Contact Us

KESTIO

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

80% of users of a Marketing Automation solution report an increase in the number of leads generated*.

For many of the companies we support, generating new leads is one of the main objectives. Is this the case for you too?

 

Are you using Marketing Automation solutions?
Behind this term lies a set of tools that allow you to automate many marketing and sales actions, which are often time-consuming: data enrichment, emailing, content production, opportunity tracking, etc.

 

Today, we present 4 ways to use Marketing Automation to develop your sales.

*Source: Invesp, 2022

KEY #1 - Optimizing Your Processes

Your teams' days are likely filled with numerous repetitive tasks that add no value: updating prospect information, writing follow-up emails, tracking transactions, etc. 

By using Marketing Automation tools, your employees can automate these tasks and free up time for actions with real added value, focused on business.
Saving time and money is guaranteed!

 

However, Marketing Automation is not exclusively reserved for sales functions!
The management functions of your company can also benefit from the advantages of these tools thanks to the centralization of all your actions and thus your performances: number of new prospects, conversion rate, number of new customers, turnover generated, etc.

CRM solutions

The CRM (Customer Relationship Management) solutions address these challenges of automation and performance monitoring.
However, to ensure the effectiveness of this type of tool, you must choose a CRM that meets your needs. How do you choose your software?

To help you make the right choice and succeed with your CRM project, we are sharing our dedicated webinar, hosted by Dominique Seguin and Nicolas Boissard, respectively CEO and Marketing Director of KESTIO.

Discover the webinar
"Choosing your CRM"

KEY #2 - An improved purchasing journey

Segment your target audience

Marketing automation allows you to segment your target audience and send targeted messages and ads based on the prospect's stage in the sales funnel. 

You can target prospects who have downloaded specific content or simply viewed your services to send them a personalized message that will have a real impact. This helps you establish a more personal relationship with your target audience.

Personalize your scenarios.

By using your prospects' data (demographics, behavior, purchase history, etc.), you can create specific customer segments and tailor your marketing strategy accordingly. For example, you can send personalized automated email campaigns and create workflows.

 

Workflows are automated scenarios composed of several marketing actions aimed at prompting the prospect to perform a specific action. You can choose to trigger the workflow in different ways, such as subscribing to your newsletter, downloading a white paper, interacting on a landing page, or participating in a webinar.

 

For example, you can create a welcome workflow for new subscribers to guide them in using your product, or a workflow for prospects who have downloaded a white paper or completed a free trial to encourage them to make an appointment with your sales representative.

 

In short, marketing automation allows you to reach customers in a personalized way through different channels, depending on the workflows (emails, chats, social networks, phone calls, etc.). The goal is to strengthen the customer relationship by offering a smoother and more personalized buying experience. 

To help you surround yourself with the best tools, download our
Sales Enablers Guide!

Download the
Sales Enablers Guide

KEY #3 - Data analysis

Through advanced data analysis, your company can collect and analyze information on prospect behaviors and preferences, enabling them to determine the best tactics to achieve their marketing objectives.

Data analysis is particularly important for lead nurturing!

Lead nurturing is an automated campaign process designed to build a trusting relationship with prospects. Companies provide relevant and useful content at the right time throughout the buying journey.

This technique allows BtoB companies with a long buying cycle to cultivate the relationship with prospects. The content offered must therefore be of high quality, personalized, and provide added value, to reach a more advanced stage in their buying process.

Lead scoring to identify the maturity level of leads!

You can use the data collected to assign scores to each prospect based on criteria such as online behavior, interactions with marketing campaigns, and demographic data. The scores help you prioritize the most qualified prospects and target them accordingly.

What data is worth analyzing?

In summary, marketing automation gives you an overview of the strategy to adopt to optimize your sales. It allows you to know where you need to go and how to get there.

Speak with a
Marketing Automation expert

KEY #4: Expert advice

Ask a leader if their company's sales strategy is clear to their employees, and they will tell you "yes!" without any hesitation.
Now, ask one of their sales representatives if they know why they need to get 5 appointments per week, and the answer will be much less clear!

