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Ever heard of "Smarketing"?

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

After all, marketing and sales are often presented as the enemy brothers of an organization!


The sales team complains about the poor quality of the leads generated by marketing... while the marketing team blames sales for not processing its leads fast enough!

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


According to a study by Forrester Research, companies with non-aligned sales and marketing teams lose around 10%* in annual revenues.

So how do you move away from a silo-based approach and create genuine synergy between sales and marketing?


Here are our 4 success factors!

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

KEY No. 1 - Use a CRM

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

 

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

 

What's more, by tracking the results of each marketing action, it's possible to associate an ROI with each of them, which is essential for measuring the effectiveness of each campaign.

Better understanding

Using a CRM is also an effective way of strengthening collaboration between marketing and sales teams.

 

By sharing information about customers and prospects, teams can better understand prospects' needs and preferences, enabling them to advise them better and offer solutions tailored to their needs.

Additional opportunities

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

 

This relationship of trust between customers and the company also generates additional business opportunities and strengthens the company's reputation.

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

 

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

Talk to an expert

KEY No. 2 - Monitor your metrics

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

 

Indeed, these metrics enable us to better understand the impact of marketing actions on sales, and to better adjust strategies according to the results obtained.

 

On the marketing side, it's important to track the number of leads needed to reach the company's sales targets.

This metric allows us to better understand the effectiveness of our marketing actions, and to adjust our strategies according to the results obtained.

 

 

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

This metric enables us to measure the quality of lead follow-up and identify areas for improvement to better meet customer needs.

 

 

It's also important to track the rate at which leads are converted into customers, to measure the effectiveness of each stage in the sales process.

 

For example, if a company generates 100 leads a month but only manages to convert 10% of them into customers, it's important to understand why the other leads haven't been converted into customers. This metric will help you understand where you need to improve to better convert leads into customers.

 

 

Finally, it's important to measure the acquisition cost of each customer to better understand the effectiveness of marketing and sales actions.

 

For example, if the company has spent 10,000 euros on advertising to generate 100 leads and has finally acquired 5 new customers, the cost of acquiring each customer is 2,000 euros. 

This metric enables us to better understand the profitability of each marketing and sales action, and to adjust our strategies accordingly.

 

 

Don't know which metrics to track? Start by working on your Business Flow to identify the number of leads you need to reach your objectives.

 

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

Download the Business Flow template

KEY No. 3 - Bring your teams together

Once these metrics have been defined, communicate them regularly to your marketing and sales teams, so that they become part of their daily routine.

 

Team meetings are an excellent way of achieving this!

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

 

    • Your customers
    • Your offers
    • Your campaigns
    • Your results

 

To be able to offer attractive content that meets the needs of your prospects, your marketers need feedback and sales pitches from your sales reps. And your sales reps need to be up to date with all current marketing campaigns to ensure the smooth flow of your customers' buying cycle.

 

Organize regular meetings between your sales and marketing teams to encourage collaboration:

 

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

 

Corporate seminars bring together all the activities your teams need to work together!


These are key moments in the life of your company, reinforcing your corporate culture and your employees' sense of belonging.

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


We'd like to share with you our white paper on the subject, listing the mistakes to avoid and the keys to follow to ensure the success of your event.

Download the white paper

KEY No. 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 !

Talk to 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 No. 4: Expert advice

7,2.

On average, it takes more than 7 meetings to make a complex sale, with no fewer than 6 different contacts !

 

But what is a complex sale?

 

A complex sale is characterized by two aspects:

    • The complexity of the product or service proposed, requiring a long sales cycle to clearly define the interests of the product or service for the prospect.
    • The complexity of the buying environment: a multiplicity of contacts, both in-house and with the prospect, all with a role to play in the purchasing decision. Complex sales is a real team sport!

 

But how can you assess your ability to win a complex sale?
How can you mobilize your various contacts to ensure the success of your sale?

 

Here are our 3 keys to success. 

*Source: Nomination 2021

KEY No. 1 - Identify the parts

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

 

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

In the Chessboard Method, we compare the parties involved in a complex sale to the pieces of a chess game. Knight, rook, queen, king... all have their own specificities and their own role to play!

The first key to a successful complex sale is toclearly identify the role of each of your interlocutors and their position on the chessboard.

