Know how to evaluate its commercial efficiency

To evaluate its commercial performance, several questions about the choice of indicators have to be answered.

In principle, a salesperson must argue and know how to talk with his prospects to convince them. But some of them complain about the lack of time especially in front of indecisive people. Lighting.

 

Basic indicators

 The choice of indicators includes market share, profitability, prospects-sales ratio, number of sales and appointments, customer loyalty and satisfaction indicators. These indicators reveal commercial efficiency, but in addition to building a productive work environment and achieving goals.

Convincing prospects no longer works as before, that is to say, only by phone, in a short time. Thanks to digital marketing, a sales person can better control his research and can quickly know the needs of prospects. It must understand the requirements of customers and not just convince them to buy products and services. In B to B as in B to C, the commercial must adapt his working methods according to these elements.

 

Characteristics of the indicators

Commercial efficiency relies on other, more in-depth criteria based on lead generation, change, and tracking. The salesperson optimizes the lead generation process. It measures the quality of the contacts generated by calculating the return on investment of prospecting campaigns, the processing time of an incoming lead, focusing on the number of leads generated per channel and the number of lead points. For the qualitative plan, the commercial checks the status of the contacts and the quality of the contacts file (consumer insights, level of invalidation, zero duplicate, etc.).

Even if a salesperson has many leads and few of them are transformed, he must use the sales force indicators. Calls, appointments and up sells are some examples to be combined with measures of commercial efficiency (duration of the sales cycle, valuation of cases in progress, signed or lost business, etc.).

 

Know how to manage your prospects

Accompanying customers is the next step of activating leads. The sales person will make sure to negotiate on the long term with his prospects. He must take into account their expectations to generate sales and prevent the denial of information. This in order to reach them and retain them. The sales representative uses the CRM software to obtain accurate indicators in order to follow the history of prospects and the progress of sales.

The performance measurement indicator (quantitative and qualitative KPI) is based on the sales forecast figures, the frequency of commercial interactions, the growth of the average basket per customer, the return on investment of loyalty campaigns, the sales trends by product, the conversion rate and the average level of discounts granted. For the qualitative KPI, the salesperson takes into account the level of information on the offer, the preparation, the prospect, the most encountered competitors, the commercial priorities, the nextsteps and the deadline for closer. For a sales team to succeed in sales, it is necessary to have these indicators of control and to realize sales forecasts with numerical objectives (number of prospects to call or products to place). For its part, the sales director must motivate his team by creating a productive environment and to sustain the results. He must also manage human resources, leadership and program training.

 

Boost the sales force

 The sales manager must be both inspiring and stimulating for both his clients and his staff. It optimizes the effectiveness of the latter by developing a sense of being, finding creative solutions that improve his morale and confidence. To manage his team, he must set and explain business objectives, train marketers to the best methods (have a well-defined process, challenge and evaluate prospects) and give them feedback on their work.

No more traditional annual evaluation interview. Focus on goal setting in advance and real-time monitoring, with regular feedback for feedback. Training is also essential, especially on new products, coaching between sales people, team work and incentive programs. During the trainings, the sales representatives are prepared to react to the objections of the prospects and to find an effective answer (media and commercial collaboration to collect insights).

These are the challengers who meet the requirements of customers who have changed. The commercial is no longer content to define his needs, but offer a solution, accompany him and explain the challenge of this solution according to his expectations. The idea is to broaden one’s vision by indicating opportunity costs and risks. Hence the need to organize training with insights to bring value to the customer.

 

A good sales organization, the key to your success

The policy of a sales team must evolve to produce insights, improve sales teams and provide qualified leads. It must be based on inbound marketing and social selling, new techniques of digital prospecting adapted. Inbound marketing makes it possible to seduce the customer by providing him with information and the value he is looking for.

A sales team then uses the Marketing Qualified Leads (MQL), a marketing-qualified lead, because it is aligned with the services of a company and matches the need, the market, and the target. The buyer persona is clearly defined and the communication with the desired buyer is aligned. Another sales team, an Inside Sales Specialist, turns leads into Sales Qualified Lead. Previously, the team took care of the generation, the qualification of the deals and the senior salesmen go on the ground to conclude the deals. Today, in commercial enterprises, the same challenger ensures qualification by telephone and travel to the prospect. The Business Manager (Account Manager), meanwhile, is responsible for the customer relationship that supports the lead, the recovery and keeps him informed of changes in the contract.

Finding Success in B2B Prospecting

To develop its turnover and ensure its growth, a company working in the BtoB sales sector must succeed in its commercial prospection.

