I talk to Reev’s partners every day and always come across the following question in our conversations:
Aline, how do I get my agency to sell more?
That’s probably your doubt too.
OK, maybe you’re satisfied with your monthly income today, but does your process, as it’s being executed, generate recurrence?
If every month your agency becomes dependent on several external factors that are beyond your control to achieve your goal, this post is for you.
I usually say that there is no cake recipe in sales.
There is no fixed step-by-step of what must be done to be successful, as this depends on each business model, the segment in which it operates, ICP and several other aspects.
But, there are strategies that are adopted by the sales team of Taj residencia and can make your agency sell more. And they are what I want to talk to you about in this post.
First of all, identify the bottleneck
The first step in selling more is to identify the steps in the process where there is potential for them to be executed more efficiently.
If you believe that the way to get more sales is the volume of leads at the top of your funnel, I want you to pay even more attention to our conversation.
My intention here is to show that this is not the case.
Achieving a legal volume of leads is interesting indeed, but more than that, it is necessary to value the quality of these leads the same as the team of Capital Smart City does.
The logic is: if I prospect a lead that is in line with my Ideal Customer Profile (ICP), the chances of him being interested in what I’m offering and, consequently, closing the deal are much higher.
And that’s why pre-qualified list generation work is important.
I understand that maybe your concern turns out to be the time you, or your team, will spend putting up these lists.
However, there are tools with a very complete database to make this survey more assertive.
There are also other complementary tools that can, for example, validate the emails found and even enrich the discovered data.
Remember that the time you allocate for business intelligence work; you earn over the sale.
It will be much easier to make your lead see value in your solution and walk through the funnel steps if they have a buying profile. Otherwise, your hunter spends unnecessary time on qualification.
Once you have your list of smart leads, it is important that your hunter has a well-defined prospecting process to increase your chances of getting a conversation with them.
This involves keeping in mind how many attempts will be made, through which communication channels, and how far apart these attempts to contact are.
According to the recently released Reev report, mixed cadence streams, with more than 1 communication channel, convert 5x more than single streams.
Think about this when building your prospecting streams! 😉
Another point is that you should make these touchpoints a standard, setting up a prospecting cadence for an equivalent set of leads.
If you send 4 emails, make 3 calls and send 1 message on LinkedIn, for example, you must do the same for all leads in the same group.
Only then will you be able to have more reliable indicators to optimize your process exactly at the stage where the gap is.
Having this entire process built by hand, in a spreadsheet or in a CRM, makes your agency not guarantee scalability and efficiency.
A CRM provides visibility and pipeline management, but leaving your entire sales process within it creates operational friction for the team.
In the end, the manager never knows if all the data is really up to date.
A complete outbound and sales engagement tool is your right arm to build these cadences, to have efficiency, scalability and, in addition, visibility.
With the flows already built, salespeople end up earning more hours a day that can be converted not only into a greater volume of contacts made but also into a more consultative approach.
Also according to the Reev report, semi-automatic cadence streams, with some level of customization, convert 3.38x more than automatic streams, without any customization.
It’s also not worth dying on the beach and giving up in the beginning without making the necessary number of follow-ups.
Cadence streams with more touchpoints convert more than cadence streams with fewer touches, with peak conversion being 8 touchpoints.
The intention is to get a definitive response from the lead, keeping it always engaged throughout the stages of the process. Thus, the hunter will have done everything in his power to get a connection and not lose the lead.
Generic templates no longer convert. You always read this around here, don’t you? 🙂
When I send an email to my lead without directing my communication, he doesn’t see the point in talking to me, and it doesn’t seem like there is a person behind that conversation.
Trust me, the more I prioritize email content for that lead’s scenario, the more likely he is to identify himself and respond by arranging a meeting.
To facilitate this targeting, you can create templates for a particular segment and place them in a prospect flow where you will only add contacts with a similar profile.
