When it comes to landing a sale, there’s just one concept that sales reps need to know. Make it easy for your prospects to say yes. Henry David Thoreau got it right when he famously wrote these three words: “simplify, simplify, simplify.” Although that’s technically only one word, and if Thoreau was really following his own advice, he wouldn’t have repeated it three times.
According to Executive Board, making the decision process easier for customers makes them far more likely to buy. Brands that simplified the undertaking were 86 percent more likely to close a deal, and more than 100 percent more likely to be recommended. All because these brands removed any elements that distracted clients from their main goal: determining if the product would solve their problem.
How is This Achieved?
Essentially, being a resource for this information reduces the amount of thinking your potential customer is forced to do. It makes it easy for them to say yes. And, of course, you’re doing this through completely honest means, and not trying to dupe them into buying your product when it is not, in fact, the best choice for them.
Use these tips to make the sales process more straightforward and increase sales:
Research
If you’re truly making the sales funnel easier to navigate, you are going to have to do a lot of research on behalf of your potential customers. Research customer markets using sales intelligence software and get a better idea of what’s going on in their industries. Use this information to empathize with your customers. Why are they seeking your services? What problem are you going to help them solve?
Reduce Jargon
As Michael Boyette puts it on Salesforce Blog, simplifying things for your prospects does not mean being condescending. Buyers are usually very smart people, and highly intelligent individuals tend to get bogged down in details, which can be overwhelming. One way to reduce the noise for potential customers to get rid of jargony language. Don’t speak with it and don’t include it on any materials. This may be a good exercise for salespeople, as well. How many words does your sales pitch take? Are all of these words truly necessary to get your point across? Do any of them have more than four syllables? Try to use layman’s terms that are comprehensible across different fields.
Streamline Your Online Materials
Prevent sensory overload by having an easily navigable website with an obvious call to action. According to Ellie Mirman on Hubspot, this could mean actually getting rid of a few calls to action. They don’t need to jump out on every page. With your website, you should provide a clear pathway to the information users need. Once again, a little customer research goes a long way here. Use customer intelligence analytics to understand your customer. Rather than telling your potential buyers what you want them to know, try reversing the equation. If you were a decision-maker seeking your services, what information would you be looking for. Reorganize the website based on this perspective and you will have made the research process easier for prospective customers as well.
Be an Open Book
Pricing information shouldn’t be a secret. This is a key piece of information for people looking to buy a product. As has already been noted, you’re dealing with smart people here. If they can’t find the answer to this question, they will probably assume the number isn’t obvious because it’s unattractive.
Unclutter the sales journey, and you may be pleasantly surprised by the results
What’s one sure-fire way to improve sales productivity? Work on developing a rapport with your prospective buyers. Yes, you want your clients to like you, but that’s not necessarily what rapport means. As Anthony Iannarino explains it on The Sales Blog:
“Rapport isn’t ‘I like you.’ Rapport is ‘I am like you.’”
This word implies a mutual understanding and an ease of communication. If that doesn’t sound like the typical relationship your salespeople have with potential clients, they may need to work on developing empathy. There are several steps that go into developing this kind of trusting relationship.
What Does Your Customer Want?
With the customer research tools available today, it’s easy to discover what your customer needs. Take a look at some big data analytics and determine what’s happening out there in the potential client’s market. What are the big events and potential problems? Part of being a good resource for clients is having an in-depth understanding of what they do.
Trust Your Customer
It’s important to have some faith in your potential client. Salespeople can be often be condescending when discussing customers, but this is exactly the wrong kind of attitude to have. Often, sales reps have a low opinion of clients, believing that they lie or they’re uninformed. These preconceptions have a major impact on how salespeople interact with potential clients one on one, according to Dave Brock for his Partners in Excellence blog. In order to be a great salesperson, you have to understand that client buyers are people who make mistakes. They may not tell you the truth every time, however, this is likely because they’re misinformed, not because they’re trying to mislead you. To be a trusted resource, you have to be able to connect with these individuals as people, not just buyers.
