Thoroughly research your target audience and what’s important to them
Ensure you know exactly how your product or service impacts your customer and the value it delivers
Plan your day and make sure you have prepared your call lists in advance
Use a CRM or other tool to track every call you make
Use email and social media in combination to increase your success
Slow down – build rapport first and add value before you ask for anything
Embrace the NO’s, don’t take it personally and understand, success is following your process consistently
If you are not getting more No’s than Yeses then you are not talking to enough people
Test everything and keep testing everything, so you can learn and improve
Some sales people dread the thought of cold calling, and many customers hate receiving endless cold calls from various companies trying to sell them products or services that they don’t want.
In this changing world, many of us don’t even make a phone call in our personal lives, as we swap traditional phone calls for instant messaging and social media.
However, cold calling is a tried and tested sales channel which has been used for decades to secure new customers, and can still play an important part in your outbound sales strategy.
Whilst cold calling might not seem to be the in thing, most companies still have some form of cold calling operations. In fact, cold calling is considered to be the most used sales technique in the world.
1. Cold calling is dead, long live cold calling
The way in which modern buyers operate has changed. Many buyers are more savvy now, and don’t like to be sold to, but they do like to buy.
With this in mind, you might think that cold calling has had its day, and should be consigned to the bin. Whilst the world has moved on, cold calling can still be a really effective sales tool.
Salespeople do however need to adapt their practices to suit the modern buyer. Gone are the days of aimlessly working through a spreadsheet, today’s cold callers need to work in a much more targeted and smarter way.
If you’re considering using cold calling as a route to market it’s important your sales reps are properly trained and not simply “winging” it on every call. Our telephone cold calling course will help your sales reps develop a positive attitude, refine your cold calling process, improve their objection handling skills and sales techniques.
2. What is the definition of a cold call?
A cold call is simply when you telephone a stranger who is not expecting your call. At some stage it is highly likely that we have either cold called someone, or been cold called ourselves, either in a work capacity or in our personal lives.
If you have met the potential customer previously at a trade show or had some previous communication with them, then that is not a cold call.
Similarly, if you have corresponded with the prospective buyer before, maybe sent them some promotional material either via email or LinkedIn, this is not a cold call.
The latter examples are called “Warm Calling”, which typically has a much higher success rate, but as you would expect, lead in times and costs are more expensive for warm calling.
Many sales people do not get sufficient cold calling training, either in terms of quantity or quality. This may be because companies they are reluctant to invest in their teams and assume that in cold calling the volume of calls is king.
However, this approach is counterproductive to creating and maintaning a good brand, securing new customers and increasing profits and revenue for your company.
One bad cold call could have ramifications for your business, as it could give a negative impression of your business and destroy your brand reputation.
Not only can this mean that the person being cold called will be very unlikely to order from your company, but they may tell their colleagues and business network of their poor experience, starting a chain of dissatisfaction. If this happens time and time again, it could become a major problem for your business.
Cold calling is a difficult job, there is no getting away from that. As you are jumping into the unknown you have no idea as to who is on the other side, they could be aggressive towards you, or just look to play with you and waste your time.
However, all of that anguish can be overcome by the feeling of success in pulling off a sale or booking a meeting, where originally there may have been little chance of success.
Like most things in life, you get out of cold calling what you put in. If you are willing to learn, and put in the hard graft of calling a seemingly endless array of people, you will get some success.
Making cold calls and repeating the cold calling process will help cement those practices into your sales pitch, but it may take thousands of calls for you to perfect it.
Unfortunately, somewhere along those thousands of calls, you are likely to encounter a troublesome customer and a lot of rejection. It is important that you don’t let this put you off.
Klozers offer specialist cold calling training courses, which can be a useful investment if your cold calling isn’t getting the right results, or you want to try to source new customers via cold calling techniques.
There are also a whole host of videos and books on sales training (and specifically telephone sales), which can give great tips and insights. However, for many, this is only a substitute for good sales training and experience.
Unsurprisingly, almost all marketing executives will tell you that telephone prospecting is a waste of time, and companies should focus their attention on marketing – resulting in greater budgets for their teams.
Marketing is hugely important, however, it is reactive and not pro-active, and that might not work for you.
As an example, if you have a proven niche software solution and are selling into a vertical such as Hotel Chains within the Hospitality sector, would you wait on all the Hotels seeing your marketing material and then contacting you, or simply get your business development team to contact them directly?
Yes, in an ideal world they will be familiar with your brand before the sales reps contact them, but the point is you would never advocate sitting around waiting on them to contact you.
Effective modern businesses should look to combine both of these techniques. Cold calling has its place, but marketing should always be viewed as the main lead generator for the business.
When we think of cold calling, we might think of sales reps being in an endless rush, jumping from potential customer to potential customer without a thought. However, proper preparation is an important part of successful cold calling. In some instances, scripts can be a useful tool. If scripts are used then the sales rep should prepare and learn the script, so they can sound engaging on the phone, rather than robotic.
* Record Keeping
Keeping track of your progress as a cold caller is an important part of the cold calling process. It can be demoralising making call after call and getting making no progress, but if the company or sales person keeps an efficient log of call rates then this can motivate the sales reps. For example, if a cold calling sales team know they have a success rate of 1 in 50, and the sales person has made 15 calls without any success, they know that this can be a common occurrence and if they use their skills correctly a sale may be round the corner.
* Plan for the day ahead
Modern business is full of statistics, and every last detail can be logged somewhere. This can be useful in looking at the success rates of cold calling. Are there particular times of the day, days of the week, or parts of the month when telephone prospecting is more successful than others.
If clear patterns emerge then sales teams should double up their efforts to take advantage of the successful patterns. When cold calling is less successful then this time could be better spent on team training or meetings. It would be poor team planning if a weekly meeting was scheduled on the most successful time of the week!
If it takes you a couple of calls in the morning to full get into the swing of things, then you can always keep your best prospects back a couple of hours, or even keep them until the time/day when you know cold calls are more successful. You will however, need to work around the availability of the buyer.
* Follow Up
Following up with a cold call contact is vitally important. During the phone call you might think that the person isn’t interested, but even a short follow up email could bring them onto your side. The buyer may not have heard about your company before, and be sceptical of your business claims.
If they are provided with some material material and links to your website, they can corroborate your information themselves, which is a powerful tool. Emails which are sent after a cold call have a surprisingly high open rate.
* Practice makes permanent
If you want to be good at something you need to practice, practice and practice some more. It is thought that to become a cold calling expert you need to dedicate 10,000 hours to doing it.
You will need to guard against practice making bad habits permanent. It can be easy to rid ourselves or our sales teams of bad traits if they don’t do it too often or they have just started, but once they are embedded it can be much harder to get rid off.
Therefore, it is important that salespeople receive training prior to starting cold calling, and that regular sales training and review procedures are in place to avoid problems becoming permanent.
* Share ideas and experience across the team
Sales people are naturally competitive people, they will want to beat their colleagues in the number of sales or appointments secured. However, there is a lot to be said for teamwork. Debriefing at the end of the day can be used to refine sales pitches to what works and what doesn’t work. Sharing experiences both good cold calls and bad can also be reassuring to colleagues.
Cold calls don’t always go to plan, and it can be a good idea to expect the unexpected, and prepare as an individual or as a team for what response you should give in unexpected circumstances.
5. What makes cold calling so difficult?
As we said earlier cold calling is difficult, but don’t let that put you off making it an important part of your sales strategy. Modern buyers have become more adapt to fending of pushy salespeople, especially if it is via a cold call.
Cold calling has a low conversion rate, meaning that cold callers will need to make a significant number of calls to secure an appointment or order. It is thought the average conversion rate of securing an appointment via cold calls is between 1 – 3%.
Inevitably not everyone who agrees to an appointment will place an order, so its success can be low.
Securing a telephone number of a prospective client can be a difficult task in itself. Many major businesses do not advertise the relevant information, leaving salespeople to bounce between departments trying to find the right person.
6. Cold Calling Training Courses
Klozers offer specialist cold calling courses for any industry, which can help your sales team improve their cold calling skills and success rate. Courses are suitable for new salespeople and experienced salespeople who might need a refresher.
Sales Courses can be tailored to the needs of the attendees, so if there is an issues which is specific to a particular industry, it can be addressed in the training. Whilst not technically cold calling, our courses can also include how to convert incoming sales calls.
Cold calling training can include high paced boot camps which cram a lot of learning into one day. The fast-paced environment of a boot camp training session is well matched with the fast pace of cold calling.
As people learn through experience, many training sessions include live demonstrations of cold calling skills, and role play to improve learning outcomes.
Some companies limit the amount of participants from any one company attending a training session together. This ensures that the sessions aren’t dominated by the concerns of requirements of one single company. It also allows the sharing of ideas from different companies to benefit everyone.
Like many businesses cold calling providers have adapted their practices in response to the changing world of COVID-19. Online cold calling courses are now far more common than they would have been a few years ago. This can reduce the time and expense of travel.
Bespoke training packages are available, which includes ongoing 1-2-1 sales coaching, which can be useful to continuously motivate your sales team, keep their performance fresh and vibrant and ensure that bad habits don’t creep in.
Formação em Vendas na Web - Pergunta principal do Google
A formação de vendas on-line é eficaz?
A formação em vendas on-line é eficaz porque ajuda as organizações
Reduzir o tempo de viagem para eventos ao vivo
Proporcionar um melhor equilíbrio na vida profissional reduzindo o tempo que os vendedores passam longe de casa
Redução dos custos de entrega da formação em vendas
Comunicação e colaboração mais rápidas
Reforço de novas estratégias e tácticas de venda após a formação inicial
Melhoria da responsabilização para ajudar os vendedores com novos comportamentos
Apoio contínuo aos vendedores existentes e aos novos vendedores
A formação em vendas online melhorou drasticamente e deve ser considerada como parte da sua formação global em vendas.
A formação em vendas na Web ou a formação em vendas on-line tornou-se um aspecto essencial da educação em vendas, desde o advento dos lockdowns e a subsequente tendência de trabalhar a partir de casa.
A arte da virtualidade tornou-se uma vantagem para qualquer indústria para trabalhar ou estudar enquanto permanece em casa.
Apesar disto, muitas empresas lutam para fornecer um argumento comercial abrangente para a formação em linha versus a abordagem mais tradicional face a face da sala de aula.
Embora a formação presencial ainda tenha um papel importante a desempenhar na educação de vendas, aqui estão algumas áreas que poderá considerar ao avaliar as diferentes opções disponíveis.
#formação em vendas baseada na web
1. Redução do tempo de viagem
Tradicionalmente, a formação Face a Face tem sido ministrada através de eventos de um e dois dias. Na maioria dos casos, realizaram-se em hotéis e centros de conferências. Com cada vez mais empresas a empregar equipas de vendas que são geograficamente remotas, alguns participantes poderiam passar um dia de viagem para assistir ao evento e um dia de viagem para regressar a casa. São três dias para um dia de aprendizagem.
Com o Treino Baseado na Web não precisa de percorrer centenas de quilómetros só para vir trabalhar. Não precisará de se levantar cedo para vencer o trânsito da hora de ponta e não precisa de um orçamento enorme para começar.
2. Equilíbrio da Vida Profissional
Para muitas pessoas, encontrar tempo para a família tornou-se uma parte importante do seu trabalho. O trabalho híbrido tem permitido a muitas pessoas eliminar longas deslocações, permitindo-lhes passar tempo extra de qualidade com os seus entes queridos.
A formação de vendas com base na Web faz parte dessa solução, fornecendo formação em ritmo próprio, e ou aulas estruturadas em linha, que as equipas de vendas podem frequentar a partir de casa.
3. Custos de entrega
Tradicionalmente, a formação presencial para qualquer equipa de vendas tem sido ministrada através de salas de aula e salas de reunião de hotéis. Acrescente-se a isto o custo de pernoitar em eventos de formação presencial, e os custos podem rapidamente começar a aumentar, mesmo para uma pequena equipa.
Muitos vendedores de formação irão repercutir a redução dos custos de entrega nos clientes, uma vez que eles próprios poupam custos de viagem e alojamento para os seus formadores de vendas.
Cursos de Formação em Vendas Online
4. Colaboração e Comunicação mais rápida
A maior parte da formação tradicional seria designada por “formação de impacto”. São eventos únicos concebidos para dar início à aprendizagem e desenvolvimento.
Embora ainda exista um lugar para este tipo de formação, muitas empresas descobriram que os vendedores precisam de ajuda quando precisam de ajuda. Não querem guardar a sua pergunta para o próximo evento de formação de vendas dentro de três meses. A formação em vendas com base na Web proporciona aprendizagem na torneira, quando os vendedores mais precisam dela.
