Checking in on the efficiency and sincerity of your sales process
Communication will always be the foundation of sales. Communication is a hallmark of the digital age. Digital transformation made communication virtually instant, with direct and indirect data at our fingertips. There’s no excuse in using the previous generations’ outdated sales style of just shouting out a product or service’s features without genuinely addressing and responding to your target audience.
Like technological advances, your sales process needs iterations and testing. How well is it doing? How’s the sincerity? The communication? How can you improve your sales process in this or that aspect?
Now more than ever – and it’s ironic because we’re getting a lot of help from AI – your sales process needs to be rooted in a human approach, with a human voice and a genuine desire to help.
Sell to help
To help someone, you need to know what they need. When you know your customers, you know how to help them. When you help them, you get sales – and repeat sales and referrals!
Previous generations, before the digital transformation occurred, had newspaper ads and radio jingles with catchy lines and lyrics about a product’s features. I bet you can still remember some of those slogans today.
But in the current era, we focus on the product or service’s benefits and the pain points they resolve. We focus on producing value.
Show your customers the value of your product or service by answering these questions:
- What’s in it for your target customers?
- What problems does your product or service solve?
- How bad are those problems?
That’s how you sell: by providing specific information about what’s at stake if your solution is not implemented and the value of the implementation of your solution.
Know what makes your customers make a decision
You have data to show you what pushes your customers to a sale and what stalls them.
What do these data tell you?
Discover and utilize the quantifiable things that make your customers make a financial decision.
It’s different for every segment, even for seasons of the year, and it will vary depending on the events happening at the moment. Learn from the data available to you, and tailor your campaigns accordingly.
Stick with a playbook, and make it flexible
Your playbook outlines your milestones and your funnel.
Define your successes at every stage, and establish your strategies to achieve those milestones, including how to get around obstacles and plateaus.
A playbook gets all your ideas out of your head and onto paper. It’s your how-to and what’s-next guide that you and your team can continuously consult and make changes accordingly. It keeps your eyes on the prize and keeps you organized.
When you implement a playbook, everyone in the organization has the same information and follows the same direction to make things happen.
Don’t forget your Standard Operating Procedures (SOPs). Just like your playbook, SOPs help greatly with setting the efficiency and the quality of work that’s expected of everyone. It keeps processes standardized and organized so even a newbie can start following the established practices and protocols to ensure smooth sailing for everyone.
Keep a happy team to have a strong team
Happier employees are guaranteed to execute your vision better. A happier team also provides better service to your customers.
How do you make your team happier?
- Recognize and utilize everyone’s strengths.
- Place them where they’re best suited.
- Listen to their feedback.
Build seamless communication between marketing and sales teams. These two teams would have varying insights into your target market. They can use the shared insights to help each other create more effective campaigns.
Optimize multiple points of contact
The average customer touchpoints are around seven to ten. It could be your website, your social media page, your ads, a networking event, a point of purchase, or an interaction after the purchase. With today’s tech advancements, your business can have even more touch points to reach more customers.
But no matter how many points of contact you have, what really matters is that you make it a seamless experience for your customers. When they pick up that phone to contact you or email you, you need to be available to respond to them and give them the solution they need. Make it easy for them to reach you and to complete a purchase.
Streamline your processes, and work more efficiently with sales automation. There are many CRM platforms out there. Choose one that matches your business goal. A CRM has helped me manage prospects, clients, opportunities, and the sales pipeline.
Keep on experimenting and evolving
The pandemic proved how much you need agility to respond to your customers’ needs. You need to keep moving forward so you don’t get left behind.
Digital “disruptions” that businesses used to adapt to the current events would stay as part of the new normal. Real estate, for example, had to stop physical house tours for safety purposes. Now customers want virtual tours to browse through a property from the comfort of their own homes. There’s no going back from that.
Keep an eye on the emerging trends and find new ways to meet your customers’ needs.
Today, digital and social is no longer something you can put to the side. For the last eight years since I started my first business, we’ve done everything virtually and remotely. We keep trying new things. And we’ve seen an uptick in our sales.
The sales process is a continuous journey. You keep on experimenting with how you deliver your messages and services. Don’t be afraid to make mistakes. Just keep an eye on the results and performance so you can fine-tune your strategies and delight your customers.