 

This analysis will enable you to :

    • Know when and how to address each contact
    • Take advantage of the role of each part to make your sale a success
    • Better anticipate and define the best action at each stage of the game

 

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

 

At the end of this training course, your sales staff will be able to identify the different parties involved in a decision and manage the different stages in the progress of their business.

 

Find out more about the Exchequer Method on our dedicated page.

Discover the Exchequer Method

KEY No. 2 - Have allies

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

So having allies in your sales is a key factor for success! 

 

This requires identifying and understanding the interplay between the players (based on behavioral and relational aspects).

 

At Kestio, we help you define a strategy (the overall plan) and adopt a tactic (adapting to the terrain and the unexpected). To find out more, talk to one of our experts on complex sales.

 

Make an appointment

KEY No. 3 - Balance the balance of power

In the world of complex sales, it's essential to know how to balance the balance of power to reach a mutually beneficial agreement. As in a game of chess, the winner is not the one who suffers the game, but the one who leads.

 

To establish a healthy and balanced power relationship with your customer, it's crucial to master your art. You need to feel that you're bringing something important to the table to turn the tide and take control of the sale. If you don't master your art, you run the risk of losing the game.

 

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

 

Assertiveness is one of the keys to achieving a balanced commercial relationship with your prospect. It enables you to clearly explain the importance of the exchange.

Two crucial tips

    • It's important to have strong self-esteem and assertiveness to strike the right balance in the relationship with the customer, without forcing or aggressing.
    • It's essential to have absolute certainty that your product or service brings high added value to your customers.

How do you structure such an approach and bring everyone's efforts together?

 

Kestio provides the answer in a webinar analogy with the series "The Queen's Game". By combining behavioral rules and analytical methods to make the right decisions, you'll be able to overcome any potential obstacles in your complex sales.

You can discover our dedicated webinar via the link below.

Watch the webinar

KEY No. 4: Expert advice

When we think of sales negotiation, we often think of a communication approach based essentially on the salesperson's skills, such as active listening or the ability to bounce back from objections.

This is essential, but not sufficient.

Because in many cases, this will result in discounts, conflicts, tensions, not negotiating at all, and accepting the buyer's conditions.

Commercial negotiation must be structured around 3 key concepts, which we will present to you below:

    • Defining objectives 🎯
    • Concessions / quid pro quos 💬
    • Understanding interests 🔍

KEY No. 1 - Define your goals

The success of a negotiation depends to a large extent on the quality of its preparation. Before embarking on any negotiation, it is important to clearly define your objectives and determine how to translate them.

In practical terms, how do you prepare?


It's not a question of working on your offer as a whole, but rather on each point of the offer: price, commitment period, etc.

Once you've defined these elements, you need to do the same analysis for the person in front of you.

By applying the same reasoning to the stakeholder, you'll obtain the probable zone of agreement - known as the ZOPA - i.e. the zone between your respective announcement and break points in which you can find a point of agreement.

Obviously, the smaller the zone, the more difficult it will be to reach agreement. Conversely, the wider it is, the more likely you are to be able to reach agreement.

This work is fundamental, and must be carried out throughout the negotiation process, updating the information as it becomes available.

To help you prepare for your sales negotiation, we offer you a FREE 30-minute session to define your announcement point, your focus and your breaking point.

 

 

Button: I would like to register for a coaching session

 

 

KEY No. 2 - Prepare your counterparties/concessions

Concession and quid pro quo are essential in any commercial negotiation. 

Each party must be prepared to achieve its own objectives, while enabling the other party to achieve its own. You have to be able to exchange efforts by making concessions and asking for something in return.

Before any commercial negotiation, it's important to list the concessions you can make and the quid pro quos you want to obtain. Concessions and quid pro quos always go hand in hand, so you need to ask for a quid pro quo every time you make a concession.

Secondly, in the way you formulate it, it's best to make it a prerequisite that the effort is first validated by the stakeholder.

To ensure the security of this exercise, which is an essential part of any good negotiation, there is a preparation phase to identify concessions and quid pro quos, and an extremely precise formulation to ensure that concessions and quid pro quos are respected on both sides. This makes it possible to play the give-and-take game effectively.


In this case, you've exchanged a contract term on the one hand, for a discount on the other, but in the way you've formulated it, you've made it a prerequisite that the effort is first validated by the stakeholder.