A formação em linha da Klozers fornece apoio em tempo real aos nossos clientes através de chat ao vivo e e-mail. A nossa equipa baseada na web fornece apoio aos nossos clientes “no momento” para que possam aprender enquanto estão a trabalhar.
Independentemente da qualidade do formador de vendas ou do conteúdo do curso, os vendedores simplesmente não podem absorver toda a informação que recebem nos cursos de vendas de um e dois dias. A Formação em Vendas correlaciona-se directamente com o crescimento no desenvolvimento pessoal e isto não acontece da noite para o dia.
Alterações na estratégia de vendas, técnicas de vendas, processo de vendas e competências de venda contribuem para o sucesso das vendas, mas precisam de ser abordadas com uma visão a longo prazo. Não há varinha mágica nas vendas e o sucesso de vendas vem tanto através de trabalho árduo como do desenvolvimento da sua força de vendas em termos de desempenho global de vendas.
A formação de vendas baseada na Web é tipicamente distribuída por períodos mais longos e funciona por um efeito de gotejamento onde o conteúdo é entregue num formato “pequeno e frequente” que é mais fácil de absorver.
Curso de Formação em Vendas Online
6. Responsabilização de vendas
Uma das partes mais importantes dos melhores cursos de formação em vendas é a implementação e o apoio após a formação ter tido lugar. Não só os seus representantes de vendas necessitarão de apoio, mas também a sua gestão de vendas precisará de ajuda para implementar mudanças no processo de venda, nas competências de venda e nos comportamentos da equipa de vendas.
Infelizmente muitos profissionais de vendas frequentam formação e depois regressam ao seu trabalho e continuam a fazer o que sempre fizeram. Isto não é uma receita de sucesso.
A mudança para qualquer humano é difícil e a maioria de nós precisa de apoio para o fazer. Com formação baseada na web, a Klozers fornece apoio contínuo de coaching tanto aos participantes do curso como aos seus gestores de vendas para assegurar quaisquer mudanças no processo de vendas, novas competências e comportamentos de vendas são plenamente adoptados.
7. Apoio Contínuo
Muitas empresas continuam a contratar novo pessoal após qualquer evento de formação. Isto poderia ser simplesmente para substituir os vendedores que partiram ou como parte dos seus planos de expansão.
Muitas vezes não é financeiramente viável trazer um treinador de vendas sempre que há mudanças na sua equipa de vendas, pelo que a capacidade de ministrar formação em linha a novos empregados é extremamente importante.
A maior parte da formação baseada na web é auto-gravada e pode ser registada. Isto pode então ser utilizado para construir uma biblioteca que pode ser acedida de forma contínua tanto para os profissionais de vendas existentes como para os novos profissionais de vendas.
Cursos de Formação em Vendas Online
A formação tradicional presencial terá sempre um lugar na educação moderna em vendas, no entanto, é importante considerar as alternativas. Embora orçamentos e circunstâncias individuais devam ser sempre considerados como formação baseada na web está aqui para ficar e é uma parte importante de cada programa de formação de vendas em curso.
A Klozers fornece uma gama completa de cursos de formação de vendas presenciais e baseados na Internet. Cada uma destas características apresenta uma formação ao vivo onde os participantes podem interagir.
Para além da nossa formação, prestamos apoio contínuo através de coaching de vendas. Se a sua força de vendas precisar de ajuda para desenvolver a sua proposta de valor, prospecção de vendas, redução do seu ciclo de vendas, habilidades de venda, ganhar apresentações de negócios repetidos ou de vendas, gostaríamos de falar consigo.
O nosso objectivo é ajudá-lo a atingir os seus objectivos comerciais, reduzir as suas metas de vendas e alcançar o sucesso de vendas que procura.
Ligar o desempenho de vendas para encorajar o desenvolvimento de novas competências de vendas
Preencha o formulário à direita e descarregue o nosso modelo de análise de desempenho de vendas.
Pode personalizar isto à sua situação única e começar a conduzir o desempenho das vendas dentro de uma hora.
Porque é que as análises de desempenho de vendas são importantes
Muitas empresas e gestores de vendas ignoram a importância de avaliações regulares e estruturadas do desempenho de vendas com os seus representantes de vendas. Por vezes sabem como estas reuniões são importantes, mas escorregam da agenda devido a outras pressões dentro do negócio.
Na maioria das vezes, os empregados são reduzidos a uma revisão anual do desempenho, que pouco faz para avaliar o desempenho, e muito menos para impulsionar o crescimento profissional.
Há uma miríade de razões pelas quais se deve arranjar tempo para estas reuniões, provavelmente nenhuma mais para que a retenção dos funcionários. O custo de encontrar e contratar bons vendedores está a aumentar, pelo que faz certamente sentido fazer tudo o que pudermos para reter o nosso pessoal após este investimento.
A pandemia, os lockdowns e o trabalho a partir de casa serviram para que os vendedores repensassem o seu estilo de vida e os seus objectivos de vida. As estatísticas mostram que em 2021, 48 milhões de pessoas deixaram os seus empregos, 41% da força de trabalho global estão a considerar abandonar os seus empregos e 46% estão a considerar a possibilidade de se deslocalizarem nos próximos 12 meses.
As empresas e gestores de vendas que são lentos a realinhar a sua gestão e os seus processos de trabalho certamente lutarão para manter os seus melhores vendedores.
Melhorar o desempenho das vendas
As avaliações de desempenho e 121’s são uma parte crucial não só da progressão dos empregados, mas também do seu bem-estar. A venda profissional pode ser estressante e o bem-estar mental é extremamente importante.
São uma óptima forma de assegurar que os objectivos da empresa, bem como os do indivíduo, estão a ser cumpridos e de assegurar que o percurso profissional dos empregados está a ser reconhecido.
Se um profissional de vendas tiver quaisquer desafios no seu trabalho ou vida pessoal, uma análise de desempenho é a sua oportunidade de discutir isto com o seu gestor de vendas.
Uma análise de desempenho deve ser um local seguro para o representante de vendas discutir as necessidades, aquilo em que são bons e as necessidades trabalhadas. Longe de um encontro de ansiedade e medo com o chefe, deveriam ser um lugar onde tivessem alguém com quem pudessem falar em confiança.
Como gerente, quer saber que os seus empregados são pessoas em quem pode confiar. Por sua vez, eles precisam de sentir o mesmo de si e os 121’s são uma óptima maneira de o fazer.
Estabelecer objectivos de vendas, discutir o que realmente querem do trabalho e para onde querem ir, são uma parte crucial da sua posição. Se o empregado se sentir reconhecido e ouvido, estará então mais inclinado a prosperar na sua posição e a trabalhar com as suas melhores capacidades.
Os Gestores de Vendas devem realizar Revisões de Desempenho pelo menos trimestralmente, mas idealmente devem ser realizadas todos os meses para que você, como gestor de vendas, possa gerir a função de representantes de vendas, as suas expectativas, e tirar o máximo partido delas.
Catálogo de Vendas SaaS
O que devo discutir numa Análise de Desempenho de Vendas?
A venda moderna tem agora tantos papéis diferentes que é difícil fornecer uma fórmula de tamanho único para todos nas vendas. Por exemplo, a avaliação do desempenho de um DSE será muito diferente da de um gestor de contas. Encorajamo-lo vivamente a desenvolver revisões específicas e métricas chave com base nos diferentes papéis nas vendas.
O processo de Análise de Desempenho deve ser mantido bastante informal – não é uma reunião disciplinar, é um espaço seguro para o seu funcionário ser aberto e honesto. O seu Representante de Vendas deve sentir-se à vontade para fazer perguntas em ambiente privado e transmitir quaisquer problemas que possa ter.
Na Klozers, a nossa filosofia de Gestão de Vendas é construída em torno das quatro áreas de alto valor de vendas, nomeadamente
Encontrar – o que estamos a fazer de forma consistente e pró-activa para encontrar novas perspectivas e oportunidades de vendas?
Klozing – quando encontramos novos negócios estamos a seguir o nosso processo de vendas e a maximizar a oportunidade?
A crescer – estamos a fechar activamente novas contas e a aumentar as receitas das mesmas?
Desenvolver – o que estamos pessoalmente a fazer para nos esticarmos, crescermos, aprendermos e nos empurrarmos?
Combine estes com a sua Visão e Valores Fundamentais e, concentrando-se nestas quatro áreas, é simplesmente impossível não vender mais.
Os seus representantes de vendas devem sair motivados e energizados. Um 121 é uma excelente forma de construir e manter relações fortes com a sua equipa de vendas. O feedback deve ser sempre fornecido especialmente quando o membro do pessoal está a expressar problemas de desempenho de coisas com que pode estar a debater-se.
O feedback construtivo nunca é uma coisa má, mas o desempenho dos funcionários só aumenta com elogios e reconhecimento de todas as coisas boas que alcançaram.
Se eles têm trabalhado arduamente durante todo o mês e esta é a única vez que tem de os apanhar, então esta é a sua única oportunidade de ouvir elogios e elogios que os farão sentir-se bem e trabalhar mais arduamente.
Se o profissional de vendas nunca ouve de lá o gerente e nunca é informado quando está a fazer um bom trabalho, pode por vezes sentir-se paranóico e não apreciado – ninguém quer que a sua equipa de vendas se sinta assim.
Exemplos de Análise de Desempenho de Vendas
Mapa de Estradas e Percurso de Carreira
Uma parte crucial do processo de análise de desempenho é a condução do crescimento profissional, estabelecendo objectivos de carreira dentro da empresa: para onde querem ir neste trabalho? Como podem lá chegar?
Podem eles ganhar experiência em diferentes departamentos? Há formação adicional que possam fazer para os levar para lá mais rapidamente?
Ter percursos de aprendizagem claramente definidos é muito mais fácil do que a maioria das empresas pensa e proporcionar a cada empregado marcos simples que pode seguir para progredir é essencial.
Um profissional de vendas deve ser tratado como uma pessoa que cresce com a empresa, e não apenas como um número. Assim, discutir diferentes percursos de carreira é uma óptima forma de mostrar ao profissional de vendas até onde poderia potencialmente ir.
Klozers Performance Reviews
121's para vendedores que trabalham à distância
Se tiver preparadores de vendas que estejam a trabalhar à distância, então um 121 é igualmente importante como avaliações de desempenho. Embora o trabalho a partir de casa tenha melhorado o equilíbrio da vida profissional de muitos profissionais de vendas, ajudou-os a serem mais produtivos e rentáveis, para muitos, pode ser isolante e solitário.
Muitos vendedores são “pessoas”. Eles prosperam em torno de outros seres humanos, o que é uma das razões pelas quais adoram estar nas vendas. Trabalhar a partir de casa para muitos tem sido uma verdadeira mudança cultural e um choque para a maioria dos vendedores.
Os representantes de vendas são por vezes relutantes em falar e fazer perguntas num ambiente de grupo, ou se não houver uma relação com o gestor de vendas. Todos os profissionais de vendas precisam de se sentir confortáveis no local de trabalho – mesmo que estejam em casa.
Para os novos empregados 121’s e reunião de equipa são também excelentes quebra-gelos e uma forma de conhecer os seus colegas. Desta forma, sentir-se-ão mais confortáveis em vir ter consigo quando precisarem de ajuda ou tiverem um problema. Comece por me conhecer melhor as sessões.
Estes são muito informais em comparação com uma avaliação de desempenho e uma óptima forma de ambos se conhecerem mutuamente. Discutir gostos e antipatias, hobbies e interesses, o que gostam de fazer no seu tempo livre. Manter isto a um nível pessoal para começar fará com que o membro do pessoal se sinta muito à vontade e, muito provavelmente, sentir-se-á apreciado por ter tido o tempo necessário para os conhecer.
Acompanhamento das análises de desempenho de vendas
Muitos gestores de vendas são gestores e não líderes. Os melhores gestores de vendas trabalham arduamente para apoiar as suas equipas de vendas, contra os que dirigem os seus vendedores e seguem folhas de cálculo.
Muitas vezes a diferença entre um gerente e um líder é simplesmente o que eles fazem para os vendedores. O que pode parecer insignificante e sem importância para o gerente pode ser o oposto dos vendedores. Os melhores gestores são pessoas concentradas em primeiro lugar e o trabalho concentrado em segundo lugar.
Dito isto, não há dúvida de como isto pode ser difícil com a pressão constante para cumprir ou exceder os objectivos de vendas.
