Commercial process to generate sales with 90% of effectiveness

Let's face it. People no longer sell; today, they buy. 

People interact less and less with sellers. Why? Because it's no longer necessary. Because they can find out everything they need at home or at the office. Some time ago, a customer's purchase process was not difficult and the best sellers were those who closed more sales; however, this brought about another problem.  

In order to sell, sellers didn't pay much attention to whom they sold a product; they didn't care either if the product was what the customer needed. This was so because they worked on commission so they didn't care whether the customer came back. Later on, retention programs emerged to change this situation. And, what about now? What do we do now since it's not easy to influence the buyer's decision anymore? In this article, you'll find out about a commercial process to generate more sales. 

(Number 4 will help you A LOT).

1. Define your buyer.

Is it the same to speak to a sales manager as to a finance manager? Or else, is it the same to speak to a CEO as to a marketing assistant? No. Because their interests are different. So? Why do we tend to generalize our conversations? 

By defining who will buy your products, with a name, last name, annual income, where that person looks for information, his/her interests, etc. we can customize our messages to that person and catch his/her interest (This is known as a buyer persona).

2. Specialize in the industry.

If you're specialized in a particular industry, it'll be easier to connect with customers. What you need to do is to strike up a conversation, then, look for news, new products, business communication, etc. 

By doing this, you will be able to generate interest in your customers with relevant information they are really interested in. 

3. Do some research on the company you want to talk to. 

We use LinkedIn Sales Navigator, in which you have to pay U$S 80 a month and it allows you to have access to more information about companies and their employees. You can search companies by their location, their number of employees, industry, etc. 

4. Look for their email address. 

Once you have the company, identify the person you have to talk to. Executive director, manager, assistant. Now, how do you get in touch with them? Nowadays, it's not difficult to find out the email address of a person, so, below, you'll find some tips that can help you do it: 

• Do some research on their website (Sometimes, under "staff" or "team" you can find the email address of all the employees).
• Do some research on their social networks (Sometimes, you can find their email address there). 
• On their LinkedIn profile, under "contact information". 
• Another useful tool is hunter.io. There, you write the URL of the company and you'll get a list of email addresses; sometimes, you can find the email address of the person you're interested in, and sometimes, you can't.  When you can't find it, there's a tool that lets you know how email addresses tend to be at that company; for example: {First letter of the name}+{Last name}@domain.com
• And, if you can't find it with all these tips, there's another great tool: contactout.com. ContactOut is a browser extension that helps you find the email address and telephone number of any person that has a LinkedIn profile. They are in the market for more than three years now and have thousands of users. ContactOut finds 75% of LinkedIn users' email addresses (it's better than any other tool in the market) with a precision rate of 97%. Undoubtedly, it's one of the best tools for the dissemination of email addresses available. 
  
  

5. Begin a conversation

Now, you just need to write an email to draw the attention of the person you're interested in to begin a conversation. For example: 

Hi XXX,

In general, when we work with companies like <<NAME OF THE COMPANY>>, we want to help them with <<PROBLEM>>.

In case this is a problem for you too, we can schedule a phone call.

Is next Monday at 10 good for you? 

Best regards,

In case this person doesn't reply in 3 or 4 days, you can set a reminder to call him/her. You may not reach him/her. Do we stop here? No. You leave him/her an interesting message and 4 days after that, you send him/her an email like this one: 

Hi XXX,

We recently saw in <<MASS MEDIA>> that in <<INDUSTRY>>, there has been an important decrease in consumption. 

Almost everytime this happens, <<PROBLEM YOU CAN SOLVE>> becomes something important. We believe that with <<SERVICE>> we can help you. 

What do you think if we schedule a phone call next Wednesday at 10?

Best regards,

Note: If you're not the person I'm supposed to talk to, who should I address to? 

If you don't receive a reply either, two days after sending this email, you send another one to leave the door open: 

Hi XXX,

We're sure your busy with some other tasks and you don't have time to solve <<PROBLEM>> or, perhaps, you've already solved it and we don't want to bother you with these emails anymore. 

In case you want to talk to us, you already know where to find us. 

Best regards,

Within this process (that many companies carry out manually), you can add tasks and actions such as: 

• If you have a Twitter account, you can follow them and retweet their content. 
• If they have a blog, you can subscribe to it and make comments. 
• You can connect with them on LinkedIn.
• Among others.

Remember that the customer already knows what he/she wants and he/she is determined (or not) to buy a product. We shouldn't sell it. We should have a conversation. So, pay attention to that example of a commercial process since it's very effective today.

Of course, these areas can be automated to make your commercial process work for you (that's right!). This is a small part of what Marketing Automation can do for you (Yes, just a small part).

Moreover, you can know when they read your emails and where they click on, etc. If you found this article interesting and want to know more about this to implement it in your company, you can schedule a meeting with us.

How do you manage the relationship with your customers?
Don't you think it's more and more difficult to make a sale these days?