Be a Good Listener
So, you have the background details that you got from your customer intelligence research. That’s great, but these numbers don’t always tell the whole story. You need a real person to fill in the blanks. Don’t assume you know everything about your customer’s market. Use the data you do know to ask pointed questions. Listening to the answers is what will earn you trust, not telling your potential client something they already know. Use their answers to guide the conversation.
Meet Them on Their Turf
Let your potential client determine how you will communicate. This doesn’t just mean the channel, which you should also take into consideration. It means their conversational style, says Selling Power. Do they like to start out a conversation with small talk, or get right into the meat of things? Are they laid back or chatty? Matching their energy is another good way to build rapport.
Smile and Be Funny
When it comes to customer service, smiling is one of the oldest rules in the book. While business-to-business often seems radically different from say, a restaurant, some parts are still the same. To a certain extent, people are programmed to mirror the emotions we see in others. Your smiling face should be the first thing the prospect sees. You don’t have to grin like an idiot the entire time, just be happy to see them. Humor is also a good icebreaker. Don’t go overboard with the knock-knock jokes, but be affable. Being self-effacing also portrays some vulnerability, which goes a long way in establishing rapport, according to Iannarino.
With a little empathy, you can gain the trust of your prospects, paving the way towards a mutually beneficial relationship. It all starts with building rapport.
Training your salespeople is vital to the continuing success of any business. Even if they can’t turn back time by flying around the world in reverse, sales superheros can turn a bad pitch into a closed deal. In a rapidly changing world, it’s a mistake to assume that your best sales reps don’t need any more training. Whether your salespeople are veterans or just entering the world of sales, it’s necessary to provide them with the training they need to best represent your company. Training sales reps is important for:
Here are some ideas for training your sales people:
Hire a trainer
Most businesses can benefit from hiring a trainer. However, be careful that you hire the right person, according to Geoffrey James for Salesforce. Different professionals have different areas of expertise. If they don’t have what you need, the investment won’t be worthwhile.
Train consistently
Make development of sales staff a part of every sales meeting. Try to set a goal for how much time you’ll spend on it. According to Caron Beesley on the government’s Small Business Administration website, one training session is rarely sufficient. Make sure your reps are up-to-date on the state of the market and even new research that would be beneficial in sales tactics.
Remember competitors
An often overlooked way to increase the success of your sales team is to make sure they know your competitors as well as they know your company. As Beesley says, it’s a good idea to encourage role playing exercises that involve competitive selling techniques.
Make training part of your routine
Have sales reps incorporate training into their day by encouraging them to share information via social media or over group lunches.
Knowing your customers is one of your top priorities. Since utilizing social media is one of the best ways to get plugged into your consumer market and develop relationships, it’s become a must. While getting on Facebook and Twitter creates unprecedented opportunities to get personal with potential buyers and current clients, sometimes letting your personality shine can backfire. When you have real people monitoring social platforms, they are bound to screw up now and then. Here are a few frequent mistakes and what to do if you find yourself making them:
Saying the Wrong Thing
You want your social media presence to have personality. While whomever is running your channels may be tweeting or posting under the name of your brand, people want to know there’s a real person behind it. However, you need to pick a professional who knows what they’re doing. Most people have their own Twitter or Facebook, and it can be disastrous when someone posts personal content under their employer’s name. Nevertheless, it happens. Another tragic error, according to John McMalcolm on Marketo’s blog, is to post something insensitive or offensive. While world events can often be a great excuse to plug your products, never use any event in which people were physically harmed or killed, like Kenneth Cole did. The brand used riots in Cairo as an excuse to advertise its spring collection. Naturally, it garnered widespread criticism for its insensitivity.
To avoid these missteps, companies should always plan out tweets in advance. If your social media expert has a history of creating questionable content, have someone read over their work before it gets published.
Misunderstanding Social
Sometimes when businesses start out on social platforms, they simply have no idea what they’re doing. This can lead to situations like those above, but other problems can result, as well. Some companies don’t know the rules of the game they are playing. For instance, you don’t simply jump onto Twitter, search for anyone who may be interested in your services and start following them – or worse – messaging them directly.
