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KESTIO

Are you familiar with "Smarketing?"

This term, born from the combination of the words "Sales" and "Marketing", refers to the balance and collaboration around common goals between the sales and marketing departments of a company.

Because marketing and sales are often presented as the sworn enemies of an organization!


The sales team complains about the poor quality of leads generated by marketing... while the marketing team accuses the sales representatives of not processing their leads quickly enough!

But when these two departments are no longer in agreement, the productivity of the entire company suffers.  


According to a study by Forrester Research, companies with misaligned marketing and sales teams experience an annual revenue loss of approximately 10%*.

How to move away from a siloed approach to create a real synergy between sales and marketing?


Today, we are sharing our 4 keys to success!

*Marketing Enablement Improves Business Outcomes — Show Me The Value, Forrester Research, 2022

KEY #1 - Use a CRM

By using a CRM, teams can track all interactions with customers and prospects in real time, allowing them to better understand their needs and preferences.

 

This deeper understanding of clients and prospects enables marketing and sales teams to better adjust their strategy in real-time, based on the results obtained.

 

In addition, by tracking the results of each marketing action, it is possible to associate an ROI with each of them, which is essential to measure the effectiveness of each campaign.

Better understanding

Using a CRM is also an effective way to strengthen collaboration between marketing and sales teams.

 

By sharing information about customers and prospects, teams can better understand the needs and preferences of prospects, which allows them to better advise them and offer solutions tailored to their needs.

Additional opportunities

By working together, teams can improve the quality of service offered to customers and prospects, strengthen loyalty, and increase sales.

 

This relationship of trust between clients and the company also helps to generate additional business opportunities and strengthen the company's reputation.

If you would like an expert to help you optimize your teams' use of your CRM, click on the button below. 

 

The objective of this exchange is to provide you with the keys to initiate change.

Speak with an Expert

KEY #2 - Monitor your metrics

To ensure effective collaboration between marketing and sales teams, it's essential to have clear and precise metrics to measure the results of each action.

 

Indeed, these metrics allow for a better understanding of the impact of marketing actions on sales and for better adjusting strategies based on the results obtained.

 

From a marketing perspective, it's important to track the number of leads needed to achieve the company's revenue goals.

This metric helps to better understand the effectiveness of marketing actions and to adjust strategies based on the results obtained.

 

 

On the sales side, it is important to measure the responsiveness and quality of lead follow-up and appointment scheduling.

This metric measures the quality of lead follow-up and identifies areas for improvement to better meet customer needs.

 

 

Additionally, it's important to monitor the conversion rate of leads into customers to measure the effectiveness of each stage in the sales process.

 

For example, if a company generates 100 leads per month but only manages to convert 10% of them into customers, it is important to understand why the other leads were not converted into customers. This metric helps to better understand the points to improve in order to better convert leads into customers.

 

 

Finally, it is important to measure the acquisition cost of each customer to better understand the effectiveness of marketing and sales activities.

 

For example, if the company spent 10,000 euros on advertising to generate 100 leads and ultimately acquired 5 new customers, the acquisition cost per customer is 2,000 euros. 

This metric helps to better understand the profitability of each marketing and sales action and to adjust strategies accordingly.

 

 

Not sure which metrics to track? Start by working on your Business Flow to identify the number of leads needed to achieve your goals.

 

Click the button below to download our Business Flow construction template.

Download the business flow
construction framework

KEY #3 - Bring your teams together

Once these metrics are defined, communicate them regularly to your marketing and sales teams so that they are ingrained in their daily routine.

 

To achieve this, team meetings are an excellent tool!

Bringing your two departments together effectively aligns them on a common strategy for :

 

    • Your clients
    • Your offers
    • Your campaigns
    • Your results

 

To offer attractive content that meets the needs of your prospects, your marketers need feedback and sales arguments from your sales representatives. And your sales representatives need to be aware of all current marketing campaigns to ensure a smooth customer buying cycle.

 

Organize regular meeting times between your sales and marketing teams to foster their collaboration:

 

    • Meetings to launch the week and review objectives and priorities 🎯
    • Brainstorming workshops where your two teams can exchange ideas and address a common problem 🧠
    • Cross-training to upskill your employees in complementary areas of expertise 📚
    • Team building activities to strengthen team cohesion 🤝

 

Company seminars allow you to bring together all the activities necessary for your teams to collaborate!


