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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.
Cara Membina Corong Jualan SaaS
1. Apakah itu Corong Jualan?
Corong jualan ialah urutan tindakan, peristiwa atau peringkat yang dilalui pengguna sebelum membeli produk atau perkhidmatan. Corong jualan direka bentuk untuk membolehkan pemasar menjejak, merekod dan mengoptimumkan proses jualan untuk meningkatkan hasil.
Anda boleh mengetahui lebih lanjut tentang latihan jualan SaaS kami di sini .
2. Bagaimana untuk membina Corong Jualan SaaS
Corong jualan SaaS anda ialah bahagian penting dalam kejayaan Apl anda. Jika anda menawarkan apl SaaS maka mencipta corong jualan yang boleh berulang, berskala dan boleh dijejaki ialah salah satu langkah penting yang perlu anda ambil.
Kedengaran mudah? Kemudian fikir semula. Corong jualan adalah tempat banyak syarikat baru beralih ke perjuangan menjana pendapatan, dan dalam banyak kes gagal.
Sebelum mula membina corong anda adalah wajar mempertimbangkan di mana anda berada dalam perjalanan apl anda.
3. Tiga peringkat utama pembangunan SaaS
Malangnya, dalam jualan tidak pernah ada penyelesaian satu saiz yang sesuai untuk semua, dan titik permulaan untuk membina corong jualan SaaS bergantung pada tempat anda berada, dari segi tiga peringkat utama perniagaan SaaS?
Adakah anda di:
Fasa 1 : permulaan perjalanan di mana Pengasas dan pasukan utama masih cuba untuk mewujudkan kesesuaian produk/pasaran.
Fasa 2 : di mana pengasas dan ahli pasukan utama telah membuktikan kesesuaian produk/pasaran dan membuktikan mereka boleh melaksanakan sistem dan proses yang boleh digunakan oleh orang lain untuk menjual.
Fasa 3 , halangan terakhir di mana anda mempunyai kesesuaian pasaran produk yang terbukti, anda telah mengenal pasti dan membuktikan sistem dan proses yang betul untuk penskalaan dan anda kini bersedia untuk meningkatkan jualan anda, menumpukan pada pemerolehan pelanggan dan membina MRR anda.
Strategi yang anda gunakan untuk membina corong jualan SaaS akan berbeza-beza bergantung pada perkara yang anda pelajari dalam Langkah 1 di atas.
Jadi untuk tujuan latihan ini saya akan menganggap anda berada di Langkah 1. Jika anda masih bergelut untuk membina corong jualan pada langkah 2 dan 3 maka sama ada anda terlepas sesuatu pada langkah 1 atau sesuatu telah berubah yang menyebabkan semua yang anda pelajari pada langkah 1 berhenti berfungsi.
4. Bina corong pemasaran sebelum corong jualan anda
Dengan mana-mana perniagaan adalah penting untuk anda menyediakan keadaan optimum untuk pasukan jualan anda berjaya. Dalam dunia SaaS tidak mencukupi untuk mempunyai tapak web yang hebat, anda memerlukan tapak web yang:
a) boleh didapati oleh produk dan perkhidmatan anda dalam enjin carian utama – Google, Bing, Yahoo & YouTube
b) boleh didapati dengan masalah yang anda selesaikan dalam enjin carian utama – Google, Bing, Yahoo & YouTube
c) boleh menukar trafik web kepada pemasaran petunjuk yang layak
Banyak syarikat mengabaikan perkara ini dan tergesa-gesa membina pasukan jualan keluar. Hakikatnya ialah setiap prospek berpotensi yang diminati oleh Pasukan keluar anda akan pergi ke tapak web anda untuk membuat penyelidikan lanjut.
Melainkan pengalaman web adalah sama atau lebih besar daripada pengalaman prospek dengan pasukan keluar anda, mereka akan segera dimatikan.
Untuk membina corong pemasaran anda mesti mencipta “kandungan pertama pengguna yang menarik”. Ini adalah kandungan yang sedang dicari oleh pengguna secara aktif bukan kandungan yang ingin didorong oleh pasukan jualan dan pemasaran anda.