Social media isn’t self-serving, it’s about establishing relationships that help you know your customer and ideally, help them get to know you too. For every post you make promoting your own services, reblog or share a news item from your industry or community that may interest followers.
Before implementing a social media campaign, do proper research about the channel. See how people behave on it, and which companies are using it effectively.
Using the Wrong Data
Having thousands of followers doesn’t guarantee prospects are actively engaged with your company. According to Jeff Bullas, not all customer analytics are created equal. Applying the normal metrics to social media may not yield the same results. Check to see how people are actually responding to what you put out there, don’t just assume followers have seen it.
Connecting All Your Accounts
Many companies use too many different platforms. In an effort to save time, they end up linking them up to publish simultaneously. This can be very irritating for those who follow you on multiple channels. It can also be annoying to those who don’t. Most platforms link up, but in less-than-ideal ways. Do you really want your Twitter feed to tell followers “I just posted a video to Facebook” every time you upload something? Everyone knows the message is automated, and it comes across as lazy. Similarly, when users link Twitter and Facebook status updates, anyone who follows both will see the exact same message.
As a best practice, write posts individually, keeping in mind what makes each platform unique. Instagram and Facebook are great for visual media, while Twitter may be better for linking news items and blogs. Better yet, don’t take on more channels than your marketing department can manage.
Video is a fun and engaging way to find sales opportunities, and it’s not just for B2C anymore. B2B companies can harness the power of movie as well. According to Janine Popick for Inc., 92 percent of B2B customers watch videos online, and 43 percent of B2B customers watch videos when researching products and services.
You don’t have to outsource a video production company to make a great video, although that’s certainly an option. You just need to create content that people want to watch. Put someone in front of a camera, and demonstrate what a font of knowledge they are. Sales reps are generally pretty dynamic individuals, so get one of them to be your spokesperson. Having a genuine employee in front of the camera will also make you appear more authentic.
Here are some tips for engaging your customers and generating leads with video:
Create awesome content
If you can’t come up with a reason to use video marketing, you probably shouldn’t do it. If you don’t have a wealth of information you’re dying to share, video is useless. However, if you have tons of ideas and need an engaging outlet to reach your audience, video is perfect.
If you need ideas, using customer intelligence analytics can help you determine what kind of information your customers really need. The best content will anticipate the problems customers have and provide them with solutions.
Make the video engaging
According to Jeff Molander in Target Marketing Magazine, many marketers fail using video because they overthink what they are saying and forget to consider how they will say it. It may be easier said than done, but in order to be successful on this channel, you need content that really says something interesting while keeping the viewer’s attention.
Try telling a story. The human brain is programmed to respond to narratives, and they tend to be more memorable than straight facts. In the Salesforce Blog, Jeff Ogden notes how popular television show The Walking Dead consistently gains more viewers than the NFL. This compelling narrative of a small group of survivors outrunning bloodthirsty zombies tells a story that is both gripping and visually engaging. Just remember, you don’t need gore to create videos that users want to watch.
Generate leads
Finish off videos with a clear call to action to find potential buyers. Once you’ve hooked users on your fantastic video channel, you can even require a user registration so that visitors have to give you an email address in order to continue. YouTube allows you to overlay ads if you are a Google Adwords advertiser, according to Popick.
Everyone loves a good game. Games engage us and put us in a flow state that leads to a feelings of well-being. That’s why the gamification trend is on the rise, and will continue to trend upward. Games are a great way to engage customers, too, even if you’re in the B2B world. They’re also a great way to train staff and provide business insight.
What is gamification?
According to Forrester research, gamification can be defined as “the insertion of game dynamics and mechanics into non-game activities to drive a desired behavior.” In layman’s terms, gamification is making the boring aspects of life more fun by adding points systems, badges and other hallmarks of game playing. It’s a way to make often less-than-interesting aspects of business life more engaging for clients and employees alike.
