Sales Training and Consulting for B2B Companies

Why invest in Sales Training and Consulting?

There are normally two reasons companies invest in our Sales Training and Consulting services. Firstly, they are often in a hurry to find sales growth and are looking for a short cut, a growth hack.

Often these companies would eventually find the right strategies and tactics themselves, but they may be keen to capitalise on their first mover advantage or satisfy the needs of external investors.

For these companies we provide a shortcut, we help them avoid the pitfalls and roadblocks that every growing business experiences.

When you engage with Klozers your team has access to over 70 years experience in B2B sales and marketing.

Our sales training can help you get the best out of your team, alongside our consultancy services that will help you deploy the changes identified by our consultancy

Let’s take a closer look at why it makes so much sense to use sales training and consulting services together.

1. Why sales consulting compliments your sales training?

Many companies make the mistake of rushing into training as the solution to improving sales performance.

Indeed, training may be part of the solution, but it is never the whole solution. Before any training takes place it’s important to understand the root causes of the challenges within the sales department and only when we truly understand the problems can we prescribe the best possible solution.

By rushing into training we would be assuming that everything else that affects sales is 100% perfect, and that is simply never the case.

As with anything, the greater the investment upfront in terms of the diagnosis, the more effective the training will be.

This is because the training can then be customised to meet the exact needs of the business which makes it much more impactful.

2. Why is Sales Training so effective?

Sales training builds both skills and confidence, and those are simply unbeatable in front of a customer.

The best salespeople are like athletes and they are hungry to learn more and stay at the top of their game.

The reason they are so good is that they are constantly looking for an edge, an advantage, and this keeps driving them forward.

These are small but important things that make the difference and gets more deals over the line. Our training is designed to keep your team at the top of their game and help them benefit from the very latest insights and industry best practice.

Our sales trainers work hard to keep your team engaged and motivated during training sessions, using a range of mediums to maintain their attention and inspire them.

Your sales trainer will help your team sell more effectively whether that be over the phone, in-person or online.

They can help them improve their lead generation, closing and account management skills, and provide indispensable mentoring services.

3. What happens before training takes place?

Before your training sessions begin, it’s important to identify what you want to get from them. As a sales training provider we offer bespoke services that are based on your specific needs and challenges.

We can provide a full sales consultancy service in advance of any training. This would typically include an evaluation of your current sales unit in relation to sales maturity and best practice.

We can also provide full training needs analysis so you can gain a better understanding of your requirements before staring any training course.

For sales training to be effective, they need to be delivered in a way that maintains your teams’ attention, which means your sessions will include a great deal of interactivity.

Our sales training sessions include a range of demonstrations, exercises, games and roleplay.

4. What is the aim of Sales Training

Our goal as a provider is not to deliver sales training, but to deliver results.

Therefore we believe the goal of Sales training is to help you meet a range of sales goals faster than you would if you were to continue without any intervention.

Not every company’s needs are the same, but businesses often invest in sales training because they want to improve their staff’s sales skills, close more deals, create more conversions, make their staff feel more supported, improve morale and boost the average value of their sales.

However, ultimately all of these lead to one overall benefit – an improvement in results. Some companies invest in training because they have identified a particular problem that needs addressing which is being caused by a skills gaps within their businesses.

Training may also benefit your team if they seem to be lacking direction, or are feeling unmotivated. A lack of motivation can often occur because staff are unclear on what their roles are, or because the current strategies they are using are not working.

In many occasions this is why Sales consultancy is a perfect fit alongside sales training as it can also help you identify and deal with additional challenges.

5. How can a Sales Consultant help our business?

A sales consultant will help your business by taking a close look at your current situation, identifying strengths and weaknesses, and helping you make positive changes to drive revenue growth.

If you are not currently meeting your sales targets, our sales consultants can help you find out why this is happening and develop strategies to address the issues.

Our experienced consultants can help with optimising your sales processes and ensuring you get the maximum conversion ratios from the leads you are generating.

With our years of experience in B2B sales our sales consultants can introduce you to specific resources that will support your business.

These can include lead generation, marketing, sales tracking, and training programmes and software that will give you a better insight into how your sales team are performing.

6. Adding Sales Experience to your Leadership Team

When you are immersed in the day-to-day running of your company, it can be hard to assess your situation objectively.

It’s often impossible to find anyone around you who is not objective as your team all have a role which in some way will make them subjective.

Our sales consultants aren’t just there to identify problems that you weren’t previously aware of, we are completely hands on and happy to work alongside your team to implement any solutions.

Where applicable we will highlight your strengths and help you make the most of the resources that you currently have. In most cases this revolves around the creation of a sales plan, which we work with you to develop and if required are happy to help with executing against the plan.

Our consultants will work with you to help you improve relationships between departments and colleagues. For instance, we are often called upon for detailed advice on aligning sales and marketing departments so you’re delivering coherent messages to your customers.

Indeed aligning sales and marketing is one of our most popular services.

7. Which Companies benefit the most from Consulting Services

We typically have two types of customers of our consulting services. The first are larger organisations who already have a Sales Plan in place.

They need help executing and delivering against the plan as they simply lack the internal resources to do this themselves.

The second group are those looking for external and objective advice. In some cases they have seen a substantial decline in sales recently or aren’t meeting their targets they need to reach and hence are reaching out for support.

These businesses hire us because we have a track record of turning companies around. Alternately you may need external support if you have experienced changes in your industry and you’re struggling to keep up with your competitors.

Companies also may hire us because they feel missed sales targets are starting to affect morale and staff retention rates.

By investing in training and consultancy services, you can show your team you’re determined to improve and start achieving more.

8. Build a Selling System

It’s also common for companies to invest in sales consultancy services because their sales processes are confused and unclear, with team members pulling in different directions.

We are a huge advocate of having a selling system. Finance has a system, operations have a system so why not sales. Building a repeatable scalable selling system is simply a must for any business.

By mapping this out we can help your salespeople to understand how and where they can influence buyers and sell to people on different parts of their journey, helping you secure more sales.

Our consultants can also help you gain a richer understanding of the data available to you, from both your marketing automation and CRM platforms.

In many cases our clients either don’t have enough data or they are overwhelmed by data, and miss out on the most important parts. Either way we can help.

In Conclusion

Sales is an ever changing environment and more and more businesses are improving their performance, staff retention rates and workplace morale.

For most of use this means competition is tough and by investing in our sales training and consultancy services we can give you that edge you need to not just compete, but win.

Sales consultants and trainers can provide invaluable mentorship, help you identify and eradicate weaknesses, and help you make the changes that you need to not only survive but prosper.

Our team can breathe new life into your organisation and inspire people throughout your company. Whether you’ve been missing your targets or are simply ready to build upon recent success and take your business to the next level, there are many great reasons for hiring sales training and consultancy professionals.

If you are ready to hire a sales trainer, sales consultant or both, come and talk with us.

Sales Coaching – For Individuals and Sales Teams

by Iain Swanston

There’s a new way to deliver sales growth…

Don’t buy Sales Training until you’ve watched this video…

1. Sales Coaching - Why Invest in Coaching?

At Klozers we love sales coaching. Watching people or a company who had previously struggled, suddenly find their feet and take off, is one of the main benefits of our job.

However, as with anything in business, sales coaching must provide real value and a financial benefit to the business. Unfortunately, many companies still do not invest in professional coaching for their salespeople and the most common reason for this is the cost.

One could argue that if you can’t afford sales coaching then there is an even greater need for it. Perhaps it’s easier for people to blame the cost, than for the coaching profession to admit they could do more to help justify the costs.

We were in that position ourselves until we changed the format of our own sales coaching in order to make it easier for our clients to measure the increases in their pipeline and the subsequent sales revenue that comes from this. If you would like to learn more about this and how you can change your own sales coaching process then you can jump to the end here.

2. Sales Training vs Sales Coaching - what's the difference?

Many people get confused between what is sales training and what is sales coaching. Not only is training and coaching different, they also have different outputs which are really important.

Whereby sales training is about the transfer of knowledge, Sales Coaching is about the practical implementation of that knowledge in the field.

The easiest way to think of this is if your company has technical people like engineers or software developers. The training is what a developer would go through to learn how to write the code.

