Traditional telephone sales techniques are not as effective as they used to be. Therefore, lahore smart city presents some new tips for you to put more intelligence in your processes and boost your sales!
Companies’ Sales teams have undergone radical changes in recent years. And the main protagonist of this change is, without a doubt, the internet!
Traditional telephone sales techniques are no longer as effective as they used to be. Consumer behavior now is to pursue knowledge long before buying.
And, with information increasingly democratic via the internet, it only takes one click for anyone to discover everything they need about a product or service without having to go through a salesperson or consultant.
Thus, prospecting customers through cold calls becomes increasingly difficult, as people are not interested in wasting time on the phone with something they have never heard of.
So, we prepared this content with some tips for you to put more intelligence into your processes and leverage results when selling over the phone!
1. Have varied demand generation strategies
To overcome the barriers of traditional techniques, it is essential to diversify demand generation strategies. If prospecting by phone is not yielding good results, there are valid alternatives.
The production of content, for example, in addition to educating the market and positioning the company as an authority in its field, works as bait: it helps Marketing attract visitors close!
The next challenge is to convert these anonymous visitors into customers, after all, unconverted content is just a free publication. Likewise, investment in paid media can be a way to reach new audiences and gain volume.
With this type of strategy, it is important to be clear about the Lead’s next step.
In an active prospecting process, as the potential customer is already in contact with the seller directly, this path is more natural. The more steps are added before the business contact, the greater the need to map the customer journey and plan all steps.
2. Get the right information
As content bait to turn visitors into Leads, the company can produce more in-depth educational materials about the market in which it operates, such as:
- Infographics, etc.
You can then make them available for free on a Landing Page and ask for some information in exchange for the content.
Having basic information helps save time and increases the efficiency of both the Marketing and Sales teams. The choice of questions to be asked depends on your operation’s eligibility criteria.
Essential data can be:
- Email address;
- Lead Name;
- City State;
- Occupation area;
With this, it will be possible to efficiently manage Leads according to the profile, interest and stage of maturity where they are in the market in which the company operates.
The history of conversions performed by the Lead pages accessed and emails opened also helps the seller to connect during the commercial approach and increases the chance of converting them into a customer.
3. Keep a relationship
Obtaining the contact of the Lead who showed interest in your company’s area of expertise is the first step in relating and generating demand over time.
From the information collected, it is possible to map where he is on the purchase journey and suggest actions that can help him mature and better understand the pains and opportunities he has.
These actions can range from referring content to submitting a demo or a free trial offer. With a Marketing Automation tool, it is easier to structure these flows and paths, starting from similar profiles and gaining scalability.
Consistency is key at this point. It’s no use converting an immature Lead and then only approaching it again for a commercial offer: this will only waste the seller’s time and cause friction with the Lead, burning a future opportunity.
4. Invest in nutrition before trying to sell over the phone
Leads that aren’t ready and therefore won’t buy now are not a goner – they’re an opportunity!
The relationship is even more valuable in this situation, as more information is often lacking. If you have a significant amount of Leads in a state of “limbo”, which don’t buy but still seem to be interested, it’s worth trying to reactivate them:
- Send e-mails periodically with educational content;
- Produce surveys;
- Share news from your company;
- Share news from the market, etc.
Generate enough value to build credibility and keep your company in the potential customer’s head, until the time of purchase arrives!
5. Quickly deliver hot opportunities to the Sales team
The agility in the delivery of Leads is fundamental to guarantee good closing chances and avoid losing good business opportunities. Knowing the exact time to approach a prospect increases the likelihood of getting someone more prepared for that sale.
Imagine that a Lead has already downloaded some of the materials produced by your company and, at some point, visits your pricing page. If your salesperson is instantly notified of this and 10 minutes later calls that prospect, what are the chances of starting the first conversation?
At that moment, Lead still has a fresh memory in his memory of who his company is and has already given an indication that he wants to buy or, at least, know more. What’s more, he probably has some time to talk, since he was researching your product or service. This Lead needs to reach your commercial!