Como gestor de vendas deve assegurar o acompanhamento de qualquer uma das acções que discutiu na Análise de Desempenho. Um registo da reunião deve ser sempre documentado para fornecer aos representantes de vendas um registo de tudo o que foi discutido.
Isto também fornece um roteiro do que eles vão trabalhar, até à próxima revisão de desempenho e ajuda a responsabilizá-los e ao gestor de vendas.
Esta é uma excelente forma de monitorizar o progresso, uma vez que dá tanto ao gestor de vendas como ao profissional de vendas a oportunidade de analisar os objectivos anteriores e discutir onde estão em relação aos objectivos acordados e no que precisa de ser trabalhado.
Os gestores de vendas são, sem dúvida, a parte mais importante de qualquer equipa de vendas. Eles estabelecem a fasquia em termos de desempenho dos empregados e do que é aceitável, e do que não é. Grandes equipas de vendas precisam de grandes gestores de vendas – invista agora na sua gestão de vendas.
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SDR Sales Training Courses – Top question from Google
How do you train an SDR?
Most SDR training courses highlight the following steps, or similar to help train your SDR team:
Use a sales training template.
Provide clear learning paths aligned with progression
Set expectations.
Build a culture of collaboration.
No-such-thing-as-a-stupid-question policy.
Create a template for SDR/Account Executive meetings.
Teach your Sales Development Team to be curious.
Constantly provide actionable feedback
Give your team time.
We think you can do much more than this.
Training your team of Sales Development Reps may start in the classroom (virtual or otherwise) however, this is just the start of the learning journey. In order to build a successful sales organization there are many other areas you should consider. We believe we have the best sdr training program called Legends Club.
sdr sales training courses
Here’s the short answer – Run a 1 Day Sales Bootcamp
Session 1 –Sales Psychology. Build the mindset, goals and activities of a Sales Winner. Discover the psychology behind every sale and how you can use this to your advantage.
Session 2 –Discovery and Qualifying. In order to sell, you need to be in front of the right people, at the right time, with the right message. Get this right and sales becomes a lot easier.
Session 3 – Mastering the complex Sale. How to identify different decision makers with different and often competing priorities.
Session 4 – Filling your Sales Funnel. Discover short and long term strategies for driving new sales enquiries whilst maximising your productivity. This session includes our omnichannel lead generation approach and will demonstrate how to use the telephone, cold email and LinkedIn in combination to fill your sales funnel.
Whilst there is no doubt that ongoing learning via the “little and often” philosophy is important in terms of sales development, Sales Bootcamps are a great way to kick start the learning process.
SaaS Sales Training Bootcamps are typically 1 or 2 day sales courses. They are intensive by nature and provide SDR’s with a vast amount of information from which they can refer back to. Sales Bootcamps work best when they are used in conjunction with an existing sales campaign and ongoing sales coaching.
The bootcamps provide the training which is the knowledge, and the sales coaching helps the sdrs with the practical application of the knowledge.
In addition to SDR training, Bootcamps are popular for training topics such as Sales Fundamentals training which is designed for people who are completely new to sales and need a lot of information quickly, as part of their onboarding process.
SDR Sales Training
The job of a sales development representative (SDR) is a challenging and valued position within any business. It is important to ensure your SDRs are aware of their impact within the business and how their performance will help the business grow.
Unfortunately most Sales Development Reps tend to leave after a year. Most business owners will tell you the SDRs weren’t cut out for the position or that their SDRs left to climb the sales ladder elsewhere.
At Klozers, although we believe that could be partly true, it’s often a more complex situation.
People typically leave because they fall out of love with their sales manager and the company. Part of sales management is providing the best training possible and then continuing to build upon existing sales skills to help SDRs hit targets regularly.
Modern sales management includes providing professional development linked to a career path even if that means that the sales representative has to leave the company to develop their sales career. The more you invest in them the longer they will stay.
No sales professional wants to miss sales targets, nobody wants to work in a business where selling is like wading through treacle. People want to win, they want to sell, and a big part of sales management is making your team successful.
A Sales Professionals job never ends, there will always be prospects to serve! It only makes sense to establish a sales training program to help SDRs keep up-to-date on new sales trends, competitors, new product releases, new training tools and so on.
Not only will this help improve the efficiency of your business, this will enhance employee retention and job satisfaction.
The key to any successful SDR sales training program is to keep it simple and set clear expectations of what you expect from your Sales Team and what they can expect from you. This means building a strong culture of communication and collaboration within the team.
In addition to sales training we would encourage you to consider developing a comprehensive learning programme for your sales teams that include:
Most SDR training plans will include topics such as setting targets, training, mentoring, culture, rejection, and customer personas. Topics such as customer personas for example are key to ongoing marketing success.
Understanding customer personas helps your SDR’s learn what drives prospects to purchase your product or service. This also helps your SDR’s to understand the customer profile that your business draws in, and helps your SDR team to narrow down what the prospect wants out of your company.
This is also a great way for your Sales Reps to have a natural yet targeted conversation whether that be by phone, email, or in person.
At Klozers we use two different models for customer personas. The first is the ideal client profile or ICP which refers to the actual businesses that fit our criteria and secondly the perfect prospect profile. This profile is specific to the different buyers within and organisation and the differing pain pints they may have.
A really important topic to cover in your SDR training is rejection and mindset. We all experience rejection day to day, so why is it so discouraging when it happens when speaking to potential customers?
Most SDR’s are new to the role and want to prove their worth. Sales prospecting can be disheartening for them and quickly demotivate them. In sales, if you are not getting told no more than yes, then you are not talking to enough people. The first ‘No’ an SDR receives will be the first of many.
A great way to learn from this experience would be to ask your prospect why they declined. Take a look at reviewing your SDR’s sales strategy and practice listening skills and responses.
Being told ‘No’ is common practice in the sales, how your Sales Rep handles that conversation is key to their progression within the sales world.
Perfect Prospect Profile Template
Sales Training Exercises
Before any Sales Professional makes a sales prospecting call, they should always be ready to answer the four most basic questions any potential customers may ask on the call such as:
Why is the SDR contacting the prospect?
Why should the prospect talk with the SDR?
What information does the SDR need from the prospect?
What questions or doubts might the prospect have?
A great way for your Sales team to prepare for these questions is to role play with their colleagues. Ask your SDR’s to put themselves in your prospect’s shoes.
An interesting way to include the team with this is to pick one SDR as the caller, and the other SDR’s to role play as the potential new prospect.
Ask each SDR role playing as the prospect to ask these questions in a quick fire round. This exercise allows your SDR playing the role of the caller to be quick on their feet when answering questions.
Another great exercise would be to ask each SDR in your team to give a brief talk on their favourite subject to the rest of the team. Challenge the other SDR’s in your team to take notes of how many filler words the speaker uses such as like, um, uh, well, so, okay etc.
The aim of this exercise is for the speaker to use as little filler words as they can. This will help your SDR’s appear more professional, confident and push their value proposition to their prospects
With so much free sales training available we are sometimes not the first choice everyone. A quick search on the internet will show that there are lots of free SDR training courses and materials all available online, picking the best one for you and your business is the tricky part.
In addition to the importance ofLive Training, we also understand that everyone learns differently, which is why it’s important to follow 4 key and easy steps, Consistency, assistance, practice, and progression.
It’s important to stick to your training schedule to show your team that you value them and their development. This is a great way to help keep your SDR’s within your business.
2. Assistance
Assist your team with their learning. Everyone learns differently and at their own pace. By researching different learning styles such as role playing, cold call games, and live call feedback you will help all the Sales Reps in your team. This is a great way to also include every SDR in the training program by running through different mock examples.
3. Practice
Here at Klozers, we firmly believe practice makes perfect. It’s important to remember that most SDR’s have little to no prior experience in sales development. A great way to get your SDR team started could be to set a task to complete.
For example, record your SDR’s cold calls and play them back. Ask your SDR team to provide 3 things they think they could’ve done to improve that call. Encourage your SDR’s to think of their tone of voice and the language they use during the call. This can help them understand what they are doing successfully, and what they can improve on.
4. Progression
Progression is what all SDR’s want to achieve, this is a reason why a lot of Sales Reps leave the business to pursue a career elsewhere. Creating a training plan which incorporates the SDR’s progression within the business is a great way to keep them on track, and understand the value they add to your business.
All Inside Sales Professionals wants to prove their worth and show they can do the job at hand, but make sure not to let your SDR’s run before they can walk!
A simple tip would be to include scheduled 1-1 meetings with the sales manager to discuss their progress, their sales pipeline, offer feedback and work out a development plan together for each SDR.
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How to Sell on LinkedIn – the short answer
Follow LinkedIn’s four recommendations listed in the Social Selling Index which are:
Create a professional personal and company brand.
Find and save the profiles of the right people so LinkedIn can push updates to you.
Start engaging with insightful content that generates likes, comments and shares.
Continuing to build relationships via connecting in a value led approach.
Lastly from Klozers – stop trying to sell to people. The more you try and sell the more you will put people off.
Here’s a more detailed guide on How to Sell On LinkedIn
1. Your Personal Brand on LinkedIn
The genesis of LinkedIn in 2002 was as a recruiting platform that enabled job seekers to be found by recruiters and the reverse, in that job seekers could quickly find new opportunities.
The platform has moved on since then and is the largest B2B Directory with over 722 million users listed. The sheer volume of contacts has made LinkedIn the place to be for B2B salespeople who are researching and connecting to decision makers throughout the sales process.
The size of the opportunity is equalled only by the size of the potential to ruin both your personal and company brand on the platform.
LinkedIn has a certain etiquette and when you break the “rules” your personal brand is damaged. For example, if the percentage of your connection requests are refused then your prospect can block you for life – not just for the time you are in your current job role, every future job role. Life means life on LinkedIn.
The advent of lockdowns where Field Sales people where suddenly forced to do everything online without any strategy, planning or training, resulted in a massive increase in LinkedIn Spam which made connecting and selling on the platform more difficult than ever.
Outbound done badly damages your brand and this is so true on LinkedIn. The use of automations, spam, connect and pitch messaging and even fake profiles does nothing to enhance your brand.
To compound this problem many people turned to “LinkedIn Lead Generation Experts” who would take control of your profile and spam everyone on the planet with some form of “buy now” message.
Yes these people generate leads, however, this is a scorched earth strategy and the damage will be found by the profile owner for years to come.
Your Personal and Business brand is what attracts and retains customers. Cherish, nurture and develop them all you can.
3. Don’t be spammy
Everyone knows selling has changed, however, it’s worth reminding people as not everyone has got the message. People do not want to be sold to, but they do like to buy. The role of sales is no longer to sell, but to facilitate the right conditions for buyers to buy.
How do you do this:
Provide value up front
Provide insight up front
Focus on building relationships
Provide every single piece of information the prospect wants, including the information that they don’t know that they want, up front.
When you get this right, there is no need to “sell”. It’s actually so much easier.
How to Sell on LinkedIn
4. How to Optimise your LinkedIn profile
Let’s start at the very beginning, your LinkedIn Profile. In order to put your best personal brand forward LinkedIn rewards those with the most complete profiles.
By reward I mean they will push you and your content to other users more actively based on the completeness of your profile.
With that in mind it’s important to complete as much information as possible on your profile, whilst paying particular attention to starting from the very top:
Your LinkedIn URL. Be sure to “claim” your name and once you have done this add your primary keyword to the title as shown in the image – I have added the keyword “sales trainer”.
Include a professionally designed banner that conveys your brand promise. This should be congruent with your company website.
Use a business like, professional portrait image – not an image of you sipping cocktails. LinkedIn is B2B and you need to play to that audience.
How to Sell on LinkedIn – Optimise your personal profile
Use keywords that your target audience would use to search for you in your title. Many LinkedIn trainers will recommend a title targeting a specific audience and including the outcome that you provide. I can tell you that I and many others immediately decline connection requests from these people as they have just told you in advance “I am coming to get you”. Remember nobody wants to be sold to.
Include relevant hashtags for your industry. This needs to be done via the Creator Mode feature.
Be sure to complete the “Providing Services” section with three services that you would like to promote. Where possible these should match your hashtags
How to Sell on LinkedIn – Optimise your personal profile featured section
Next up is the “Featured” section. This is an opportunity for you to showcase your subject matter expertise. White Papers, Books, Articles and Posts that position you as the expert. Where possible include lead magnets from your website to attract new prospects.
About is the next section you should customise. This should be about who you work with, the services you provide and the results you deliver. Lastly include a call to action, keywords from your Skills section (more on this to follow), hashtags and contact details.