The coaching is what the developer would need to turn the code into a meaningful application for your business. This means that coaching is the part that drives productivity in the sales team.

One of the main benefits of coaching is that it reinforces the new skills and techniques learnt during the training. Without coaching studies show that up to 98% of knowledge is lost within 30 days.

In other words, one off event-based training sessions have a very limited impact on sales productivity.

3. When to coach and when not to coach

A recent study on Sales Coaching identified it as one of the most productive activities for any sales team, however, not every sales rep is coachable. Some salespeople have a “superiority complex” and don’t believe they can either learn or improve.

This can be falsely reinforced by hitting sales targets that are too low or by being the top sales performer in a group. Other people will not responding to coaching as improving sales invariably means changing sales behaviours and every human being struggles to change their behaviours.

The last reason some salespeople do not respond to coaching is because they are simply stuck in their own comfort zone, and without any really powerful reason to change they simply carry on as before.

The irony is of course that in the majority of cases these people are in the most need of training and coaching. With that said, unless there are exceptional circumstances you should not invest time or money in coaching people who have no desire to improve.

You must either accept them as they are and the potential negative impact they will have on the wider group, or you must have one of those ”management” conversations with them.

Get started with our Sales Performance Coaching

4. Sales Coaching Models

There are many sales coaching models and frameworks that you can choose from. The one we use both internally and externally is the GROW model which we find provides the simplicity and flexibility we require.

It’s worth noting that coaching in sales can be very different to other forms of coaching. For example, in Exec coaching, coaches are encouraged not to provide the answers and to focus on the questions.

This forces the coachee to come up with the answer and the though process is that because its their idea they are more likely to believe it and then act on it.

In sales when there are potentially millions of dollars in terms of deal values up for grabs and time is of the essence, the best sales coaches will switch from a consultative coaching process to directive coaching whereby they are training, coaching and advising the coachee what they need to do.

Opportunities for Coaching

There are many areas within sales that lend themselves to sales coaching. The most common areas Managers should be focussing on for coaching we have found are around:

Sales Activity
Accountability
Lead Generation
Pipeline Coaching
Qualifying/disqualifying

Deal Coaching
Field Coaching
Pre-call planning
Post-call debriefing
Storytelling

5. The Six Biggest Benefits of Sales Coaching

1. Growing Sales Revenues

The more adept your employees become at selling, the more revenue they will generate for your business. We use the word employees because sales has changed and the most productive companies have people in every department that can sell to one degree or another.

For example, many companies who have now aligned their sales and marketing now acknowledge that great salespeople can do marketing and great marketers can sell.

Best in class companies have expanded this to their operations team who are now positioned as thought leaders and subject matter experts. This helps build brand authority and helps to differentiate companies in the marketplace.

By investing in training based on the very latest strategies, techniques and market activity, you can gain a real edge over your competitors.

2. Increased Sales Productivity

Productivity can be difficult to measure in many roles, however, in sales there is a tangible figure every month that can be used as a good indicator.

That’s not to say that your MRR (Monthly Recurring Revenue) or other revenue goals are the only indicator of productivity, but it’s always the ultimate figure that sales reps are judged by.

Whereby sales training is about the transfer of knowledge, Sales Coaching is about the practical implementation of that knowledge in the field. This means that coaching is the part that drives productivity in the sales team.

With studies showing that 83% of employees want to learn new skills sales training and coaching can make your team more productive and efficient. Quality sales coaching sessions can inspire your team and help them get out of a rut.

You may find that some of your employees feel that they know all there is to know about driving sales. However, the market is always changing, and what works one year isn’t always as effective 12 months later.

Some of your employees may have more sales potential than they think, and training and coaching can help them unlock this.

3. Closing Bigger & Better Deals

Many times human beings create their own glass ceilings and get stuck. Salespeople are susceptible to this and often suffer from self limiting beliefs around deal sizes, sales behaviours and the whole sales process.

Sales training can give your staff the skills they need to secure bigger, more lucrative deals, however without coaching they will quickly lose the new skills and revert back to type.

A good sales coach helps embed the new skills and strategies your sales reps learn in training and helps hold them accountable to using the new skills. As your team become more knowledgeable and confident, they’re more likely to close more deals and bigger ones.

By using highly experienced sales coaches who live and breathe sales you are in effect fast tracking your team past all the typical problems they will encounter that slow down company growth.

Your team will learn about the latest best practices that they can follow whilst attempting to close deals. The more successful your sales reps become, the more their confidence will grow. Success breeds success.

4. Win More New Clients

Often the most difficult activity in sales is generating new business. Sales prospecting, lead generation, whatever you call it in your business filling the top of your sales funnel is always a challenge in B2B sales.

The problem with prospecting is that nobody wants to do it, but it still needs to be done. Many of the problems associated with sales prospecting are connected to the mindset of the sales reps.

It’s easy to churn out 70 calls a day, and even when you achieve some success it’s difficult to get motivated to come back in day after day and make more calls.

The job of the modern sales coach isn’t just to help improve your telephone skills, or the number of dials you make every day. A great sales coach will take a more strategic approach, and work with you on the bigger picture – revenue goals, sales coals, sales campaigns that dramatically increase your sales results.

This in turn helps to motivate and inspire your staff, and get them thinking more strategically about the sales process.

5. Boost Workplace Morale

Great sales coaching can also boost confidence and improve morale amongst your staff. Research by LinkedIn shows that 91% of people agree that teams that learn new skills together are more successful.

Furthermore 90% of people surveyed believe that team learning helps foster a sense of belonging to the organisation.

Whilst not everyone will, the majority of your team members are likely to appreciate the effort you’ve put into training them, and helping them improve their knowledge and skills.

Investing in training shows your staff that you care about their career development and want them to achieve more. If staff feel valued, they are more likely to meet their goals and stay with the organisation longer.

Employee satisfaction can be worth its weight is key when it achieving customer satisfaction and meeting business targets. Training can also refresh their knowledge so they can follow and new best practices and anything they may have forgotten or become unclear about.

6. Increased Decision Making by Sales Reps

Many companies struggle to grow because there are bottlenecks in their internal decision-making process. These bottlenecks occur when sales reps do not have the confidence or knowledge to make any form of decision.

This makes companies less agile and slow to react to changes in the market. Many companies are investing in sales training and coaching in order to improve the decision-making skills of their sales leadership team.

Effective sales coaching can help your team recognise and capitalise on opportunities to drive not only your business forward, but their professional development too.

Sales trainers act as a sounding board and can listen to your Teams ideas and help them fine-tune them to make them more effective in real-world situations.

Other benefits of sales coaching are that your team can become more creative and you will foster an environment where they feel more comfortable discussing new ideas.

6. Virtual or Remote Sales Coaching

During the lockdowns of 2020 and 2021 many salespeople were forced to work from home. Homeworking was easier for some than others, however, many studies showed that people felt less connected and even unsettled when working from home.

Many Field Salespeople who had spent their lives on out on the road where suddenly confined to their home and confronted with a completely new way of selling. These are exactly the sort of scenarios where coaching can help people adjust to new circumstances and maintain performance.

In many cases sales reps had to retrain on how to sell remotely using tools like MS Teams and Zoom. Sales training and coaching can bring your remote team together and make it more than the sum of its parts.

The best sales trainers don’t just focus on boosting individual performance but foster a sense of teamwork and unity between your staff. To close big deals in the modern sales world takes a Team and not just one individual.

If everyone is using a common sales language and are working together at the best of their abilities, you’re more likely to close bigger and better deals than ever before.

7. Sales Coaching Tips

1. Focus on One-on-One Coaching

One of the most impactful sales coaching tips is to prioritize one-on-one coaching sessions. Sales representatives often struggle with specific challenges unique to their roles. By tailoring these sessions to the individual’s needs, a sales coach can offer the most relevant content and actionable advice. This personalized approach enables sales reps to make progress more effectively, ultimately achieving their business goals and hitting quotas.

2. Implement an Effective Coaching Program

An effective coaching program is essential for any sales organization looking to improve its sales performance. By regularly conducting coaching sessions on a monthly basis, sales managers can keep their teams on track. The best coaching programs include a formal process for providing ongoing feedback, focusing on areas for improvement, and setting clear objectives. Implementing such a program can significantly impact your team’s effectiveness and overall success.