This difference in perception reflects a challenge you likely face: getting your teams to buy into your sales strategy.
Achieving your goals depends on your employees implementing your company strategy.

How then to make your teams perceive the benefits of this strategy and implement it in the field?

*Source: Forbes survey

KEY #1 – Translate your strategy into actions

One of the most frequent mistakes when discussing sales strategy with sales representatives is focusing solely on the results achieved.
Why? Because you can no longer influence the results! They only represent the visible part of the sales activity.

However, you can influence the various commercial actions that lead to these results.
Implementing a Commercial Action Plan will allow you to define 3 essential levers for your commercial activity, reflecting your strategy:


By focusing on the sales activities of your teams, you provide your sales representatives with two key elements: a clear understanding of your strategy and concrete ways to achieve the established goals.

Because it's one thing to ask your sales representatives to sell 5,000 units of your flagship product... It's quite another for your teams to achieve that goal.
By detailing the steps in your sales process and associating them with concrete sales activities, you help your employees identify their strengths and areas for improvement.


To enable your teams to optimize their sales efforts, we share our “Go/No go” scoring table.

This tool, to be completed daily, helps you select the opportunities with the most potential thanks to various criteria covering the main stages of a sales process!


Download the scoring table

KEY #2 – Enhance your resources

Today, customer expectations have greatly evolved in terms of sales. Influenced by technological changes and purchasing habits, customers are increasingly demanding and have expectations that include:

  • A personalized experience: sales representatives must identify unique needs by providing added value.
  • Real-time communication: customers want to be able to communicate with sales representatives quickly and efficiently.
  • Transparency : sales representatives must be transparent about the products and services they sell, including prices and conditions.
  • In-depth knowledge: Sales representatives must have in-depth knowledge of the products and services they sell, including the advantages and disadvantages.

From this perspective, it's important for sales representatives to adapt to these new expectations in order to maintain their relevance and competitiveness in the market. Therefore, promote the resources you make available to sales representatives so that they can implement the sales strategy in the field.

List these resources with two objectives: firstly, to make them known to your sales representatives so they can take ownership of them, and secondly, to boost their motivation by showing them that the company is investing to give them the means to achieve the targeted results.

Examples of resources:


At Kestio, our digital learning team offers interactive and engaging training modules to meet the personalized expectations of our clients. If this still seems unclear to you, watch a video presenting our approach.

And if you are interested, you can chat with one of our digital learning experts! 


Talk to a digital
learning expert

KEY #3 – Work on your mindset

The mindset of sales teams plays a key role in achieving their goals. A positive attitude can lead to successful negotiations and customer satisfaction.

The manager's role will be to give a positive boost to their team, by celebrating successes and offering positive prospects for the future. This can be accomplished by asking the team about their victories of the week, by exchanging on the new things that have worked, by being empathetic with the team members and by seeking out the unspoken.

Link the sales strategy and objectives for the coming months to the victories won over the past year by asking yourself the following questions:

  • What lessons have you learned from it?
  • How are these leveraged in the current strategy?
  • How can you duplicate them or draw inspiration from them to build a scalable model from the variables observed on a certain scale?




Webinar – Which motivational levers to adopt for
each employee?

KEY #4: Expert advice


10%,

A company loses an average of 10% of its customers each year! While the causes may vary (no longer a need to be met, disappointment with the service, departure for the competition, etc.), the result is the same: your company must find a solution to compensate for these departures and not lose revenue.

Knowing the investment required to acquire new customers, reactivating your former customers is a strategic approach! Even if they no longer use your services, they are already familiar with your company, your expertise, and your working methods.

They will be more inclined to collaborate with you again for a future project. Today, we are giving you the steps to follow to reactivate your former clients!

*Source: Harvard Business School

STEP #1 – Identify your lost customers


To implement an effective customer reactivation campaign, you must be able to clearly identify which customers have left your company.

To achieve this, the daily use of a CRM will be essential. It will allow you to obtain a comprehensive view of your clients' history: when were their last transactions? How did your last interactions go?