Likewise, Leads that request quotes or contact with a seller cannot be left waiting for too long. The longer it takes you to fill these orders, the more time they have to reach your competitor in other channels.
6. Use the information generated by marketing
With the Inbound Marketing methodology, the Sales team receives detailed profile and interest information from potential buyers. Thus, the salesperson can better prepare for an efficient approach, leaving the process that started there in the attraction of Marketing even more personalized.
In addition to the information that is passed on by the Marketing team (such as the area of expertise, position, size of the company, etc.), he can search through the company’s website, Lead LinkedIn and other sources that will help a lot in building the conversation and the offer.
7. Design a sales process and have control over it
The sales process needs to be tightly tied when selling over the phone. This involves not only defining the business steps themselves but creating sales scripts, templates and templates to standardize and streamline routines.
Efforts should be made to show how the product or service perfectly fits that consumer’s need. Therefore, it is essential to align sales pitches and have salespeople prepared for a consultative approach.
The best way to have sharp salespeople is through frequent training. In parallel, area managers can monitor performance indicators within the CRM and verify process bottlenecks in order to mitigate them.
8. Ensure productivity for your salespeople
Offering tools that contribute to the organization and performance of salespeople is an essential part for those who want to increase productivity and ensure better team performance. So, secure resources that can help them sell more.
As tools, we recommend to your company the adoption of:
- A CRM software to track all active businesses, which ones have delayed actions and which Leads should be prioritized;
- Internal communication tools;
- Good structure of calls for sellers, preferably integrated with CRM for better monitoring of metrics;
- Periodic meetings to align processes, pending issues and alignments with management.
In addition to providing the essential resources for your team to work with, it is important to integrate them so that no information is lost along the way and the process becomes more fluid.
When the company connects a Marketing Automation tool to a CRM, for example, the gains are even greater: the process becomes more agile and much more qualitative, as it allows to unite information from the two softwares. Understand here why integrate your CRM with a Digital Marketing Automation tool!
9. Invest time in those who are really interested
It is common for salespeople to try to force a sale to meet goals. But, when the Lead is not really ready to buy, there are two big problems with this: the loss of your professional’s time with someone who won’t buy or the cancellation and dissatisfaction of that customer in the future.
Thus, it is essential that the seller tries to identify if that Lead has potential (fit and interest) for closing.
Focusing only on prepared prospects will bring even more productivity gains for the professional. All qualification of Leads generated by Marketing will further facilitate the Sales process.
10. Reuse Leads That Didn’t Buy
After negotiating with the Lead, we know that it may or may not become a customer. Therefore, it is important to define in the SLA (Service-level Agreement) between Marketing and Sales what should be done with these lost businesses.
If this Lead has potential, but it’s not yet a good time to buy, the Marketing team can direct you to a specific nutrition flow for that moment.
Eventually, some of these Leads tend to return when they are more ready to purchase and thus become customers.
Those who don’t really have the profile to become clients, however, will receive other materials to continue learning more about the subject. This way, if the Lead changes companies or starts investing more, it is possible to return to trading.
Best market practices
Finally, we’ve brought you some other tips to accelerate results when selling over the phone.
- The best time to make a prospecting call is between 4 am and 5 pm. The second best time is between 8 am and 10 am. The worst time is between 11 am and 2 pm.
- Thursday is the best day to get in touch with your customer. Wednesday is the second best day. Tuesday is the worst day.
- 80% of sales require 5 follow-up calls after the meeting. But 44% of salespeople drop out after a follow-up.
(Source: The Marketing Donut)
Also, be careful to measure the work of Telephone Sales. This involves, among other indicators:
- Average duration of each call;
- Number of calls made per day/week;
- Customer feedback on business contacts.
We hope that all these guidelines help you to leverage results in both Marketing and Sales by phone in your company. If you have any different experiences in your company or any more tips to add, leave it to us in the comments!
And be sure to deepen your knowledge of the subject with the eBook “How to Win More Customers with Sales Calls” – a complete guide to selling over the phone!