3. Encourage Role Play and Real-Life Scenarios

Role play is a crucial component of sales coaching that allows salespeople to practice real-life scenarios in a safe environment. This technique not only prepares them for potential sales situations but also helps them to refine their selling techniques and overcome common obstacles. By simulating conversations with prospects, sales reps can better articulate their value propositions, handle objections, and close deals more effectively.

4. Offer Constructive Criticism and Praise

Balancing constructive criticism with praise is vital in sales coaching. While it’s important to address areas where sales reps need to improve, recognizing their strengths and achievements is equally crucial. Offering encouragement and celebrating small wins can boost self-motivation and foster a positive coaching environment. Remember, the goal is to create an environment where salespeople feel supported and motivated to excel.

5. Align Coaching with Business Goals

To ensure your sales coaching efforts lead to tangible results, it’s important to align your coaching activities with your organization’s business goals. Regularly reviewing progress toward quotas, discussing action plans, and adjusting strategies as needed will help keep your team focused on what matters most. By aligning coaching with business objectives, you can create a win-win scenario where both individual reps and the organization as a whole achieve success.

6. Utilize Technology for Continuous Improvement

Leveraging technology like CRM systems and sales analytics tools can enhance the effectiveness of your coaching program. These tools provide valuable insights into sales performance, helping coaches identify areas for improvement and track progress over time. Additionally, video recordings of sales calls can be reviewed during coaching sessions to offer specific, actionable feedback. Incorporating technology into your coaching process not only improves efficiency but also ensures that your coaching remains data-driven and impactful.

7. Foster a Culture of Continuous Learning

Sales coaching should be viewed as an ongoing process rather than a one-time event. Encouraging a culture of continuous learning within your sales organization is key to long-term success. Provide your team with professional development opportunities, such as sales training courses or workshops, to help them grow their skills. A great coach knows that developing people is a continuous journey, one that requires commitment, support, and the right resources.

8. Best Practices for Sales Managers in Coaching Sessions

When it comes to improving the performance of sales representatives, the role of a sales manager in coaching sessions is crucial. Conducting effective coaching sessions requires a structured approach that leverages insights, encourages motivation, and focuses on the specific needs of each team member. Below are some best practices that sales management can follow to ensure their coaching sessions get the best results:

1. Understand Your Team’s Needs:
Sales managers should begin by identifying the unique strengths and weaknesses of each sales representative. By conducting a thorough analysis and reflecting on past performance, managers can tailor coaching sessions to address the specific challenges that sales reps struggle with, ensuring that each session is impactful.

2. Set Clear Objectives:
Establishing clear, actionable goals is essential for any coaching session. Sales managers should define what success looks like and communicate these objectives effectively to their team. Whether it’s improving close rates, enhancing product knowledge, or mastering objection handling, having a defined goal helps in tracking progress and ensuring accountability.

3. Incorporate Regular Feedback:
Consistent feedback is a key component of successful coaching. Sales managers should provide constructive criticism while also recognizing the achievements of their sales reps. Regular feedback, given during weekly one-on-ones or after team meetings, helps reinforce positive behaviors and correct any areas of concern.

4. Utilize Role-Playing Scenarios:
Role-playing is an excellent way for sales representatives to practice and refine their skills. Sales managers should incorporate role-playing exercises into their coaching sessions to simulate real-world scenarios. This approach not only builds confidence but also helps reps think on their feet and improve their performance during actual sales calls.

5. Foster an Open Communication Environment:
Creating an environment where sales reps feel comfortable discussing their challenges and successes is vital. Sales managers should encourage open-ended questions and active participation during coaching sessions. This open communication fosters trust and allows for a more personalized coaching experience.

6. Leverage Data and Technology:
Sales managers can enhance the effectiveness of their coaching sessions by leveraging data-driven insights from CRM systems and other sales tools. Analyzing sales performance data helps in identifying patterns, tracking progress, and making informed decisions. Additionally, using video recordings of sales calls can be a powerful way to provide targeted feedback.

7. Focus on Long-Term Development:
While addressing immediate performance issues is important, sales managers should also focus on the long-term development of their team members. This includes providing professional development opportunities, offering career guidance, and helping reps build a path toward achieving their career goals.

8. Balance Between Guidance and Autonomy:
A great sales manager knows when to provide guidance and when to allow reps to take ownership of their learning. Striking the right balance between offering direction and encouraging autonomy empowers sales reps to take initiative and develop their problem-solving skills.

9. Track and Measure Progress:
Regularly tracking and measuring the effectiveness of coaching sessions is critical. Sales managers should set key performance indicators (KPIs) and use these metrics to evaluate progress over time. This approach ensures that the coaching process is aligned with the overall sales goals of the organization.

By implementing these sales coaching activities, sales managers can conduct coaching sessions that not only improve individual performance but also contribute to the overall success of the sales organization. Effective coaching sessions are a blend of insight, motivation, and structured guidance, and when done right, they have the power to transform average companies into high-performing sales teams.

9. Sales Coaching Techniques

Sales coaching is a critical part of any effective coaching program, especially in a dynamic sales organization where sales representatives are constantly adapting to new challenges. Here are some essential sales coaching techniques to help your sales reps succeed:

1. One-on-One Coaching for Personalized Development

Personal 121 coaching sessions are an effective way to address the unique needs of individual sales representatives. Often a Sales rep may struggle with specific obstacles in their role, and these tailored sessions allow coaches to provide relevant content and actionable advice. By making personal coaching a top priority, sales coaches can focus on developing core performers, thereby improving overall sales performance and achieving business goals.

2. Implementing an Effective Coaching Program

A structured and effective sales coaching program is essential for ongoing development and quota attainment. According to CSO Insights, a well-implemented coaching process leads to significant improvement in close rates and overall sales performance. By scheduling coaching sessions on a monthly basis and providing ongoing feedback, managers can ensure their teams are consistently making progress. Importantly, these sessions should be seen as opportunities for constructive criticism and praise, helping to motivate and guide reps toward success.

3. Role Play to Prepare for Real-World Scenarios

Of all the sales coaching activities you could implement, Role play is by far the most productive. Role play is a proven technique that prepares salespeople for real-world interactions with prospects. By practicing different approaches in a controlled environment, the sales rep can build confidence and refine their techniques. This method not only helps reps articulate value propositions more effectively but also enables them to overcome common objections they may face during sales calls.

4. Leveraging Technology for Enhanced Coaching

The use of CRM systems and other sales enablement tools is crucial in modern sales coaching. These technologies provide valuable insights into sales activities, allowing coaches to track performance, identify areas for improvement, and review sales calls for feedback. By integrating technology into your coaching sessions, you can ensure that your coaching is data-driven and tailored to the specific needs of your sales team.

5. Encouraging a Culture of Continuous Learning

Creating an environment that fosters continuous learning is vital for long-term success. Sales coaching should not be a one-time event but rather an ongoing process that aligns with the organization’s goals. By offering professional development opportunities and encouraging self-motivation, sales leaders can ensure that their teams are consistently developing and improving. This culture of continuous learning will ultimately lead to greater job satisfaction and higher retention rates.

6. Aligning Coaching with Business Goals

To maximize the impact of sales coaching, it’s crucial to align coaching activities with the organization’s business objectives. Regularly reviewing progress and setting action plans based on these goals helps create a win-win situation where both the sales reps and the organization achieve their targets. By focusing on these main points during coaching sessions, sales leaders can ensure that their teams are on track to hit their quotas.

7. Fostering Trust and Ownership Among Reps

Effective sales coaching is built on a foundation of trust and ownership. Sales coaches must foster an environment where reps feel supported and accountable for their progress. By involving reps in the decision-making process and encouraging them to take ownership of their development, coaches can empower them to achieve success. This approach not only leads to better results but also helps build stronger, more resilient sales teams.

By implementing these sales coaching techniques, you can create an effective and motivating environment that drives your sales team toward success.

10. Coaching your Sales Team in a Structured Way

It’s common for companies to know exactly what kind of training their teams need. However, many sales management teams are unclear about how the training should be structured.

