Resolving Sales Frictions
Hey guys, another Flipchart Friday for you!
I am Vinícius Sá, Account Executive at Reev and today we are going to talk about how to resolve friction in sales processes.
Several things can happen for a lead to leave your funnel: it can stop responding to your email or raise some kind of objection that prevents progress within your business process.
All these possibilities are frictions within a business process and it is important, in order to have a healthy process, that we know how to deal with each of these frictions.
This is the only way we can guarantee that we will run a process at full speed while aligning volume and quality.
So let’s exemplify step by step which are the frictions that can exist in each of the steps: from the top of the funnel to the closure.
Attrition in sales at the top of the funnel
The first friction at the top of the funnel is simply getting to talk to the lead. This is the step prior to connecting.
And as simple as it may seem, it is precisely at this stage that there is the greatest waste of leads within the commercial funnel.
The reasons for the high volume of loss are diverse: poorly customized messages, focused on the product and even attempts to generate urgency without any kind of qualification
Another very common problem is the lack of good prospecting, recovery and maturation flows.
Without these flows, conversion rates are impacted leading to a funnel top with reduced volume and a sales team desperate to sell.
To prevent this from happening, it is necessary to use the best practices in structuring flows and support your decision in data:
- Use flows with contacts in different channels: vary the approach between calling, email, LinkedIn and Social;
- Use of semi-automated flows that allow greater customization of the message;
- Balance some tasks with automation to ensure the team gains efficiency;
- Generate a lot of value on top contact attempts.
That’s exactly what appeared in our report with more than 4 million interactions analyzed and, if you wanted to have access to our 2020 report, just click here.
We now analyze over 10.5 million interactions and bring new insights into structuring sales processes using Sales Engagement.
Experienced sales team of smart city islamabad will help sales teams to make assertive decisions in structuring flows.
Another challenge that happens at this stage is when the lead is not interested in your solution.
That might be good, since he already gave you no right away and you wouldn’t waste any more time with him.
But it’s important to know that during this step, many leads are reactive and say “no” just to get rid of you.
So it’s important that, first of all, you investigate why that lead said no to you. Most of the time, this objection is easily overcome.
Also, that lead may not be interested at the time but may be a buyer of your solution in the future. This is one of the reasons why Sales Engagement is so powerful.
If in the future there may be a better time to engage your lead, the correct thing is to have a flow of maturation or resumption of contact.
This demonstrates your real interest in helping the lead as well as the professionalism of approaching him at the right time.
Frictions when passing the baton
If you can connect with the lead, handle common objections at the top of the funnel, and get back in touch at the right time, chances are you’re already managing to schedule some qualifying meetings.
This is represented by the passing of a baton in segmented processes.
Although the passage of a stick is not always a step in the commercial process, it is critical as it is where one of the greatest frictions (funnel leakage or funnel leakage) occurs.
What causes this friction to happen is that the SDR or hunter failed to make the problem commitment along with the lead.
The issue commitment is a validation that the SDR performs with the potential buyer who admits that there is an issue large enough to be resolved.
Human beings change their behavior (search for solutions) when they admit that there is a problem that really needs to be solved.
If that doesn’t happen, it’s very likely that sooner or later, that lead won’t see any reason to hold an upcoming meeting with you or someone on your team.
Then what happens?!
The famous No-show. As common as summer rain! (If you don’t run a correct process, do you?!) ;D
There’s nothing more demotivating for the SDR team when a qualified lead doesn’t show up at the closer meeting.
In addition to being an indication that the process was not executed correctly, it is also an extra effort to be executed to recover this lead.
It’s also bad for the closer himself who has an open schedule in his schedule and who can’t always switch quickly to stay productive.
These are elements that make the passage of the stick often the biggest leak inside the commercial funnel.
And what does it take to solve this problem?
The natural path is for the SDR to optimize its approach more and more by improving its qualification process.
Another way, knowing that the no-show can happen for several reasons, is to have a validated rescheduling flow that ensures the lead will not be lost in the passing of the baton.
Frictions in MQL-SQL qualification
This friction happens when the lead is already under the closer’s responsibility.
We can often come out of a qualifying meeting that was amazing, but we still have a feeling that something could still be better.
This is normal when we strive for excellence in sales.
Whether something is missing or not, we still have the opportunity to work even harder on our qualification process.
For example, working the champion letter well is a great way to not leave loose ends in the qualification and still generate more urgency.
Champion Letter ‘s idea is very simple, you can recall the most important points from the previous conversation bringing your perspective on what needs to be done (how you can help the lead solve problems) and thus increase the potential engagement buyer.
Another friction that can happen at this stage is the misalignment of the lead or some problem related to the lack of education regarding its solution.
For this, it is necessary to have, on the tip of the tongue, the correct commercial discourse to prevent it, but in case it happens, it is necessary to know how to deal on a case-by-case basis.
Let’s talk now about the friction close to the face of the goal?
Frictions in SQL-Customer qualification
This is the final step in the business process and where a lead that has been worked on in the last few days, weeks or months will turn into a new customer.
The most common friction that can happen at this stage is when the lead is not directed towards closing: either by a closer that does not perform a closing process or by some final challenge that can prevent the potential buyer from becoming a customer.
The following disclaimer is important: it doesn’t make sense to close a customer at all costs as a misaligned sale will be a cancellation request in the future and a potential detractor of your company.
Your intention is always to have happy customers, right?!
Of course, a truly consultative salesperson can easily avoid this problem.
So we have to focus on the other part of the problem which is when the closer doesn’t switch the mindset from a qualifier (previous step) to a closer.
That’s why it’s so important to have a clear closing flow. This directs communication towards the ultimate goal of the process: generating customers.
It’s also common for some leads not to evolve because of timing. In this situation, and especially for a lead that we have already dedicated time to throughout the commercial process, it is mandatory that we have a resumption flow to get the right timing.
Conclusion?! Not! Let’s take the next steps…
What do you need to get started now?
The first step is to assess in your own business process where the greatest friction is taking place. The correct thing is that its indicators serve as a basis for identifying this bottleneck.
Ultimately, but this is not ideal, it is possible to gather direct feedback with the team about what they identify as friction.
Once the bottleneck is identified, it is your turn to act on the problem: is it a matter of professional training or a process problem?
Hey guys, another Flipchart Friday for you! I am Vinícius Sá, Account Executive at Reev and today we are going to talk about how to resolve friction in sales processes. Several things can happen for a lead to leave your funnel: it can stop responding to your email or raise some kind of objection that…