Corong pemasaran SaaS anda ialah bahagian penting dalam strategi jualan Masuk anda. Untuk melakukan ini dengan jayanya, anda perlu mencipta kandungan berkualiti tinggi pada setiap peringkat perjalanan pembeli seperti yang ditunjukkan di bawah.
Kandungan harus menceritakan kisah jenama anda secara halus dan kejayaan yang telah anda bawa kepada pengguna lain. Jadikan pengguna awal anda sebagai Pahlawan bukan anda.
TOFU – Bahagian atas corong
Bahagian pertama corong jualan anda atau dikenali sebagai TOFU ialah peringkat kesedaran corong tersebut. Prospek menyedari masalah yang mereka hadapi dan sedang menyiasat penyelesaiannya.
Tapak web anda mesti mempunyai kandungan yang membincangkan masalah ini dan meletakkan syarikat anda sebagai Pakar Perkara . Kandungan yang paling popular di sini ialah:
Bagaimana untuk membimbing
Video penerangan
Catatan blog
Magnet Plumbum
Pada peringkat ini, prospek berada dalam mod penyelidikan, bukan mod membeli dan hanya mengumpul maklumat.
Prospek anda mungkin tidak berminat dengan penyelesaian pada peringkat ini kerana mereka masih cuba untuk mendiagnosis sendiri masalah mereka sendiri dengan tepat. Tidak mungkin prospek anda ingin bercakap dengan jualan pada peringkat ini.
Kami mengesyorkan anda menggunakan automasi pemasaran untuk menjejak artikel/halaman mana prospek anda memasuki tapak kerana ini adalah masalah yang menjadi perhatian utama mereka. Mengetahui perkara ini boleh memudahkan jualan untuk mengadakan perbualan yang berkaitan dengan mereka.
Anda juga mungkin berjaya melibatkan prospek dengan chatbots di tapak anda, namun ramai yang mahu kekal tanpa nama pada peringkat ini.
Tengah Corong
Pertengahan corong jualan anda ialah apabila prospek mula menilai penyelesaian khusus berdasarkan apa yang mereka pelajari pada peringkat 1. Bahagian tengah kandungan corong termasuk:
Persembahan
Demonstrasi
Kajian kes
Dari segi praktikal, mereka akan membuat beberapa bentuk senarai pendek pembekal yang berpotensi, dan mereka kemudiannya akan menggali lebih dalam butiran setiap penyelesaian yang berpotensi.
Pada peringkat ini prospek mungkin masih tidak terlibat dengan anda kerana mereka selalunya hanya menyelidik bagi pihak orang lain dalam organisasi mereka sendiri dan keutamaan mereka adalah pengumpulan maklumat.
Bahagian bawah Corong
Pada masa prospek anda telah mencapai bahagian bawah corong pemasaran anda dalam banyak kes mereka telah “membeli” satu pembekal atau penyelesaian tertentu.
Mereka telah membuat keputusan sebahagian besarnya mengenai pengalaman web mereka tentang jenama, pemesejan jualan anda dan keupayaan anda untuk meletakkan diri anda bukan sahaja sebagai pemimpin walaupun tetapi sebagai pemimpin pemikiran yang memahami masalah mereka.
Bahagian bawah kandungan Corong akan termasuk perkara seperti:
penetapan harga
Jadual perbandingan
Testimoni
Ulasan
Untuk penyelesaian yang lebih mudah dengan harga lebih rendah, anda akan mendapati mereka kini bersedia untuk mengambil percubaan jika anda menawarkan Seruan Tindakan (CTA) yang kukuh, manakala untuk penyelesaian yang lebih mahal dan kompleks, mereka kini akan terlibat dengan jualan.
Imej di bawah menunjukkan di mana corong pemasaran mudah beralih ke troli beli-belah dan jualan B2B yang lebih kompleks beralih kepada petunjuk untuk jualan.
Kejayaan bukan terletak pada memilih model yang betul, tetapi membina model anda sendiri berdasarkan data dan percubaan dan kesilapan.
Kebanyakan perisian pemasaran kini menjejaki tingkah laku pengguna di tapak web anda dan mungkin menggunakan pemarkahan petunjuk untuk memaklumkan jurujual apabila masa terbaik untuk mendekati prospek secara proaktif.