To ensure the success of its efforts, it must master certain skills, use appropriate tools and have competent resources. How to find success in B2B prospecting? This article directs you to good practices to implement.

The importance of commercial prospecting

Commercial prospecting, the pre-sale stage, includes the steps taken to establish a first contact with the targeted potential customers. It consists of presenting the latter with the products and services offered by the company. This phase is an opportunity to convert sales leads into real buyers.

These steps are essential to ensure the sustainability of the company. They allow to:

  • Search and find a new customer base;
  • Cross-selling with already acquired customers: to persuade them to buy products and services in addition to their usual orders;
  • Relaunch old customers who have not made purchases for a period of time;
  • Explore new avenues on the BtoB market with the aim of finding other niches offering sales potential;
  • Compensate for a loss of markets: customers can not be retained for eternity. The company must anticipate each year the loss of a part of its customers;
  • Increase turnover.

The peculiarities of a B2B prospection

The sustainability of the business depends on the success of B2B prospecting and the new sales it generates. The goal of each campaign is to generate qualified leads, to find new prospects ready to acquire the products or services offered by the brand.

This segment of the market holds its particularity: the targeted customers are companies (Business to Business). They must follow a strict hierarchical principle and the decision can not be made by one person. Each step of the prospecting process, each interlocutor involved in the purchasing process is important.

BtoB sales prospecting also enriches the company’s customer database. It helps to ensure the sustainability of the firm’s activities and helps stabilize its growth. To ensure the success of B2B prospecting, the brand must implement an appropriate strategy and master the techniques required to attract prospects.

A presence on the Web

 The company must take advantage of the rise of digital to impose its presence on the Internet to improve its visibility and notoriety. The creation of a website, the insertion of qualified content to highlight the products and services offered are effective ways to make a difference with the competition in an environment where digital occupies a preponderant place.

The “Opinion” section or the section dedicated to the forums offers prospects the opportunity to express their interests for the products or services offered by the company and to share personal information. These interactions promote sales and bring water to the mill of commercial prospecting.

A website is a powerful method for developing new sales leads. After collecting the prospect information, the company can switch to a form of B2B prospecting: targeted e-mailing, prospecting or telephone nurturing.

Designing a qualified file

The knowledge of the organization of the “large account” customers is very important during a BtoB survey in order to be able to find the right person. Thanks to a qualified file, the company is able to select the companies to contact and the decision-makers to privilege. Since the decision depends on a hierarchical structure, no person likely to be involved in the process leading up to the sale should be overlooked during the business development.

The qualification of the file allows to have all the information on the hierarchical principles applied within the targeted company. Its development is an essential step for a successful prospection. The management team, the sales manager and the marketing manager are among the most influential people to decide on a purchase.

A good knowledge of the targets

Before embarking on a B2B prospecting campaign, the company must have a good knowledge of the needs of its targets in order to offer them offers that meet their expectations. Here again, the qualification of the file plays an important role, because it makes it possible to inquire about the potential prospects and to consult the details on their profile.

Other B2B prospecting methods

  • Targeted e-mailing : The main advantage of this method lies in its low cost. For messages to be well received by prospects, it is important to design powerful content and have quality distribution files.
  • Phone prospecting : This is one of the most traditional methods in B2B sales, but it is no less efficient. It allows you to generate appointments, make direct sales and get leads for future prospects. It is enough to choose judiciously the interlocutor thanks to the qualification of the file.
  • The telephone nurturing : the success of a BtoB prospection also requires a job to promote the maturity of a margin of prospects who need to be called regularly to discuss their projects, to offer them appropriate solutions, etc. This approach helps to refine the organization of sales forces over time.

To conclude

The process of a B2B prospection is often long and the steps can be complex because it must respect the hierarchical principle established within the targeted companies. However, the implementation of the advice provided by this article allows a brand to have many assets to ensure the success of its campaigns. You now know the strategy to adopt, the data required, the practices to be implemented to increase your sales, develop your turnover and sustain your business.

Choosing the right business model is also important

For the presentation of a businessplan, it is essential to choose the business model that will make money. 

The choice of the adapted model depends on the activities of a company.

Business model templates

Many options exist for companies looking for a business model that suits them. Advertising funding is an effective model on the Internet. It serves especially for free offers that generate a lot of visitors.

Freemium is the mix of paid and free models. The pattern of the hook allows to stock up regularly to ensure the continuity of the use of a basic product. The lowcost is an ideal model in times of crisis that saves on all possible elements to ensure a good return of money by selling a cheaper product and lower range. This mode of management is the guarantor, in such a context, of the coherence between the satisfaction of the customers and the proposed product.