These are important moments for the life of your company because they strengthen your corporate culture and the sense of belonging of your employees.

May is the perfect time to start organizing your back-to-work seminar!


We are sharing with you our white paper dedicated to the subject, which gathers the errors to avoid and the keys to follow to ensure the success of your event.

Download the white paper

KEY #4: Expert advice

2/3 des entreprises ne réalisent pas de suivi commercial régulier.*

Cela vous paraît élevé ?
Reprenez par exemple votre dernier devis client. Avez-vous bien pensé à relancer votre prospect après plusieurs jours sans réponse ?

 

Pour assurer le bon suivi de votre activité, l’utilisation d’un pipe commercial est essentielle. 

 

💡 Un pipe ou pipeline commercial est un outil permettant de visualiser l’ensemble de vos étapes de vente afin de suivre vos clients dans leur cycle de vente.
Cet outil vous permet d’obtenir à la fois une vision globale de toutes vos opportunités en cours ainsi qu’une vision individuelle sur chacune de vos étapes.

 

Le pipeline commercial vous permet également de centraliser toutes les informations liées à vos opportunités : 

 

    • À quelle étape de vente se trouvent-elles ? 🔢
    • Quel est le taux de conversion entre les différentes étapes ? 📈
    • Quel canal d’acquisition convertit le mieux ? 🧲
    • Quelle est la répartition des opportunités par commercial ? 🧑‍💼

 

Mais comment centraliser toutes ces informations sous un seul et unique outil ?
Comment embarquer toute votre équipe sur ce projet de suivi commercial ?

 

Aujourd’hui, nous vous livrons 4 clés pour mettre en place un pipe commercial performant.

*Marketing Sherpa, 2021

CLÉ N°1 - Les étapes de vente

Votre pipe commercial regroupe donc toutes vos étapes de vente.
Mais celles-ci sont-elles clairement définies ? Sont-elles en adéquation avec les attentes de vos clients ?

 

Pour obtenir des étapes de vente pertinentes et assurer la fluidité de votre pipeline commercial, mettez-vous à la place de votre prospect !

Allez plus loin en vous demandant même : « Comment est-ce que mon client va résoudre

son problème ? ». 


Car ce qui intéresse votre prospect n’est pas directement votre produit ou votre service mais la résolution de son problème.


Votre offre intervient comme solution pour résoudre cet enjeu.

Identifiez ainsi toutes les étapes par lesquelles votre client va passer pour répondre à sa problématique :

 

    • De la recherche d’informations 🔎
    • À l’analyse de son problème 🤔
    • À l’identification de solutions 💪
    • À la prise de décision 🤝

 

Vous pourrez alors définir ses étapes d’achat associées et par conséquent, les étapes de vente correspondantes dans votre pipe !


Votre stratégie de vente sera ainsi adaptée aux enjeux de vos prospects et vous pourrez répondre à leurs besoins spécifiques sur chacune des étapes de vente.

 

Mais l’identification des étapes de réflexion de vos prospects nécessite une réelle expertise.
Nous pouvons vous accompagner sur cet enjeu !


Si vous souhaitez définir les étapes de votre pipeline commercial avec un de nos experts, cliquez sur le bouton ci-dessous !

Speak with an expert!

CLÉ N°2 - La conduite de changement

La mise en place d’un pipe commercial efficace est un processus complexe qui nécessite une conduite du changement rigoureuse. L’une des clés de réussite de ce processus est la mise en place d’un CRM et la règle selon laquelle tout ce qui n’est pas dans le CRM n’existe pas.

 

Cette règle est extrêmement importante car elle permet de s’assurer que toutes les informations relatives aux prospects, aux clients et aux opportunités commerciales sont stockées et accessibles à tous les membres de l’équipe commerciale dans un seul outil commun.

 

En effet, l’utilisation de trop nombreux outils pour gérer les informations commerciales peut limiter l’usage du CRM et rendre difficile la mise en place du pipe commercial.

 

Cependant, cette conduite du changement peut être difficile à mettre en place car elle implique souvent un changement de comportement et de processus de travail.

Quelques conseils pour sensibiliser vos équipes :

Pour mener à bien ce projet de conduite de changement, nous pouvons vous accompagner en aidant vos équipes à optimiser l’usage de votre CRM. Découvrez notre formation dédiée !

Formation "Améliorer l'utilisation de son CRM"

CLÉ N°3 - La phase de découverte

80% du closing dépend de la phase de qualification ! 