Dari pengalaman kami sendiri, masanya hampir selalu kepada awal dan program pemupukan utama yang jelas adalah sama berkesan.
Untuk melakukan ini, anda harus membina dalam pemasaran anda sekurang-kurangnya tiga magnet utama berbeza yang akan membantu anda menjadikan pelawat web anda menjadi pelanggan supaya anda boleh terus berhubung.
5. Pengiklanan untuk mengisi Corong Jualan anda
Banyak syarikat berjaya mengisi corong jualan mereka melalui pengiklanan. Pengiklanan digital telah matang ke tahap yang membolehkan penjejakan dan pelaporan yang ketara membolehkan anda memahami Nisbah Penukaran dan CAC anda dalam masa beberapa minggu.
Pada peringkat pertama, kami akan menyokong “Kempen Penyasaran Semula”. Ini hanyalah proses meletakkan tambahan di hadapan orang yang telah melawat tapak web anda.
Kajian menunjukkan penyasaran semula adalah tujuh kali lebih berkesan daripada kempen baharu, itulah sebabnya kami menganjurkan ini sebagai titik permulaan.
Strategi ini berfungsi dengan sangat baik dengan kempen pemasaran kandungan yang kuat. Saluran tambah yang paling popular untuk B2B ialah LinkedIn, namun, banyak syarikat juga telah berjaya dengan Facebook dan Instagram.
Tidak perlu dikatakan ini akan ditakrifkan oleh khalayak anda. Pengiklanan boleh digunakan dalam corong mudah untuk memacu jualan dan yang lebih kompleks untuk mendorong pertanyaan baharu untuk wakil jualan.
Jualan yang lebih kompleks mungkin memerlukan urutan yang ditentukan di mana pengguna mengklik dan mengiklankan untuk menerima magnet petunjuk dengan setiap petunjuk berharga $3.
Jika anda kemudiannya berjaya menukar 5% daripada petunjuk baharu ini, anda boleh mengaitkan $60 setiap jualan daripada pengiklanan kepada CAC anda.
Anda boleh membina urutan atau model yang boleh dijejaki daripada sebarang aktiviti bukan sahaja pengiklanan. Contohnya, acara, webinar dan telejualan membolehkan anda memahami aktiviti mana yang paling berkesan kos bukan sahaja untuk mengisi corong anda, tetapi sebenarnya menukar kepada pesanan.
6. Cara Membina Corong Jualan SaaS
Corong jualan anda akan berbeza-beza bergantung pada strategi jualan anda. Adakah anda menjual Apl anda secara langsung atau adakah anda menjual melalui rakan kongsi? Saluran manakah yang telah anda putuskan untuk fokus pada mulanya?
1. Kenal pasti Profil Prospek Sempurna anda. Ini ialah versi wakil jualan persona pemasaran. Ia termasuk semua yang akan disertakan oleh persona pemasaran, serta beberapa maklumat tambahan yang membantu jualan memahami dan berkomunikasi pada tahap yang lebih mendalam dengan prospek.
2. Bina pemesejan jualan anda. Sebahagian daripada kesesuaian produk/pasaran ialah memahami masalah perniagaan dan atau peribadi yang diselesaikan oleh produk anda.
Dalam pengalaman kami perkhidmatan SaaS yang paling berjaya ialah penyelesaian perniagaan yang menyelesaikan masalah perniagaan.
Sebaik sahaja anda memahami bagaimana ini berkaitan dengan produk/perkhidmatan anda sendiri pada tahap yang mendalam, anda boleh mula membina pemesejan jualan anda.
Ini adalah perkataan dan bahasa bernuansa yang telah anda buktikan bahawa prospek berhubung dengannya. Tidak cukup mengetahui tentang perniagaan dan penyelesaian anda sendiri, anda harus tahu tentang pelanggan anda.
Anda harus tahu dengan tepat bagaimana penyelesaian anda membantu pelanggan anda menjimatkan wang, menjana wang dan menjadikan kehidupan mereka lebih mudah.
3. Kempen Penjanaan Utama.
Sebaik sahaja anda telah mengenal pasti prospek sasaran anda dan membina pemesejan jualan anda, anda perlu mula bekerja pada kempen Penjanaan Utama.
