SLet’s start with a basic question:
Who would like to increase your sales right now?
The answer is pretty obvious, right? If you said yes, this text is for you. But if you said no, this text is also for you, because your situation is probably one of the following:
- You understand that there is not enough “arm” in your company to commit to serving even more customers and that, therefore, it is time to organize the house and plan the next step;
- You are a madman.
Unless you have created an NGO, your goal will always be to profit from a quality product or service that satisfies the customer’s needs.
Therefore, selling more is not a sin, especially if you are doing it with a higher purpose.
“Here at Outbound Marketing we like to say that our mission is to change the way Sales and Marketing are done in Brazil. We want to help companies structure processes that are scalable, predictable and adaptable, so that ultimately they can evolve on their own.”
Making it clear to your salespeople that they are not just another bunch of “robot salespeople, who memorize sentences without even knowing what is being sold”, is a key point for this process to start well.
And for that to happen, having a direct and inspiring objective so that your team can understand that it is making a difference with what it sells is essential.
Show the way clearly!
But do we need to deal with just this point to sell more? How we got there may not be “that obvious” after all. Otherwise, this text would not make much sense and the number of companies closing their doors would be much smaller.
Even going through a period of crisis, those who have solid planning and a well-calibrated marketing & sales sector, who are attentive to the market and who have well-defined metrics and with a clear purpose, may even feel the impacts of the crisis, but they continue to to grow.
To give you an idea of how important this area is within a company, I’m going to quote a short excerpt from a very renowned professor at UFMG. He said something like this to his engineering class:
“Knowing how to develop the product is essential, otherwise there would be nothing to sell. But do you know who is perhaps more important than us engineers who make the products? These are the commercial intelligence, marketing and sales teams, because without them we would not know what to develop, how to develop it and when to develop it. These are the people who understand and translate the desire of those who employ us: the customers.”
Interesting, isn’t it?
For this reason, smart city will explain here, through tips, how each of these areas form a whole so that you can increase sales (A LOT!).
Where to start?
Before attempting any contact with the person who needs your solution, it is important to have some very clear points:
- Why exactly does she need your solution?
- What criteria did you use to define this?
- Is there any period of the year or any information on the market that is important to understand this person’s purchase time?
When you can structure at least these three questions, you can begin the business intelligence process.
Here, relevant information about the prospects is essential so that, in the connection stage, a common bond can be created, a link that helps to arouse that person’s interest in your solution.
Or do you think just because a person needs a hand means they already know it too?
So, here’s the first tip: understand who your customer is, find out as much as possible about him that will help you generate rapport so that you can walk well in the next steps.
How to arouse interest?
After you’ve done the business intelligence, if your lead hasn’t arrived by inbound, it’s time to go after it.
Whether via cold mail or cold call (2.0), the important thing here is, first, to build the so-called rapport. And this is done throughout the entire sales process.
From there, we have to understand which part of the sales funnel this person is in to then be able to guide them through an ideal shopping journey.
There is a very nice scheme made by Hub spot that I particularly like a lot and that helps to simplify the whole view of this process:
For both inbound and outbound marketing, you need to nurture your lead gradually.
As shown in the image, you need to guide your lead, in some cases, from the stage where he has the understanding that there is something wrong, but doesn’t know what exactly, to the stage where he already knows exactly what your problem is and how it should be resolved.
However, the lead that comes to you via inbound is usually more qualified, as it has already consumed some content you produce (doesn’t produce yet? If your solution is complex, well, it should be producing) and already has a better understanding of which ones are your problems and how to solve them.
Moving quickly through the subject, here we have a funnel representation showing the different stages that potential customers (or leads) are in the education process.
The more he consumes content that is close to his funnel base, the more polite he will be and therefore closer to being passed to our closer.
In the case of the lead being nurtured via outbound, it is important, in the case of a call, to ask the right questions to understand the scenario of the person on the other side.
Be direct and ask “Do you see any problems with your process these days?” works, but as I said earlier, not everyone already has this understanding formed.
Therefore, it is essential to ask questions trying to understand, for example, the product, market and process, to then understand how they are connected and then go on addressing issues that are related to possible perceived problems, that is, to carry out the process of nutrition of your lead.
And so we have the second tip: understand which stage of the shopping journey your lead is at and then guide it through the entire sales funnel optimally, putting the ball in the goal mark so your closers close even more sales.
How to make the sale?
A purchase decision is generally guided by two factors: emotion and reason.
In the case of B2B deals or complex sales, reason overrides emotion in most situations. In the B2C case, appealing to emotion can be a great way to do marketing.
However, there is still a third point that can be quite strong to help increase sales, especially when it comes to B2B sales: fear.
- Will you be able to reach the goal this year?
- And next year’s customers, do you already have a structure that you think is ideal to start winning them over?
- As you told me, your lead generation process is slow. Could this not harm you in the short, medium and long term?
Questions like this help to shift responsibility into the lap of the person across the table and help create a sense of urgency.
Another tactic that is also widely used to create fear and, consequently, impose a sense of urgency on the process, is called “negative consequences and positive implications.”
Despite the name in English, the technique is very simple to be used, but it requires that you have a prior dossier on what is possible.
It works like this: with everything that was perceived during the conversations, you are now able to point out what the negative impacts will be if the person chooses not to use your solution. And by the same token, you should also already be able to list the positive impacts that purchasing your solution will bring.
This technique is simple and powerful if properly used!
Did you see how having a process well set up from the beginning helps out here?
We come to our third and final tip: using fear as a means to create urgency during the sales process can be very powerful, but for that you need to have information that is only acquired by correctly following the two previous tips.
Did you like the tips above? This text serves more as a guide that points the way for you to get there.
There are several other concepts involved throughout this process, which is why I invite you to review some of them (I have put some links to more robust articles throughout the text that can help you with this).
If you prefer, you can also access our website through this link: Outbound Marketing and start searching there.
We have reached the end, but before I say goodbye, I would like to make you a second invitation: if you understand that there is something that is not working very well in your company within the area of marketing and sales, please contact us . I or one of our consultants will be more than happy to help you optimize your sales machine.