If you’re still unsure of exactly what gamification might look like, Foursquare is a good example for consumers. This social platform essentially transforms the act of visiting new places into a game by allotting points whenever a user checks into a named location. You can unlock badges by visiting a certain number of locations in a similar category. For example, you can unlock a badge after visiting 10 different Mexican restaurants, or 10 different movie theaters. Whenever a user checks in, he or she receives points that allow friendly competition between users. While this platform is designed for consumers, it is an excellent model for the way gamification can be applied to training.
Using gamification to improve sales productivity
When training salespeople, you often have goals in mind that you would like them to reach before sending them out into the trenches. Gamification is a great way to help novice sales reps achieve these benchmarks. It’s a good idea to create metrics and other measurable goals for new salespeople. Every business does things a little bit differently, so things like CRM protocols can also be included. Naturally, measurable goals make it easy to implement a game. According to Bob Marsh for Salesforce blog, creating a leaderboard is a great way to engage new salespeople. Add a point system for each goal, and display the results in a public setting.
Displaying these outcomes in the open can help sales reps learn from each other; it also creates a culture of open communication. There is no shame at being at the bottom of the leaderboard in the context of a friendly game, but it may help the new hire see that they need to work on some key skills. You can also include more seasoned associates in the game.
Customer engagement and lead generation
According to David Kirkpatrick on Marketing Sherpa, B2B companies can use gamification just as well as B2C. Implementing a captivating game online is a great way to get users to get engaged on your company’s website, and it can be as simple as offering rewards for persisting in certain behaviors. As an example, Kirkpatrick notes how software company SAP made its online community more active by integrating game dynamics. The community message board was already very active and users would frequently answer one another’s inquiries. The company assigned the title of “expert” to certain users with a track record of responding frequently.
Adding gamification strategies can be a good way to find sales opportunities. Kirkpatrick recommends giving users a set of goals to reach. Once users download a white paper or watch a promotional video, you can have them take a quiz. Allow them to unlock expertise badges about your products. Once they reach a certain level, offer them some kind of reward.
You can also gamify normal social media posts. In an example cited by Corey Eridon on Hubspot, a business posted a statement on Facebook, requesting that users respond whether it was true or false. Out of the correct answers, the company randomly selected someone to win a gift card. The initiative ropes in prospective clients and keeps current ones engaged.
Rewards
It’s a good idea to provide an incentive for people to play. While achieving the highest status, or the highest number of points can a good enough reward, shelling out for gifts can make the experience even better. Whether your reward is aimed at your own salespeople, or potential leads, chances are giving people a concrete reason to play your game will improve the outcome. For customers, offer early access to white papers and other content, or even a discounted rate.
Too often, salespeople get a bad rap. When the average person thinks of a sales rep, they imagine pushy, inconsiderate and generally insincere individuals who will do or say anything to close a deal. Popular culture only perpetuates these negative images. In movies like Wall Street and Glengarry Glen Ross, salesmen are depicted as ruthless, sociopathic and criminal.
However, it doesn’t have to be this way. Truly successful salespeople know that honesty and empathy are key to making great sales.
Understanding your customers
To be a great salesperson, you have to know where your customers are coming from. Use CRM intelligence to get a better handle on your potential buyer’s world; however, don’t use customer analytics to hurl data points at your prospects. Yes, it may communicate to them that you’ve done your homework, but it probably won’t help you make a sale. Use this information to truly understand what it is your customer needs. Then you can think about your role in helping them achieve it.
Empathize
Understanding your customer’s background is a little different than actually being in the room with him or her. Being keyed into your client’s emotional state can help you better guide the conversation. Emotional intelligence can be hard to learn, but there are some ways to practice. According to Natalie Grace for the Houston Chronicle, practicing self-awareness can help you to better understand the thoughts and feelings of others. When you can identify your own emotional triggers, you will become better at noticing them in others.
Be a good listener
Part of being an understanding salesperson is knowing when to stop talking. As S. Anthony Iannarino puts it on the Sales Blog, a huge part of emotional intelligence is the ability to listen. Salespeople often put a lot of effort into changing people’s minds. However, without really understanding why someone believes what they do, these efforts are going to be in vain.