Terdapat dua pendekatan utama untuk Penjanaan Peneraju seperti berikut:
a) Penjanaan Peneraju Masuk. Kempen penjanaan petunjuk masuk ialah tempat prospek menghubungi anda terlebih dahulu. Mereka boleh mengisi borang di halaman web anda, menelefon anda atau menghantar e-mel kepada anda. Untuk menjana petunjuk jualan masuk, anda perlu melakukan beberapa bentuk penciptaan kandungan, kempen iklan, webinar, program rujukan atau SEO.
b) Penjanaan petunjuk keluar. Kempen penjanaan petunjuk keluar ialah tempat anda menghubungi prospek melalui telefon, e-mel, mel terus, acara atau pemasaran berasaskan akaun. Kempen keluar selalu bermakna anda perlu membina pasukan kata keluar yang mungkin mahal.
Majoriti syarikat SaaS menggunakan gabungan masuk dan keluar, walau bagaimanapun, mereka hampir selalu memberi penekanan pada satu lebih daripada yang lain.
Sebagai panduan yang sangat kasar, perkhidmatan SaaS yang berkos lebih rendah dan menyasarkan PKS adalah diterajui pemasaran dan mempunyai tumpuan utama Masuk.
Perkhidmatan SaaS yang lebih berbelanja dan menyasarkan Pasaran Pertengahan kepada organisasi Perusahaan akan mempunyai pendekatan yang lebih diterajui jualan melalui Pemasaran Berasaskan Akaun.
7. Apakah Peringkat Corong Jualan SaaS?
Peringkat corong jualan anda hanyalah satu siri langkah yang dilalui oleh prospek anda untuk membuat pesanan.
Peringkat ini boleh berbeza-beza dan tiada satu corong yang boleh anda gunakan pada setiap apl. Walaupun peringkatnya sama, kaedah yang anda gunakan untuk memindahkan prospek melalui corong mungkin berbeza-beza.
Corong jualan anda ialah tempat yang bagus untuk mula mengumpul data untuk mengukur prestasi dan membuat penambahbaikan dari semasa ke semasa.
Secara umum, prospek harus bergerak melalui corong jualan secepat mungkin – ini dipanggil kitaran jualan atau kelajuan paip.
Mengukur kelajuan prospek bergerak melalui kitaran membolehkan anda mengenal pasti sekatan dalam corong anda dan kawasan di mana prospek perlahan.
Titik “melekat” ini adalah tempat anda harus melihat untuk membuat penambahbaikan.
8. Bilakah saya boleh menunjukkan produk SaaS saya kepada pelanggan?
Masa demo aplikasi SaaS dalam proses jualan telah menjadi subjek perbincangan bagi banyak syarikat.
Jawapan malangnya kepada soalan itu ialah “terpulang”. Banyak syarikat berjaya mendemonstrasikan apl mereka pada permulaan proses jualan, walau bagaimanapun, terdapat juga ramai yang membuat demo pada permulaan dan kemudiannya prospek mereka hilang ke dalam lubang hitam mel suara dan e-mel yang tidak dijawab.
Pendek kata, penyelesaian yang lebih murah dan mudah, maka lebih awal dalam proses anda boleh demo dan penyelesaian yang lebih mahal dan kompleks demo harus ditolak sejauh mungkin dalam proses penjualan.
Realitinya ialah terdapat kecenderungan untuk Usahawan dan jurujual tergesa-gesa untuk mendemonstrasikan aplikasi mereka, dengan harapan demo itu akan meyakinkan prospek untuk mendaftar.
Walaupun prospek itu layak dan sesuai, demo tanpa sebarang bentuk diagnosis kesakitan prospek berada dalam bahaya kehilangan prospek.
Prospek anda perlu tahu bahawa anda tahu dan anda memahami dunia mereka. Ini hanya boleh dicapai melalui penyoalan yang bijak dan disasarkan. Jika anda ingin mempercepatkan jualan, perlahankan jualan.
Demo biasanya merupakan titik leveraj terbesar jurujual dan jika anda memberikannya tidak lama lagi anda akan kehilangan leveraj dan kemungkinan besar prospek.
Sebagai peraturan umum – tolak demo apl sejauh mungkin dalam proses jualan anda.