The subscription is a model that adapts to any market because it ensures the stability of the company and gives it a good recurrence. Affiliation, meanwhile, guarantees the promotion of products and services and allows to monetize a site. Bidding is a profitable model and leasing, formerly reserved for the automotive and real estate market, affects all areas.

Disintermediation consists of avoiding intermediaries and is the oldest transaction of the economic model. It is used to resell a product or service for e-commerce sites and large distributions.

Pay-as-you-go is the business model associated with cost-per-click and pay-as-you-go or access is a model that pays for time spent in a bar, for example, and does not charge for drinks. The voluntary payment is a novelty where the customer only pays the price he thinks is the right one. Restaurants use it more often. The associated revenue model provides the opportunity to offer products while requiring payment for associated services or vice versa.

Yield management is a model with which a company varies prices according to demand.

Finally, the economic model of the printer is used to sell a product at a cost price, allowing customers to buy disposable but essential accessories.

Role of a business model

A business model is the first part of a business plan. It is a medium that reflects the potential of the project and confronts a company to the market. An economic model is a source of innovation that represents all the techniques put in place to define the overall strategy and create the value of a society. It is the basis of a strategy to be profitable in the market, to communicate, to sell or to attract customers.

Know how to choose the business model

Depending on the sector of activity, it is essential to choose the right business model. The scalable system allows a company to conquer new markets in order to grow quickly and achieve exponential profitability. The project must be scalable and reproducible. The brand must find its first customers through its network. To avoid being overwhelmed by events, we must be cautious to avoid high visibility resulting in unforeseen expenses and a flow of orders not manageable. It is therefore necessary to provide an evolving business model as well as a margin in terms of material resources and funding.

The foreign or competing business model is a model to enter a sector with strong competition. It is based on a capacity to provide added value and originality to its activities. For this, it is necessary to adapt the model of the competitors and to make an audit. Taking examples in other countries to see the difference in consumption habits and reflexes is also advisable.

The business model canva, from the book Business Model Generation, is in the form of a table with a box on the definition of the offer, the competition, the competitive advantages, the solution. It makes it possible to structure the project of the company and to make the remarks there clearly to carry out a constructive reflection.

Business model change (pivot)

Changing the business model would affect 9 out of 10 start-ups after analysis and understanding of unsatisfactory results. In this case, we must review the business model and retry its chance. Still in the same industry, a company can improve its business model as a point of sale where the customer can book an available product. It can also set performance indicators and reference stores.

If the business model lacks interest, it must be completely renewed or add information to the existing model, to complete the data and be successful. A company can also anticipate consumer behavior by offering products related to their real interests.

Switching from the BtoC model to the BtoB model involves changing the target instead of reviewing the business model. It is a type of pivot trend that tends to change the vision of the business model, while keeping the majority of its variables. We must therefore preserve the values ​​of his company and consider redoing his strategies.

A close-knit team is also important in a company to invest 100% and follow the leader’s choice for change.

The right choice of business model to launch your project

To realize its project, the company must know how to choose the business model that turns an idea into economic success. And this, taking inspiration from the competitors without reproducing them. Each company has its specificities compared to others that are in its sector of activity. It must identify its target and add value to its offer, even positioning itself in a specific segment. The study of the budget and the mode of payment should not be neglected.

To validate the economic model, it must be confronted with the reality of the field by looking for sponsoring prospects and sponsoring clients. They are promoters and users of the company’s products that could become shareholders. Free is also an effective system when launching an innovative article. The customer thus discovers the offer and adopts it.

Finally, a digital company must choose a flexible business model that is constantly evolving and can be constantly renewed.

The blog: a business tool, not a business in itself

A blog is a tool for publicizing your business, but not for making money.

How does this happen and what does this media actually bring to a company?

 

Roles of a blog for your business

The blog is a medium and a means of communication to highlight the products and services of a company. It’s a way to attract potential prospects and a promotional tool that complements a physical business. Compared to a showcase site, the blog gives more details and information about products or services. The first, for its part, informs customers about products without additional information. In a blog, the content is rich, clear and detailed, boosting SEO and generating better visibility on search engines. Less formal, this promotional tool will humanize the company with a tone that is freer than that of the showcase site. The blogger will convey the basics of knowing about the products and about the business itself. It will highlight the services in a less commercial tone, bringing a better image in the research carried out by the Internet users.