Ask good questions
If a prospect has already decided they don’t want what you’re selling, they may not say what they’re thinking. A good salesperson knows how to ask the questions that will make prospects open up.
Know when to stop
Not every pitch will end in a sale. Some clients truly don’t need or want what you’re offering, at least right now. An empathetic salesperson will know the difference between hesitation and determination. For prospects that truly have no intention of buying, persistence can be a waste of time. Being too pushy will certainly not make you look good. End on a pleasant note–it’s possible you may hear from them again in the future.
By Ryan Warren, Vice President of Market Development
The cardinal rule of sales should be: Don’t irritate your prospects! It doesn’t matter whether a potential buyer could use your services or not. If they cultivate a strong dislike for you during the pitch, they’re unlikely to go with the company you represent. Sometimes when you’re under pressure to close, you might phrase questions inappropriately, leading to the disdain of the people you’re trying to impress. Avoid ruining the outcome of the sale before you’ve even begun. To start out, here are a few questions you should avoid asking:
Do your research, avoid provoking clients, and encourage conversation rather than being pushy, and you’re likely to win the confidence of your prospective buyers.
Getting exhausted by tired old methods for finding sales leads and connecting with customers? Twitter is a fresh alternative to waiting for email registrations, and it’s a great way to provide better service to your current clients. The best sales resource is knowing your customers. In this regard, social media can be a great complement to customer intelligence analytics. Twitter’s features make it a good choice for sales reps who want to get plugged into their consumer market.
Find prospects
The best way to maximize the service is to get a platform like TweetDeck to help you organize the people you follow.
First, you’ll need to identify leads. It may take a while to build a following, but it will be worth it in the long run. Start by using the search function to look for words buyers of your product might use, says Anna Bratton for Salesforce. Follow the people who fit your customer profile.
Another good idea is to check out your competitor’s Twitter feed. If you’re lucky, they may have already done the legwork for you. If they’re not on Twitter yet, well, that’s good for you too.
Once you’ve generated a list of people to follow, organize them into lists. For instance, your competitors can have their own category. These indexes can also be used to organize potential clients by where they are in the sales cycle, suggests Bryan Kramer on the Salesforce blog. Twitter is a great tool for keeping prospects on your radar.
Look for signals
Use the search function on Twitter to identify businesses that are looking to buy a service you offer. Twitter benefits both buyers and sellers by providing a large community to answer questions. Look for users who are asking for recommendations. They will be particularly pleased to get a quick answer from you. Search for terms like “anyone recommend” or “any advice on,” says Bratton.
Keep on eye on various signals. Once again, list functions work perfectly for this. On TweetDeck you can create a list that compiles any tweet containing words you’ve identified. Look for tweets that mention name of your company, or a keyword that best represents what you do. Having a list devoted to competitors is never a bad idea. If a user mentions a competitor, specifically a negative experience with one, you have an opening to jump in and suggest your services instead.
Optimize the experience
No one likes a self-serving Twitter feed. The point of social media is to generate conversation and engagement, not to promote your own company ad nauseam.
This platform is ideal for companies seeking a thought leadership role. This means that most of what you tweet shouldn’t be directly about you at all. On Marketo’s blog, Heidi Bullock provides a useful guideline, called the 4-1-1 rule. For every tweet your company makes to promote itself, you should retweet someone else (but don’t cheat by retweeting another user’s complimentary words about your services). In addition, you should share four pieces of content from other sources. Provide insightful articles with digestible headlines that are under 140 characters. Actually, the less characters you use, the easier it will be for other to retweet you with your words intact.
Promoted posts are another strategy to consider, although this service may not even be necessary. You can use promoted tweets to target specific users. Since this is a slightly more invasive strategy than targeting users who seem specifically interested in buying, it may be wise to test the waters before rolling these out on a wide scale. Wait until there’s a big industry event underway and provide timely and engaging content like a white paper or e-book for those who may be associated with the occasion.