Demo memerlukan masa dan wang terutamanya untuk jualan yang kompleks di mana lebih kerap daripada tidak demo yang dipesan lebih dahulu diperlukan.
Sebarang demo yang dipesan lebih dahulu mesti dihantar hanya kepada pembuat keputusan kanan pada pasukan pembeli prospek. Jika sesuai, anda juga boleh mempunyai dua demo dalam proses jualan – tidak ada peraturan selain jika ia berfungsi lakukannya.
Kebanyakan wakil jualan membuat kesilapan menggunakan bahagian proses jualan ini untuk menerangkan manfaat produk dengan lebih terperinci.
Apabila anda memberitahu anda tidak menjual. Gunakan soalan penyiasatan yang bijak untuk mendapatkan prospek memberitahu anda bagaimana penyelesaian itu akan menyelesaikan masalah perniagaan mereka.
Anda harus mengelak daripada bercakap tentang ciri yang anda percaya berkaitan dengannya. Jika anda tidak mendedahkan perkara ini dalam peringkat penemuan proses jualan, sememangnya berisiko untuk memperkenalkan apa-apa yang baharu di bawah proses tersebut.
Untuk penyelesaian yang lebih mudah dengan harga yang lebih rendah, anda akan mendapati mereka kini bersedia untuk menjalani percubaan, manakala untuk penyelesaian yang lebih mahal dan kompleks, mereka kini akan terlibat dengan wakil jualan.
Untuk menunjukkan bahawa mereka telah menjalankan usaha wajar mereka akan sentiasa bercakap dengan dua atau tiga pembekal yang berpotensi.
Ini tidak semestinya untuk mengurangkan harga pembekal, tetapi kadangkala mereka perlu mengesahkan kepada kumpulan pembelian yang lebih luas dalam organisasi mereka mengapa mereka mempunyai keutamaan.
Percubaan apl juga merupakan cara yang baik untuk membuat pengguna mendaftar, namun, nisbah penukaran percubaan untuk ditutup biasanya lemah dalam kebanyakan kes SaaS.
Bergantung pada harga, anda boleh menawarkan percubaan terurus, supaya mereka boleh menilai perisian anda semasa anda mengurusnya lebih jauh di bawah proses jualan.
Semasa percubaan, prospek dapat melihat bagaimana produk akan berfungsi untuk mereka dalam amalan. Adalah penting untuk menentukan masa percubaan dengan bijak dan memastikan anda telah bersetuju terlebih dahulu apa yang berlaku jika percubaan itu berjaya.
Kami telah mencipta grafik di atas untuk cuba menerangkan secara visual cara ini mungkin berfungsi untuk organisasi anda.
Perlu diperhatikan dalam contoh, majoriti CAC anda akan menjadi pemasaran, manakala dalam corong yang lebih kompleks kos anda akan termasuk pemasaran, jualan + penerimaan pelanggan.
9. Contoh Corong Jualan SaaS
Corong jualan di bawah adalah contoh. Anda TIDAK seharusnya meniru ini melainkan ia sesuai dengan proses jualan anda.
Mereka direka bentuk untuk menjadi titik permulaan bagi mereka yang ingin membangunkan corong jualan.
Seperti yang anda lihat daripada grafik, terdapat banyak alternatif kepada peringkat yang digunakan untuk membentuk corong jualan anda bergantung pada jenis corong yang anda cipta.
Untuk corong digital semata-mata anda boleh mempunyai:
Lead Magnet Landing page – tempat prospek tiba selepas mengklik pada iklan anda
Halaman Pengesahan – mengesahkan tawaran, percubaan atau pembelian percuma anda
Halaman Upsell – di mana prospek mempunyai peluang untuk menambah perkhidmatan tambahan atau menaik taraf
Halaman pembayaran – tempat prospek membayar untuk perkhidmatan tersebut
Halaman Tahniah atau Terima Kasih – di mana anda boleh menandatangani prospek pos dengan langkah seterusnya yang sesuai.
10. Metrik corong jualan SaaS
Mengenai metrik, kami percaya ini ialah metrik dan KPI operasi jualan biasa yang biasa digunakan oleh kebanyakan orang. Tidak perlu dikatakan metrik ini penting dan anda harus merekod dan melaporkannya.