By using the various targeting filters in your CRM, particularly on the date of activity of your customers, you will be able to identify your inactive customers.
And thanks to the contact data collected for each customer, you will be able to personalize your reactivation campaigns according to their expectations.

If you need help identifying your lost customers within your CRM, check out our special CRM “KESTIO Questions-Answers” webinar!


Discover the webinar
"Kestions-Réponses" CRM


Thanks to your CRM, you will be able to calculate your attrition rate.

Also known as 'churn rate,' the attrition rate refers to the percentage of customers lost relative to your total number of customers.

Once the extent of your attrition rate has been measured, you can investigate the reasons for these departures and implement your recapture strategy!

💥 STEP #2 – Refine your value proposition

An essential step in a relevant marketing approach, the value proposition is the simple and precise formulation of the added value of a product or service as perceived by the customer.

In other words, it demonstrates the profitability (savings achieved, revenue generated) of the proposed solution and alleviates concerns about the risks associated with the project. By making your proposal unique, it allows you to stand out from your competitors and facilitate your client's purchasing process.

If the value proposition is not clearly identified by the customer, it may be the cause of its loss. If you are in this case, it is therefore essential to rework the wording.

How to build your value proposition?


Does your target audience understand your offer? 

Are its differences clear? 

Are the members of your company able to talk about it easily?

These are the questions that help identify whether your value proposition is effective!


Download the value
Proposition canvas

🤝🏻 STEP #3 – Focus on relationship marketing

The cost of acquiring a new customer is higher than that of reactivating old customers. It may be more effective for companies to recover lost customers. For this, relationship marketing appears as an interesting strategy to reconnect and develop a privileged and lasting relationship.

The goal will be to understand the specific needs of customers, their preferences, and their behaviors, to encourage them to trust you again and ensure the future of exceptional customer service.

There are several methods for implementing a relationship marketing strategy
to win back lost customers:

  • Customer segmentation: Use the data you have on your lost customers to segment them into groups, based on their needs, purchasing behaviors, and preferences. This will allow you to tailor your recapture strategy to each group.
  • Personalized communication : respond to specific needs, via social networks or emailing campaigns.
  • Loyalty program: consider setting up a loyalty program to reward returning customers and/or a referral system.
  • Customer service: Offer impeccable customer service to your lost customers by providing quick and effective responses to their requests.
  • Customer feedback: identify areas for improvement by sending out satisfaction surveys or implementing call campaigns.

By using these relationship marketing techniques to win back lost customers, you can also improve your retention rate and reduce the costs of acquiring new customers.


Talk to a relational
Marketing expert

💡 STEP N°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

 

Before wrapping your gifts and preparing your Christmas Eve meal, we would like to share 6 tips to help you take stock of the past year and best prepare for 2023!

🎄 KEY N°1 - Update your positioning

This end of the year is the perfect time to take a step back before the rush. 

of the return!


Gain perspective on your organization, your offer, your positioning, your strategy, etc.

Even if these different elements seem to be mastered by your employees, redefining them will allow you to ensure that they are well aligned with your purpose and your objectives for the coming year.

Download the
Positioning Canvas!

🎁 KEY N°2 - Bring your teams together

A new year means new opportunities for meeting and building cohesion with your teams!

 

Seminars represent significant milestones in the life of your company. They help develop your corporate culture while fostering a sense of belonging among your teams.

 

Key elements for a successful seminar:

    • Your seminar must have a very specific objective to be as impactful as possible.
    • It must be consistent with your company's current situation, especially financially.
    • It should enable you to initiate fundamental changes or reiterate your organization's priorities.

 

Are you organizing a seminar in 2023?

 

Discover other keys to success in our white paper dedicated to this topic!

Download the White Paper!

❄️ KEY N°3 - Analyze your CRM data

The new year is a great time to implement corrective actions and improve your sales performance. Indeed, your entire environment is evolving, and consequently, your business model must also evolve to remain relevant. 

 

To do this, your CRM will be your best friend for managing and evaluating the commercial and marketing effectiveness of your company.

Too many indicators kill the indicators!

We have selected the key performance indicators to monitor in order to extract relevant insights: 

This list is not exhaustive; other indicators may be added depending on your environment and organization.