 

La phase de qualification est une étape essentielle de votre pipeline commercial pour convertir un prospect en client.
En effet, elle est cruciale pour comprendre les enjeux, les besoins et les préoccupations de votre prospect.

 

La phase de découverte permet de vous assurer que vous avez récupéré toutes les informations nécessaires pour comprendre la problématique et proposer une solution adaptée. 

 

En investissant davantage de temps et d’efforts dans cette phase, vous pourrez aider le prospect à prendre conscience de la nécessité de résoudre son problème.

Si la phase de découverte est bien réalisée, votre interlocuteur sera plus enclin à passer à l’achat. Vous aurez ainsi des taux de transformation au moment de la proposition beaucoup plus élevés.

 

En revanche, une découverte limitée peut amener à une proposition de qualité, mais qui ne répond pas aux besoins réels du client. Dans ce cas, votre client ne sera pas enclin à acheter la solution proposée.

 

En somme, la phase de qualification est cruciale pour votre pipe commercial et votre conversion de prospect en client. Pour être certain de poser les bonnes questions lors de cette phase de découverte, cliquez sur le bouton ci-dessous pour visionner le replay de notre webinar sur l’art du kestionnement.

Replay webinar " L'art du Kestionnement "

KEY #4: Expert advice

7,2.

On average, it takes more than 7 meetings to successfully complete a complex sale, with no fewer than 6 different stakeholders!*

 

But what exactly is a complex sale?

 

A so-called complex sale is characterized by two aspects:

    • The complexity of the product or service offered, thus requiring a long sales cycle to clearly define the benefits of the product or service for the prospect.
    • The complexity of the buying environment: a multitude of stakeholders, both internally and within the prospect's organization, all having a role to play in the purchasing decision. Complex sales is a real team sport!

 

But how do you assess your ability to win a complex sale?
How do you mobilize the different stakeholders to ensure the success of your sale?

 

Today, we are sharing our 3 keys to success. 

*Source: Nomination 2021

KEY #1 - Identify the Components

What do a game of chess and a complex sale have in common?
In both cases, there are behavioral rules and tactics to win the game! Each move represents a cost and must produce the desired outcome.

 

This analogy to the game of chess is at the heart of our approach to complex sales, the Chessboard Method.

In the Chessboard Method, we compare the stakeholders in a complex sale to the pieces in a game of chess. Knight, Rook, Queen, King... they all have their own specific characteristics and roles to play!

Therefore, the first key to succeeding in complex sales is to clearly identify the role of each of your contacts and their position on the board.

 

This analysis work will allow you to:

    • Know when and how to address each contact
    • Leverage each element to successfully complete your sale
    • Better anticipate and define the best action at each stage of the game

 

However, this account analysis exercise requires a precise methodology and tools.
Our complex sales training, based on the Chessboard Method, provides you with the methods to successfully approach your prospects.

 

Upon completion of this training, your sales representatives will be able to identify the various stakeholders in a decision and manage the stages of progress of their deals.

 

To learn more about the Chessboard Method, visit our dedicated page.

Discover the Chessboard Method

KEY #2 - Have allies

To win a complex sale, it is crucial to have one or more contacts interested in your service or product. This ally on the client's side will allow you to have access to factual data that will help you identify the issues and context.

Having allies during your sales is therefore a key success factor! 

 

This requires identifying and understanding the dynamics of the players involved (based on behavioral and relational aspects).

 

At Kestio, we help you define a strategy (that's the overall plan) and adopt a tactic (that's adapting to the field, to the unexpected). To learn more, you can talk to one of our experts on complex sales.

 

Book an Appointment

KEY #3 - Balance the power dynamic

In the world of complex sales, it is essential to know how to balance the power dynamic to reach a mutually beneficial agreement. Like in a game of chess, the winner is not the one who is on the defensive, but the one who leads the game.

 

To establish a healthy and balanced power dynamic with your client, mastering your craft is crucial. You need to feel like you're bringing something important to the table to turn the tide and take control of the sale. If you don't master your craft, you risk being at the mercy of the situation.

 

It is important not to seek to dominate or be dominated in the seller/buyer relationship. The goal is for both parties to feel confident enough to exchange freely.

 

Assertiveness is key to balancing the business relationship with your prospect. It will allow you to clearly explain the importance of the exchange.

