It is one thing to have the phone ring its quite another to have the company’s cash register ring. Leads coming through your marketing efforts must be converted into paying customers to drive revenue. Lead conversion is accomplished in your sales funnel where you look to close the right deals, at the right time at the right price.
A great place to start in improving your sales effectiveness is to design and implement a robust, multi-step sales process. You have heard the ABC of selling- Always Be Closing. Perhaps a better version of that axiom is that we should always be closing to the next step in the sales process. A sales process might start with an email introduction, followed by a discovery phone call, then an ‘explore the possibilities’ meeting and finishing with an in-person presentation
to decision makers in your future customer’s organization.
So now that you have an overall sales process, are you managing each of the process steps in an effective manner? Are you consistent in your approach to lead qualification, lead nurturing and closing of the sale? If not then sales process standardization is the order of the day. With a standard process in place, you will want to measure your conversion rate through every step of the sales process. Steps exhibiting low rates of conversion are where opportunities for improvement lie. In addition, it’s a good idea to identify the step where your prospects do a “physical something” that often indicates their readiness to buy. It might be taking a tour of your facilities or grabbing a copy of your product demo video… whatever it is, focus your selling efforts to make that happen.
Sales will happen when you instill structure, skill, technique and discipline into your customer acquisition efforts. And the whole idea behind creating a robust, multi-step sales process is a concept of ‘divide to multiply’….divide the total sales process into discrete steps and then optimize each step to multiply your success!
Award Winning Business Strategist and Coach.
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