The concession is an advantage granted to the other, to which he is attached. The counterparty is a benefit obtained, to which you are attached.

There are several steps to follow in order to obtain a quid pro quo in a commercial negotiation. Dominique Seguin, Managing Director of Kestio , explains them in the webinar "Négocier Zen". Click below to watch the replay

 

 

Button: Watch the Zen trading webinar

 

 

KEY No. 3 - Identify your interests

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

This distinction is particularly important because positions are often the visible elements, while interests are hidden. As you may know, there are many similarities between selling and playing chess.


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

In French culture, we often tend to associate the problem with the person. This can create tension and make negotiation more difficult. So it's important to keep to logical reasoning and leave emotions aside to maintain a structured, concerted exchange. To find out more, take a look at our article: 5 sales tips to help you sell your project.

Want to take your negotiation skills to the next level? We've put together the 5 golden rules of good sales negotiation. Click on the button below to watch our video and then test your knowledge with a quiz.

 

 

button: test your knowledge of negotiation with a quiz

 

KEY No. 4: Expert advice


7,2.

On average, it takes more than 7 meetings to make a complex sale, with no fewer than 6 different contacts !

 

But what is a complex sale?

 

A complex sale is characterized by two aspects:

 

  • The complexity of the product or service proposed, requiring a long sales cycle to clearly define the interests of the product or service for the prospect.
  • The complexity of the buying environment: a multiplicity of contacts, both in-house and with the prospect, all with a role to play in the purchasing decision. Complex sales is a real team sport!

 

But how can you assess your ability to win a complex sale?
How can you mobilize your various contacts to ensure the success of your sale?

 

Here are our 3 keys to success. 

*Source: Nomination 2021

KEY No. 1 - Identify the parts

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

 

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

In the Chessboard Method, we compare the parties involved in a complex sale to the pieces of a chess game. Knight, rook, queen, king... all have their own specificities and their own role to play!

But this account analysis exercise requires a precise methodology and tools.
Our complex sales trainingbased on the Chessboard Method, provides you with the methods you need 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.

 

Find out more about the Exchequer Method on our dedicated page.

Découvrir la méthode de l'Echiquier

KEY No. 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.

So having allies in your sales is a key factor for success! 

This requires identifying and understanding the interplay between the players (based on behavioral and relational aspects).

 

At Kestio, we help you define a strategy (the overall plan) and adopt a tactic (adapting to the terrain and the unexpected). To find out more, talk to one of our experts on complex sales.

Prendre Rendez-vous

KEY No. 3 - Balance the balance of power

Deux conseils cruciaux :

  • It's important to have strong self-esteem and assertiveness to strike the right balance in the relationship with the customer, without forcing or aggressing.

 

  • It's essential to have absolute certainty that your product or service brings high added value to your customers.

How do you structure such an approach and bring everyone's efforts together?


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 No. 4: Expert advice

3.7 appointments per week.

On average, French sales reps obtain fewer than 4 customer appointments per week*.

 

Between...

  • The difficulty of getting the right contacts 👥
  • Fear of making cold calls 🥶
  • Lack of time ⏱️
  • No link between marketing and sales actions 🤝

 

Prospecting is a dreaded step, tiring over the long term and often leading to disappointing results.

 

At Kestiowe have built our own marketing and sales our own marketing and sales prospecting processdeployed both internally and with our customers.

 

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

 

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

*Source: Hello Work survey

KEY No. 1 - Hyper-segmentation

Sales is not an exact science that can be replicated ad infinitum!

 

You've probably reused a pitch that worked for one prospect in an exchange with a very different prospect, thinking you'd made a success of it... In the end, it was a failure!

 

Personalizing your approach is one of the keys to successful prospecting.
The more personalized your approach, the greater your chances of attracting interest.

 

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

By carrying out this targeting and persona work, you'll be focusing all your efforts on those prospects who are most likely to be interested in your offer, because they have problems you can solve.

 Do you know Sparklane?  

To help you implement this hyper-segmentation, surround yourself with intelligent lead generation tools.

The tool Sparklane tool, for example, lets you use company news to adapt your pitch and justify your call.


