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Testimonial] How does Wisembly improve its conversion rates?

Optimising your sales organisation can improve the transformation rates of your sales staff.

In order to respond effectively to the strong ambition of his start-up Wisembly to develop internationally, Andrei Vestemeanu - partner and co-founder - called on KESTIO to train his team of 10 salespeople and optimise his sales organisation with a view to improving his transformation rates.

 

Feedback on the results of this approach.

 

1- The initial objective: from training sales staff to optimising the sales organisation

A. Vestemeanu : Wisembly is a start-up that publishes a collaborative meeting preparation and facilitation solution that enables companies to increase productivity by making their meetings more effective and engaging through digital means. Founded 6 years ago, the company now has more than 600 clients on 5 continents and works with 80% of the companies listed on the CAC 40. It already has around 40 employees and 2 offices in Paris and London.

 

"Initially, I contacted KESTIO to train our sales people in complex sales methods, with the idea of giving them a common background and a homogeneous operation to the team."

 

During the discussions, we quickly realised that beyond this question, it was also interesting to work on the " commercial organisation " axis upstream of this training action to have an optimal impact on our results.

 

On the subject of opportunity conversion, for example, a diagnosis carried out by the consultant enabled us to observe a 20% transformation rate (between the number of discoveries and the number of signatures). This means that 80% of the commercial time was previously spent wasting!

 

2- The main stages of the support: diagnosis, optimisation of the sales organisation, training and coaching of sales staff

The KESTIO consultant(Dominique SEGUIN, editor's note) first carried out our " Sales Diag©": he conducted interviews or administered questionnaires to all the team members concerned (Associate Directors, sales representatives, Marketing and HR managers), to find out about our organisation and analyse it in the light of a pre-established grid of criteria.

 

"The objective was to assess the effectiveness of our current sales organisation and to identify priority areas for improvement."

 

This enabled him to formulate a number of concrete recommendations, which were presented to us during a feedback meeting. The areas for improvement identified included, for example, the segmentation of our customer portfolio into "gold, silver and bronze" customers according to their potential.

 

On this basis, in particular, we were then able to define the right "commercial intensity" (in terms of frequency, time and resources) to allocate to our customers, the right "mix" between physical, telephone and video meetings (to reduce travel time) according to a better analysis of the stakes of each commercial meeting.

On the basis of this initial analysis, we then organised two workshop meetings between the three Associate Directors and the Sales Director, to define precisely the outlines of the target organisation towards which we are moving in our sales management.

About a month after this work was done, we set up the commercial trainings:

    • 2 days of training in the Chessboard Method© for the 10 sales representatives, in the presence of the 3 partners
    • Then individual coaching sessions(remotely, for sales representatives based in London, editor's note), at the rate of one hour per month for each sales representative.

 

These sessions allow everyone to call on the consultant according to their needs: they can focus on a particular deal to be accompanied in the investigation of the account or review the basics of the method.

The Sales Director is present during the coaching sessions. At the end of the sessions, we systematically do a global debriefing, the Sales Director, the consultant and me.

In particular, this allows us to share the managerial handover and the areas of work adopted following the coaching session in order to continue tosupport the sales person between sessions and toanchor their skills.

 

3- The results produced: better allocation of sales resources, increased productivity of sales staff and optimisation of transformation rates

During the Sales Diag©, we observed that the contact strategy was essentially based on physical meetings. However, in the multi-channel era, it is possible to develop more efficient and less costly strategies. We therefore started to carry out the discovery phase by telephone.

 

"By transferring this activity to a telephone channel, we have doubled the number of contacts per week at iso perimeter resources, the productivity equivalent of 6 more sales people at no extra cost!"

 

In addition, to meet the objective of improving transformation rates, we have built a GO/NO GO grid with the help of KESTIO. Combined with the implementation of a complex sales training course (Chessboard Method© ), this now enables us to identify more quickly the opportunities that will not succeed because they do not meet the necessary conditions.

 

"This time previously lost on low-quality opportunities was able to be transferred to prospecting and more in-depth work dedicated to opportunities with a higher probability of winning to further optimise our chances of winning his business."

 

From a more general point of view, we have specified and clarified the segmentation of our client portfolio, and we now have a common nomenclature for discussing deals: this makes exchanges more fluid, encourages dialogue and mutual understanding. We work better as a team.

Individually, the initial level of appropriation varies according to the person, which is whyindividual coaching is essential. We regularly need to go back to the basics of the method.

 

In terms of sales organisation, we are now able to allocate the available resources according to the priorities that have been defined. This will be particularly useful in winning new customers and continuing our international development!

 

To go further on the subject of commercial performance :

KESTIO is a company specialising in Customer Performance Improvement services and solutions. For more than 10 years, we have been helping companies to secure and increase their revenues in the long term, by intervening on all the levers that enable them to acquire and retain their customers.

 

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