The blog is a marketing tool to communicate, inform or make known. It requires a minimum of time to update it and promote the company’s products and services. To attract the attention of Internet users, its articles must be written by a writer who has a good style.

The company must not have as sole objective the sale. It must measure the return on investment over the long term, keep consistency in communication (tone, graphic, image, etc.), disseminate information that can be used by competitors or without official validation and motivate employees internally to enrich the blog.

 

Advantages of a blog

A company with a blog regularly updates it to communicate to customers its products and news. Thus, the information will quickly pass from one client to another through its networks of contacts. In the articles, a company can mention the secrets of making a product, an unusual use or reveal behind the scenes by describing a process. This tool is useful for a promotional campaign where a company displays illustrations with comments (videos).

A blog tells the story of a company. It is not limited to selling products and services. It highlights the content of the brand and is a source of detailed information (70% of customers learn more about the brand through articles than advertising).

A blog encourages customers to turn regularly to the company. It creates links with them and is a platform of proximity to be on the lookout for their needs. Indeed, thanks to the comments, the two-way communication is activated. Internet users can thus give their opinion on the products. They ask questions or thank you for the details about the services. For the company, the comments allow to better know the expectations of their customers and prospects.

By establishing a close link between customers and the company, the blog promotes loyalty. The relationship between the two parties is personalized and direct. The company is a brand image that arouses the desire of the customer to consume or buy a product or service.

This social media has an editorial line regularly highlighting news. Therefore, its traffic is more regular whereas on a showcase site, customer goes away once he has found what he came to seek.

By creating a blog, a company increases its popularity through social networks. By publishing and producing rich and quality content marketing, you improve your community management. The blog generates the sharing of followers and fans. It is a global web strategy that can group all social media: Google +, LinkedIn, Twitter, Facebook, Youtube, Pinterest, Viadeo, etc.

Thanks to a blog, a company increases its visibility on the web and its ranking on search engines (with updated content) and through quotes from other websites. With such a tool, a company creates new content and new pages. The blog enriches the keywords which allows the company to easily attract prospects. A company becomes the reference in its sector of activity.

 

What to put in a blog

A blog must contain useful information of interest to Internet users. The sole purpose is not to promote products and services that will annoy and drive away readers. While remaining subtle, a company must evoke the usefulness of such product or service. It must feed this medium so that it is unique and interesting. It will regularly inform consumers with quality content.

With the system of backlinks, a company improves its SEO, because there are several links that point to the site. Indeed, companies that own a blog enjoy 4 times more pages indexed by Google and 97% more links to their site. As a result, a company increases the traffic on the site and develops its success with its prospects.

To attract the attention of the customers, it is necessary to have an editorial line of the articles and to bring an added value. The ideal would be to write and publish interesting articles of interest to the community that contain backlinks and keywords, used wisely. The editorial and value-added are important as readers increase the profile of a company that, in turn, will be of interest to many customers.

In short, the blog is the gateway of customers for a company. According to a survey, business organizations with a blog show that, based on 1,500 customers, 55% and 61% of its customers made a purchase after reading a blog post. In any case, if the traffic increases, the sale also improves.

Make sure your offer is irresistible

Making a commercial offer irresistible is important to attract prospects. 

There are two levers to achieve this effectively: emotion and the factual. A business proposal provides the cost-effective solution to a prospect’s problem.

 

The essential thing to know

The writing and presentation of a commercial offer varies according to a simple or complex sale. The fundamentals are similar at all points, but the products involved, the impulse purchase are different for B2B and B2C. For e-commerce, the goal is to encourage customers to buy, place an order or subscribe to a trial offer. To motivate them, a voucher (5 to 10 euros) or an extra-value (offer a free e-book for the purchase of a video training or an e-book) is proposed. This is to give them an exceptional and complementary product.

For B2B sales and consulting, there is a time for reflection and a comparison of brands. In this case, the salesperson follows his client closely. He retrieves his contact details (e-mail, phone) to convince him to buy by offering him a bonus. The latter will provide the solution to the problem (for a short time) before the act of purchase as well as added value. It can be a diagnosis, a free audit, a video training series, a practical guide, a checklist or a white paper. After a first bonus on your main activity, add more with other services and products to improve the conversion. In a commercial offer, the title must hang the prospect. It must be short and perfectly illustrates the product or service that it seeks. Paid image banks (iStockphoto.com, fotolia.fr) are available to choose from.

