक्रिया में याद किया था।
सुनिश्चित करें कि आप आश्वस्त हैं कि सॉफ़्टवेयर के सभी लाभों को उन्हें स्पष्ट रूप से समझाया गया है और उनकी बताई गई आवश्यकताओं के अनुसार मैप किया गया है।
जहां संभव हो, हमेशा अपने व्हाइट नाइट को प्रस्ताव के सह-निर्माण में मदद करने के लिए प्राप्त करें और आधिकारिक प्रति भेजने से पहले उनके साथ एक मसौदा संस्करण की जांच करें।
अपना प्रस्ताव भेजने से पहले आपको इस बात की स्पष्ट समझ होनी चाहिए कि यदि आप जीतते हैं या हारते हैं तो अगला कदम क्या होगा।
इसके बिना आपको अगले तीन महीने वॉयस मेल में भूतों का पीछा करते हुए बिताने की सबसे अधिक संभावना है।
12. अपने सास अनुबंधों का मूल्य निर्धारण
कई कंपनियां अपनी वेबसाइट पर सीमित या बिल्कुल भी मूल्य निर्धारण प्रदान नहीं करती हैं क्योंकि वे नहीं चाहती कि उनके प्रतिस्पर्धियों को उनकी कीमत दिखाई दे, या उन्हें लगता है कि यह संभावित ग्राहकों को डरा देगा।
आपको अपनी कीमत और आपके द्वारा लाए गए मूल्य पर गर्व होना चाहिए। प्रतियोगिता को आप पर हावी होने दें और अपने सभी संसाधनों को लाभहीन सौदों पर बाँध लें।
लोग शायद ही कभी सबसे सस्ता समाधान खरीदते हैं, इसलिए अपनी संभावनाओं को आप पर हावी होने दें।
यदि आप अभी भी अपनी वेबसाइट पर अपना मूल्य निर्धारण करने के बारे में चिंतित हैं, तो सोचें कि जब आप किसी ऐसे समाधान पर शोध कर रहे होते हैं, जिसमें केवल मूल्य निर्धारण पृष्ठ पीओए से भरा होता है, तो आप कैसा महसूस करते हैं।
यदि आप अधिकांश लोगों को पसंद करते हैं तो आपको यह वास्तव में कष्टप्रद लगता है और जल्दी से अगले संभावित आपूर्तिकर्ता की ओर बढ़ जाते हैं।
अंत में, अपने मूल्य निर्धारण को गर्व से प्रदर्शित करने का एक और लाभ यह है कि यह किसी ऐसे व्यक्ति को योग्य बनाता है जो उस स्तर पर निवेश करने के लिए तैयार नहीं है।
यह उन संभावनाओं के साथ आपका बहुत समय और संसाधन बचा सकता है जिनके पास बस एक अलग बजट स्तर है।
आपके लिए कई मूल्य निर्धारण रणनीतियाँ उपलब्ध हैं, हालाँकि, हमारे अनुभव से केवल एक चीज की गारंटी है, वह यह है कि आप अपने मूल्य निर्धारण को बदल देंगे।
अंगूठे के मूल नियम के रूप में यदि आपकी कीमतें अल्पकालिक अनुबंध या भुगतान परीक्षण के लिए बहुत अधिक निर्धारित की जाती हैं, तो अनुबंध समाप्त होने से पहले संभावना सॉफ्टवेयर के पूर्ण लाभों का अनुभव करने में विफल हो सकती है, और वे नवीनीकरण नहीं करने का निर्णय ले सकते हैं .