Two crucial tips

    • It is important to have strong self-esteem and good self-assertion to strike a fair balance in the relationship with the client, without forcing or being aggressive.
    • It is essential to have absolute certainty that your product or service provides strong added value to your customers.

How to operate to structure such an approach and converge everyone's efforts?

 

KESTIO provides an answer through a webinar drawing an analogy with the series 'The Queen's Gambit'. By combining behavioral rules and analysis methods to make the right decisions, you will be able to overcome all potential obstacles during your complex sales processes.

You can discover our dedicated webinar via the link below.

Watch the webinar

KEY #4: Expert advice

When we think about commercial negotiation, we often envision a communication approach based primarily on the salesperson's skills, such as active listening or the ability to respond to objections.

It's essential but not enough.

Because in many cases, this will result in discounts, conflicts, tensions, failure to negotiate at all, and ultimately accepting the buyer's conditions.

Commercial negotiation must be a structured approach based on 3 key concepts that we will present to you:

    • Defining objectives 🎯
    • Concessions / Counterparts 💬
    • Understanding the interests 🔍

KEY #1 – Define your objectives

The success of a negotiation largely depends on the quality of its preparation. Before starting any negotiation, it is important to clearly define your objectives and determine how to achieve them.

Specifically, how to prepare?


This work is not about your entire offer, but about each point of the offer: the price, the length of commitment, etc.

Once these elements have been defined, it is necessary to do the same analysis for the person in front of you.

By applying the same reasoning to the stakeholder, you will obtain the probable zone of agreement – which is called ZOPA – that is, the area between your respective opening and resistance points in which you can find a point of agreement.

Obviously, the smaller this zone, the more difficult it will be to find a point of agreement. Conversely, the larger it is, the more likely you are to reach an agreement.

This work is fundamental and must be carried out throughout the negotiation process, with updates as information is gathered.

To best prepare you for your sales negotiation, we offer a FREE 30-minute session to define your opening offer, your target, and your breaking point.

 

 

Button: Sign up for a coaching session

 

 

KEY #2 – Prepare your counter-offers/concessions

Concessions and counterparts are essential in any business negotiation. 

Everyone must be prepared to achieve their objectives while enabling the other party to reach theirs. You need to be able to exchange efforts by making concessions and requesting something in return.

Before a sales negotiation, it's important to list the concessions you can make and the counter-offers you want to obtain. Concessions and counter-offers always go hand in hand, so you should ask for a counter-offer every time you grant a concession.

Furthermore, in the way you phrase things, it's preferable to make it a prerequisite that the effort is first validated by the stakeholder.

To secure this essential part of any good negotiation, there is a preparation phase to identify concessions and trade-offs, and an extremely precise way of formulating that ensures the concession and the trade-off are respected by both parties. This allows you to effectively play the concessions and trade-offs game.


In this case, you have exchanged a contract duration on one side for a discount on the other, but in the way you formulated it, you made it a prerequisite that the effort be validated first by the stakeholder.

A concession is a benefit granted to the other party, to which they are attached. The counterparty is a benefit obtained, to which you are attached.

There are several steps to follow to get something in return during a business negotiation. Dominique Seguin, General Manager of KESTIO, elaborates on them in the webinar « Négocier Zen ». Click below to watch the replay

 

 

Button: Watch the webinar on zen negotiation

 

 

KEY #3 – Identify interests

The last important key in business negotiation is to understand that interests are not positions.

This distinction is particularly important because positions are often visible elements, while interests are hidden. You may already know this, but there are many similarities between sales and chess.


A second crucial element is to separate people from problems. Anglo-Saxon cultures find it easier to focus on problems without blaming individuals.

In French culture, there is often a tendency to associate the problem with the person. This can create tension and make negotiation more difficult. It is therefore important to remain logical and set emotions aside in order to maintain a structured and collaborative exchange. To learn more, you can read our article: The 5 tips inspired by good salespeople to sell your project.

Do you want to go further to improve your negotiation skills? We have gathered the 5 golden rules of a good sales negotiation for you. Click on the button below to watch our video and then test your knowledge via a quiz.

 

 

Button: Test your negotiation knowledge with a quiz

 

KEY #4: Expert advice


7,2.

On average, it takes more than 7 meetings to successfully complete a complex sale, with no fewer than 6 different stakeholders!*

 

But what exactly is a complex sale?