How to Sell on LinkedIn – Optimise your personal profile about section
The next two sections are Experience & Education, and these should be as detailed and truthful as possible. Whether you are selling a product or service or yourself in an interview, company’s will look to verify this information and you will quickly be found out if you are not telling the truth.
Licenses and Certification is the next section and here you should take the opportunity to reinforce your brand. This is arguably easier for us as a training provider, however, you can include vocational training and anything that puts you forward as a thought leader. If you are not continually educating yourself and keeping up to date you should be.
How to Sell on LinkedIn – adding licenses and certifications to your personal profile
Skills & Endorsements is the nest section and this is really important. The LinkedIn search algorithm is more likely to recommend you for a skill if you have been endorsed for that skill, which makes sense. Therefore, you should ensure that the skills you would like to be known for are at the top to encourage people to endorse you for these skills.
As you can see from my profile I have 99+ endorsements for a few skills but not for the core skills “sales”, “sales coaching” and “sales trainings”. My fault as I was not aware of the importance of this until recently. What’s also strange is that LinkedIn has not listing for “Sales Training” only “Sales Trainings”. This may be a language/translation issue, however, as the Skills are predefined there is no way to change this.
How to Sell on LinkedIn – adding skills & endorsements to your personal profile
Lastly, the Accomplishments section is a great place to highlight any awards, courses or publications that you are credited with.
That’s it. One important point I should explain. Whist we always advocate a consultative, non salesy approach we are referring to our communication style your personal and company pages should be very salesy. They are akin to a website Landing Page and should do as much as possible to convert the visitor to an enquirer.
5. How to create a LinkedIn Company Page
Like your personal profile page the Company page should be like a Landing page on your website. Content rich and full of information.
Once the page is complete it’s important that you keep the page up to date with new posts in order that anyone visiting the page will not be confronted with an empty page with no activity.
Again it’s important to have your company livery and brand promise front and centre. The about section is an opportunity to tell the world how great your products and services are, who they are for and the results they help your clients achieve.
Don’t forget your call to action button, contact details and hashtags.
How to Sell on LinkedIn – How to create a LinkedIn company page
6. How to create a LinkedIn Showcase Page
Showcase pages are a great tool for promoting a product or service. Imagine you are Microsoft, your company page would be Microsoft and you could create Showcase pages for Microsoft Dynamics or Microsoft Teams.
We use the Showcase section to promote the events we run on LinkedIn and Funnel Sprint which is our premier lead generation training programme.
Please note: Showcase pages must be created from your Company page using the “Admin Tools” drop down menu.
How to Sell on LinkedIn – how to create a showcase page
7. How to create a LinkedIn Showcase Page
LinkedIn articles are a great resource for positioning your personal brand. LinkedIn loves content so they desperately want you to be creating content on a regular basis.
When combined with creating content for our own website this can be really demanding, however, the best strategy is to create full, long form content on your website and then create a short summary piece as a LinkedIn article that links back to your website.
That way you have satiated both the Google and LinkedIn beasts.
As an example this particular blog post How to Sell on LinkedIn was first published on the klozers.com website with a summary article then published on LinkedIn here.
Google does index content published on LinkedIn but so far we have found by far it’s better to use our company blog as the primary content source.
8. How to create a Boolean Search Strings
Boolean search strings are the somewhat complicated looking search terms that allow you to create very specific and highly targeted searches. This targeting is encouraged by LinkedIn and contributes to your Social Selling Index score. Here are the different operators you can use:
Quotes [“”] These are used when you are looking for an exact match. As an example when you type in sales manager to the search bar without the quotes the search returns all the contacts with the word sales and manager in their profile. By adding the quotes and entering “sales manager” the search returns all the contacts with that exact keyword.
Parentheses [()] These searches are used when you want to combine search terms. For example if you wanted to find people who have “VP” in their profiles, but exclude “assistant to VP” or SVPs, type VP NOT (assistant OR SVP).
NOT – when you type NOT in capital leaders this excludes what follows. For example you may search for “sales manager” NOT “sales director” if you wanted to exclude sales directors from the results.
AND – as it sounds when you type in AND in capital letters the search returns results for both keywords. As an example if you type in “sales” AND “marketing” the search would return results that included both words.
OR – OR is the broadest search term and best used when you want to widen the results. The search term “sales” OR “marketing” would cast a wider net and return more results than “sales” AND “marketing”.
How to Sell on LinkedIn – Boolean Search Strings
9. How to connect on LinkedIn
Building your network is one of the 4 foundations of social selling, however, this has come under more scrutiny recently. LinkedIn would like you to only connect to people you know – but equally they know users are connecting to people they don’t know all the time.
Unfortunately, most people employ a spray and prey approach and connect with anyone and then never speak to them again. Because of this LinkedIn has reduced the number of connection requests to 100 per week to stop this although there are legitimate ways around this via the groups function.
In an attempt to short circuit the connection process many people search for the “best” connection messaging templates on Google.
By the time these templates are on Google they have been used literally millions of times. People buy from people we would encourage you to interact via like, comments and shares before trying to connect.
You can then refer to content or comments they have shared in the connection request and voila – no templates required.
By employing this strategy your acceptance rate will increase from the standard which is around 30 to between 60 and 70%.
HOW TO DOWNLOAD YOUR LINKEDIN CONNECTIONS
LinkedIn allows you to download your connections although it’s worth pointing out that this does not include the users email address or contact details.
The data is nonetheless still helpful for Account Planning and targeting larger enterprise accounts.
10. How to get the most from LinkedIn Messaging
We’ve covered the best approach to messaging with respect to when you are connecting, however, what happens after you have connected. The options here are three fold:
Pitch your product or service. This will work for some people, however, the percentage of times this will work is very low. If you are in a hurry, and don’t care about your personal or business brand, then this is your best option.
Send a thank you for connecting message and never speak to them again like the majority of LinkedIn users
Focus on building a relationship by providing insight and value. This is a longer term approach, however, the results are much improved in comparison to options 1 and 2.
Here are some ideas that you can use to facilitate this approach:
Tell the prospect in the “thank you for connecting message” that you regularly share insight to their job title about xyz and look forward to speaking again.
As discussed in step 1 regularly share insight with the prospect but don’t bombard them.
Message the prospect and ask for help with an industry survey
Create a plan – download our simple spreadsheet so you can plan and track all your interactions on LinkedIn.
Engage – Follow the individual using Sales Navigator and like, comment or share when the prospect posts or comments on the platform.
Provide sales leads to them using our “recommended search” hack
Lastly, you must compress all your messages as no one wants to read a novel in their inbox and wherever possible make the desired response to your message a simple thumbs up emoji. The quicker and easier it is for the prospect to respond the more likely they are to do so.
11. How to Create a LinkedIn Event
LinkedIn Events took off during the lockdown period as millions of users found themselves stuck at home in need or new routes to market and in some cases training.
Whilst the LinkedIn Events platform was primarily designed to host and deliver events on the LinkedIn platform itself many users are hosting Events and using LinkedIn as the main channel to drive registrations.
We’re personally great fans of LinkedIn Events and regularly run workshops on the platform. This has allowed as greater access to our clients and also potential new customers outside our current 1st degree connections and into 2nd and third degree contacts across the globe.
Like your company page, its important to brand your events inline with your company branding. Once the event is set up you can easily invite any of your personal connections and you should share the event regularly in your timeline.
In addition to LinkedIn we have a webinar sign up page on our website and use our email list to drive registrations. With what we would describe as limited effort we typically have between 50 and 100 attendees.
The downside of any free online event is there is a huge drop out rate on the day. This is partly due to the fact that the LinkedIn Events function does not add a Calendar Appointment to the users diary when they click yes to attend.
It’s obviously not possible to send a regular diary invite as the users would then have access to the contact details of all the other attendees.
We have managed to create a workaround using Microsoft Live Events, however, it’s still manual and something that we need to work on before we would share this.
How to selling on LinkedIn – How to create a LinkedIn event
12. How to use sell using LinkedIn Groups
LinkedIn Groups used to be huge, however, LinkedIn decided to move users away from the groups, and group discussions, leaving many groups almost dormant.
Whereby previously groups where the hotbeds of focussed industry discussions they mostly lie silent and posting into groups can feel like shouting into the unknown.
The plus side is that groups remain an easy route to build connections and gather data. For example, while new connection requests are limited to 100 per week, this can be sidestepped by connecting to users in a common group. LinkedIn may well change this again in the near future.
Users are allowed to be members of up to 50 LinkedIn groups and we recommend joining groups where your Ideal Client Profile can be found.
13. How to get the most from LinkedIn Inmail
LinkedIn Inmail historically had the highest open rates which according to LinkedIn is 57.5% which when compared to standard email which is 21.6% sounds great.
Forgive me though – Inmails are limited to premium accounts (20 Inmails per month) and add-ons that you can be purchased, so without independent verification this may not be the most accurate of data.
What I believe to be true is that the open rates and conversion rates from Inmail has dropped as it has become more widely adopted by sales and marketing team.
For us, the Inmail feature shows no difference in open rates given the strategies that we use, however, when certain prospects are not active on LinkedIn and have locked down their connection settings, Inmail might be the only channel available.
14. Using LinkedIn for Content Marketing
LinkedIn loves content creators and with the new “Creator Mode” available from 2021 they have signalled that this is the direction that they want to take the platform.
For obvious reasons when compared to Facebook, LinkedIn is primarily focussed on B2B, however, the lockdowns of 2020 and 2021 drove new users to the platform and encouraged existing users to engage more using content.
The type of content has also changed there are much more personal stories on the platform then previously.
From a sales perspective this makes sense as stories sell. Whilst some people are uncomfortable sharing their story other content types that are popular are:
Industry Insights
Event Information
Customer Focussed
Employee Focussed
Company News
Products and services
Partners & Sponsors Stories sell, so in order to gain engagement and visibility it’s important to develop your content around a story wherever possible.
How to sell on LinkedIn – using LinkedIn for content marketing
15. How to sell on LinkedIn using Sales Navigator
Sales Navigator is the Premium version of LinkedIn and a must have tool for any modern sales rep. The Navigator platform is extremely powerful and in addition to the increased search filters, the main benefit we would suggest is the ability to follow prospects and target accounts from a central dashboard.
The dashboard provides alerts based on both the prospects and accounts you are following allowing you to identify opportunities to engage at a glance.
Sales Navigator also provides what they call “Smart Links” which gives the user tracking data for any documents they send via Inmail.
The data includes the number of times the link was clicked, how long the user viewed the link, the date and time the link was clicked and the full details of the user who clicked on the link. All of which are important when sending .pdf, ppt or word documents to prospects.
Saved Searches are also an important feature within Sales Navigator. These allow the user to save highly targeted searches and return to them as LinkedIn updates the search results on a daily basis.
The saved search function has many uses such as tracking when connections move companies or when they are promoted to a more senior role.
Linkedin developed the Social Selling Index (SSI) to encourage both user adoption and best practice. As mentioned at the start of this document the SSI has four core areas:
1. Creating your professional personal and company brand 2. Finding and saving the profiles of the right people so LinkedIn can push updates to you 3. Engaging prospects with thought leadership and insightful content that generates likes, comments and shares 4. Continuing to build new relationships via connecting in a value led approach
LinkedIn displays an SSI score for every user and their position or rank compared to their Team. Again, this is to drive user adoption and make the product sticky.
How to sell on LinkedIn – Social Selling Index
Most users are unaware of the benefits of having a social selling strategy. LinkedIn and Sales Navigator are like Ferraris which mean they need to be driven differently to a supermarket trolley if you want to get the full benefits from them.
Any strategy will take time, however, in the new world of remote selling it’s much more than inside sales and SDR’s who can benefit from the platform.
From our own experience we have developed a social selling strategy that can be replicated across every industry. There is however no magic wand and no substitute for hard work.
The more you put into LinkedIn the more you will get out.
17. How to sell on LinkedIn using Automation Software
The popularity of the LinkedIn platform has led to the development of a number of Google Chrome browser extensions that automate the process of visiting, connecting and messaging.
Like all tools they are only as good as the individual who is configuring them. In essence the tools are great, however, the widespread use of the tools are what has caused LinkedIn to now limit the amount of connection requests to 100.
Spray and prey, connect and forget and Scorched earth are the negative results caused by the misuse of the tools.
As you would expect LinkedIn discourages users form using any form of automation as they are against the rules.
With that said every one of the automation providers are on LinkedIn and even using LinkedIn events to promote their tools so the cynic in me thinks they are well aware of the problem and turn a blind eye to it because for the time being it suits them.
My understanding is that if you are “caught” using automation you will receive a warning and not immediately blocked from the platform.