For other segments that your company also serves, you can create other flows with new templates, and so on.
In addition to having your email templates prepared with targeted communication, it is also important to have the structure of your call ready.
The idea is to have at hand what information about the lead you need to know before the conversation.
Watch out! The qualification call, the one in which you will identify if the lead really has a profile, should not be an interview.
Develop rapport and make clear a problem commitment with the lead so that he or she wants to get back to you about your solution.
Social media interaction
Another touchpoint of your prospecting cadence might be a social media interaction.
The first step is to identify which social network your leads are most present on, LinkedIn or Facebook, for example.
Then you need to give an up on your personal page or profile.
Imagine if you send a message, or add the lead, it enters your profile and cannot identify your position or your company. He ends up not having a good image of you.
The first impression is what remains, isn’t it?
So, give your profile a makeover, put a good photo that is more professional. Make connections with people who are related to your industry and post relevant content to draw attention.
When defining how the interaction will be, it is important to take into account what you would not like to receive if the situation were reversed. Put yourself in the lead’s shoes!
The tip is: don’t be invasive.
Maybe, for example, you can just add it and submit some relevant content, something that makes sense to it and doesn’t feel like you’re just offering a solution but just starting a conversation.
Okay, the lead is now getting closer and closer to closing the purchase with you.
So, if in the other stages it is already painful to lose a potential buyer, letting them escape here is even more so. You have already identified that he has a profile for your solution.
The key is to keep him walking in your funnel.
It is essential that your salespeople continue to do follow ups, call confirmation flows, or reschedules if the lead does not show up.
Ah, but what if the lead has a profile, but it’s not ready for purchase yet? Maturation flow!
This way, you don’t let them forget about your agency and still provide information that will generate the need for your solution. The closer has the role of keeping the lead engaged.
At this point in the sale, you already know a lot about the lead.
It is more than essential to have a very personalized communication for his scenario, whether in the commercial presentation, in the product demonstration or even in the content of the emails.
Show that your agency is the right solution for him, as it understands what the lead faces today as pain and has the best expertise to solve it.
Started running a flow and not enjoying the results you are getting so much? It’s time to think about optimizations.
That’s why having the process indicators well defined is so important.
Are your emails having bad open rates? Invest in another matter. Always keep a few questions in mind.
- Do I receive emails with this type of subject?
- Would I open this email?
- Does it look like email marketing?
What if the open rate is good but the response rate is not so good?
In this case, you need to rethink whether the contacts being prospected are really in line with your ICP.
Also, make sure your email communication is clear and you’ve targeted it into the context of your lead.
Think about it: your inbox is full, you prioritize the emails you’ll respond to, so that generic email that doesn’t make much sense is likely to be left behind.
That’s what happens to your lead too!
Show your lead that you want to talk to him, show that you’ve researched the company and saw that the services your agency offers can ease the lead’s pain.
A good sales engagement platform will help with these optimizations and many others. You can keep track of which best practices are generating the most conversion.
To be able to manage all this and make your agency take off, you need to have good control of the data. You need to have all the information up to date so you can trust it.
From all this data generated in your process, you can manage your salespeople more effectively.
You can see who is doing the most tasks, who is having the best conversion rates across the entire process, and more.
With these inputs, you can provide training, or give feedback, really related to the points where improvement is needed.
You can also identify where the process gaps are:
- If your team is failing in techniques, you can direct your training to those specific techniques;
- If your team is failing in its speech, you can realign what the approach should be and direct a pitch to be used in communication;
- If your team is failing in the process, you can fix a flaw or charge for tasks that are not done.
Now, the problem may also be in the mindset. It is very important to motivate your sales team, because the salesperson must always keep a positive mindset.
Set goals that are achievable so they feel motivated, work on emotional intelligence and don’t let them get discouraged.
Praise good practices, give positive feedback when talking about something you see potential for improvement.
So, have you identified where your agency can improve?