Sparklane automatically generates contact files that meet certain criteria that you have configured:


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

The benefits for you and your teams are twofold: you won't have to waste time building up a high-quality prospect file, and you'll improve the relevance of your pitch by addressing your prospect with topical issues. You ring the right doorbell at the right time!

 

If you'd like to find out more about how Sparklane works, take a look at our demo.

Discover the
demonstration of the Sparklane tool!

KEY No. 2 - Visibility

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


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

Setting up retargeting on social networks is an effective technique for increasing visibility with the target audience to be called. Using tools such as LinkedIn Campaign Manager, it's possible to target a specific prospecting list with targeted advertising on LinkedIn.

It's also important to personalize messages according to the target's personality, and to capitalize on current events or company activities. 

 

There are also tools for setting up automated sequences to multiply contact points and save time.

 

By using these techniques and working in collaboration with marketing teams, companies can increase their performance in cold calling sessions.

Talk to an expert

KEY No. 3 - Sequencing activities

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

 

In fact, the more focused we are, the better our results. So it's important to focus on the calls and the pitch, without being distracted by other tasks.

 

It's therefore a good idea to plan prospecting-related activities in advance of call sessions, to optimize the time devoted to this exercise.

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

 

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

Start the Quiz!

KEY No. 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 %.

In 2022*, less than one in two salespeople was prospecting on a weekly basis.
Yet sales prospecting remains one of the essential ways for companies to develop and maintain their competitive edge.

 

The New Year is a particularly opportune time for sales prospecting. Companies have a clearer vision of their objectives and needs for the coming year, and are more on the lookout for new suppliers or collaborators to achieve their ambitions!

 

But to succeed in prospecting, certain steps must be followed!

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

*New Deal The Lead Shop 2022 study

💪 STEP 1 - Define your objectives

Prospecting requires preparation.
If it's not done properly, it can be counterproductive for your company!

 

This means that you and your team need to have clear objectives in mind before you pick up the phone:

These different indicators will enable you to define a clear direction for your team's efforts! You'll be able to judge the effectiveness of your prospecting and your staff's room for improvement.

 

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

Discover the Webinar
"How to define your goals".

🎯 STEP 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 enables you to concentrate your efforts on those prospects most likely to be interested in your products or services. This increases the effectiveness of your prospecting and reduces your costs by avoiding contacting people who are less receptive to your message.
Good targeting also helps you to personalize your exchanges, using the messages most relevant to your target and proposing offers best suited to their needs.

 

But what criteria should you choose for your targeting?


Discover our grid of targeting criteria, combining information about your contact and his or her company to help you define your target!

Download
targeting criteria

☎️ STEP 3 - Increase the efficiency of your calls

The key to a successful telephone prospecting strategy is good organization!
During your telephone call sessions, it's vital that you devote yourself entirely to this single task. What's the point? So you don't lose your rhythm and optimize your efforts.

Do you know Ringover?

RingoverRingover, as its name suggests, is a communications solution that simplifies the traditional telephony system to save time, by bringing together all its features on a platform that allows you to :

 

  • Make calls only with a Wifi connection 🌐
  • Chain calls intelligently, without needing to type in numbers 📞
  • Personalize your exchanges with your contacts 🤝
  • Manage your business with advanced call session statistics 📈
  • Train your teams with double listening and call recording 🧑‍🎓

 

In short, it's a tool that eliminates all manual tasks with no real added value, for greater efficiency!

See a demonstration
of Ringover

💥 STEP 4 - Work on your hook

In short, a tagline is composed of :

Find out more about the
construction of your Pitch

🧠 STEP 5 - Use cognitive biases

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

 

The treatment of cognitive biases can be used to complement the sales approach, at the start of the interview, or to deal with objections and manage potential resistance. Properly mastered, they can have a real impact on decision-making. 

Some examples of cognitive bias:

  • Proximity  
  • Accountability 
  • Anchoring

 

Would you like to discover the cognitive biases that are useful in prospecting? 

Talk to an expert
about cognitive bias

💡 STEP 6: The expert's advice

21%.

Only 21% of marketing leads become customers*.

Because while lead generation and prospecting aren't easy, the efforts required to win 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 force must be able to convince your prospects to work together. If they're not satisfied, your prospects may decide at any time not to use your services or products!

So how do you convert your prospects into customers?


