Sales systems key to overcoming sales friction
Sales systems key 🔑 to overcoming sales friction
Given so many salespeople are part or all commission-based, a winning sales system to close a deal is essential. Salespeople do not have time or necessarily the smarts to figure out the formula.
Most salespeople make ideal cooks, not chefs. Cooks follow a prescribed formula to make the dish, chefs invent the dish. If you want to stop hiring and firing your salesforce, and begin making your salespeople winners, you need a sales system.
Quote from Frederick Taylor’s, Scientific Management, 1911. Several research pieces back Frederick’s claim.
Research proves sales systems are key to sales success
HERE ARE THE SEVEN BENEFITS OF A SALES SYSTEM
Rather than leave the success of a sales pipeline to chance, designing and creating a sales system forces the organization to address seven opportunities.
Firestarters are concerned with the number of ways a competitor starts a dialogue with a customer. In general, the more ways a company has to begin a dialogue with a customer, the more chance it has of creating a customer.
Credibility gives customers an assurance the company is trustworthy and likely to operate for the foreseeable future. Credibility is more valuable when it is ‘independent’. So website pages and paid advertising are not very useful, because customers expect these sources to be biased.
Packaging, even for internet-only businesses is still important. A customer’s first experience with a product is the packaging. The packaging is a cue to the quality of the product.
4 PRODUCT KNOWLEDGE
Inconsistent product knowledge adds friction. Customers form an opinion the product is ill-conceived or worse, they are the organization’s first customer.
5 PRODUCT AUGMENTATION
In general, companies can reduce friction by augmenting the product served to a specific profile. The greater the product augmentation, the less friction and the greater the chance of creating a customer.
6 RESPONSE TIME
Keep an eye out for how long it takes the organization to make its first reply and the total time it takes to help the customer reach the endgame. If the total time exceeds customer expiry, you have a problem.
7 CUSTOMER PROFILING
In 70 percent of friction tests we conduct, at least one of the competitors tested will fail to serve a customer profile claimed. The organization claims they serve a customer profile on their website, but later refuse to serve the customer, or treat the customer profile as a low priority.
By attracting the right customer profile, an organization reduces friction.