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What We’re Talking About…Optimising Your Sales Process

The practice of optimizing your sales process is ever important. It incorporates a balance of interaction and communication between different teams in your business. Additionally, to guide a potential customer through your sales process is now the role of sales, marketing and customer service teams. It is important that they relay the customer’s problems and contextual information to each other in order to build valuable relationship with the customer.

Traditionally, we think of a sales process as a funnel, where the top of the funnel represents awareness. Then, the further down a lead travels in your funnel, the more qualified they become. They become MQLs, then SQLs. You should want to nurture them through these stages. Eventually, they land at the bottom of your funnel, the decision stage. This stage is the decide-all and depends on whether or not your lead nurturing strategy was successful. So, does it effectively persuade a potential buyer that your product or service is the best solution for their problem? Consider, the effect of positive and negative customer experience and its direct impact on new leads in your awareness stage.

We want your sales process to fire on all cylinders, which means it’s time to optimize it. A great customer experience directly impacts your ability to optimize sales, and you need to think about which strategies and tools you need to implement to ensure this.

So if you’re wondering how you can optimize your sales process, here’s what we’re talking about…

Here’s a great infographic to start you on your way while learning how to optimize your sales process. It illustrates several key points regarding the sales process, salespeople and customers involved in it. The infographic is broken down into a few sections including: the importance of lead response time, the importance and benefits of lead nurturing, the best types of salespeople, and insights and tips about when sales and marketing work well together.

The lead-response-time portion emphasizes that when a lead is discovered, you should follow up as soon as possible. Here are some stats to prove that:

  • Very few companies (37%) respond to a lead within an hour;
  • A large proportion (35-50%) of sales go to the vendor that responds first; and
  • The most effective way to initially follow-up with a lead is over the phone, then email, and within the first 20 minutes of discovery.

The importance-and-benefits-of-lead-nurturing portions utilize case-study statistics that asked B2B companies at what stage in their sales process they were introduced to a lead, focusing on the idea that although each lead may be different, all leads need to be nurtured. From what was reported:

  • 73% of B2B leads were not sales ready;
  • 50% of leads were qualified but not ready to buy; and
  • 79% of marketing leads never convert into sales.

The best-types-of-salespeople portion focuses on 7 personality traits of top salespeople as well as the benefits from those that uncover customer problems. Top sales performers tend to be:

  • More modest (91%);
  • Fairly conscientious (85%);
  • Goal-driven (84%); and
  • Inhibit a great deal of curiosity (82%), among other traits.

Their personalities are reflected in their jobs, and this helps them to know which factors are most common in a customer’s decision to buy.

The when-sales-and-marketing-work-well-together portion provides us some final statistics about certain benefits which companies that integrate the two teams tend to enjoy:

  • 25% more revenue; and
  • 57% higher ranking sales performers.

Additionally, a few unique sales tips are included that promote the integration of the two teams:

  • The best time to call a lead/customer is between 8-9 am, and
  • Leads are 328% more likely to convert if they receive 3 or more messages after initial contact with a salesperson.

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