Questioning, argumentation, rapport de force... There are many techniques to ensure that your sales meetings go smoothly and guarantee a better conversion rate!
Discover 3 of them today.

KEY No. 1: Adapt your sales pitch

Thesales pitch is a key ally in improving your sales effectiveness. Personalized to the person you're talking to, it helps you convince your prospects by activating their emotional leverage.


But while this tool can be a relevant technique to help you develop your sales strategy, it can sometimes be difficult to devise an effective argument on your own, without any method.

The CAP method

An effective sales pitch must be able to answer all the questions your prospect has. Work on your product's technical features, its advantages and disadvantages, its commercial characteristics... This will enable you to put forward the necessary arguments and anticipate objections or questions from your contact.

 

The CAP methodology enables you to determine the characteristics of an offer, in order to develop an effective sales argument.

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 motivational levers you can use to encourage your prospect to buy:

Security - Pride - Novelty - Comfort - Money - Sympathy

 

 

Would you like to find out more about the characteristics of each lever and how to exploit them in your business dealings?

 

Download our CAP and SONCAS analysis grid, which you can use to identify your contact's profile!

CAP SONCAS for a solid sales pitch!

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


By combining the two sales techniques CAP and SONCAS, sales teams can increase their signature rate by rolling out sales arguments adapted to the prospect's typology and their problems!

Download the
CAP SONCAS analysis grid!

KEY No. 2: The art of questioning

While a good salesperson must be able to answer all the questions a prospect may have, he or she must also know how to ask the right questions in order to obtain as much information as possible, enabling him or her to make the sales proposal best suited to the prospect's needs!


To master theart of sales questioningyour employees can use the SPIN Selling method.


This technique relies on 4 main types of questions to make your prospect aware, on his own, of his real need to buy (or not) your product or solution.
With this method, the prospect becomes the actor of his purchase!

The 4 types of SPIN Selling questions :

Ask your prospect about :

 

    • Its Situation to define the context in which it is placed 
 
    • His Problems to make him aware of the difficulties he faces
 
    • The Impacts of these problems, to make him realize the consequences he risks if no action is taken
 
    • His " Need for Pay off ", to make him aware of the benefits he can obtain when the problem is solved. 

Once the right SPIN questions have been asked, all that's left is for your sales person to highlight the benefits of your offer, based on what your customer has told you.

Your chances of closing the sale will increase dramatically!

 

Would you like to put theory into practice? Talk to our experts in sales methods and test the effectiveness of your questioning!

Practice SPIN Selling
with a KESTIO expert!

KEY No. 3: Expert advice

50% of sales time is spent
on customers with no potential

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

 

So how do you build a sales action plan tailored to your strategy AND your teams?

KEY No. 1: Where do we start from?

As an executive, director or manager, you often think you know your business inside out, and don't need to draw up a balance sheet to define your future sales action plan. But this is a mistake!

 

Taking stock of your organization is an essential step in ensuring that your plan is consistent with your company's resources and performance.
We therefore strongly advise you to carry out this introspection phase before defining your plan's targets, actions and sales cycle!

 

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

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

Our advice: carry out this exercise with your teams to develop your collective intelligence and get your staff on board!

 

But this price of hindsight can prove complex for people inside the company.
The presence of an outside eye helps to frame this retrospective and reveals new elements for analysis!

 

That's why at Kestio we begin our support by carrying out a diagnosis of your sales organization .
In direct collaboration with you, your Kestio expert has provided your practices through various interviews, questionnaires and data analysis.


The result: the identification of your sources of growth and your areas for improvement, and the development of a personalized program to activate these levers!

Talk to an expert
about diagnosis

KEY No. 2: How do we get there?

A "Business Flow" is a tree structure that can be used both collectively and individually, to link and compare the implementation of your actions. In other words, it's the route to your goal!

What's new? 

 

This simple yet 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 customers, it will be interesting to focus on :

 

    - Income from current projects

    - New projects

 

For new customers "Business Flow will enable you to make assumptions about the number of leads from the various acquisition channels (to be adapted according to the channels you use):

 

    - Online inbound leads    

    - Prescriber leads

    - Inbound network leads

- Incoming recommendations

- Inbound lead generation campaigns

Why use this tool?

Download the
Business flow template

KEY No. 3: expert advice