I have never received such a warning so I can’t confirm this – only you know your level of risk so I will leave the decision to automate or not up to you.
18. How to sell on LinkedIn – Engagement Pods
A different take on Automation are Engagement Pods. Like other automation tools these are browser bases extensions that allow you to join a pod or group.
The purpose of the pods is to boost the reach of the members content by automating the like and comments on their posts.
The LinkedIn algorithm promotes content to more of your connections based on the engagement withing the first hour of posting.
Whilst you might like the idea of boosting the reach of your content, the problem arises when you suddenly find the automation is commenting on content that does not fit your brand and in some cases, will be damaging your brand.
You have no control over what they post and what comments they attribute to you. Giving control of your LinkedIn account to other pod members is not something we would recommend to anyone.
19. How to sell on LinkedIn – Social Selling Course
Social selling is such an important part of modern B2B selling we have incorporated all our best social selling strategies and tactics into our B2B Lead Generation Course. In addition to live training the course provides practical strategies and tactics that users are encouraged to use immediately.
The course is comprehensive and covers everything from the basics of setting up and optimising your LinkedIn profile to the more advanced lead generation strategies we teach.
As always our sales training is built around the consultative sales methodology so the priority is always the protection of your personal and business brand.
LinkedIn Sales Strategy Consulting
Need more help? Training is great, but strategy is the game changer that can set you apart from your competition.
Um funil de venda é uma sequência de acções, eventos ou fases que um utilizador atravessa antes de comprar um produto ou serviço. Os funis de venda são concebidos para permitir aos marqueteiros acompanhar, registar e optimizar o processo de venda para melhorar os resultados.
O seu funil de vendas SaaS é uma parte essencial do sucesso das suas aplicações. Se estiver a oferecer aplicações SaaS então a criação de um funil de venda repetível, escalável e rastreável é um dos passos importantes que precisa de dar.
Parece fácil? Então pense de novo. O funil de vendas é onde muitas start-ups transitam para a luta pela geração de receitas, e em muitos casos falham.
Antes de começar a construir o seu funil, vale a pena considerar primeiro onde se encontra na sua viagem de aplicação.
3. As três fases principais do desenvolvimento do SaaS
Infelizmente, nas vendas nunca há uma solução de tamanho único, e o ponto de partida para a construção de um funil de vendas SaaS depende de onde se está, em termos das três fases principais de um negócio SaaS?
Está em: Fase 1: o início da viagem em que o Fundador e a equipa principal ainda estão a tentar estabelecer a adequação do produto/mercado.
Fase 2: onde o fundador e os membros da equipa principal provaram a sua adequação ao produto/mercado e estão a provar que podem implementar sistemas e processos que outros podem utilizar para vender.
Fase 3, o último obstáculo onde tem um mercado de produtos comprovadamente adequado, identificou e comprovou os sistemas e processos certos para escalar e está agora pronto para escalar as suas vendas, concentrar-se na aquisição de clientes e construir o seu MRR.
As estratégias que utiliza para construir um funil de vendas SaaS variarão dependendo exactamente do que aprendeu no Passo 1 acima.
Por isso, para efeitos deste exercício, assumirei que se encontra na etapa 1. Se ainda estiver a lutar para construir um funil de vendas nos passos 2 e 3, então ou lhe escapou algo no passo 1 ou algo mudou que fez com que tudo o que aprendeu no passo 1 parasse de funcionar.
4. Construa um funil de marketing antes do seu funil de vendas
Com qualquer negócio é importante que forneça as condições ideais para que a sua equipa de vendas seja bem sucedida. No mundo SaaS não basta ter um grande sítio web, é preciso um sítio web que:
a) pode ser encontrado pelos seus produtos e serviços nos principais motores de busca – Google, Bing, Yahoo & YouTube b) pode ser encontrado pelos problemas que resolve nos principais motores de busca – Google, Bing, Yahoo & YouTube c) pode converter o tráfego web em leads qualificados de marketing
Muitas empresas ignoram isto e apressam-se a construir uma equipa de vendas de saída. O facto é que todas as potenciais perspectivas que a sua equipa de saída fique interessada irão então para o seu website para fazer mais pesquisas.
A menos que a experiência com a web seja igual ou superior à experiência com a sua equipa de saída, esta irá desligar-se imediatamente.
Para construir um funil de marketing é necessário criar “conteúdo convincente primeiro do utilizador”. Este é um conteúdo que o utilizador procura activamente e não o conteúdo que a sua equipa de vendas e marketing quer impulsionar.
O seu funil de marketing SaaS é uma parte essencial da sua estratégia de vendas Inbound. Para o fazer com sucesso, terá de criar conteúdos de alta qualidade em cada fase da viagem do comprador, como se mostra abaixo.
O conteúdo deve contar subtilmente a história da sua marca e o sucesso que trouxe a outros utilizadores. Transforme os seus primeiros adoptantes em Heróis, não em si.
TOFU – Cimo do funil A primeira parte do seu funil de venda, também conhecido como TOFU, é a fase de sensibilização do funil. A perspectiva está consciente dos problemas que tem e está a investigar soluções.
O seu sítio web deve ter conteúdos que falem destes problemas e posicionar a sua empresa como os Peritos em Assuntos Temáticos. O conteúdo mais popular aqui seria:
Como orientar Vídeos explicativos Publicações no blogue Ímanes de chumbo
Nesta fase, a perspectiva está em modo de pesquisa, não em modo de compra e está simplesmente a recolher informação.
A sua perspectiva pode nem sequer estar interessada em soluções nesta fase, uma vez que ainda estão a tentar auto-diagnosticar com precisão os seus próprios problemas. É pouco provável que o seu potencial cliente queira falar com as vendas nesta fase.
Recomendamos que utilize a automatização do marketing para localizar quais os artigos/páginas em que os seus potenciais clientes entram no site, pois este é o problema que está no topo da sua mente. Saber isto pode facilitar as vendas a ter uma conversa relevante com eles.
Poderá também ter algum sucesso envolvendo a perspectiva com chatbots no seu site, por muito que muitos queiram permanecer anónimos nesta fase.
Meio do Funil O meio do seu funil de vendas é quando os potenciais clientes começam a avaliar soluções específicas com base no que aprenderam na fase 1. O meio do conteúdo do funil incluiria:
Apresentações Manifestações Estudos de casos
Em termos práticos, terão criado alguma forma de lista restrita de potenciais fornecedores, e depois irão aprofundar os detalhes de cada solução potencial.
Nesta fase, a perspectiva pode ainda não se envolver consigo, uma vez que muitas vezes estão simplesmente a pesquisar em nome de outras pessoas dentro da sua própria organização e a sua prioridade continua a ser a recolha de informação.
Fundo do Funil Quando o seu potencial cliente já chegou ao fundo do seu funil de marketing, em muitos casos já “compraram” um determinado fornecedor ou solução.
Tomaram a sua decisão em grande parte sobre a sua experiência da marca na Internet, as suas mensagens de vendas e a sua capacidade de se posicionar não só como um líder de pensamento mas também como um líder de pensamento que compreende os seus problemas.
O conteúdo do fundo do Funil incluiria coisas como
Fixação de preços Tabelas de comparação Testemunhos Comentários
Para soluções mais simples e de preço mais baixo, descobrirá que estão agora prontas a experimentar se oferecer um forte Call to Action (CTA), enquanto que para as soluções mais caras e complexas, elas irão agora envolver-se em vendas.
A imagem abaixo mostra onde um simples funil de marketing transita para um carrinho de compras e as mais complexas transições de venda B2B para um chumbo de vendas.
O sucesso não reside na escolha do modelo certo, mas na construção do seu próprio modelo com base em dados e tentativa e erro.
Funil de vendas SaaS
A maior parte do software de marketing rastreia agora o comportamento do utilizador no seu website e pode utilizar a pontuação de chumbo para alertar os vendedores quando for a melhor altura para chegar proactivamente aos potenciais clientes.
A partir da nossa própria experiência, o timing é quase sempre precoce e um programa de nutrição de chumbo bem definido é igualmente eficaz.
Para o fazer, deve incluir no seu marketing pelo menos três ímanes de chumbo diferentes que o ajudarão a transformar os seus visitantes da web num assinante para que possa manter-se em contacto.
5. Publicidade para encher o seu Funil de Vendas
Muitas empresas enchem com sucesso o seu funil de vendas através de publicidade. A publicidade digital amadureceu a um nível que permite um rastreio e um relatório significativos, permitindo-lhe compreender, em poucas semanas, qual será a sua Taxa de Conversão e CAC.
Em primeira instância, defendemos “Campanhas de redireccionamento”. Este é simplesmente o processo de colocar adições em frente de pessoas que já visitaram o seu website.
Estudos mostram que a reorientação é sete vezes mais eficaz do que novas campanhas e é por isso que defendemos isto como ponto de partida.
Esta estratégia funciona extremamente bem com uma forte campanha de marketing de conteúdo. O canal de adição mais popular para B2B seria o LinkedIn, no entanto, muitas empresas também se têm saído bem com o Facebook e Instagram.
Escusado será dizer que isto seria definido pelo seu público. A publicidade pode ser utilizada em funis simples para conduzir as vendas e em funis mais complexos para conduzir novas consultas para os representantes de vendas.
As vendas mais complexas podem necessitar de uma sequência definida em que os utilizadores clicam e anunciam para receber um íman de chumbo com cada chumbo a custar $3.
Se posteriormente conseguir converter 5% destas novas pistas poderá então atribuir 60 dólares por venda de publicidade ao seu CAC.
Pode construir uma sequência ou modelo rastreável a partir de qualquer actividade e não apenas de publicidade. Por exemplo, eventos, webinars e televendas permitindo-lhe compreender quais são as actividades mais rentáveis não só para encher o seu funil, mas também para se converter em encomendas.
6. Como construir um Funil de Vendas SaaS
O seu funil de vendas irá variar dependendo da sua estratégia de vendas. Está a vender a sua aplicação directamente ou está a vender através de parceiros? Em que canais decidiu concentrar-se inicialmente?
1. Identificar o seu Perfil de Prospecto Perfeito. Esta é a versão de representantes de vendas de uma pessoa de marketing. Inclui tudo o que uma pessoa de marketing incluiria, mais alguma informação adicional que ajuda as vendas a compreender e a comunicar a um nível mais profundo com o potencial cliente.
Modelo de Perfil de Prospecto de Vendas
2. Construa as suas mensagens de vendas. Parte da adequação do produto/mercado é compreender que problema comercial e ou pessoal o seu produto resolve.
Na nossa experiência, os serviços SaaS de maior sucesso são soluções empresariais que resolvem problemas empresariais.
Quando compreender como isto se relaciona com o seu próprio produto/serviço a um nível profundo, poderá começar a construir as suas mensagens de vendas.
Estas são as palavras e a linguagem matizada com que provou que as perspectivas se relacionam. Não basta conhecer os seus próprios negócios e soluções, deve conhecer os seus clientes.
Deve saber exactamente como a sua solução ajuda o seu cliente a poupar dinheiro, a ganhar dinheiro e a facilitar-lhes a vida.
3. Lead Generation Campaign (Campanha de Geração de Líderes).
Uma vez identificados os seus potenciais alvos e construídas as suas mensagens de vendas, terá de começar a trabalhar numa campanha de Geração de Líderes.
Existem duas abordagens principais à Geração de Chumbo, como se segue:
a) Geração de chumbo de entrada. As campanhas de geração de leads entrantes são onde o potencial cliente em perspectiva o contacta primeiro. Pode preencher um formulário na sua página web, telefonar-lhe ou enviar-lhe um e-mail. A fim de gerar leads de vendas de entrada, terá de fazer alguma forma de criação de conteúdos, campanhas publicitárias, webinars, programas de referência ou SEO.
b) Geração de chumbo de saída. As campanhas de geração de leads de saída são onde se chega aos potenciais clientes através do telefone, correio electrónico, correio directo, eventos ou marketing baseado em contas. Campanhas de saída significa invariavelmente que terá de construir uma equipa de saída que pode ser cara.
A maioria das empresas SaaS utiliza uma combinação de entradas e saídas, no entanto, quase sempre têm ênfase em mais uma do que na outra.
Como um guia muito aproximado, os serviços SaaS que são de menor custo e dirigidos às PMEs são liderados pelo marketing e têm um enfoque predominantemente Inbound.
Os serviços SaaS que são mais dispendiosos e visam organizações de Mid Market to Enterprise terão uma abordagem mais orientada para as vendas através do Marketing Baseado em Contas.