जहां संभव हो, आपको परीक्षण अवधि के दौरान जानकारी जोड़ने और सेवा का उपयोग करने के लिए संभावित लोगों को पुरस्कृत करना चाहिए।
उदाहरण के लिए, एक छोटा परीक्षण ऑफ़र करें और यदि उपयोगकर्ता अपना प्रोफ़ाइल/खाता सेट अप पूरा करते हैं तो उन्हें प्रोत्साहित करें।
एक और मुफ्त अवधि की पेशकश करें उन्हें उत्पाद का उपयोग करने के लिए प्रोत्साहित करें उदाहरण के लिए यदि वे सिस्टम में डेटा अपलोड करते हैं।
विचार यह है कि अपने नए उपयोगकर्ताओं को चरण दर चरण “ऑनबोर्ड” करें और अपने उत्पाद को यथासंभव चिपचिपा बनाएं।
यदि संभावना आगे बढ़ना चाहती है तो आपको बिक्री प्रक्रिया को गति देने के लिए डिजिटल हस्ताक्षर वाले अनुबंधों का उपयोग करना चाहिए।
ईमेल या डिजिटल अनुबंधों के लिंक में कभी भी अनुबंध न भेजें क्योंकि इन्हें आसानी से अनदेखा किया जा सकता है।
फोन पर संभावना प्राप्त करने और उनके साथ अनुबंध के माध्यम से बात करने की व्यवस्था करें। एक बार जब वे अनुबंध में सब कुछ के लिए सहमत हो जाते हैं तो बस उन्हें फोन पर हस्ताक्षर करने के लिए कहें।
इस तरह आप बिक्री प्रक्रिया पर नियंत्रण बनाए रखते हैं।
13. SaaS प्रदाताओं के लिए बिक्री फ़नल इतना महत्वपूर्ण क्यों है?
बिक्री फ़नल को लागू करने के लिए संघर्ष करने के बाद कई व्यवसाय विफल हो गए हैं। SaaS उत्पादों का विपणन और बिक्री अविश्वसनीय रूप से चुनौतीपूर्ण हो सकता है, और संभावना है कि आपके लक्षित ग्राहक पहले से ही प्रतिस्पर्धी सॉफ़्टवेयर विक्रेताओं के ऑफ़र से अभिभूत हैं।
इस बारे में सोचें कि मौजूदा बजट में खरीदारों के किस हिस्से से आप राजस्व प्राप्त करने जा रहे हैं। आप किस प्रत्यक्ष या अप्रत्यक्ष प्रतिस्पर्धियों से बजट छीन लेंगे?
आप दुनिया के कुछ सबसे बड़े और सबसे शक्तिशाली ब्रांडों के साथ प्रतिस्पर्धा कर सकते हैं जो आपके द्वारा हल की जाने वाली समान समस्याओं का सामान्य समाधान प्रदान कर रहे हैं।
इसका मतलब है कि आपको कुछ विशिष्ट पेशकश करने की ज़रूरत है जो आपके ग्राहकों को वास्तव में चाहिए।
सीबी इनसाइट्स के एक अध्ययन में कहा गया है कि सास के 42% स्टार्ट-अप विफल हो जाते हैं क्योंकि वे ऐसे उत्पाद पेश कर रहे हैं जिनकी उनके लक्षित ग्राहकों को आवश्यकता नहीं है।
संभावित ग्राहकों को आश्वस्त करना कि आपका सॉफ़्टवेयर वास्तविक मूल्य प्रदान करता है, आवश्यक है।
14. संभावनाओं की अपेक्षाओं का प्रबंधन
एक बिक्री फ़नल बनाना वेब विज़िटर से लेकर ग्राहक तक और डेमो और ट्रेल्स के माध्यम से और अनुबंध पर हस्ताक्षर किए जाने के साथ समाप्त होने के बारे में है।
आपकी बिक्री फ़नल को उन सभी प्रमुख चरणों पर ज़ोर देना चाहिए जो आपकी संभावनाओं को एक समझौते के रास्ते पर ले जाएंगे।
अपनी संभावनाओं के साथ पहले से खुले, आगे और प्रक्रिया के चरणों को साझा करें।
आपको घर्षण के किसी भी बिंदु पर पूरा ध्यान देना चाहिए जो तब हो सकता है जब आपकी संभावनाएं आपकी बिक्री पाइपलाइन के माध्यम से यात्रा करती हैं।
इससे आपको आगे बढ़ते हुए अपने फ़नल में सुधार करने का अवसर मिलेगा।
सबसे महत्वपूर्ण बात यह है कि आप अपने बिक्री फ़नल में सभी डेटा बिंदुओं को रिकॉर्ड करते हैं।
इससे आपको अपनी भावनाओं के बजाय तथ्यों पर निर्णय लेने में मदद मिलेगी। आपकी बिक्री फ़नल को पूरी तरह से प्रभावी होने में समय लग सकता है, और इससे पहले कि आपके पास वास्तव में अनुकूलित बिक्री फ़नल हो, आपको कई परिशोधन करने की आवश्यकता हो सकती है।
कई ग्राहकों को इस बात की गहरी समझ नहीं होती है कि जब वे पहली बार आपसे मिलते हैं तो उन्हें क्या चाहिए होता है। संभावनाओं को दोनों के बीच संबंध बनाने में मदद करके न केवल उत्पाद प्रदान करें।
यह भी सच है कि उपयोगकर्ता अक्सर वही खरीदते हैं जो वे चाहते हैं न कि वह जो उन्हें चाहिए।