Structure is important because it ensures that the training sticks and is embedded in the organisation. Without any form of structure you will find participants forget up to 98% of what they learn in training.

Experienced training providers and coaches can help you examine your current sales culture and build a training programme that’s specifically tailored to your organisations needs.

A sales training provider can carry out research such as a training needs analysis before training and coaching takes place. Any training and coaching should also be aligned with the companies sales strategy.

For example, if there is a need from the business to reduce customer churn the training and coaching on this topic might be a priority.

Training can also be built around new product launches and sales campaigns and wherever possible should be built around your current sales challenges.

11. Product and Service Training

Buyers have very little time to spend with sales reps and when they do they want to talk to salespeople who understand their industry, their business and their own products and services.

For any new sales rep this can be a huge challenge as they get up to speed on products and services.

Buyers expect salespeople to know all the answers to their questions, and their products inside out. including all their features and benefits. While training supports features and benefits, coaching provides the all important bridge between them, and what relevance and value they provide to the customer.

Sales coaches can help reps gain a deeper, richer understanding of the context and relevance of the products that they’re selling. This in turn allows them to emphasise their value when discussing them with customers.

A quality sales coach will encourage your team members to talk about the most important features of your solutions, so your prospects can clearly see how beneficial they are, resulting in more sales success for everyone.

12. Coaching Sales Managers

Many companies overlook one of the most important elements of any successful sales coaching program, namely the sales manager.

In most cases a sales manager also fulfils the role of the sales coach and as such has a huge influence on the success of the sales team.

Coaching sales people will have limited results if the overall coaching program does not include the sales manager.

Modern sales managers set the bar in terms of productivity and sales performance, so unless they are learning and improving, neither will their team be.

Most sales managers have neither been trained in sales management, let alone as a sales coach.

Running an effective sales coaching programme is very different from being a great sales person or sales manager.

13. Virtual Selling

The pandemic and subsequent lockdowns resulted in many traditional field sales reps being taken off the road and working from home.

Despite most lockdowns having lifted the traditional field sales role has in some cases merged into a hybrid role and in other cases been removed completely.

Virtual selling is here to stay and for most organisations this represented an immediate need for sales coaching and training to support reps in their changed environments.

Sales Managers with no training as sales coaches where thrown into the limelight, and overnight were required to be the sales coach.

In addition to their management duties, overnight they now had strategic coaching, tactical coaching, sales cycle coaching team motivation, coaching sales calls, coaching underperforming sales reps, one on one meetings, group sessions to keep their team motivated, boost engagement maintain accountability and sales performance.

All this whilst managing their own performance and continuing to meet the revenue and sales goals and overall sales success of the organisation. Sales managers need support, they need professional development programs themselves if they are in turn expected to support other team members.

Remote selling requires a different skill set and different coaching techniques in order to deliver results.

14. In Conclusion

If you’re interested in providing structured and effective sales coaching program that’s specifically based on your needs, we would love to talk with you. Sales coaching can reverse any negative sales trends, make your team more adept at selling, improve your sales processes and increase morale within your workforce.

By getting your sales leaders on board and involved in the training and coaching process, you can increase the chances of the training being successful.

Sales coaching can also unite sales teams, help you close bigger, better and more lucrative deals, enhance your revenue, help you win new clients, and retain existing ones. Few companies regret their decision to invest in sales coaching.

Klozers has different sales coaching programs available for salespeople, sales managers and business leaders. We have built our business on our ability to train and coach sales professionals across various industries and love what we do.

10 Essential Benefits of Teamwork that Drive Growth

by Iain Swanston

How to Manage Sales Activity

by Iain Swanston

Cómo construir un embudo de ventas de SaaS

by Iain Swanston

1. ¿Qué es un embudo de ventas?

Un embudo de ventas es una secuencia de acciones, eventos o etapas por las que pasa un usuario antes de comprar un producto o servicio. Los embudos de ventas están diseñados para permitir a los profesionales del marketing seguir, registrar y optimizar el proceso de ventas para mejorar los resultados.

Puede obtener más información sobre nuestra formación en ventas de SaaS aquí.

2. Cómo construir un embudo de ventas de SaaS

Su embudo de ventas de SaaS es una parte esencial del éxito de sus aplicaciones. Si ofreces aplicaciones SaaS, uno de los pasos importantes que debes dar es crear un embudo de ventas repetible, escalable y rastreable.

¿Suena fácil? Pues piénsalo de nuevo. El embudo de ventas es el punto en el que muchas empresas de nueva creación que pasan a generar ingresos tienen dificultades y, en muchos casos, fracasan.

Antes de empezar a construir su embudo, merece la pena considerar en qué punto del recorrido de su aplicación se encuentra.

3. Las tres etapas principales del desarrollo de SaaS

Desgraciadamente, en el ámbito de las ventas nunca hay una solución única, y el punto de partida para construir un embudo de ventas de SaaS depende de dónde te encuentres, en términos de las tres etapas principales de un negocio de SaaS…

Estás en:
Fase 1: el inicio del viaje en el que el fundador y el equipo principal todavía están tratando de establecer el ajuste del producto al mercado.

Fase 2: en la que el fundador y los principales miembros del equipo han demostrado que el producto y el mercado encajan y que pueden implementar sistemas y procesos que otros pueden utilizar para vender.

Fase 3, el último obstáculo en el que se ha demostrado que el producto encaja en el mercado, se han identificado y probado los sistemas y procesos adecuados para escalar y ahora se está listo para escalar las ventas, centrarse en la adquisición de clientes y construir su MRR.

Las estrategias que utilice para construir un embudo de ventas de SaaS variarán en función de lo que haya aprendido exactamente en el paso 1 anterior.

Así que, a efectos de este ejercicio, supondré que se encuentra en el paso 1. Si todavía está luchando para construir un embudo de ventas en los pasos 2 y 3, entonces o se perdió algo en el paso 1 o algo ha cambiado que ha hecho que todo lo que aprendió en el paso 1 deje de funcionar.

4. Construya un embudo de marketing antes que su embudo de ventas

En cualquier negocio es importante que proporcione las condiciones óptimas para que su equipo de ventas tenga éxito. En el mundo del SaaS no basta con tener un gran sitio web, sino que se necesita un sitio web que:

a) se pueden encontrar sus productos y servicios en los principales motores de búsqueda: Google, Bing, Yahoo y YouTube
b) puede ser encontrado por los problemas que resuelve en los principales motores de búsqueda – Google, Bing, Yahoo y YouTube
c) puede convertir el tráfico web en clientes potenciales cualificados

Muchas empresas ignoran esto y se apresuran a crear un equipo de ventas salientes. El hecho es que cada potencial cliente potencial que su equipo de salida consiga interesar irá a su sitio web para hacer más investigación.

A menos que la experiencia en la web sea igual o mayor que la experiencia de los clientes potenciales con su equipo de salida, se desconectarán inmediatamente.

Para construir un embudo de marketing hay que crear “contenido convincente para el usuario”. Este es el contenido que el usuario busca activamente, no el contenido que su equipo de ventas y marketing quiere impulsar.

Su embudo de marketing SaaS es una parte esencial de su estrategia de ventas Inbound. Para hacerlo con éxito, tendrá que crear contenido de alta calidad en cada etapa del viaje del comprador, como se muestra a continuación.

El contenido debe contar sutilmente la historia de su marca y el éxito que ha aportado a otros usuarios. Convierte a tus primeros usuarios en los héroes, no en ti.

TOFU – Parte superior del embudo
La primera parte de su embudo de ventas, también conocida como TOFU, es la etapa de sensibilización del embudo. El cliente potencial es consciente de los problemas que tiene y está investigando soluciones.

Su sitio web debe tener un contenido que hable de estos problemas y que posicione a su empresa como los expertos en la materia. El contenido más popular aquí sería:

Guías de cómo hacerlo
Vídeos explicativos
Entradas de blog
Imanes de plomo

En esta fase, el cliente potencial está en modo de investigación, no de compra, y simplemente está recopilando información.

Es posible que su cliente potencial ni siquiera esté interesado en las soluciones en esta fase, ya que todavía está tratando de autodiagnosticar con precisión sus propios problemas. Es poco probable que su cliente potencial quiera hablar con ventas en esta fase.