7. Quais são as etapas de um Funil de Vendas SaaS?
Como construir um Funil de Vendas SaaS
As fases do seu funil de vendas são simplesmente uma série de passos pelos quais os seus potenciais clientes se movem para fazer uma encomenda.
Estas fases podem variar muito e não há nenhum funil que se possa aplicar a cada aplicação. Mesmo que as etapas sejam as mesmas, o método pelo qual se movem as perspectivas através do funil pode variar.
O seu funil de vendas é um óptimo local para começar a recolher dados, a fim de medir o desempenho e fazer melhorias ao longo do tempo.
Em geral, os potenciais clientes devem passar pelo funil de vendas o mais rapidamente possível – a isto chama-se o ciclo de vendas ou a velocidade do tubo.
Medir a velocidade que as perspectivas se movem através do ciclo permite-lhe identificar bloqueios no seu funil e áreas onde as perspectivas abrandam.
Estes pontos de “colagem” são onde se deve procurar fazer melhorias.
8. Quando é que faço a demonstração do meu produto SaaS aos clientes?
O timing das demonstrações de aplicação SaaS no âmbito do processo de vendas tem sido objecto de discussão para muitas empresas.
Infelizmente, a resposta à pergunta é “depende”. No entanto, muitas empresas fazem uma demonstração bem sucedida da sua aplicação no início do processo de vendas, mas há igualmente muitas que fazem uma demonstração no início e depois as suas perspectivas desaparecem no buraco negro do correio de voz e dos e-mails não respondidos.
Em suma, quanto mais barata e simples for a solução, mais cedo no processo se pode fazer uma demonstração e quanto mais cara e complexa for a solução, a demonstração deve ser empurrada o mais atrás possível no processo de venda.
Como construir um Funil de Vendas SaaS
A realidade é que há uma tendência para os Empresários e vendedores se apressarem a demonstrar a sua aplicação, esperando que a demonstração convença o potencial cliente a inscrever-se.
Mesmo que o potencial cliente em perspectiva seja qualificado e tenha um bom ajuste, uma demonstração sem qualquer forma de diagnóstico da dor do potencial cliente em perspectiva corre o risco de perder o potencial cliente em perspectiva.
A sua perspectiva precisa de saber que você sabe e que compreende o mundo deles. Isto só pode ser conseguido através de interrogatórios inteligentes e direccionados. Se quiserem acelerar a venda, abrandem a venda.
A demonstração é normalmente o maior ponto de alavancagem dos vendedores e, se a entregarmos em breve, perderemos a vantagem e, com toda a probabilidade, o potencial cliente.
Como regra geral – empurre a demonstração da aplicação o mais longe possível no seu processo de vendas.
As demonstrações custam tempo e dinheiro, especialmente para vendas complexas onde, na maioria das vezes, é necessária uma demonstração por medida.
Qualquer demonstração por medida deve ser entregue apenas aos decisores seniores da equipa de potenciais compradores. Se for apropriado, pode mesmo ter duas demonstrações dentro do processo de venda – não há regras a não ser se funcionar, faça-o.
A maioria dos representantes de vendas comete o erro de utilizar esta parte do processo de venda para explicar os benefícios do produto com mais detalhe.
Quando se está a dizer que não se está a vender. Use perguntas inteligentes de sondagem para que o potencial cliente lhe diga como a solução resolverá a sua dor comercial.
Deve-se evitar falar de características que se considere relevantes para eles. Se não descobriu isto na fase de descoberta do processo de vendas, é inerentemente arriscado introduzir algo de novo mais abaixo no processo.
Para soluções mais simples e de preço mais baixo, descobrirá que estão agora prontos para fazer um teste, enquanto que para as soluções mais caras e complexas, irão agora envolver-se com um representante de vendas.
A fim de demonstrarem que empreenderam a devida diligência, falarão sempre com dois ou três potenciais fornecedores.
Isto não é necessariamente para bater um fornecedor no preço, mas por vezes precisam de validar ao grupo de compras mais vasto dentro da sua organização porque é que têm uma preferência.
Os ensaios de aplicação são também uma boa forma de conseguir que os utilizadores se inscrevam, no entanto, a taxa de conversão dos ensaios para fechar é geralmente fraca na maioria dos casos SaaS.
Dependendo do preço, poderá oferecer um teste gerido, para que eles possam avaliar o seu software enquanto você os gere mais abaixo no processo de vendas.
Durante um ensaio, o potencial cliente pode ver como o produto irá funcionar para eles na prática. É importante cronometrar sabiamente o julgamento e assegurar-se de que concordou antecipadamente com o que acontece se o julgamento for bem sucedido.
Criámos o gráfico acima para tentar explicar visualmente como isto poderia funcionar para a sua organização.
Vale a pena notar no exemplo, a maioria do seu CAC será marketing, enquanto que no funil mais complexo, os seus custos incluirão marketing, vendas + embarque de clientes.
9. Exemplos do Funil de Vendas SaaS
Os funis de venda abaixo são exemplos. NÃO os deve replicar a menos que se enquadrem no seu processo de vendas.
São concebidos para serem um ponto de partida para quem procura desenvolver um funil de vendas.
Como se pode ver no gráfico, existem muitas alternativas às fases que compõem o seu funil de venda, dependendo do tipo de funil que está a criar.
Para funis puramente digitais, poderia ter:
Lead Magnet Landing page – onde os prospectos chegam depois de clicar no seu anúncio Página de confirmação – confirmando a sua oferta gratuita, teste ou compra Página Upsell – onde os potenciais clientes têm a oportunidade de acrescentar serviços adicionais ou actualizar Página de checkout – onde os potenciais clientes pagam pelo serviço Página de parabéns ou de agradecimento – onde pode assinar os prospectos de correio com os próximos passos apropriados.
Como construir um Funil de Vendas SaaS
10. Métricas de funil de venda SaaS
Quando se trata de métricas, acreditamos que estas são as métricas comuns das operações de vendas e KPIs com as quais a maioria das pessoas está familiarizada. Escusado será dizer que estas métricas são importantes e que deve registar e relatar sobre elas.
LTT – Conduzir à conversão experimental Este é o número de pistas que se converteram a um julgamento.
DCR – Taxa de conversão de demonstração O número de demonstrações que se convertem com sucesso para a fase seguinte do processo de vendas.
TTS – Conversão de ensaio para venda Este é o número de clientes potenciais no teste gratuito que se converteram em clientes pagantes.
LTV – Valor Vitalício de Vida do cliente Este é o valor total médio que um cliente irá gastar antes de deixar o serviço. Ironicamente, isto pode ser mais difícil de medir quanto melhor for o seu produto porque, sem que os clientes o deixem, não saberão quanto tempo ficarão e o seu valor total para o negócio.
Churn – Número de clientes que saem Os clientes irão embora e isso nem sempre é uma coisa má. Se os clientes que saem se adequam ao seu PIC (Perfil de Cliente Ideal) então tem um problema. Os clientes que saem que não se encaixam no seu PIC podem estar a libertar recursos valiosos que podem ser gastos no seu PIC.
MRR – Receitas mensais recorrentes As receitas mensais recorrentes dão-lhe uma visão geral do seu sucesso, no entanto, é apenas uma visão geral e precisa de olhar para os detalhes dentro dos dados para obter uma imagem mais precisa.
ARR – Receitas anuais recorrentes As receitas anuais recorrentes dão uma boa visão geral do negócio, mas tal como o MRR deve estudar todos os dados para obter uma imagem mais precisa da saúde do seu empreendimento.
Ciclo de vendas – O tempo desde o contacto inicial até uma encomenda fechada Isto é tipicamente curto para soluções mais simples de menor valor e mais longas para vendas complexas de empresas. Por exemplo, uma venda a um banco Tier 1 pode demorar 18 meses desde o contacto inicial até ao fecho.
CAC – Custo de aquisição do cliente É importante compreender quanto custa a aquisição de um único cliente. Num mundo ideal, descobriria isto nas fases iniciais do negócio quando estiver a provar a proposta de valor. Sem este número é impossível colocar os sistemas e processos à escala do negócio, pois não se saberá quanto se pode gastar no marketing e vendas front-end.
Churn Negativo – A rotatividade negativa é uma poderosa métrica de crescimento que indica que as receitas provenientes da venda em alta e da venda cruzada dos clientes existentes tiram as receitas perdidas quando os clientes saem.
11. Apresentação de propostas SaaS
Após a demonstração final, nunca se deve oferecer para enviar uma proposta.
As propostas custam tempo e dinheiro e, se o seu potencial cliente estiver interessado, ele irá pedir-lhe uma proposta.
Se o seu potencial cliente não lhe pedir uma proposta, então diz-lhe que não está interessado em trabalhar consigo e que precisa de voltar a subir no processo de vendas para compreender onde errou.
Quando o processo de vendas pára, raramente é devido a algo que se fez mal nesse momento – mais frequentemente, é algo que se perdeu mais cedo no processo de vendas.
Certifique-se de que está confiante de que todos os benefícios do software lhes foram claramente explicados e mapeados contra as suas necessidades declaradas.
Sempre que possível, peça sempre ao seu Cavaleiro Branco que o ajude a co-criar a proposta e sentido verificar uma versão preliminar com eles antes de enviar a cópia oficial.
Antes de enviar a sua proposta deve ter uma compreensão clara de quais são os próximos passos, se ganhar ou perder.
Sem isto é muito provável que passe os próximos três meses a perseguir fantasmas no correio de voz.
12. Fixação do preço dos seus contratos SaaS
Muitas empresas fornecem preços limitados ou nulos no seu website porque não querem que os seus concorrentes vejam os seus preços, ou pensam que isso afugentará potenciais clientes.
Deve estar orgulhoso do seu preço e do valor que traz. Deixe que a concorrência o subcotar e amarre todos os seus recursos em negócios não lucrativos.
As pessoas raramente compram a solução mais barata, por isso permita que os seus prospectos o subcotuem.
Se ainda está ansioso por ter os seus preços no seu website, então pense em como se sente quando está a pesquisar uma solução em que está interessado apenas para encontrar a página de preços está repleta de POA.
Se for como a maioria das pessoas, acha isto realmente irritante e passa rapidamente para o próximo fornecedor potencial.
Finalmente, outra vantagem de exibir orgulhosamente os seus preços é que qualifica qualquer pessoa que não esteja preparada para investir a esse nível.
Isto pode poupar-lhe muito tempo e recursos com perspectivas que simplesmente têm um nível orçamental diferente.
Existem numerosas estratégias de preços à sua disposição, no entanto, pela nossa experiência, a única coisa que é garantida, é que irá alterar os seus preços.
Como regra básica, se os seus preços forem fixados demasiado altos para um contrato a curto prazo ou um ensaio pago, a perspectiva pode não conseguir usufruir de todos os benefícios do software antes do contrato chegar ao fim, e podem decidir não renovar.
Sempre que possível, deverá recompensar os potenciais clientes durante o período experimental por acrescentarem informações e utilizarem o serviço.
Por exemplo, oferecer um ensaio mais curto e incentivar os utilizadores se completarem o seu perfil/contabilização.
Oferecer um período gratuito adicional encoraja-os a utilizar o produto, por exemplo, se carregarem dados para o sistema.
A ideia é “entrar” passo a passo nos seus novos utilizadores e tornar o seu produto tão pegajoso quanto possível. Se o potencial cliente em potencial quiser avançar, deve utilizar contratos com assinatura digital para acelerar o processo de venda.
Nunca enviar contratos em e-mails ou links para contratos digitais, pois estes podem ser facilmente ignorados.
Providenciar para que o prospecto seja contactado ao telefone e falar através do contrato com eles. Uma vez que tenham concordado com tudo no contrato, basta pedir-lhes que assinem enquanto o cliente os tem ao telefone.
Desta forma, mantém o controlo do processo de venda.
13. Porque é que o funil de venda é tão importante para os fornecedores de SaaS
Muitas empresas falharam após terem lutado para implementar um funil de vendas. A comercialização e venda de produtos SaaS pode ser incrivelmente desafiante, e as probabilidades de os seus clientes alvo já estarem sobrecarregados com ofertas de fornecedores de software concorrentes.
Pense em que parte do orçamento existente dos compradores vai ganhar receitas. A que concorrentes directos ou indirectos retirará o orçamento?
Pode estar a competir com algumas das maiores e mais poderosas marcas do mundo que estão a fornecer soluções genéricas para os mesmos problemas que resolve.
Isto significa que precisa de oferecer algo distinto que os seus clientes realmente exigem.
Um estudo da CB Insights disse que 42% das start-ups SaaS falham porque estão a oferecer produtos de que os seus clientes alvo não precisam.