 

Principles of a personalized business proposal

Even if you manage to solve your customer’s problem by offering your product or service, it’s important to distinguish yourself from your competitors. This is to position yourself differently and thus become the only one in the eyes of prospects. Instead of selling your products one by one, pair them together without neglecting the details and create an emotion to solve the problem in a comfortable, easy and efficient way. Establish a relationship of trust by providing the solution sought by the customer to solve his problem. Explain in detail how such a product solves the problem, with video, photos or demonstration.

Each prospect has his specific needs, but the salesperson can always argue about the comments by reinforcing the main benefit. A business enterprise must make a profit. But to attract customers, it must offer a guarantee even to abandon the benefits for the benefit of customers. The warranty must be attractive to reduce the brakes on the purchase. The ideal would be to choose a guarantee that suits the offer and apply it on the single selling proposition or the main benefit.

To make a business proposition irresistible, a company must think that the value of the prospect’s money is less important than the benefits of the offer. Such is the case of an all-inclusive stay in the sun for a family. The client must feel the importance and the benefits of living rather than cost. The salesperson will make sure to reduce the price and increase the services or products (games room, bar, bodybuilding spa, etc.).

 

Good arguments for a good commercial offer

In a commercial offer, add value centered on the service or product offered. It is based on technical terms taking into account the creation of free services and the environmental impact. A commercial enterprise must publish in its offer this value, and this at least 4 times higher than its selling price. This is to encourage the customer to buy. Such is the case of a camera that costs 115 euros for example. Other competitors may offer cheaper. In this case, it is necessary to offer in addition to the offer training on the use of the device or a guide highlighting the practical tips for successful photos. It is also possible to hold a quiz (best photo will receive a gift) or replace the new device if it breaks down in the year.

A commercial enterprise sells a promise, a value of the service or product that leads the prospect to buy for a use value. She has achieved her goal of meeting the customer’s expectations and making the latter a professional photographer (knowledge of all the features and options of the device).

 

The essentials for a relevant commercial offer

To value a product or service in a commercial offer, it is possible to provide a guarantee of availability 7/7 (service or product of first necessity), response (48 hours), reimbursement, redemption (for sustainable products ) or a long warranty period (to amplify customer response). The discounts are of interest to loyal customers, groups (associations, works councils, corporate networks, etc.) or first registrants. In a business proposal, you can also include a free trial period (ranging from 7, 10 to 30 days), a limited edition (rare products, collector’s items or hand-made items, etc.). Choose the pre-registration period with which the customer will have priority when leaving a product. The split payment and the loyalty bonus also have their effect, especially for loyal prospects who make regular purchases. Also offer a similar product with more features (luxury version) also holds their attention.

The commercial enterprise must dematerialize the ancillary offer by replacing it with another product or service. It must also inform the prospect of the perceived risk. The offer, including a product, must be reliable, functional, easy to repair, maintain (parts easy to find) and adapted to the customer’s use. The product must have an optimal life. It is also necessary to minimize the physical brake (products that comply with environmental standards), the price and cost barrier and minimize the environmental impact over its entire life cycle.

The digital transformation of employees, a step not to be missed!

Today, it’s inevitable: we can no longer ignore the fact that digital is everywhere!

 

In our tools of work, our methods of organization, our means of communication … Sometimes the adaptation is done easily and without a hitch for the collaborators and the organization, but to make such a change within a company can have consequences if he is poorly mastered. The success of a digital transformation goes through two key stages: the consideration of the human factor in this transformation and the accompaniment of the employee.

 

Listen to the collaborator

 

 

The implementation of new digital tools in business processes can be a brake on the success of the project, if we do not take into consideration the employee. A salesperson who has always worked with a paper order book may be totally overwhelmed by the use of a touch pad and a CRM tool. It is possible that he shows his disagreement with this change and the use of the tool turns out to be totally counterproductive!

 

The use of digital is not innate

 

 

To take into account one’s experience and difficulties is to understand the specificities of each individual. Not all employees are familiar with digital tools , it’s often generational but not that! The younger generation may also feel a bit overwhelmed by so much change in their process and this is not necessarily related to the use of digital tools.

 

Digital as an evolution in the profession?

 

The first step to succeed in this transformation is to listen to the employee, to take into account his fears and especially to reassure him. Certainly it is a change but it must be considered as an evolution in the profession. Involving them in this change is also crucial in gathering their opinions and needs. It is he who is on the ground and who will use the chosen tool, it is better then that the tool is the most adapted possible to the specificities of its missions.

 

Training is a solution 

A changing work environment is a source of stress for the employee. The training is a way to reassure him about these new tools and processes. With training, the employee is valued, he can bring a new dynamic to his work.