“Now what do I do with all these Leads?” This is what we, responsible for the company’s sales, call a good problem. The high volume of business opportunities is still a problem because it needs to be well managed to generate new sales. And it’s good because it’s better to face the […]
“Now what do I do with all these Leads?” This is what we, responsible for the company’s sales, call a good problem. The high volume of business opportunities is still a problem because it needs to be well managed to generate new sales. And it’s good because it’s better to face the challenges of organizing a pipeline with lots of business opportunities than not having any opportunities to work.
Marketing is attracting high-volume qualified visitors to the site. The company’s content is relevant and visitors convert and become Leads, they engage through email marketing and social media. When the company gets to the level of many business opportunities, there are several ways to manage all Leads by the sales team, and many of them can work.
However, following these 5 fundamentals greatly increases your chances of providing high quality sales service and good month-end closings. Principles are important because they guide the way the company handles sales opportunities and ensure that sellers respect certain minimum standards.
In this post you will learn which principles to follow when opportunities are already flowing in good and high volume. But, first, it is important to define: “good and high volume” of business opportunities means having at least 100 monthly Leads per seller.
1. Prior marketing qualification
Many of the Leads generated by marketing don’t work for the type of company you usually sell to, or their position is much lower than your average buyer. It is also possible that they are already your customers – and the contact will not be from the sales team. As we’ve already explained in the last blog post, it’s critical that marketing makes a selection of which Leads to pass to the sales team and which Leads to insert into automated nutrition flows.
2. Know which Leads do not qualify
Marketing did a prior analysis and passed to the sales team the Leads that it believes are more likely to become customers . However, it is the role of the salesperson during conversations with the Lead to confirm that the marketing hypotheses are valid , to capture the real chances of that Lead becoming a customer and to choose where to invest their time.
This choice is the most important decision for sellers. Between choosing the wrong Lead and the right one to invest your time there is a very big difference in the number of closings, and the best sellers are the ones who choose the best.
Subjectively, the seller must disqualify the Lead that he can’t help or doesn’t want your help. In a practical way, this means that, at each stage of the sales process, the salesperson should suggest moving forward the contact only with those Leads who are in a situation where their product could be useful.
You need to be very careful at this step. Sellers are people who like to talk, some Leads are interested and curious about your business. The problem is that a salesperson’s time is money and must be invested wisely. Trying to close a deal with the wrong Lead takes more time, is more expensive and tends to generate bad customers.
I repeat: the best sellers are the ones who choose best which Leads to bet on and which Leads to disqualify.
3. Invest well in Qualified Leads
Marketing did the initial filter to pass Leads to Sales and the salesperson has already chosen, based on the information they collected in conversations and exchanged emails, 25 Leads received to work in the week. Now it is essential to provide a very high level of service.
It’s quicker to invest a lot in Qualified Leads because this undermines any possibility of them falling asleep in the sales pipeline. While the salesperson is promoting actions and next steps, respecting the decision process on the other side, he is ensuring the fastest possible movement towards closing the sale or inserting a Lead into an automated nutrition flow.
Responding quickly to contacts – emails and phone calls – from Leads and conducting sales meetings with professionalism is the minimum. In addition, the seller must offer unique insights into how their product/service helps solve Lead’s challenges. These insights come from organizational knowledge or the salesperson’s own experience with other Leads in the same industry.
In short, it is the salesperson’s role to help these Leads as if they were already customers, so that they understand the level of service that the company will provide when they are in fact a paying customer. As the seller is not in contact with all the Leads he has received from marketing, he has an obligation to offer sales service superior to those he is in contact with.
Still, Qualified Leads tend to be a high volume of Leads. To provide this superior service, the seller is not alone. You can count on the content produced by your company on the blog and educational materials, other partner and related blogs and the fourth principle: good sales process.
4. Sales process
Process is a set of routine activities that happen repeatedly in the company. As with marketing, operations and finance, the sales area also needs to have defined processes.
A standardized process ensures speed and consistency in the salesperson’s service and allows for high volume Leads. Standardized process means defining what information must be received from marketing in a clear agreement between areas (SLA ), what must be researched about each Lead by the seller before approaching, how to make the first approach for initial connection and how to do each one of the sales steps. Definition of what information to look for in a Lead to find out if it needs your product and which indicators suggest disqualifying a Lead in each conversation.
This clarity of process lessens the need for the salesperson to make decisions without reference. The seller needs to decide on a daily basis who to qualify or disqualify, how to handle unqualified Leads, what approach to take for each Lead, and when to drop a contact. Of course, salespeople still need to make day-to-day sales decisions based on what they’re living with with Leads, but a clear sales process reduces uncertainty.
5. Have technology as an ally
The company’s marketing and sales are closely linked. To close more deals your team needs reliable software to generate and manage Leads in high volume. A good CRM certainly helps the sales team to monitor possible closings for the month, note upcoming activities and have a clear view of your business opportunities.
However, more important is having a marketing automation tool. When talking to a Lead, it’s more important to know what type of content he usually engages with, when was his last interaction with your website, and searching for the Lead’s information on social networks. And this role is played by a good marketing management system , which monitors the lead’s evolution during interactions with your company and allows the salesperson to initiate commercial contact already knowing who he is talking to and what are the interests of this person .
In addition, it is also important to have the ability to track delivery and opening of sales emails and templates for each step of the process, something that can be done by RD Station .
Following these principles does not guarantee you will close your sales target at the end of the month, but working well on each of them will certainly bring your company closer to sales excellence, with salespeople performing very close to their maximum service capacity.