Convencer potenciais clientes o seu software oferece um valor genuíno é essencial.
14. Gerir as expectativas
A criação de um funil de vendas tem tudo a ver com a construção de uma viagem desde o visitante da web, até ao assinante, passando por demonstrações e trilhos e terminando com a assinatura do contrato.
O seu funil de vendas deve enfatizar cada uma das fases-chave pelas quais os seus potenciais clientes viajarão no seu caminho para um acordo a ser feito.
Esteja aberto, com antecedência e partilhe as fases do processo com as suas perspectivas. Deve prestar muita atenção a quaisquer pontos de fricção que possam ocorrer à medida que os seus potenciais clientes viajam através do seu pipeline de vendas.
Isto dar-lhe-á a oportunidade de fazer melhorias no seu funil, avançando. O mais importante é que registe todos os pontos de dados no seu funil de vendas.
Isto irá ajudá-lo a tomar decisões sobre factos e não sobre os seus sentimentos instintivos. Pode levar tempo para que o seu funil de vendas se torne totalmente eficaz, e pode precisar de fazer vários aperfeiçoamentos antes de ter um funil de vendas verdadeiramente optimizado.
Muitos clientes não têm uma compreensão rica do que precisam quando o encontram pela primeira vez. Fornecer soluções e não apenas produtos, ajudando os potenciais clientes a fazer a ligação entre os dois.
O que também é verdade é que os utilizadores compram frequentemente o que querem e não o que precisam.
É por isso que é tão importante fazer perguntas específicas para que possa determinar com precisão quais são as suas necessidades, para que possa posicionar o seu software da forma mais favorável.
Estas perguntas também lhe dirão quão perto ou distante estão de tomar uma decisão.
15. A Ascensão das soluções SaaS
Parece que tudo no mundo é agora alimentado online por Aplicações SaaS. Desde Netflix e Amazon Prime até LinkedIn e Microsoft M365 estamos agora rodeados de soluções SaaS de uma ou outra descrição.
Financeiramente SaaS faz sentido, uma vez que evita despesas de capital pesadas à partida e desrisca a solução.
Afinal de contas, se não funcionar, normalmente só se fica trancado dentro de um máximo de 12 meses. Outras vantagens do SaaS incluem a forma como é normalmente rápido de implantar e não requer manutenção por parte do cliente.
As actualizações são normalmente entregues automaticamente, sendo geralmente oferecidos níveis garantidos de serviço aos clientes.
Os backups e a recuperação de dados são geralmente realizados em nome do cliente, para que se possam concentrar no que fazem melhor, seguros de que tudo está a ser tratado pelos próprios programadores de software.
Bloqueio tem turbo SaaS carregado O trabalho à distância estava em ascensão mesmo antes da pandemia, pelo que o facto de os produtos SaaS permitirem que os indivíduos trabalhem e colaborem a partir de qualquer lugar só serviu para incorporar o SaaS ainda mais profundamente na nossa vida quotidiana.
Há milhares de novos produtos SaaS a serem desenvolvidos em todos os países do mundo, pelo que a concorrência é feroz, no entanto, não há um fim aparente para o apetite dos consumidores e das empresas por soluções SaaS.
Um funil de venda coerente poderia ser a diferença entre o seu produto ser um sucesso viral e ser forçado a regressar à prancheta de desenho.
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The Best Sales Playbook in the World
What is a Playbook in Sales
A playbook in Sales is a single repository that contains all the information, tools, templates, content, media, training and coaching that Salespeople require to execute their role successfully. The most common use of playbooks are for onboarding new salespeople, however, they are great for documenting your sales process and coaching salespeople.
What makes a good Sales Playbook?
A good sales playbook will help onboard new salespeople and get them to generate revenue as fast as possible. Playbooks help existing sales reps follow best practice, a proven sales process , develop their sales skills and behaviours and improve their productivity.
Join the next webinar for step by step instructions on how you can customise this playbook template for your business
We recommend that you host the playbook inside a Channel in Microsoft Teams in order that sales and marketing teams working remotely can also access the document.
2. SaaS Sales Playbook Outline
SaaS playbooks or Inside Sales Playbooks are often different because SaaS sales can have a different sales process and structure, but either way we’ve got you covered.
For example, many SaaS companies have teams of Sales Development Reps (SDR’s) who are responsible for lead generation and the initial sales qualification process.
These B2B SaaS companies are scaling and Sales Playbooks form a vital role in recording, tracking and developing the sales function within the business as well as onboarding new sales team members.
In addition, the playbooks act as a simple but very effective sales enablement solution, helping them learn and implement best practice in sales while increasing productivity and performance via sales coaching and training.
Playbooks are especially important for new hires who need to get up to speed and delivering as quickly as possible. Our template is the quickest way to get started creating your sales playbook and populating it with relevant content for your own sales team.
SaaS Sales Playbook
3. Sales Playbook Benefits
Single Location: Playbooks provide a single location for everything a B2B Sales Reps needs to know in order to do their job successfully. Rather than having pieces of information scattered across different file locations, and in different departments which are difficult and time consuming to find, your Sales Playbook keeps everything in one easy to find location.
Commonality: Sales Playbooks provide a common sales language that your sales and marketing teams can understand and follow.
Continuous improvement: Digital Playbooks provide a living, working document that can be continuously updated to retain relevancy.
Standardised Sales Process: Playbooks help salespeople follow the company’s proven sales process and buyer’s journey rather than having every sales rep following a different process.
Best Practice: Sales Playbooks provide a location to document and report on the companys’ best practices in selling for others to learn and follow.
Sales Coaching & Training: Sales playbooks provide a location to document and report on the learning & development plans for B2B sales reps. A good playbook improves the Sales Reps productivity and performance.
8. Building an Asset: As you begin to customise your sales playbook to meet your own strategy and methodology you can build in your own organisations KPIs, material, call scripts and content so it becomes a long term asset for the business.
9. Step by Step Guide: Your sales playbook provides a step by step guide on how your organisation goes to market. It covers everything from buyer personas, how to hire and onboard new reps, to KPI’s ROI, Performance management, proposals, channels, planning and strategy. It’s a single point of reference for everything in sales.
4. Sales Playbook Best Practices
1. Customisation – no two SaaS companies are the same so while it’s great to start with a framework, it’s important to customise the content of the playbook to match the needs of your organisation. Think of our playbook as a template to give you a head start on creating your own.
2. Updating – sales is a fast paced environment that is constantly changing and your sales playbook needs to be a living working document. Playbooks should be updated regularly and reviewed completely every six months.
3. Ownership – have a limited number of playbook owners with admin rights to stop anyone and everyone from editing the document. In OneNote this can be achieved by password protecting sections and pages. Improvements and additions can be fed back to the administrators on an ad-hoc basis or at Sales Meetings.
4. Engagement – playbooks have no impact on Sales unless they are used. Sales Managers must hold Sales Reps accountable to using and following the playbooks. “51% of reps attain quota at firms using a Sales Playbook, compared to 40% at firms who don’t have a Sales Playbook.” Aberdeen Group
5. Content – In addition to being relevant content should be easy to consume and engaging. Avoid massive PowerPoint decks with generic messaging. Use multimedia and a mixture of content types where possible.
6. Access – Sales Playbooks should be Cloud based however having access to them offline may be critical for some Reps, in which case the Playbooks should be downloadable but with restrictions on editing.
5. Sales Playbook Content
Your copy of the best Sales Playbook in the World contains:
5.1 DOMAIN KNOWLEDGE
This is where you can store information on your industry like statistics, trends and market intelligence. You can track and follow Industry Thought Leaders, top industry publications and Industry Bodies and Organisations so your teams are always up to date.
5.2YOUR COMPANY
In this section you can provide details on your company’s History, Mission and Values. This is also where you would place your Sales Strategy and Sales Plan so every team member knows the “Why” behind what you do, and can align their sales behaviours with the Sales Plan. Lastly in this section we record all the companies products and services.
5.3YOUR COLLEAGUES
When you join a new company and you don’t know anyone the first few weeks can be quite intimidating. This section contains an internal directory in order that new team members can quickly identify and connect with any colleague including those outside the sales department.
This section is where you can store information of your clients. These are typically examples of clients/buyers that fit your sales prospect profiles, common pain points, clients who provide good case studies, testimonials, channel partners or strategic accounts.
5.6 SALES PROCESS
It’s important that Reps have and follow a proven Sales Process. This process provides a track for the salespeople to follow which is repeatable and measurable. We have also included an example of our Qualifying template which you can customise to meet your own needs.
5.7 SALES PLAYS
Sales plays are where we document our sales messaging and structure for controlling the sales conversation with a buyer. They include templates for what we call a Door Opener which is similar to an Elevator pitch. There are also sections for buyer personas, pain points, how to deal with prospects Stalls & Objections, How to deliver product Demos, Pricing, Proposals, Sales Stories and Customer Meeting Notes.
5.8 COMPETITION
This is where you can store information and intelligence on your competitors. We are great fans of Sales Battlecards which you can use to win deals against your competition. The Battlecards help you steer the buyer conversation to the areas that favour your solution the most and make it more difficult for your competitors to compete. In short this shows you how to move the goals posts in the middle of the sales process to sabotage your competitors bid.
5.9 CONTENT
No more searching for files, flyers, technical specifications, case studies, testimonials and pricing sheets. Everything is stored inside this OneNote section in your sales playbook.
Coaching de Negociação de Vendas
5.10 KPI’S
Every Sales Rep needs to know their numbers and what are the Key Deliverables for their role. We have listed all the KPI’s you will need for you to choose from and then create your own Sales Scorecards to manage Sales Reps.
5.11 LEARNING
Learning is your library for Onboarding Plans, Sales Coaching Playbooks, Training Planners, Personal Learning Plans, Sales Coaching Notes, Goal Setting and experiential learning and simulations.
5.12 ADMIN
The very last section is our Admin section. In here we store Team Meeting notes, Compensation & Commission, Expenses and a Time Management Tracker.
6. Sales Coaching Playbook
As a sales training and coaching company we use Sales Playbooks for training and sales coaching probably more than any other business. Playbooks are a great place to include:
Sales Messaging is an often overlooked and undervalued area of sales, however when you lose business to a competitor it means that someone else is either saying or doing something better than you.
In sales, we have little to no control of the product, but we have 100% ownership of our messaging.
Robert Cialdinis best seller Influence is a testament to this and a great read for anyone in sales.
We call our Sales Messaging our Sales Plays and we have a whole chapter in the playbook dedicated to this.
Sales Messaging – our Sales Plays should include every possible part of the Sales Conversation that a Salespeople will have as they walk a prospect/buyer through the sales process.
In addition, our Playbook includes templates for creating your Perfect Prospect Profile / buyer personas to make sure your messaging matches with your prospect/buyer in every way.
8. Sales Playbook Download
Join the next webinar for step by step instructions on how you can customise this playbook template for your business
Everything we teach, we actually do as part of Klozers own sales strategies. This means we have a deep understanding and not just text book theories.
Each sales training course is live. With interactive exercises, we deliver an immersive learning experience.
Our training includes work based learning which means you are assigned practical tasks and sales skills to practice as part of your every day sales role, in order that you learn while you are doing.
Please note: we would never encourage you to provide your products and services for free, and in the same vein we do not provide free sales training.
Nothing in life that is worth anything is free.
Best Online Sales Courses
How much does online sales training cost?
Online sales training costs start from free and can rise up to $15,000 per month. The cost varies based on how many people are required to be trained, how much customisation the training content requires, and how much online support the attendees require throughout the training programme.
We have the best online sales courses available which cover all the sales skills required for Professional B2B selling. Our sales courses each include relevant modules on sales skills from how to attract customers to sales presentations through to how to close sales . Some modules are common across more than one course, whilst others are unique to specific courses.
The content can be modified to meet the specific needs of your sales team. In addition to the training on sales techniques, our coaches are very much hands on, and can work with you to develop your value proposition, sales strategies and the planning and execution thereof.
Historically this training course was most popular with entry level sales professionals, however, this course is a great refresher for experienced Business Development Executives and Account Managers who spend all, or part of their time working from home.
Please note the Live calling is a combination of outbound calling by the Trainer so you can see and hear in real time what Telesales is, and there is also time set aside for participants to make live calls whilst being coached from the course leader.
For companies looking to develop a full inbound sales methodology, we are the only sales training company with expertise at both inbound and outbound lead generation.
Consultative Selling Skills Training Course
Our Consultative sales skills course has been our best seller for the past 8 years. Revised and updated, this course is a must have for everyone in B2B sales.