Le recomendamos que utilice la automatización del marketing para hacer un seguimiento de los artículos/páginas por los que sus clientes potenciales entran en el sitio, ya que este es el problema que más les preocupa. Saber esto puede facilitar que el departamento de ventas tenga una conversación relevante con ellos.

También puede tener cierto éxito al involucrar al cliente potencial con chatbots en su sitio, sin embargo, muchos querrán permanecer en el anonimato en esta etapa.

Mitad del embudo
En la mitad de su embudo de ventas es cuando los clientes potenciales comienzan a evaluar soluciones específicas basadas en lo que aprendieron en la etapa 1. El contenido de la parte media del embudo incluiría:

Presentaciones
Demostraciones
Estudios de caso

En la práctica, habrán creado algún tipo de lista de proveedores potenciales, y luego profundizarán en los detalles de cada solución potencial.

En esta fase, es posible que el cliente potencial no se comprometa con usted, ya que a menudo simplemente está investigando en nombre de otras personas dentro de su propia organización y su prioridad sigue siendo la recopilación de información.

Parte inferior del embudo
Cuando su cliente potencial ha llegado al final de su embudo de marketing, en muchos casos ya ha “comprado” un proveedor o una solución en particular.

Han tomado su decisión en gran medida por su experiencia de la marca en la web, su mensaje de ventas y su capacidad para posicionarse no sólo como un líder de opinión sino como un líder de pensamiento que entiende sus problemas.

El contenido de la parte inferior del embudo incluiría cosas como

Precios
Cuadros comparativos
Testimonios
Comentarios

En el caso de las soluciones más sencillas y de menor precio, los usuarios están dispuestos a probarlas si se les ofrece una llamada a la acción (CTA), mientras que en el caso de las soluciones más caras y complejas, se dirigirán a las ventas.

La imagen siguiente muestra cómo un embudo de marketing sencillo se convierte en una cesta de la compra y cómo una venta B2B más compleja se convierte en un cliente potencial para ventas.

El éxito no radica en elegir el modelo adecuado, sino en construir su propio modelo basándose en los datos y en la prueba y el error.

Embudo simple de marketing de SaaS — Embudo de ventas de SaaS

La mayoría de los programas de marketing hacen un seguimiento del comportamiento de los usuarios en su sitio web y pueden utilizar la puntuación de clientes potenciales para alertar a los vendedores de cuándo es el mejor momento para ponerse en contacto de forma proactiva con los clientes potenciales.

Según nuestra propia experiencia, el momento es casi siempre demasiado temprano y un programa de nutrición de clientes potenciales bien definido es igualmente eficaz.

Para ello, debe incluir en su marketing al menos tres imanes de clientes potenciales diferentes que le ayuden a convertir a los visitantes de su web en suscriptores para poder mantener el contacto.

5. Publicidad para llenar su embudo de ventas

Muchas empresas llenan con éxito su embudo de ventas a través de la publicidad. La publicidad digital ha madurado hasta un nivel que permite un seguimiento y una presentación de informes significativos que le permiten, en cuestión de semanas, comprender cuál será su ratio de conversión y su CAC.

En primer lugar, abogamos por las “campañas de reorientación”. Esto es simplemente el proceso de colocar anuncios frente a las personas que ya han visitado su sitio web.

Los estudios demuestran que el retargeting es siete veces más eficaz que las nuevas campañas, por lo que lo recomendamos como punto de partida.

Esta estrategia funciona muy bien con una fuerte campaña de marketing de contenidos. El canal de adición más popular para B2B sería LinkedIn, sin embargo, a muchas empresas también les ha ido bien con Facebook e Instagram.

Ni que decir tiene que esto lo definirá su público. La publicidad puede utilizarse en embudos sencillos para impulsar las ventas y en otros más complejos para impulsar nuevas consultas para los representantes de ventas.

Las ventas más complejas pueden necesitar una secuencia definida en la que los usuarios hagan clic y se anuncien para recibir un lead magnet con un coste de 3 dólares por cada lead.

Si posteriormente consigue convertir el 5% de estos nuevos clientes potenciales, puede atribuir 60 dólares por venta de la publicidad a su CAC.

Se puede construir una secuencia o modelo rastreable a partir de cualquier actividad, no sólo de la publicidad. Por ejemplo, los eventos, los seminarios web y la televenta le permiten comprender qué actividades son las más rentables, no sólo para llenar su embudo, sino para convertirlas en pedidos.

6. Cómo construir un embudo de ventas de SaaS

Su embudo de ventas variará en función de su estrategia de ventas. ¿Vende su aplicación directamente o a través de socios? ¿En qué canales ha decidido centrarse inicialmente?

1. Identifique su perfil de cliente potencial perfecto. Esta es la versión de los representantes de ventas de un personaje de marketing. Incluye todo lo que incluiría un personaje de marketing, además de información adicional que ayuda a las ventas a entender y comunicarse a un nivel más profundo con el cliente potencial.

Plantilla de perfil de cliente potencial de ventas

2. Construya su mensaje de ventas. Parte de la adecuación del producto al mercado consiste en comprender qué problema empresarial o personal resuelve su producto.

Según nuestra experiencia, los servicios SaaS más exitosos son las soluciones empresariales que resuelven problemas de negocio.

Una vez que entiendas cómo se relaciona esto con tu propio producto/servicio a un nivel profundo, puedes empezar a construir tu mensaje de ventas.

Son las palabras y el lenguaje matizado que ha demostrado que los clientes potenciales conectan con él. No basta con conocer su propio negocio y sus soluciones, sino que debe conocer a sus clientes.

Debe saber exactamente cómo su solución ayuda a su cliente a ahorrar dinero, a ganar dinero y a hacer su vida más fácil.

3. Campaña de generación de contactos.

Una vez que haya identificado a sus clientes potenciales y haya construido su mensaje de ventas, tendrá que empezar a trabajar en una campaña de generación de clientes potenciales.

Existen dos enfoques principales para la generación de clientes potenciales, a saber

a) Generación de clientes potenciales entrantes. Las campañas de generación de contactos entrantes son aquellas en las que el cliente potencial se pone en contacto con usted en primer lugar. Pueden rellenar un formulario en su página web, llamarle por teléfono o enviarle un correo electrónico. Para generar clientes potenciales de ventas entrantes tendrá que realizar algún tipo de creación de contenidos, campañas publicitarias, seminarios web, programas de referencia o SEO.

b) Generación de contactos salientes. Las campañas de generación de contactos salientes son aquellas en las que se llega a los clientes potenciales por teléfono, correo electrónico, correo directo, eventos o marketing basado en cuentas. Las campañas de salida significan invariablemente que tendrá que crear un equipo de llamadas salientes, lo que puede resultar caro.

La mayoría de las empresas de SaaS utilizan una combinación de inbound y outbound, sin embargo, casi siempre hacen hincapié en una más que en la otra.

A título orientativo, los servicios SaaS de menor coste y dirigidos a las PYME están orientados al marketing y tienen un enfoque predominantemente Inbound.

Los servicios SaaS que son más costosos y que se dirigen a organizaciones del mercado medio a la empresa tendrán un enfoque más dirigido a las ventas a través del marketing basado en cuentas.

7. ¿Cuáles son las etapas de un embudo de ventas de SaaS?

Las etapas de su embudo de ventas son simplemente una serie de pasos por los que se mueven sus clientes potenciales para realizar un pedido.

Estas etapas pueden variar mucho y no existe un embudo que pueda aplicarse a todas las aplicaciones. Aunque las etapas sean las mismas, el método con el que se mueve a los clientes potenciales a través del embudo puede variar.

Su embudo de ventas es un buen lugar para empezar a recoger datos con el fin de medir el rendimiento y hacer mejoras con el tiempo.

En general, los prospectos deben moverse a través del embudo de ventas tan rápido como sea posible – esto se llama el ciclo de ventas o la velocidad de la tubería.

Medir la velocidad a la que los prospectos se mueven a través del ciclo le permite identificar los bloqueos en su embudo y las áreas donde los prospectos se ralentizan.