 

A so-called complex sale is characterized by two aspects:

 

  • The complexity of the product or service offered, thus requiring a long sales cycle to clearly define the benefits of the product or service for the prospect.
  • The complexity of the buying environment: a multitude of stakeholders, both internally and within the prospect's organization, all having a role to play in the purchasing decision. Complex sales is a real team sport!

 

But how do you assess your ability to win a complex sale?
How do you mobilize the different stakeholders to ensure the success of your sale?

 

Today, we are sharing our 3 keys to success. 

*Source: Nomination 2021

KEY #1 - Identify the Components

What do a game of chess and a complex sale have in common?
In both cases, there are behavioral rules and tactics to win the game! Each move represents a cost and must produce the desired outcome.

 

This analogy to the game of chess is at the heart of our approach to complex sales, the Chessboard Method.

In the Chessboard Method, we compare the stakeholders in a complex sale to the pieces in a game of chess. Knight, Rook, Queen, King... they all have their own specific characteristics and roles to play!

However, this account analysis exercise requires a precise methodology and tools.
Our complex sales training, based on the Chessboard Method, provides you with the methods to successfully approach your prospects.


À l’issue de cette formation, vos commerciaux seront à même de déceler les différentes parties prenantes d’une décision et de gérer les étapes de progression de leurs affaires.

 

To learn more about the Chessboard Method, visit our dedicated page.

Découvrir la méthode de l'Echiquier

KEY #2 - Have allies

Pour gagner une vente complexe, il est crucial d’avoir un ou plusieurs interlocuteurs intéressés par votre service ou produit. Cet allié du côté du client vous permettra d’avoir accès à des données factuelles qui vous aideront à identifier les enjeux et le contexte.

Having allies during your sales is therefore a key success factor! 

This requires identifying and understanding the dynamics of the players involved (based on behavioral and relational aspects).

 

At Kestio, we help you define a strategy (that's the overall plan) and adopt a tactic (that's adapting to the field, to the unexpected). To learn more, you can talk to one of our experts on complex sales.

Prendre Rendez-vous

KEY #3 - Balance the power dynamic

Deux conseils cruciaux :

  • It is important to have strong self-esteem and good self-assertion to strike a fair balance in the relationship with the client, without forcing or being aggressive.

 

  • It is essential to have absolute certainty that your product or service provides strong added value to your customers.

How to operate to structure such an approach and converge everyone's efforts?


Kestio apporte une réponse à travers un webinar faisant l’analogie avec la série « Le jeu de la Dame ». En associant les règles comportementales et les méthodes d’analyse pour prendre les bonnes décisions, vous serez en capacité de surmonter tous les obstacles potentiels lors de vos ventes complexes.

You can discover our dedicated webinar via the link below.

Visionner le Webiar

KEY #4: Expert advice

3.7 appointments per week.

French sales representatives obtain an average of fewer than 4 client appointments per week*.

 

Between...

  • The difficulty in obtaining the right contacts 👥
  • The fear of making cold calls 🥶
  • Lack of time ⏱️
  • The lack of connection between marketing and sales actions 🤝

 

Prospecting is a heavily dreaded step, wearing in the long term and often leading to disappointing results.

 

At Kestio, to remedy this, we have built our own marketing and sales prospecting process, deployed internally and with our clients.

 

The result? An average of between 0.5 and 1.5 appointments booked per hour of prospecting!

 

In this article, we'll give you 4 keys to this process so you can get more appointments… with less effort!

*Source: Hello Work study

KEY #1 - Hyper-segmentation

Sales is not an exact science, infinitely replicable!

 

You've probably reused a pitch that worked with one prospect during a conversation with a very different prospect, thinking you'd succeed... In the end, it resulted in failure!

 

Personalizing your approach is key to successful prospecting.
The more personalized your message, the better your chances of capturing your audience's interest.

 

To do this, go back to basics: your targets and personas!
During each of your prospecting sessions, you must be focused on a unique type of company and a unique persona, deploying a pitch adapted to their challenges and issues.

By carrying out this targeting and persona work, you will focus your efforts on the prospects most likely to be interested in your offer, because they have problems that you can solve.

 Are you familiar with Sparklane?  

To help you implement this hyper-segmentation, surround yourself with intelligent Lead Generation tools.

A tool like Sparklane, for example, allows you to leverage company news to tailor your pitch and justify your call.