 

To learn more about CRM data analysis, feel free to read our article on the subject!

Read the article on CRM data analysis!

🎅 KEY N°4 - Generate leads with LinkedIn Ads

Did you know that 72% of B2B buyers gather information via social networks before making a purchase decision?

 

Leads generated through LinkedIn Ads represent a real opportunity generator for your company! For this to become a lever for acquisition, there are several elements to consider:

What is the minimum duration of an advertisement? What is the cost per prospect?

What targeting should be implemented? Watch our webinar on the subject to learn more!

Watch the webinar: How to generate
leads with LinkedIn Ads!

☃️ KEY N°5 - Have a solid call script

We cannot stress enough that there is no room for improvisation when it comes to performing in sales. One of the essential tools to help you when prospecting by telephone is the call script.  

How to build an engaging and relevant call script?

Evoke emotion:  To do this, it is essential to know your target audience well, including their habits, fears, and needs.

 

Adapt to your client: try to adapt your marketing strategy and your sales pitch to capture their interest and gain their trust.

 

Highlight a unique selling proposition: base it on an element that your prospect will not find with your competitor.

 

Work as much on the content as on the form: it is essential to fully assimilate the pitch to be perfectly comfortable.

 

Offer personalized solutions: Try to tailor your responses to the issues your prospect is facing and follow the natural flow of the discussion.

Speak with an expert!

🎉 KEY N°6: Expert advice

D’après vous, quels sont les principaux leviers pour engager vos collaborateurs ? Vous songez en premier lieu à la rémunération ? 

 

En réalité, le salaire n’est plus le premier levier de motivation de vos équipes ! En effet, selon une étude réalisée en 2022*, le sens donné à son travail et l’intérêt pour les missions apparaissent en tête de liste pour 97% des répondants .

 

De nouveaux critères sont apparus ces dernières années, tels que le sens du travail réalisé, la reconnaissance de ses paires ou encore les possibilités d’évolution.

 

Alors face à ces évolutions, comment développer la motivation de vos collaborateurs ?

* Baromètre RH par Kelio

CLÉ N°1 : Responsabilisez vos collaborateurs

Gmail, Google Map, Chrome, Google Talk, Adwords… le point commun de ces inventions Google ? Elles ont toutes été inventées à l’initiative propre des employés de l’entreprise !

 

En effet, Google applique depuis plusieurs années la « règle des 20% » : chaque salarié peut consacrer un jour de sa semaine de travail (soit 20% de son temps) au développement d’un projet lui tenant à cœur, en totale autonomie. De quoi se réveiller avec le sourire !

Mais pour pouvoir responsabiliser vos collaborateurs, ceux-ci doivent avoir accès à des méthodes et ressources leur permettant de monter en compétences !

 

Si la formation représente un levier non négligeable de développement des acquis, d’autres solutions existent, tels que le « blended learning » ou la mise à disposition en libre accès des outils et ressources, permettant de répondre à des besoins précis en temps réel ! 

 

Via l’application Kestio, vous pouvez notamment accéder à plus de 800 contenus vidéos, outils, templates, canevas… à exploiter dans votre quotidien. 

 

À la clé : une responsabilisation de vos équipes grâce à une montée en compétences adaptée à leurs enjeux !

Découvrir l'application avec
un Expert

CLÉ N°2 : Adaptez votre communication

« Mon équipe n’a pas l’air motivée ! » 

 

En tant que manager, avez-vous déjà prononcé ces paroles ? Adaptez-vous vos méthodes de management au profil de votre interlocuteur ?

 

Ce n’est plus à prouver, pour avoir une équipe efficace pleine de motivation au travail, il faut savoir communiquer avec elle ! Chaque personne est différente, il faut donc adapter la communication selon le profil de la personne, cela sert également à comprendre le client, son mode de pensée, de ressenti et de fonctionnement !

Les styles de personnalité selon le Modèle DISC

L’analyse comportementale Puzzle DISC est fondée sur les théories de William M. Marston. Cette méthode mesure 4 émotions basiques qui ont une importance dans notre vie et notre survie  :

 

 

  • D – Dominance : personne dirigée vers l’action, proactive, tout en étant factuelle et rapide.