En estos puntos “conflictivos” es donde debe buscar las mejoras.

8. ¿Cuándo debo hacer una demostración de mi producto SaaS a los clientes?

El momento de las demostraciones de aplicaciones SaaS dentro del proceso de ventas ha sido objeto de debate para muchas empresas.

Lamentablemente, la respuesta a la pregunta es “depende”. Muchas empresas hacen una demostración de su aplicación con éxito al principio del proceso de ventas, pero también hay muchas que hacen una demostración al principio y luego sus clientes potenciales desaparecen en el agujero negro del correo de voz y los correos electrónicos sin respuesta.

En resumen, cuanto más barata y sencilla sea la solución, más pronto se podrá realizar la demostración, y cuanto más cara y compleja sea la solución, la demostración deberá realizarse lo más tarde posible en el proceso de venta.

demos de aplicaciones saas — Cómo construir un embudo de ventas de SaaS

La realidad es que los empresarios y los vendedores tienden a apresurarse a hacer una demostración de su aplicación, con la esperanza de que la demostración convenza al cliente potencial para que se inscriba.

Incluso si el cliente potencial está cualificado y es adecuado, una demostración sin ningún tipo de diagnóstico del dolor del cliente potencial corre el riesgo de perderlo.

Su cliente potencial necesita saber que usted conoce y que entiende su mundo. Esto sólo puede lograrse mediante un interrogatorio inteligente y específico. Si quieres acelerar la venta, ralentiza la venta.

La demostración suele ser el mayor punto de apoyo de los vendedores y si la regalas demasiado pronto perderás el apoyo y, con toda probabilidad, el cliente potencial.

Como regla general, lleve la demostración de la aplicación lo más lejos posible en su proceso de ventas.

Las demostraciones cuestan tiempo y dinero, especialmente en el caso de las ventas complejas, en las que a menudo se requiere una demostración a medida.

Cualquier demostración a medida debe entregarse únicamente a los responsables de la toma de decisiones en el equipo de compra de los clientes potenciales. Si lo considera oportuno, puede incluso realizar dos demostraciones dentro del proceso de venta; no hay más reglas que la de que si funciona, hágalo.

La mayoría de los representantes de ventas cometen el error de utilizar esta parte del proceso de venta para explicar con más detalle las ventajas del producto.

Cuando lo cuentas no estás vendiendo. Utilice preguntas de sondeo inteligentes para que el cliente potencial le diga cómo la solución resolverá sus problemas empresariales.

Debe evitar hablar de las características que cree que son relevantes para ellos. Si no se descubre esto en la fase de descubrimiento del proceso de ventas, es intrínsecamente arriesgado introducir algo nuevo más adelante en el proceso.

En el caso de las soluciones más sencillas y de menor precio, se dará cuenta de que están dispuestos a hacer una prueba, mientras que en el caso de las soluciones más caras y complejas, se pondrán en contacto con un representante de ventas.

Para demostrar que han actuado con la debida diligencia, siempre hablarán con dos o tres posibles proveedores.

No se trata necesariamente de ganar a un proveedor por el precio, pero a veces necesitan validar ante el grupo de compras más amplio de su organización por qué tienen una preferencia.

Las pruebas de las aplicaciones también son una buena forma de conseguir que los usuarios se registren, sin embargo, el ratio de conversión de pruebas a cierre suele ser pobre en la mayoría de los casos de SaaS.

Dependiendo del precio, podría ofrecer una prueba gestionada, para que puedan evaluar su software mientras usted los gestiona más adelante en el proceso de venta.

Durante una prueba, el cliente potencial puede ver cómo le funcionará el producto en la práctica. Es importante programar el juicio con prudencia y asegurarse de haber acordado de antemano lo que sucederá si el juicio tiene éxito.

Hemos creado el gráfico anterior para tratar de explicar visualmente cómo podría funcionar esto para su organización.

Cabe destacar que en el ejemplo, la mayor parte de su CAC será el marketing, mientras que en el embudo más complejo sus costes incluirán el marketing, las ventas y la incorporación del cliente.

9. Ejemplos de embudo de ventas SaaS

Los embudos de ventas que aparecen a continuación son ejemplos. NO debe replicarlas a menos que se ajusten a su proceso de ventas.

Están diseñados para ser un punto de partida para aquellos que buscan desarrollar un embudo de ventas.

Como puedes ver en el gráfico, hay muchas alternativas a las etapas que van a conformar tu embudo de ventas dependiendo del tipo de embudo que estés creando.

Para los embudos puramente digitales podrías tener:

Página de aterrizaje de Lead Magnet – donde los clientes potenciales llegan después de hacer clic en su anuncio
Página de confirmación: confirma la oferta gratuita, la prueba o la compra
Página de venta adicional: donde los clientes potenciales tienen la oportunidad de añadir servicios adicionales o mejorar su nivel.
Página de pago – donde los clientes potenciales pagan por el servicio
Página de felicitación o de agradecimiento: en la que puede señalar a los clientes potenciales los pasos siguientes adecuados.

Embudo de ventas con pipeline — Cómo construir un embudo de ventas de SaaS

10. Métricas del embudo de ventas de SaaS

En lo que respecta a las métricas, creemos que éstas son las métricas y los KPI comunes de las operaciones de ventas con los que la mayoría de la gente está familiarizada. No hace falta decir que estas métricas son importantes y que debería registrarlas y elaborar informes sobre ellas.

LTT – Conversión de clientes potenciales en pruebas
Es el número de clientes potenciales que se han convertido en una prueba.

DCR – Tasa de conversión de demostración
El número de demostraciones que se convierten con éxito en la siguiente etapa del proceso de ventas.

TTS – Conversión de prueba a venta
Es el número de clientes potenciales de la prueba gratuita que se han convertido en clientes de pago.

LTV – Valor de vida del cliente
Es el valor total medio que un cliente gastará antes de abandonar el servicio. Irónicamente, esto puede ser más difícil de medir cuanto mejor sea su producto, ya que, si los clientes no se van, no sabrá cuánto tiempo se quedan y su valor total para el negocio.

Churn – Número de clientes que se van
Los clientes se irán y eso no siempre es malo. Si los clientes que se marchan se ajustan a su PCI (perfil de cliente ideal), entonces tiene un problema. Los clientes que se marchan y que no se ajustan a su PCI pueden estar liberando recursos valiosos que pueden gastarse en su PCI.

MRR – Ingresos recurrentes mensuales
Los ingresos recurrentes mensuales le dan una visión general de su éxito, sin embargo, es sólo una visión general y necesita mirar los detalles dentro de los datos para obtener una imagen más precisa.

ARR – Ingresos recurrentes anuales
Los ingresos recurrentes anuales ofrecen una buena visión general del negocio, pero al igual que el MRR, debes estudiar todos los datos para obtener una imagen más precisa de la salud de tu empresa.

Ciclo de ventas – El tiempo que transcurre desde el contacto inicial hasta el cierre del pedido
Suele ser corto para las soluciones más sencillas de menor valor y más largo para las ventas complejas a empresas. Por ejemplo, una venta a un banco de nivel 1 puede tardar 18 meses desde el contacto inicial hasta el cierre.

CAC – Coste de adquisición de clientes
Es importante entender cuánto le cuesta adquirir un solo cliente. En un mundo ideal lo descubrirías en las fases iniciales del negocio, cuando estás probando la propuesta de valor. Sin esta cifra es imposible poner en marcha los sistemas y procesos para escalar el negocio, ya que no sabrás cuánto puedes gastar en el marketing y las ventas.

Churn negativo –
El churn negativo es una poderosa métrica de crecimiento que indica que los ingresos procedentes de la venta adicional y cruzada de los clientes existentes superan los ingresos perdidos cuando los clientes se van.

11. Presentación de propuestas de SaaS

Después de la demostración final, nunca debes ofrecerte a enviar una propuesta.

Las propuestas cuestan tiempo y dinero, y si su cliente potencial está interesado , le pedirá una propuesta.

Si su cliente potencial no le pide una propuesta, eso le indica que no está interesado en trabajar con usted y que debe retroceder en el proceso de ventas para entender en qué se ha equivocado.

