Webinar

In this webinar, Dominique Seguin, Managing Director of KESTIO, gives you the keys to doubling your number of sales meetings and optimizing your operational sales management techniques.

Our method consists of 5 rules, 3 of which will be discussed in this webinar.

Defining ideal customers for effective operational sales management

Defining your ideal customers helps you avoid spending sales time on targets that have no interest in your company or in using your company's services.

This avoids spending acquisition resources unnecessarily, and optimizes the operational sales management of your teams.

To achieve this, the approach is based on 3 stages: 

• • Profiling active customers: enriching the customer file and identifying segmentation criteria
  • Conduct a brainstorming session: determine your ideal target criteria
  • Define potential boundaries: characterize the boundaries of each criterion and cross-reference them with your strengths

Building and enhancing the file

The construction and enrichment of files avoids the need to manage numerous files, individual entries, data loss, non-updated data, access problems for sales staff, and the impossibility of tracking achievements and results. It's an essential element for efficient operational sales management.

This also prevents the phoning session from becoming a search session for contacts to call.

Several steps are necessary to build and enrich a contact file: 

• • Construction: count the number of potential companies, request quotes for enriched information, choose suppliers, deliver files on a test basis
  • Enrichment: pro email, direct line number, consolidate a single base, deduplicate with own customer base
  • CRM integration: load file into CRM, assign accounts and contacts to teams, create call tasks

Defining the pitch for effective operational sales management

You need to choose the contact channels that maximize impact according to your persona, and build a coordinated combination of the best channels. This will also optimize operational sales management.

There are two types of channel: online and offline.

For online leads, there are inbound and outbound leads: 

• • inbound leads : SEO, blogging, affiliation, communities
  • outbound leads : SEO, display, emailing, virality

For offline leads, there are also inbound and outbound leads: 

• • inbound leads: trade fairs, public relations, advertising, events, conferences
  • outbound leads: telephone prospecting, networks, lunches

To take things a step further, we'd like to suggest an article on the 6 levers to activate to stay in control of your sales success.