The training course helps participants control and structure every sales conversation in a way that helps buyers uncovers their own personal reasons for buying, which are always more powerful than the Salespersons reasons.
This methodology is always popular with Non Selling professionals such as IT Professionals, Engineers, Professional Services, Consultants, Software Engineers, Project Managers, Accountants & Architects who don’t want to sound “Salesy” when in front of prospects.
The course covers the core concepts of Consultative selling which includes:
Modern Selling Sales Skills
The Consultative Sales Process
Uncovering Value
Human Behaviour
Selling Through Service & Winning Repeat Business
Building Trust
Sales Pipelines & Selling Process
Setting Sales Goals
Key Account Management Training Course
If your business is typical then 70-80% of next years revenues will come from this years customers. It’s also true that your customers are your competitors targets so without Professional Account Management these important clients may leave.
The course helps participants identify and build relationships with Key Stakeholders across the clients business and find and target new revenue opportunities within the account. Most course participants are either Account Managers, Relationship Managers, Technical Account Managers and Account Directors.
Our Key Account Management Training includes modules on:
Understanding Key Accounts
Segmenting & Defining Key Accounts
Planning for Key Accounts
Creating Key Account Plans
Sales Management Training Course
Sales Managers are the glue that holds sales teams together. With many Sales Managers carrying personal Sales Targets their time is more valuable than ever.
Our Sales Management Training covers the core topics of:
Sales Bench-marking
Sales Improvement Planning
Sales Performance Management
Coaching Sales Winners
Sales Management Skills
We deliver online sales training via self-paced learning and supported with or without live training and coaching.
We supply each of the above types of programme, however, we believe we have the best online sales training because of the learning methodology, or learning style we use which is called Work Based Learning.
Please read on to discover why this is important to you.
Depending on your requirements we have a number of options available to deliver online sales training to your sales force as follows:
Online Sales Training for Individuals – purchase individual licenses for less than 5 Salespeople hosted on our platform.
Online Sales Training for Teams – we offer a discounted rate for multiple licenses of our training content to teams with a minimum of 5 Salespeople hosted on our platform.
Online Sales Training for Teams – purchase Team licenses and host on your own company platform
Unlike most online training which is theory based, all our training courses follow the Work Based Learning methodology which as yet has no recognised certifying body.
All our training courses are Self-Certified and we provide Certificates to participants on successful completion of their training programme.
Best Online Sales Training – Certification
In addition to our Training Certificates Participants can include details of their Training on their Linkedin profile as shown below:
Our Online Sales Training for Beginners course is a mixture of self-paced and instructor -led training that covers the core concepts of selling business to business.
This Beginners Training course is suitable for the following:
Graduates
People moving into new sales roles
Marketing teams who need to understand the basics of selling
Entrepreneurs
Startup Founders
This course covers the core modules of Basic Selling:
Understanding Sales
Everything you Need to Know Before Talking to Customers Part 1
Everything you Need to Know Before Talking to Customers Part 2
In order to deliver a successful sales development programme we typically start by creating a bespoke plan for your company. Many of our Corporate clients have their own Learning & Development departments who can create and generate long term training plans for their sales teams. For those companies that don’t have that capability we can offer a bespoke service where we:
Identify the core sales competencies required for each sales role
Map the competencies against the learning objectives in our training modules
Create bespoke training plans and assessment programmes to deliver, record and assess participants
Our goal is to deliver the best Online Sales Training experience that can be delivered by a combination of face to face, self-paced online, and instructor led online sessions.
In addition to supporting your companies future growth and sales goals, your sales development plan should enhance the sales career and personal development of the participants.
Our sales trainers are very much hands on, and strike a balance between allowing participants learn an their own pace, and pushing them to meet the sales goals of the business.
Our Online Sales Training is delivered in a secure and stable platform online via Microsoft Teams. Individuals are invited into Teams and based on their requirements are assigned training modules to complete based on their personal Learning Objectives and any additional Objectives determined by their Line Manager.
To avoid learning fatigue all our courses are broken down into modules which are between 1 and 2 hours long. In addition we have short modules on selling skills which are between 10 and 30 minutes long.
The sales skills modules we provide are:
Advanced Questioning Skills
Controlling the Sales Conversation
Handling Stalls & Objections
Referrals & Testimonials
Online Sales Presentation Skills
Whiteboard Selling
Building Relationships
Value Creation
LinkedIn Sales Navigator/Social Selling
Dealing with difficult customers
Cross Selling & Upselling
Negotiation Skills
Best Online Sales Training
The Teams Portal provides the flexibility to configure the Channel in different ways which include the options of:
One of the most common questions we are asked by sales leaders is “What’s the difference between Sales Training and Sales Coaching” and why is it important. Training and coaching are two different things, that result in two different outcomes. In order to answer the question it’s important first to define what we mean by sales training and sales coaching.
We are not claiming our own definitions are either the industry standard, or the same as other service providers, however we do know from experience that our definitions make it easier for our clients to better understand their own needs which is the most important thing.
What is Sales Training?
Sales Training is the transfer of knowledge or skills.
What is Sales Coaching?
Sales Coaching supports the practical application of training (knowledge + skills) in the field.
At Klozers we define Sales Training as the “transfer of knowledge”, and the primary outcome from any transfer of knowledge should always be an increase in learning, education and understanding. There are of course secondary outcomes which are similar to the outcomes from coaching, but it’s important we understand the difference between the two.
This is why every training course regardless of the subject matter clearly articulates what the “learning outcomes” will be after the course, and usually do not reference any form of performance improvement.
In the western world over 90% of jobs requiring manual labour no longer exist, and we are now what we call a knowledge economy. Salespeople are paid for their knowledge and skills not manual labour, therefore for every Sales Person, knowledge is power, which is why Sales Training and Learning outcomes are so important.
Once we acknowledge that Sales Training is the mechanism by which we transfer knowledge, and that knowledge is power, it’s equally important to understand that in Sales more than any other subject, this knowledge is worthless unless the Sales Person takes the knowledge, and apply it in the field with prospects and customers.
Without this practical application of the new sales knowledge in the field, then the sales person risks being the smartest sales person in the office, where there are no customers. In most cases a sale never takes place unless a Sales Person has undertaken some form of activity/behaviour/action and this activity is where any new knowledge from training needs to be applied.
The same rules apply for inside sales, with the only difference being the channels with which they are communicating with the prospects/customers. If for example an Inside Sales Person attends a training course on Communication Skills, then unless they apply these skills on either the telephone, email or social media, the training is worthless.
We define Sales Coaching however as “supporting the practical application knowledge in the field”, and the outcome from coaching should always be an increase in skills, confidence and performance.
The main thing that sales training often lacks, and this is not a criticism, more a practical restriction, is that training cannot cover every possible scenario that a sales person will encounter when interacting with a prospect or customer. Those scenarios and equally important the context of each scenario, are what takes classroom sales training and turns it into Boardroom results.
10. The Importance of the Difference Between Training & Coaching
The best way to explain the importance of coaching would be to use the analogy of Golf. If we attend a 1, 2 or 3 day golf training session with Tiger Woods there is no doubt as one of the worlds greatest golfers Tiger Woods would be capable of delivering excellent training.
The course might cover things like the correct stance when addressing the ball, the correct grip and the optimum swing, and there is absolutely no doubt the course attendees would have some very specific and valuable learning outcomes.
What Tiger Woods cannot cover is the practical application of that knowledge next week when you are on the local course and you tried to change your grip, but because it was new to you it felt uncomfortable and for the first 9 holes, your new stance, grip and swing had left you 10 over par.
In these circumstances the golfer is most likely to revert back to his original stance, grip and swing and then might complete the next 9 holes on 5 over par which is his norm. No performance improvement takes place because there was no coach to support with the practical implementation of the new knowledge that the golfer had.
Furthermore, the golfer/sales person is typically left feeling frustrated and disappointed as he knows for sure that Tiger Woods had delivered great content in his course, and realises that he just does not have the ability to implement that knowledge.
Online Sales coaching supports the practical application of knowledge by support and providing context for the many different scenarios that a sales person will encounter with a prospect/customer.
Again if we go back to the Golf analogy. The coach would be able to help the Golfer understand why the knowledge that Tiger had delivered in the training course was not working, for example wind, ground conditions, course type and layout, club and balls – there are hundreds of external variables, never mind the internal variables such as the golfers mindset, belief system and attitudes that would affect the performance.
This is absolutely the same when any sales person goes into a meeting with a prospect/customer, there are hundreds of variables both external and internal that affect the outcome and performance. The role of the sales coach is to support sales reps in their endeavour to overcome these challenges.
Another important difference between sales training and sales coaching is the style. Modern training has thankfully moved away from a simple one way discussion telling people what to do. Games, exercises and good facilitation that engages the attendees should all be included, however the perception of training can often be negative and many attendees have mentally switched off before they get in the room/on the course.
They may have good reason for this based on a past negative experience, but either way the perception is not always positive and often the perception is related to the style. What we mean by this is the perception of sales training for many people is one of telling and from our own experience nobody especially sales people like to be told.
Coaching however is the opposite and is a question based approach to help the sales person discover for themselves the answers. That process of discovery and reflection is very powerful because it transfers ownership of the answer to the problems to the sales person. When the sales person comes up with the answers they then mentally own the answer which make them much more believable to the sales person.
Our online sales courses utilise the concepts of Work Based Learning as many companies and Salespeople no longer have the time available to dedicate days or even hours to training. The modern workplace demands that training not only fits in around the schedule of those involved, but that it also generates some form of value in addition to learning as an outcome.
As it sounds work based learning is focussed around learning and activities that are not only relevant to the job, they are based on sales activities that are the job. As human beings we predominantly learn and master skills by doing and repetition.
The Learning theorists claim we learn 70% by doing, 20% by watching and 10% by listening. Whilst I am sure these figures are not accurate, they are most certainly a good yardstick for any training programme, as the focus is on the learners actually doing the activities and behaviours which are vital for every Sales Person.
Although Work based learning is very different to traditional classroom based training it is still essential for the sales people to have some form of reflection, because like the golfer when they go out to apply the new learning not everything works first time in the field.
This learning by doing, and yes sometimes it will involve learning by failing, is by far the most powerful way for any human being to learn and master new skills. We also believe work based learning is now more important than ever, as sales people simply do not have the time to be away from either their desks or the field for days at a time in the way that traditional training dictates.
While Online Sales Training and Online Sales Coaching are all good there is one vital ingredient that every organisation needs in order for any form of sales improvement to take place and this is Accountability.
Without any form of accountability the Salespeople choose what to do, and when they will do it and in most cases this can be detrimental to the business. Sales Trainers and Coaches are neither in charge nor responsible for the sales people.
This must come from the companys’ own Sales Leadership, as the Sales Trainer can tell the Salespeople what to do, the Sales Coach can show the Sales people what to do, however only the Sales Leaders in the company can tell them what to do. Whilst we absolutely love sales people unfortunately in many organizations Salespeople are not held accountable and therefore choose for themselves what to do, how to do it, and when it is done. Again, in most cases this is not what is best for the business.
Developing a culture of accountability is in our opinion a vital ingredient for any business as quite simply without accountability nothing gets done. Like most things in life that are worthwhile there is no magic wand for Accountability and it takes planning, persistence and patience, but the end results are transformational both for the business and the people, as once the culture starts to take hold people are empowered and happier, because with accountability comes responsibility.
This also helps remove decision making bottle necks, and often the burden from senior people in the business, as the responsibilities are passed down the chain to newly empowered employees. Sales results are dependent on strong sales leadership and strong management. Not every decision will be popular and not every sales person will embrace the new culture.
In the book ‘Good to Great’, Jim Collins talks about employees as people on a bus. The people not only need to be on the right bus, but they need to be in the right seat for the bus to successfully reach its destination. Sometimes people who get on the bus at the start of the journey are neither in the right seat or on the right bus.
Sales Leadership is a continuous drive for sales improvement that leaves no stone unturned and in some cases this may involve asking people to leave our bus as they no longer have the right skill set, behaviours or mindset that the business needs to move forward.
Please don’t misunderstand us, we believe that a business has a duty to develop and grow every employee, however when those employees make it clear by their actions that they have no desire to develop and grow then it is negligent of the business to ignore this and not take action.
We create accountability online by including Line Managers in the learning process. On sign up participants are emailed a choice of Learning Objectives related to the course they have chosen. A selection of additional learning objectives are also provided and Learners can also add their own learning objectives all of which must be approved by their line manager.
By including Line Managers in the initial learning process we introduce Accountability. Line Managers are asked to verify the work based assignments and help assess whether the initial learning objectives have been met.