LTT – Membawa kepada penukaran percubaan
Ini ialah bilangan petunjuk yang telah menukar kepada percubaan.
DCR – Nisbah penukaran demo
Bilangan demo yang berjaya menukar ke peringkat seterusnya dalam proses jualan.
TTS – Penukaran percubaan kepada jualan
Ini ialah bilangan prospek pada percubaan percuma yang telah menukar kepada pelanggan berbayar.
LTV – Nilai Sepanjang Hayat pelanggan
Ini ialah purata jumlah nilai yang akan dibelanjakan oleh pelanggan sebelum meninggalkan perkhidmatan. Ironinya ini boleh menjadi lebih sukar untuk mengukur lebih baik produk anda kerana, tanpa pelanggan meninggalkan anda tidak akan tahu berapa lama mereka tinggal dan jumlah nilai mereka kepada perniagaan.
Churn – Bilangan pelanggan yang pergi
Pelanggan akan pergi dan itu tidak selalu menjadi perkara yang buruk. Jika pelanggan yang keluar sesuai dengan ICP (Profil Pelanggan Ideal) anda maka anda menghadapi masalah. Pelanggan yang meninggalkan yang tidak sesuai dengan ICP anda mungkin membebaskan sumber berharga yang boleh dibelanjakan untuk ICP anda.
MRR – Pendapatan berulang bulanan
Hasil berulang bulanan memberi anda gambaran keseluruhan kejayaan anda, namun, ia hanyalah gambaran keseluruhan dan anda perlu melihat butiran dalam data untuk mendapatkan gambaran yang lebih tepat.
ARR – Hasil berulang tahunan
Hasil berulang tahunan memberikan gambaran keseluruhan perniagaan yang baik, tetapi seperti MRR, anda harus mengkaji semua data untuk mendapatkan gambaran yang lebih tepat tentang kesihatan usaha niaga anda.
Kitaran Jualan – Masa dari hubungan awal hingga pesanan tertutup
Ini biasanya singkatan untuk penyelesaian yang lebih mudah bernilai rendah dan lebih lama untuk jualan Perusahaan yang kompleks. Contohnya, jualan kepada bank Tahap 1 mungkin mengambil masa 18 bulan dari hubungan awal hingga ditutup.
CAC – Kos Pemerolehan Pelanggan
Adalah penting untuk memahami kos anda untuk memperoleh seorang pelanggan. Dalam dunia yang ideal, anda akan menemui perkara ini dalam fasa awal perniagaan apabila anda membuktikan cadangan nilai. Tanpa angka ini adalah mustahil untuk dimasukkan ke dalam sistem dan proses untuk meningkatkan perniagaan kerana anda tidak akan tahu berapa banyak yang boleh anda belanjakan untuk pemasaran dan jualan bahagian hadapan.
Churn Negatif –
Pergolakan negatif ialah metrik pertumbuhan yang berkuasa yang menunjukkan bahawa hasil daripada jualan tinggi dan jualan silang pelanggan sedia ada menghilangkan hasil yang hilang apabila pelanggan pergi.
11. Penyerahan Cadangan SaaS
Selepas demo terakhir, anda tidak boleh menawarkan untuk menghantar cadangan.
Cadangan memerlukan masa dan wang dan jika prospek anda berminat mereka akan meminta anda untuk cadangan.
Jika prospek anda tidak meminta cadangan daripada anda maka ia memberitahu anda bahawa mereka tidak berminat untuk bekerja dengan anda dan anda perlu meneruskan proses jualan untuk memahami di mana anda telah silap.
Apabila proses jualan terhenti, ia jarang berlaku kerana sesuatu yang anda telah lakukan salah pada masa itu – lebih kerap, ia adalah sesuatu yang anda terlepas lebih awal dalam proses jualan.
Pastikan anda yakin semua faedah perisian telah diterangkan dengan jelas kepada mereka dan dipetakan mengikut keperluan mereka yang dinyatakan.
Jika boleh, sentiasa dapatkan White Knight anda untuk membantu anda mencipta cadangan dan rasa semak versi draf dengan mereka sebelum menghantar salinan rasmi.
Sebelum menghantar cadangan anda, anda mesti mempunyai pemahaman yang jelas tentang langkah seterusnya jika anda menang atau kalah.