Cuando el proceso de venta se estanca, rara vez se debe a algo que hayas hecho mal en ese momento; lo más frecuente es que se trate de algo que hayas pasado por alto antes en el proceso de venta.

Asegúrese de que todas las ventajas del software les han sido explicadas con claridad y se han comparado con sus necesidades.

En la medida de lo posible, pida a su Caballero Blanco que le ayude a crear la propuesta y compruebe con él un borrador antes de enviar la copia oficial.

Antes de enviar su propuesta debe tener claro cuáles son los siguientes pasos si gana o pierde.

Sin esto, lo más probable es que te pases los próximos tres meses persiguiendo fantasmas en el buzón de voz.

12. Fijar el precio de sus contratos de SaaS

Muchas empresas ofrecen precios limitados o no ofrecen ningún precio en su sitio web porque no quieren que sus competidores vean sus precios, o porque piensan que eso ahuyentará a los clientes potenciales.

Debe estar orgulloso de su precio y del valor que aporta. Deje que la competencia le rebaje y que emplee todos sus recursos en negocios no rentables.

La gente rara vez compra la solución más barata, así que permita que sus clientes potenciales le rebajen el precio.

Si todavía le preocupa que los precios aparezcan en su sitio web, piense en cómo se siente cuando está investigando una solución que le interesa y descubre que la página de precios está llena de POA.

Si eres como la mayoría de la gente, esto te resulta realmente molesto y pasas rápidamente al siguiente proveedor potencial.

Por último, otra de las ventajas de mostrar con orgullo sus precios es que excluye a todo aquel que no esté dispuesto a invertir a ese nivel.

Esto puede ahorrarle mucho tiempo y recursos con clientes potenciales que simplemente tienen un nivel de presupuesto diferente.

Existen numerosas estrategias de fijación de precios a su disposición, sin embargo, según nuestra experiencia, lo único que está garantizado es que usted cambiará sus precios.

Como regla básica, si sus precios son demasiado elevados para un contrato a corto plazo o una prueba de pago, es posible que el cliente potencial no experimente todas las ventajas del software antes de que el contrato llegue a su fin y decida no renovar.

En la medida de lo posible, debe recompensar a los clientes potenciales durante el periodo de prueba por añadir información y utilizar el servicio.

Por ejemplo, ofrecer una prueba más corta e incentivar a los usuarios si completan la configuración de su perfil/cuenta.

Ofrezca un periodo adicional gratuito para animarles a utilizar el producto, por ejemplo, si cargan datos en el sistema.

La idea es “embarcar” a tus nuevos usuarios paso a paso y hacer que tu producto sea lo más pegajoso posible.
Si el cliente potencial quiere seguir adelante, debería utilizar contratos con firma digital para acelerar el proceso de venta.

No envíes nunca contratos por correo electrónico ni enlaces a contratos digitales, ya que pueden ser fácilmente ignorados.

Consiga que el cliente potencial se ponga al teléfono y hable con él sobre el contrato. Una vez que hayan aceptado todo el contrato, simplemente pídeles que firmen mientras los tienes al teléfono.

De este modo, usted mantiene el control del proceso de venta.

13. Por qué el embudo de ventas es tan importante para los proveedores de SaaS

Muchas empresas han fracasado después de esforzarse por implementar un embudo de ventas. El marketing y la venta de productos SaaS pueden ser increíblemente difíciles, y es probable que sus clientes objetivo ya estén abrumados con las ofertas de los proveedores de software de la competencia.

Piensa en qué parte del presupuesto existente de los compradores vas a ganar ingresos. ¿A qué competidores directos o indirectos les quitará presupuesto?

Es posible que compita con algunas de las marcas más grandes y poderosas del mundo que ofrecen soluciones genéricas a los mismos problemas que usted resuelve.

Esto significa que debe ofrecer algo distintivo que sus clientes realmente requieran.

Un estudio de CB Insights afirma que el 42% de las nuevas empresas de SaaS fracasan porque ofrecen productos que sus clientes no necesitan.

Es esencial convencer a los clientes potenciales de que su software ofrece un valor real.

14. Gestión de las expectativas de los clientes potenciales

La creación de un embudo de ventas consiste en construir un recorrido desde el visitante de la web hasta el suscriptor, pasando por las demostraciones y los recorridos y terminando con la firma del contrato.

Su embudo de ventas debe hacer hincapié en cada una de las etapas clave por las que pasarán sus clientes potenciales en su camino hasta llegar a un acuerdo.

Sea abierto, franco y comparta las etapas del proceso por adelantado con sus clientes potenciales.
Debe prestar mucha atención a cualquier punto de fricción que pueda producirse a medida que sus clientes potenciales se desplazan por su canal de ventas.

Esto le dará la oportunidad de realizar mejoras en su embudo en el futuro.
Lo más importante es que registre todos los datos de su embudo de ventas.

Esto le ayudará a tomar decisiones basándose en hechos y no en sus instintos. Puede llevar tiempo que su embudo de ventas sea totalmente eficaz, y es posible que tenga que hacer varios ajustes antes de tener un embudo de ventas realmente optimizado.

Muchos clientes no tienen una idea clara de lo que necesitan cuando se encuentran con usted por primera vez. Proporcione soluciones, no sólo productos, ayudando a los clientes potenciales a establecer la conexión entre ambos.

También es cierto que los usuarios suelen comprar lo que quieren y no lo que necesitan.

Por eso es tan importante hacer preguntas específicas para poder determinar con precisión cuáles son sus necesidades y así poder posicionar su software de la manera más favorable.

Estas preguntas también le indicarán lo cerca o lejos que están de tomar una decisión.

15. El auge de las soluciones SaaS

Parece que todo en el mundo está ahora impulsado en línea por las aplicaciones SaaS. Desde Netflix y Amazon Prime hasta LinkedIn y Microsoft M365, ahora estamos rodeados de soluciones SaaS de una u otra descripción.

Desde el punto de vista financiero, SaaS tiene sentido, ya que evita un gran gasto de capital por adelantado y reduce el riesgo de la solución.

Al fin y al cabo, si no funciona, lo normal es que sólo esté bloqueado un máximo de 12 meses. Otras ventajas de SaaS son que normalmente se despliega rápidamente y no requiere mantenimiento por parte del cliente.

Las actualizaciones suelen ser automáticas y, por lo general, se ofrecen a los clientes niveles de servicio garantizados.

Las copias de seguridad y la recuperación de datos suelen llevarse a cabo en nombre del cliente, para que pueda centrarse en lo que mejor sabe hacer, con la seguridad de que todo lo gestionan los propios desarrolladores de software.

Lockdown ha puesto el turbo en el SaaS
El trabajo a distancia estaba en auge incluso antes de la pandemia, por lo que el hecho de que los productos SaaS permitan a las personas trabajar y colaborar desde cualquier lugar sólo ha servido para que el SaaS se integre aún más en nuestra vida cotidiana.

Hay miles de nuevos productos SaaS que se están desarrollando en todos los países del mundo, por lo que la competencia es feroz; sin embargo, no parece que el apetito de los consumidores y las empresas por las soluciones SaaS tenga fin.

Un embudo de ventas coherente podría ser la diferencia entre que su producto sea un éxito viral o que se vea obligado a volver a la mesa de dibujo.

SaaS Sales Training Course Find out more & book

La guía completa para la planificación de canales en la gestión de ventas

by Iain Swanston

How to Sell to BIG Companies

by Iain Swanston

How to Sell to Big Companies

Discover how to Find, Kloze and Grow Large Enterprise Accounts

Next FREE session – Tuesday 2nd Feb 2021

Register Here

We’ve got all the templates & tools to make it easy for you

How to Sell to Big Companies. In order to sell to big companies you need to first create a shortlist of targets that meet your perfect prospect profile. Next, focus all your sales and marketing resources to research and create a unique sales approach for multiple contacts within the big company you are selling to.