Sparklane automatically generates contact files that meet specific criteria you've configured:


  • Change of direction
  • Creation of a subsidiary
  • Launch of a new product
  • New website deployed...

This is beneficial for both you and your teams: you no longer waste time building a high-quality prospect file, and you improve the relevance of your message by addressing current issues to your prospect. You're knocking on the right door at the right time!

 

If you would like to know more about how Sparklane works, you can watch our demonstration of the tool.

Discover the demonstration
of the Sparklane tool!

KEY #2 - Visibility

Cold calling involves contacting prospects who have not expressly requested to be contacted. This marketing and sales activity can be improved by working on visibility with the marketing teams. 


To increase the chances of success during calling sessions, it's important to consider two key elements.

Implementing retargeting on social networks is an effective technique to increase visibility with the target audience who will be called. By using tools such as LinkedIn Campaign Manager, it is possible to target a specific prospecting list with a targeted advertisement on LinkedIn.

It is also important to personalize messages according to the personality of the target and to capitalize on current events or company activity. 

 

There are also tools that allow you to  set up automated sequences to increase contact points and save time.

 

By using these techniques and working in collaboration with marketing teams, companies can increase their performance during telephone prospecting sessions.

Speak with an expert
on this subject

KEY #3 - Activity sequencing

One of the main steps in the sales prospecting process is sequencing activities. It is a key element for maximizing productivity in the sales prospecting process. 

 

Indeed, the more focused we are, the better results we achieve. It is therefore important to focus on calls and the pitch, without being destabilized by other tasks.

 

It is therefore wise to plan prospecting activities in advance of call sessions to optimize the time spent on this exercise.

In short, sequencing activities is essential to focus on the most important tasks! 

 

And to help you prepare your pitch, we have prepared an interactive presentation of the essential elements, followed by a quiz to test your knowledge!

Start the Quiz!

KEY #4: Expert advice

3 keys to optimizing your prospecting

1%,

C’est le taux de transformation en prospection téléphonique “à froid”.

Mais ce taux atteint les 14% lorsque la prospection est travaillée en amont et adaptée à sa cible !

Les chiffres soulignent la nécessité de construire un processus de prospection solide.

CLÉ N°1 : préparez le terrain

“La préparation représente 90% du succès d’un échange “

En prospection, c’est la même chose. Vous aurez beau avoir l’offre la plus travaillée possible, si vous ne contactez pas les bonnes personnes avec les bons arguments, vous ne vendrez pas !

 

Pour créer un fichier de prospection de qualité, vous devez ainsi définir une cible précise : à qui s’adresse votre offre ? Qui a besoin de votre solution ?

 

Une fois votre ciblage réalisé, assurez-vous de la qualité de vos données…

Mais la majorité des entreprises manque de ressources et de temps pour développer un tel fichier de prospection.

 

C’est pourquoi nous avons créé un parcours dédié à la prospection dans notre application Kestio.


En collaboration avec un expert en prospection, vous définissez votre cible et développez un script d’appel adapté. Puis, nos Data Analysts construisent un fichier de prospection et nos Business Developers réalisent les sessions de prospection.


À la clé pour vous : l’élaboration d’un processus de prospection solide sans avoir à mobiliser vos ressources en interne !

Demander une démo
de l'application

CLÉ N°2 : préparez-vous !

Certains pratiquent l’activité de prospection téléphonique comme un amateur du dimanche, d’autres à haut niveau et avec une ambition élevée. Cela se ressent et se constate dans les résultats !

Un exercice périlleux ! 

­

Tout commence par la certitude absolue que votre produit ou service est exceptionnel. En cas de doute, ayez en tête vos succès avec vos clients actuels et s’il y a de la résistance, le prospect n’a simplement pas perçu la valeur ajoutée de votre proposition. 

 

Votre état d’esprit joue donc un rôle considérable dans ce jeu commercial !

Vous souhaitez être efficace ?

Construisez un script d’appel engageant ! 

Il est un point de référence indispensable pour prospecter par téléphone. Il permet de respecter une structure et d’avoir des éléments sur lesquels vous appuyer pour convaincre votre prospect. Pour cela, entrainez-vous avec des collègues et/ou des experts dans ce domaine !

Entrainez-vous avec un
expert en prospection !

CLÉ N°3 : le tips de l'expert

45 %.

Less than one in two sales representatives prospected every week in 2022*.
However, commercial prospecting remains one of the essential ways for companies to develop and maintain their competitive advantage.