 

  • I – Influence : personne influente orientée vers l’action, dynamique et qui sait communiquer.

 

  • S – Stabilité : personne dirigée vers les autres, qui s’adapte à son environnement, pense à son équipe et cherche à ce que tout le monde soit d’accord.

 

  • C – Conformité: personne orientée vers les faits, la logique, sait prendre du recul et analysée une situation donnée.

 

Représentée par un puzzle car chaque individu a une composante de chacune de ces 4 couleurs, en quantité plus ou moins importante.

Pourquoi demander à votre équipe
d’établir leur profil DISC ?

Echanger avec un expert pour
mettre en place cette méthode !

KEY #3: 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

74% of B2B buyers conduct online research before making a professional purchase.

 

Your prospects, who previously favored face-to-face and telephone contact, now prefer responsiveness and the plurality of possibilities offered by the web!

Thanks to the internet, each person has autonomous access to advice regarding their problems as well as information on the products and services that interest them.

 

It is therefore vital for your company's development to be visible online in order to attract the attention of your prospects and convert them into customers!
But how do you develop your digital presence?

*Forrester Study 2021

KEY #1: Outbound Marketing

Being visible on the internet means being easily findable and identifiable on the various meeting points of your prospects, such as search engines, websites and social networks.

 

To achieve this, use OUTBOUND MARKETING tools!
Outbound Marketing allows you to broadcast your advertising messages on a large scale. When well-managed, this type of communication from the company to the consumer ensures visibility and awareness among your prospects!

Various Outbound Marketing actions:

    • SEA (Search Engine Advertising) or paid search: advertising displayed on search engines, by bidding on a keyword that will be searched by your prospects.
 
    • Display: advertising broadcast on websites via the rental of dedicated advertising spaces. This works in the same way as advertisements in magazines!
 
    • Social Ads: advertising broadcast on social networks. Social Ads can take many forms (text, image, video, etc.) on many platforms (Facebook, Instagram, Twitter, LinkedIn, etc.). To learn about the best methods to adopt in social ads, check out our webinar dedicated to LinkedIn Ads!

However, implementing an outbound marketing strategy requires real work in targeting, choosing channels, and monitoring campaigns to ensure their effectiveness without having to spend your entire marketing budget!


That's why we offer you a 30-minute discussion with one of our marketing experts to define and/or optimize your advertising campaign strategy together. 

Speak with an expert
in Outbound Marketing!

KEY #2: Inbound Marketing

What matters most to businesses today is being visible when potential leads are in the research phase. Marketing offers companies a new approach, allowing them to position themselves as 'interesting rather than interested,' which is INBOUND MARKETING!

What if you focused on being interesting rather than trying to be interested?

As you'll have understood, inbound marketing is the strategy of attracting customers to you by offering them content tailored to their issues.

 

Distributing content to attract prospects and generate leads is easy to state, but requires a methodological approach to be truly effective. A well-thought-out strategy that combines objective, editorial line, skills, resources, and planning will always perform better. The challenge for the Inbound strategy is to find the right content for the right target at the right time in their decision cycle.

 

The inbound marketing strategy is divided into 4 distinct stages:
1.Attract new Internet users with content geared towards the target audience.
2.Convert Internet users into leads using a call to action.
3.Close a sale by talking about your offer and your solution.
4. Retain customers by turning them into advocates.

What questions should you ask yourself to be identified as a valuable source of information by your target audience?

To be visible when the client needs you, increase your efforts by:     

 

– Social networks: use social networks to better understand your target audience, disseminate information, share your expertise, and engage with your prospects and customers. 

 

– SEO (Search Engine Optimization): an SEO strategy is necessary to position yourself on specific keywords and improve your ranking on search engines (especially Google). 

 

– The webinar: This is an online conference open to the public. A webinar is an excellent tool for providing high-quality, precise content on a specific topic.  Click here to find out how to organize a webinar!

Talk with an expert
in Inbound Marketing!

KEY #3: Expert advice

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