What’s Inside

SESSION 1

The WHO

Introduction to Enterprise Selling

Selecting the right targets

Segmenting your accounts

Mastering the complex sale

Prep for Session 2

Get this session FREE

SESSION 2

The WHAT

The Door Opener

Right content, right contact, right time

How to write persuasive copy

The cadence of big account selling

The profitable, easy to deliver and replicate offer

SESSION 3

The HOW

What to say to Big Companies

How to control the sales conversation

The Contact Plan

Listen & Learn LIVE over the coaches shoulder

Your personal Action Plan

Course Author

Iain Swanston

Founder, Klozers

After 35 years in B2B sales Iain just loves solving sales problems.
If you’ve ever attended one of his live events you’ll know, even during the breaks and after the event he always likes talking about sales. Iain is an Author, Speaker & our Lead Sales Coach.
Iain is on a mission to make sales easier for B2B companies and their salespeople.

“In the short time I’ve been working with Klozers I’ve used his guidance to develop positive new sales activities, techniques and a mindset that has significantly helped my sales confidence. As a results I’ve already seen excellent performance benefits that are directly attributable to working to the coaching.”

Alan Wood

Scotland Director

Salesforce Marketing Cloud

“This was my first ever sales training and genuinely still the most pertinent in my sales career. Iain taught us how to take leads through the sales journey from lead to opportunity to closure, I still use these skills today and encourage my colleagues to do the same. My earnings have more than doubled since Iain gave that pertinent training and his latest blogs have been shared internally between our sales and marketing teams as the advice rings true to what we are currently working on as a department”

Lynne Hall

Strategic Accounts Manager

E-On Energy

“My coach was really flexible and was happy to talk in between my scheduled coaching slots, especially when I had burning questions and needed support fast. The debriefing calls we had after my sales meetings not only helped me understand where I could improve, they also gave me the right words to say, in the right sequence and at the right time.“

Elliott Boll

Enterprise Learning Consultant

Docebo

Get started now and get
your first session FREE

Get all the templates
you need to sell more now

Register here

Get the coaching you want, when you want it, at your desktop

How to sell to a big company — Remote Sales Coaching – Sales Playbook

How to sell an idea to a big company — Online Sales Coaching

“The first session was full of useful and practical sales information. I took so many notes and have come away with exercises I will carry out to help further clarify our approach to sales. I would highly recommend”

Rebecca Pick

Founder

Pick Protection

“Great training session with so much information packed into an hour. Looking forward to completing sessions 2 and 3. “

Max Anderson

Director

SuperBot Experts

Very insightful content from Klozers this afternoon. Thank you Iain Swanston for the invite to attend. This shall be hugely beneficial for our business moving forward and I am looking forward to putting my learning into practice

Laurie Wilson

Regional Sales Manager

CMP Products

Learn How to Sell to Big Companies

If you are new to sales at some stage you will want to learn how to sell to big companies. It’s common for most ambitious sales people and businesses, yet this can be a challenging or even, a near impossible experience.

For example, finding the right people to talk with (yes there will also be more than one decision maker) can be like finding the proverbial needle in a haystack, and then trying to coordinate all these decision makers can be like herding cats.

The longer sales cycles that inevitably arise from having multiple decision makers in a complex sale, then frustrate most sales people as time drags on.

The large revenues that Enterprise sales can deliver, more often than not, prove so elusive that the salespeople give up and focus on smaller opportunities, they know they can convert.

However, in some circumstances it can take the same amount of sales resources to convert a small opportunity as it does when selling the same product or service to a big company, so don’t give up just yet.

Learn More, Sell More, Earn More

How to Sell an Idea to a Big Company

Maybe you don’t have a product or service but instead you have an idea that you want to sell. It’s the sames process and the fact is, it is possible to sell to big companies and large enterprise organisations, although it does need a slightly different approach.

The first FREE 60 minute session in this course walks you through the preparation and planning required before you approach big companies.

When you sell to big companies you may also need some additional sales resources that are not as commonly used when selling to smaller organisations, such as a Business Case, a Cost Benefit Analysis – don’t worry we’ve got templates you can use for all of these.

If this sounds like lots of work, then Yes it is, and because of this many companies will not rely on any one individual, instead they will work as a team to win large accounts. Part of that team should include Marketing in order that you can target the right people in the buying organisation, with the right messaging, at the right time.

Run the sales campaign as a mini project with scope, roles and responsibilities, costings, objectives and milestones. Needless to say that it usually makes sense to be targeting more than one big company if you are going to do this professionally, but don’t make the mistake of having too many, as the campaign can then turn into a marketing initiative which by their very nature are more generic.

The key to success is that all the messaging must be bespoke and relevant to every target which takes time, which is time that you won’t have if you have too many targets. Again this course covers everything you need.

Before you start selling to big companies there are however two important considerations you should address as follows:

1) Does your company have the capability to successfully deliver a project on the scale that a big company will require?
In most cases you will only get one chance to sell to a big company and delivering success for your first big company will also give you a reference point that will help you sell to other big companies.

2) Does your company have the financial resources required to sell to a big company?

If you buy materials in January to create stock for February and have agreed 90 day payment terms this means you have to run 150 days without being paid. Some small businesses are not sufficiently funded to do this, so be careful what you wish for.

Selling to big companies can transform your business, but like most things in life that are worthwhile it’s usually not easy and doesn’t happen overnight, but it certainly can be worth it.

Why invest in Sales Training and Consulting?

1. Why sales consulting compliments your sales training?

2. Why is Sales Training so effective?

3. What happens before training takes place?

4. What is the aim of Sales Training

5. How can a Sales Consultant help our business?

6. Adding Sales Experience to your Leadership Team

7. Which Companies benefit the most from Consulting Services

8. Build a Selling System

In Conclusion

There’s a new way to deliver sales growth…

1. Sales Coaching - Why Invest in Coaching?

2. Sales Training vs Sales Coaching - what's the difference?

3. When to coach and when not to coach

4. Sales Coaching Models

Opportunities for Coaching

5. The Six Biggest Benefits of Sales Coaching

1. Growing Sales Revenues

2. Increased Sales Productivity

3. Closing Bigger & Better Deals

4. Win More New Clients

5. Boost Workplace Morale

6. Increased Decision Making by Sales Reps

6. Virtual or Remote Sales Coaching

7. Sales Coaching Tips

1. Focus on One-on-One Coaching

2. Implement an Effective Coaching Program

3. Encourage Role Play and Real-Life Scenarios

4. Offer Constructive Criticism and Praise

5. Align Coaching with Business Goals

6. Utilize Technology for Continuous Improvement

7. Foster a Culture of Continuous Learning

8. Best Practices for Sales Managers in Coaching Sessions

9. Sales Coaching Techniques

10. Coaching your Sales Team in a Structured Way

11. Product and Service Training

12. Coaching Sales Managers

13. Virtual Selling

14. In Conclusion

1. ¿Qué es un embudo de ventas?

2. Cómo construir un embudo de ventas de SaaS

3. Las tres etapas principales del desarrollo de SaaS

4. Construya un embudo de marketing antes que su embudo de ventas

5. Publicidad para llenar su embudo de ventas

6. Cómo construir un embudo de ventas de SaaS

7. ¿Cuáles son las etapas de un embudo de ventas de SaaS?

8. ¿Cuándo debo hacer una demostración de mi producto SaaS a los clientes?

9. Ejemplos de embudo de ventas SaaS

10. Métricas del embudo de ventas de SaaS

11. Presentación de propuestas de SaaS

12. Fijar el precio de sus contratos de SaaS

13. Por qué el embudo de ventas es tan importante para los proveedores de SaaS

14. Gestión de las expectativas de los clientes potenciales

15. El auge de las soluciones SaaS

How to Sell to Big Companies

Discover how to Find, Kloze and Grow Large Enterprise Accounts

Next FREE session – Tuesday 2nd Feb 2021

We’ve got all the templates & tools to make it easy for you

What’s Inside

SESSION 1

The WHO

SESSION 2

The WHAT

SESSION 3

The HOW

Course Author

Iain Swanston

Alan Wood

Scotland Director

Salesforce Marketing Cloud

Lynne Hall

Strategic Accounts Manager

E-On Energy

Elliott Boll

Enterprise Learning Consultant

Docebo

Get started now and get your first session FREE

Get all the templates you need to sell more now

Register here

Thank you!

Get started now and get
your first session FREE

Get all the templates
you need to sell more now

Get started now and get
your first session FREE

Get all the templates you
need to sell more now