 

The new year is a particularly opportune time for commercial prospecting. Companies have a clearer vision of their objectives and needs for the coming year and are more actively seeking new suppliers or collaborators to achieve their ambitions!

 

However, to succeed in your prospecting, certain steps must be respected!

That's why we're giving you our 6 keys to follow for effective prospecting today.

*New Deal The Lead Shop Study 2022

💪 STEP #1 – Define your objectives

Prospecting requires preparation.
If poorly framed, this exercise can be counterproductive for your company!

 

It is therefore necessary for you and your team to have clear objectives in mind before picking up the phone:

These different indicators will allow you to define a clear direction for your team's efforts! You will be able to assess the effectiveness of your prospecting and the areas where your employees can improve.

 

To help you define your own objectives, we invite you to discover our webinar dedicated to this topic.

Discover the Webinar
"How to define your objectives"

🎯 STEP N°2 - Target your prospects

While it may be tempting to contact as many people as possible, choosing a specific target is one of the keys to successful prospecting!

 

Targeting allows you to focus your efforts on the prospects most likely to be interested in your products or services. You thus increase the effectiveness of your prospecting and reduce your costs by avoiding contacting people less receptive to your message.
Good targeting also helps to personalize your interactions, by using the most relevant messages for your target and by offering the offers best suited to their needs.

 

But what criteria should you choose to carry out your targeting?


Discover our targeting criteria grid, combining information related to your contact but also to their company to best define your target!

Download the
targeting criteria grid

☎️ STEP N°3 - Increase the efficiency of your calls

The key to a good telephone prospecting strategy is good organization!
During your phone call sessions, it is essential to dedicate yourself entirely to this single task. Why? To maintain momentum and optimize your efforts.

Are you familiar with Ringover?

Ringover, as its name suggests, is a communication solution that simplifies the classic telephone system to save time, by bringing together all its functionalities on a platform that allows you to:

 

  • Make calls using only a Wifi connection 🌐
  • Chain calls intelligently, without needing to type the numbers 📞
  • Personalize your interactions with your contacts 🤝
  • Manage your activity with advanced statistics on your call sessions 📈
  • Train your teams through double listening and call recording 🧑‍🎓

 

In short, this is a tool that eliminates all manual tasks without any real added value to gain efficiency!

See a demonstration
of Ringover

💥 STEP #4 – Perfect your opening

In summary, a hook consists of:

Learn more about building
your Pitch

🧠 STEP #5 – Utilize cognitive biases

Cognitive biases are a distortion in the cognitive processing of information, a systematic deviation from logical and rational thinking in relation to reality. In short, working on cognitive biases means working on the ability to get a person to react differently.

 

Addressing cognitive biases can enhance the sales approach, particularly during the opening of a conversation or to address objections and manage potential resistance. When properly understood, they can significantly impact decision-making. 

Examples of cognitive biases:

  • Proximity  
  • Accountability 
  • Anchoring

 

Do you want to discover the cognitive biases useful in prospecting? 

Speak with an expert
about cognitive biases

💡 STEP N°6: Expert advice

21%.

Only 21% of marketing leads become customers.*

Because while lead generation and prospecting are not easy, the efforts required to acquire new customers don't stop there!

The various exchanges between your sales representatives and your prospects represent a key moment in your sales process.


Your sales representatives need to convince your prospects to collaborate. If they aren't satisfied, your prospects can decide at any time not to use your services or products!

How to convert your prospects into clients?


Questioning, presenting arguments, power dynamics, etc. Numerous techniques exist to ensure your sales meetings run smoothly and guarantee a better conversion rate!
Discover 3 of them today.

KEY #1: Adapt your sales pitch

The argument is a valuable ally in improving your sales effectiveness. Personalized to the person you are talking to, it helps convince your prospects by activating their emotional trigger.


While this tool can be a relevant technique to help you develop your sales strategy, it can sometimes be difficult to develop an effective argument alone and without any method. 

The CAP method

An effective sales pitch must be able to answer all the questions your prospect asks themselves. Therefore, work on the technical characteristics of your product, its strengths, its weaknesses, its commercial characteristics... This will allow you to put forward the necessary arguments and anticipate your interlocutor's objections or questions.

 

The CAP methodology helps determine the characteristics of an offer to develop effective sales arguments.

