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SpinDistribute.com Article Directory

The following article was published in our article directory on April 5, 2014.
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3 Keys to Online Sales Enabling

Article Category: Advice

Author Name: Stephenie Rodriguez

As you start to build valuable relationships with your customers, sales people are critical players on the front lines. But are your sales representatives getting the basics right? Your potential clients want to be contacted just enough, not called a thousand times. Your sales team should know the business's products or services thoroughly and how your business's offer measures up with those of their competitors. Prospects need information on exactly how a product or service will make a difference to the organisation. And while they may say price is one of their biggest concerns a positive sales experience is ultimately most significant.

In 2010 McKinsey & Co conducted a survey of more than 1,200 purchasing decision makers in small, medium, and large companies throughout the US & Europe who are responsible for buying technology solutions. The insights were consistent across simple to complex products and apply readily to business-to-business firms which also have complex, multi-faceted sales processes involving both those who will use the product and those responsible for purchasing.

McKinsey's report articulated that there is a big difference between what customers said was important and what actually drove their behaviour. The report also stated the following "Customers insisted price and product aspects were the dominant factors that influenced their opinion of a supplier�s performance and, as a result, their purchasing decisions. Yet when we examined what actually determined how customers rated a vendor�s overall performance, the most important factors were product or service features and the overall sales experience. The upside of getting these two elements right is significant: a primary supplier seen as having a high-performing sales force can boost its share of a customer�s business by an average of 8 to 15 percentage points."

That makes the next finding all the more important. Of the many habits that undermine the sales experience, two that are relatively easy to fix accounted for 55 percent of the behaviour customers described as �most destructive�: failing to have adequate product knowledge and contacting customers too frequently (exhibit). Only 3 percent said they weren�t contacted enough, suggesting customers are open to fewer communication.

Fortunately, both damaging habits can be fixed. Organisations can address a lack of product knowledge by centralising content development to guarantee a concise message and creation of compelling value propositions for customers. To ensure deep understanding, the sales representatives in your business can receive experiential training and on-the-job coaching, preferably side by side with those crafting the stories in your business. Finally, those responsible for sales don�t need to know everything. When it comes to specifics, the McKinsey report found customers were more than happy to use self-serve or online tools and will in fact self educate on your offer.

Recently a client of Mighty Media Group received complaints on their Facebook page for nagging and continuous sales calls. When we reviewed their sales process and online presence, we revealed that this company gave little insight as to the benefit of the products or features. Instead, it offered a �FREE 30 Day Trial� as a means to get those seeking help with their investments into their CRM. As the software helped customers organize their share portfolios once the prospect had use of the tool for 30 days and during that free trial, the prospect was contacted no less than times and spammed twice a week with email inviting them to attend webinars and pod casts. What this client should have offered instead is holistic and detailed overviews of key aspects of the solution that solve a particular pain point likely to queried on Google.

Striking the right balance between contacting customers too much and too little requires understanding their stated and actual needs. There should be a clear strategy for reaching out to customers based on needs and profit potential, with nurture campaigns dictating when is best appropriate. As you start to build valuable relationships with potential customers, sales reps are critical players on the front lines. But are your sales representatives getting the basics right? Your customer want to be contacted just enough, not overwhelmed. Your team of sales representatives should know their products or services thoroughly and how your offering measures up with those of any competitors. Customers need information on exactly how a product or service will increase their bottom line. And while they may say price is one of their biggest concerns a pleasant sales experience is ultimately most significant.

Here are three way you can improve your customer experience during the sales process:

1. Enable them.

Provide prospects the ability and access to learn about your offers at their convenience and on demand. Is your website mobile friendly? Does it deliver value 24 hours per day, 7 days per week?

2. Practice �Youtility�.

Be genuinely helpful by answering common pain point questions and organically become the most credible and trusted expert in your field earning the right to attention and relationship.

3. Personalise the Process.

Make your marketing memorable to the end user. Create online buyer personas, identify what each of your customer types need to move through your sales funnel and take the next step. Then develop scenarios or �click paths� so that you can elegantly guide your customer towards the solutions they need.

Keywords: Inbound Marketing, Social Media, Sales

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