Tanpa ini, anda berkemungkinan besar menghabiskan tiga bulan berikutnya mengejar hantu dalam mel suara.
12. Menentukan harga kontrak SaaS anda
Banyak syarikat menyediakan harga terhad atau tiada langsung di tapak web mereka kerana mereka tidak mahu pesaing mereka melihat harga mereka, atau mereka fikir ia akan menakutkan bakal pelanggan.
Anda harus berbangga dengan harga anda dan nilai yang anda bawa. Biarkan persaingan melemahkan anda dan mengikat semua sumber mereka pada tawaran yang tidak menguntungkan.
Orang jarang membeli penyelesaian yang paling murah, jadi biarkan prospek anda melemahkan anda.
Jika anda masih bimbang untuk meletakkan harga anda di tapak web anda, fikirkan tentang perasaan anda apabila anda menyelidik penyelesaian yang anda minati hanya untuk mendapati halaman harga penuh dengan POA.
Jika anda seperti kebanyakan orang, anda mendapati ini benar-benar menjengkelkan dan segera beralih kepada pembekal berpotensi seterusnya.
Akhir sekali, kelebihan lain untuk memaparkan harga anda dengan bangga ialah ia melayakkan sesiapa sahaja yang tidak bersedia untuk melabur pada tahap itu.
Ini boleh menjimatkan banyak masa dan sumber anda dengan prospek yang mempunyai tahap belanjawan yang berbeza.
Terdapat banyak strategi harga yang tersedia untuk anda, namun, dari pengalaman kami, satu-satunya perkara yang dijamin, ialah anda akan menukar harga anda.
Sebagai peraturan asas jika harga anda ditetapkan terlalu tinggi untuk kontrak jangka pendek atau percubaan berbayar, prospek mungkin gagal untuk mengalami manfaat penuh perisian sebelum kontrak tamat dan mereka mungkin memutuskan untuk tidak memperbaharui .
Jika boleh, anda harus memberi ganjaran kepada prospek semasa tempoh percubaan untuk menambah maklumat dan menggunakan perkhidmatan tersebut.
Contohnya, tawarkan percubaan yang lebih pendek dan beri insentif kepada pengguna jika mereka melengkapkan persediaan profil/akaun mereka.
Tawarkan tempoh percuma lagi menggalakkan mereka menggunakan produk sebagai contoh jika mereka memuat naik data ke dalam sistem.
Ideanya adalah untuk “menyertai” pengguna baharu anda langkah demi langkah dan menjadikan produk anda selekat mungkin.
Jika prospek mahu meneruskan, anda harus menggunakan kontrak dengan tandatangan digital untuk mempercepatkan proses jualan.
Jangan sekali-kali menghantar kontrak dalam e-mel atau pautan ke kontrak digital kerana ini boleh diabaikan dengan mudah.
Susun untuk mendapatkan prospek melalui telefon dan bercakap melalui kontrak dengan mereka. Sebaik sahaja mereka bersetuju dengan segala-galanya dalam kontrak hanya minta mereka menandatangani semasa anda mempunyai mereka di telefon.
Dengan cara ini anda mengekalkan kawalan ke atas proses jualan.
13. Mengapa corong jualan sangat penting untuk penyedia SaaS
Banyak perniagaan telah gagal selepas bergelut untuk melaksanakan corong jualan. Pemasaran dan penjualan produk SaaS boleh menjadi sangat mencabar, dan kemungkinan pelanggan sasaran anda sudah terharu dengan tawaran daripada vendor perisian yang bersaing.
Fikirkan tentang bahagian belanjawan sedia ada pembeli yang mana anda akan memenangi hasil. Apakah pesaing langsung atau tidak langsung yang akan anda ambil belanjawan?
Anda mungkin bersaing dengan beberapa jenama terbesar dan paling berkuasa di dunia yang menyediakan penyelesaian generik kepada masalah yang sama yang anda selesaikan.
Ini bermakna anda perlu menawarkan sesuatu yang tersendiri yang sebenarnya diperlukan oleh pelanggan anda.
Kajian CB Insights mengatakan 42% daripada syarikat permulaan SaaS gagal kerana mereka menawarkan produk yang tidak diperlukan pelanggan sasaran mereka.