यही कारण है कि लक्षित प्रश्न पूछना इतना महत्वपूर्ण है कि आप सटीक रूप से यह निर्धारित कर सकें कि उनकी ज़रूरतें क्या हैं ताकि आप अपने सॉफ़्टवेयर को सबसे अनुकूल तरीके से रख सकें।
ये प्रश्न आपको यह भी बताएंगे कि वे निर्णय लेने के कितने निकट या दूर हैं।
15. सास समाधानों का उदय
ऐसा लगता है कि दुनिया में सब कुछ अब SaaS एप्लिकेशन द्वारा ऑनलाइन संचालित है। नेटफ्लिक्स और अमेज़ॅन प्राइम से लिंक्डइन और माइक्रोसॉफ्ट एम 365 तक अब हम एक या दूसरे विवरण के सास समाधानों से घिरे हुए हैं।
वित्तीय रूप से SaaS समझ में आता है क्योंकि यह सामने वाले भारी पूंजीगत व्यय से बचता है और समाधान को जोखिम से मुक्त करता है।
आखिरकार, अगर यह काम नहीं करता है तो आप आमतौर पर केवल अधिकतम 12 महीनों में ही लॉक होते हैं। SaaS के अन्य लाभों में यह शामिल है कि यह सामान्य रूप से तैनात करने के लिए त्वरित है और क्लाइंट की ओर से किसी रखरखाव की आवश्यकता नहीं है।
अपग्रेड आमतौर पर स्वचालित रूप से वितरित किए जाते हैं, ग्राहकों को आमतौर पर सेवा के गारंटीकृत स्तर की पेशकश की जाती है।
बैकअप और डेटा रिकवरी आमतौर पर क्लाइंट की ओर से की जाती है, इसलिए वे इस बात पर ध्यान केंद्रित कर सकते हैं कि वे सबसे अच्छा क्या करते हैं, इस ज्ञान में सुरक्षित है कि सब कुछ सॉफ्टवेयर डेवलपर्स द्वारा स्वयं संभाला जा रहा है।
लॉकडाउन ने टर्बो चार्ज किया सास
महामारी से पहले भी दूरस्थ कार्य बढ़ रहा था, इसलिए यह तथ्य कि SaaS उत्पाद व्यक्तियों को कहीं से भी काम करने और सहयोग करने की अनुमति देते हैं, केवल SaaS को हमारे दैनिक जीवन में और भी गहरा करने का काम करते हैं।
दुनिया भर में हर देश में हजारों नए उत्पाद सास उत्पाद विकसित किए जा रहे हैं, इसलिए प्रतिस्पर्धा भयंकर है, हालांकि, उपभोक्ताओं की भूख और सास समाधानों के लिए व्यापार का कोई स्पष्ट अंत नहीं है।
एक सुसंगत बिक्री फ़नल आपके उत्पाद के वायरल होने और ड्रॉइंग बोर्ड पर लौटने के लिए मजबूर होने के बीच का अंतर हो सकता है।
How to Sell to BIG Companies
How to Sell to Big Companies
Discover how to Find, Kloze and Grow Large Enterprise Accounts
Next FREE session – Tuesday 2nd Feb 2021
We’ve got all the templates & tools to make it easy for you
How to Sell to Big Companies. In order to sell to big companies you need to first create a shortlist of targets that meet your perfect prospect profile. Next, focus all your sales and marketing resources to research and create a unique sales approach for multiple contacts within the big company you are selling to.
What’s Inside
SESSION 1
The WHO
Introduction to Enterprise Selling
Selecting the right targets
Segmenting your accounts
Mastering the complex sale
Prep for Session 2
Get this session FREE
SESSION 2
The WHAT
The Door Opener
Right content, right contact, right time
How to write persuasive copy
The cadence of big account selling
The profitable, easy to deliver and replicate offer
SESSION 3
The HOW
What to say to Big Companies
How to control the sales conversation
The Contact Plan
Listen & Learn LIVE over the coaches shoulder
Your personal Action Plan
Course Author
Iain Swanston
Founder, Klozers
After 35 years in B2B sales Iain just loves solving sales problems.
If you’ve ever attended one of his live events you’ll know, even during the breaks and after the event he always likes talking about sales. Iain is an Author, Speaker & our Lead Sales Coach.