It is based on 3 essential aspects:

The SONCAS method

The SONCAS method, theorized by Jean-Denis Larrabet, is based on the psychological aspect of prospects.


This technique presents 6 major motivators to use to encourage your prospect to buy:

Security – Pride – Novelty – Comfort – Money – Friendliness

 

 

Do you want to discover the characteristics of each lever and how to exploit them during your commercial exchanges?

 

Download our analysis grid combining the Features, Advantages, Proof, and Benefits (FAB) and SONCAS (Security, Pride, Novelty, Comfort, Money, Sympathy) methods to complete during your interactions to identify your contact's profile!

A rock-solid sales pitch thanks to CAP SONCAS!

Far too many salespeople present the same sales pitch to their prospects, and often the result is not very successful.


By combining the two sales techniques CAP (Features, Advantages, Proof) and SONCAS (Security, Pride, Novelty, Comfort, Money, Sympathy), sales teams increase their closing rate by deploying sales arguments tailored to the prospect's profile and their issues!

Download the
CAP SONCAS analysis grid!

KEY #2: The art of questioning

While a good salesperson must be able to answer all of their prospect's questions, they must also know how to ask the right questions in order to obtain the maximum amount of information, enabling them to make the most appropriate sales proposal for the needs of their contact!


To master the art of sales questioning, your employees can use the SPIN Selling method.


This technique is based on 4 main types of questions that make your prospect aware, by themselves, of their real need to buy (or not) your product or solution.
With this method, the prospect becomes an active participant in their purchase!

The 4 types of SPIN Selling questions:

Ask your prospect about:

 

    • Their Situation to define the context in which they are placed 
 
    • Their Problems to make them aware of the difficulties they are encountering
 
    • Highlight the impacts of these issues to make him realize the potential consequences if no action is taken.
 
    • Their “Need for Pay off ”, or needs to be met to make them aware of the benefits they can obtain when the problem is resolved. 

Once awareness has been triggered by the right questions asked thanks to SPIN, all that remains for your salesperson to do is highlight the benefits that your offer brings, based on what your client has told you.

Your chances of closing the sale will be significantly increased!

 

After the theory, are you ready to put it into practice? Discuss with our sales method experts and test the effectiveness of your questioning!

Practice SPIN Selling
with a KESTIO expert!

KEY #3: Expert Advice

50% of salespeople's time is spent
on clients with no potential.

This figure reflects a real problem of alignment between a company's commercial strategy and the actions of its sales representatives.

 

How to build a sales action plan adapted to your strategy AND your teams?

KEY #1: Where do we start?

As a leader, director, or manager, you often think you know your company inside out and don't need to take stock to define your future sales action plan. But this is a mistake!

 

Conducting an "assessment" of your organization is a crucial step to ensure your plan aligns with your company's resources and performance.
We strongly advise completing this phase of introspection before defining the targets, actions, and sales cycle of your plan!

 

If the inimitable "SWOT" bores you, discover the "SpeedBoat" method!

Using the image of a boat, identify your organization's objective, resources, motivations, and obstacles:

Our advice: carry out this exercise with your teams to develop your collective intelligence and involve your employees!

 

However, gaining this perspective can be complex for people within the company.
The presence of an external perspective helps to frame this retrospective and reveals new elements of analysis!

 

That's why at KESTIO, we start our support programs by conducting a diagnostic of your sales organization.
In direct collaboration with you, your KESTIO expert has reviewed your practices through various interviews, questionnaires, and data analyses.


The outcome: identification of your growth opportunities and areas for improvement, and the development of a personalized program to leverage these drivers!

Speak with an expert
about the diagnostic

KEY #2: How do we get there?

A 'Business Flow' is a tree structure, usable collectively or individually, allowing you to link and compare the implementation of your actions. In other words, it's the roadmap that will allow you to achieve your goal!

What is it? 

 

This simple and powerful tool allows you to define your main objective, which will be divided between the development and retention of active customers and the development of new customers.

For active clients, it will be interesting to focus on:

 

    • Revenue from ongoing projects

    • New projects

 

For new clients, the "Business Flow" helps establish assumptions about the number of leads from different acquisition channels (to be adapted based on the channels you will use):

 

    • Incoming leads « online »    

    • Incoming leads from referrers

    • Incoming leads from networks

    •  Recommendations of entrants

    •  Prospecting campaigns for incoming leads

Why use this tool?

Download the
Business flow construction framework

KEY #3: Expert advice