Meyakinkan bakal pelanggan perisian anda menawarkan nilai tulen adalah penting.
14. Menguruskan jangkaan prospek
Mencipta corong jualan adalah tentang membina perjalanan dari pelawat web, kepada pelanggan dan melalui tunjuk cara dan jejak dan berakhir dengan kontrak ditandatangani.
Corong jualan anda harus menekankan setiap peringkat utama yang akan dilalui oleh prospek anda dalam perjalanan mereka ke perjanjian yang dibuat.
Bersikap terbuka, lebih awal dan kongsi peringkat proses terlebih dahulu dengan prospek anda.
Anda harus memberi perhatian yang teliti kepada sebarang titik geseran yang mungkin berlaku semasa prospek anda melalui saluran jualan anda.
Ini akan memberi anda peluang untuk membuat penambahbaikan pada corong anda pada masa hadapan.
Apa yang paling penting ialah anda merekodkan semua titik data dalam corong jualan anda.
Ini akan membantu anda membuat keputusan berdasarkan fakta dan bukannya perasaan hati anda. Ia boleh mengambil masa untuk corong jualan anda menjadi berkesan sepenuhnya dan anda mungkin perlu membuat beberapa pemurnian sebelum anda mempunyai corong jualan yang benar-benar dioptimumkan.
Ramai pelanggan tidak mempunyai pemahaman yang mendalam tentang perkara yang mereka perlukan apabila mereka mula-mula bertemu dengan anda. Menyediakan penyelesaian bukan hanya produk dengan membantu prospek membuat hubungan antara kedua-duanya.
Apa yang benar juga ialah pengguna sering membeli apa yang mereka mahu bukan apa yang mereka perlukan.
Inilah sebabnya mengapa sangat penting untuk bertanya soalan yang disasarkan supaya anda boleh menentukan dengan tepat keperluan mereka supaya anda boleh meletakkan perisian anda dengan cara yang paling menguntungkan.
Soalan-soalan ini juga akan memberitahu anda sejauh mana mereka perlu membuat keputusan.
15. Kebangkitan penyelesaian SaaS
Nampaknya segala-galanya di dunia kini dikuasakan dalam talian oleh Aplikasi SaaS. Daripada Netflix dan Amazon Prime ke LinkedIn dan Microsoft M365, kami kini dikelilingi oleh penyelesaian SaaS dalam satu perihalan atau yang lain.
Dari segi kewangan SaaS masuk akal kerana ia mengelakkan perbelanjaan modal yang besar di hadapan dan mengurangkan risiko penyelesaian.
Lagipun, jika ia tidak berfungsi, anda biasanya hanya terkunci dalam tempoh maksimum 12 bulan. Kelebihan lain SaaS termasuk cara ia biasanya cepat digunakan dan tidak memerlukan penyelenggaraan di pihak pelanggan.
Peningkatan biasanya dihantar secara automatik, dengan pelanggan biasanya ditawarkan tahap perkhidmatan yang terjamin.
Sandaran dan pemulihan data biasanya dijalankan bagi pihak pelanggan, supaya mereka boleh menumpukan pada perkara yang terbaik yang mereka lakukan, selamat dengan pengetahuan bahawa segala-galanya dikendalikan oleh pembangun perisian itu sendiri.
Lockdown telah mengecas turbo SaaS
Kerja jarak jauh semakin meningkat walaupun sebelum wabak, jadi hakikat bahawa produk SaaS membenarkan individu bekerja dan bekerjasama dari mana-mana sahaja telah membantu untuk membenamkan SaaS lebih mendalam dalam kehidupan seharian kita.
Terdapat beribu-ribu produk baharu produk SaaS sedang dibangunkan di setiap negara di seluruh dunia jadi persaingan adalah sengit, namun, tiada penghujung yang jelas kepada selera pengguna dan perniagaan terhadap penyelesaian SaaS.
Corong jualan yang koheren boleh menjadi perbezaan antara produk anda menjadi kejayaan viral dan dipaksa untuk kembali ke papan lukisan.
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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your first session FREE
Get all the templates
you need to sell more now
Register here
Get the coaching you want, when you want it, at your desktop
“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
