A Process in 3 Parts: Breaking Down the Sale
Posted by Erica Bell on July 15, 2013 in Business Management, Sales 2.0, Telemarketing [ 0 Comments ]
Whether you’re selling software or printing services, having a defined sales process is a must. While a number of studies have shown that return customers often spend more than new ones and are essential to a company’s success, new customers are a must for any business looking to grow and expand their reach. What many small businesses lack, however, is a defined sales process that optimizes their new customer outreach efforts. Most sales processes can be broken down into three initial parts: the lead, the pitch and the close. Here are a few tips for defining each of these three areas for your small business.
The lead generation process of your sale is the most important part. Getting qualified, potential clients for your business is the first step in ensuring a smooth sale. Leads have to be right for your business, right for your support team and in the end, right for the sales team member that will be working with them. Your lead generation campaigns should focus on these three areas. Here’s why:
- Right for your business: This is a no-brainer. Each prospect your business encounters should be interested in your products or something similar to what your business offers. Not only that, you’ll want to ensure most of the leads you receive fit your usual customer demographics to further your chances of closing.
- Right for your support team: If the lead becomes a customer, will your support team be able to provide the customer will stellar service? The quality of your support team could make or break your future sales with a lead.
- Right for your sales team: Can your sales team close? Redirecting a lead to the right sales team member, i.e. someone who has experience working with similar leads, is a must. If you fall short on experience, you could lose the sale.
Your first call with a potential customer should be focused on establishing a rapport. Talking numbers during the first call may work from time to time, your initial call should be focused on the lead and a brief overview of what your business is offering and how it can benefit them. In your next call, this is where you start to really roll out more details, including the numbers and more targeted benefits for the client. Emphasize the parts of your product that are most desirable for the potential customer. Even after one or two calls, a lead may not be ready to make a decision. This doesn’t mean they are a bad lead, it simply means their purchase process is still in motion and part of your pitch should be focused on helping them move closer to their final decision. Your “pitch” must consist of social rapprt, business rapport, expertise and a focus on credibility.s
Wrapping up the lose ends isn’t easy. If you’ve done your job in acquiring qualified leads and pitching your products well through phone calls and emails, chances are you will be closing with some new clients. Support your new customer with the help of your customer service team to get the customer off and running with ease. If your company hands off clients once a sales is made, e.g. from sales to account managers, make sure the transition is as smooth as possible. You don’t want a faulty hand off to be the reason your company loses business.
A more structured approach to sales can help your team close more and bring on new customers. While this is a broad overview of the three key phases of a successful sales process, redefine yours as you begin to see trends of what works, what doesn’t and how marketing can play a role.
(Image: stockimages via freedigitalphotos.net)