Webinar

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

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

Defining the ideal customers for effective operational sales management

Defining your ideal customers avoids 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 thus optimises the operational sales management of its teams.

This is done in three stages: 

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

Building and enriching the file

The construction and enrichment of files makes it possible to avoid managing numerous files, individual entries, loss of data, non-updated data, access problems for sales staff, and the impossibility of monitoring achievements and results. It is an essential element for efficient operational sales management.

This also prevents the phoning session from becoming a session for finding contact details of the contacts to be called.

Several steps are necessary for the construction and enrichment of a contact file: 

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

Defining the pitch for effective operational sales management

It is important to choose the contact channels that maximise impact according to your persona and to build a coordinated combination of the best channels. This will also allow an optimisation of the operational sales management.

There are two types of channels: 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
  • outgoing leads: telephone prospecting networks, lunches

To go further, we propose an article on 6 levers to activate to remain in control of your commercial success.