Iain is on a mission to make sales easier for B2B companies and their salespeople.
“In the short time I’ve been working with Klozers I’ve used his guidance to develop positive new sales activities, techniques and a mindset that has significantly helped my sales confidence. As a results I’ve already seen excellent performance benefits that are directly attributable to working to the coaching.”
Alan Wood
Scotland Director
Salesforce Marketing Cloud
“This was my first ever sales training and genuinely still the most pertinent in my sales career. Iain taught us how to take leads through the sales journey from lead to opportunity to closure, I still use these skills today and encourage my colleagues to do the same. My earnings have more than doubled since Iain gave that pertinent training and his latest blogs have been shared internally between our sales and marketing teams as the advice rings true to what we are currently working on as a department”
Lynne Hall
Strategic Accounts Manager
E-On Energy
“My coach was really flexible and was happy to talk in between my scheduled coaching slots, especially when I had burning questions and needed support fast. The debriefing calls we had after my sales meetings not only helped me understand where I could improve, they also gave me the right words to say, in the right sequence and at the right time.“
Elliott Boll
Enterprise Learning Consultant
Docebo
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“The first session was full of useful and practical sales information. I took so many notes and have come away with exercises I will carry out to help further clarify our approach to sales. I would highly recommend”
Rebecca Pick
Founder
Pick Protection
“Great training session with so much information packed into an hour. Looking forward to completing sessions 2 and 3. “
Max Anderson
Director
SuperBot Experts
Very insightful content from Klozers this afternoon. Thank you Iain Swanston for the invite to attend. This shall be hugely beneficial for our business moving forward and I am looking forward to putting my learning into practice
Laurie Wilson
Regional Sales Manager
CMP Products
Learn How to Sell to Big Companies
If you are new to sales at some stage you will want to learn how to sell to big companies. It’s common for most ambitious sales people and businesses, yet this can be a challenging or even, a near impossible experience.
For example, finding the right people to talk with (yes there will also be more than one decision maker) can be like finding the proverbial needle in a haystack, and then trying to coordinate all these decision makers can be like herding cats.
The longer sales cycles that inevitably arise from having multiple decision makers in a complex sale, then frustrate most sales people as time drags on.
The large revenues that Enterprise sales can deliver, more often than not, prove so elusive that the salespeople give up and focus on smaller opportunities, they know they can convert.
However, in some circumstances it can take the same amount of sales resources to convert a small opportunity as it does when selling the same product or service to a big company, so don’t give up just yet.
Learn More, Sell More, Earn More
How to Sell an Idea to a Big Company
Maybe you don’t have a product or service but instead you have an idea that you want to sell. It’s the sames process and the fact is, it is possible to sell to big companies and large enterprise organisations, although it does need a slightly different approach.
The first FREE 60 minute session in this course walks you through the preparation and planning required before you approach big companies.
When you sell to big companies you may also need some additional sales resources that are not as commonly used when selling to smaller organisations, such as a Business Case, a Cost Benefit Analysis – don’t worry we’ve got templates you can use for all of these.
If this sounds like lots of work, then Yes it is, and because of this many companies will not rely on any one individual, instead they will work as a team to win large accounts. Part of that team should include Marketing in order that you can target the right people in the buying organisation, with the right messaging, at the right time.
Run the sales campaign as a mini project with scope, roles and responsibilities, costings, objectives and milestones. Needless to say that it usually makes sense to be targeting more than one big company if you are going to do this professionally, but don’t make the mistake of having too many, as the campaign can then turn into a marketing initiative which by their very nature are more generic.
The key to success is that all the messaging must be bespoke and relevant to every target which takes time, which is time that you won’t have if you have too many targets. Again this course covers everything you need.
Before you start selling to big companies there are however two important considerations you should address as follows:
1) Does your company have the capability to successfully deliver a project on the scale that a big company will require?
In most cases you will only get one chance to sell to a big company and delivering success for your first big company will also give you a reference point that will help you sell to other big companies.
2) Does your company have the financial resources required to sell to a big company?
If you buy materials in January to create stock for February and have agreed 90 day payment terms this means you have to run 150 days without being paid. Some small businesses are not sufficiently funded to do this, so be careful what you wish for.
Selling to big companies can transform your business, but like most things in life that are worthwhile it’s usually not easy and doesn’t happen overnight, but it certainly can be worth it.
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your first session FREE
