B2B Sales Strategy: The importance of structuring commercial actions and processes with a focus on sales performance is increasing. With proven benefits and results to increase sales and the profitability of the business, many managers want to know how to implement it in practice.
That’s why we’ll tell you how to put together a B2B sales strategy with an eye on high yield.
Eight Steps On How To Build A Successful B2B Sales Strategy
Applying a sales performance approach to sales strategies may seem easy, and many may think it is enough to increase the team’s productivity.
However, it is more complex than it seems, and it is necessary to carry out a strategic sales plan to promote the best performance in all processes and actions carried out by the commercial sector. So, the question remains: What is the best B2B sales strategy engaged in sales performance?
See how to put together a successful sales strategy to answer you. Thus, it is possible to generate more qualified leads and take them to close the deal, increasing conversions and ensuring better performance. Check out:
Create An Approach For Each Stage Of The Buying Journey
A generic system to impact leads who may know about your company through marketing and sales practices at different points in their buying journey is exemplary. This is a common mistake and one that can put all your efforts to waste.
After all, imagine asking a lead who just found out about your brand to fill out a form to get in touch. This will certainly not go over well; the information will not take the requested action and will still have a wrong impression of the company.
Therefore, it is necessary to consider the qualification of the lead. That is, if he is ready for a particular stage and involves them with valuable, relevant content that makes sense according to his location without asking for actions and obligations soon.
By creating conversational communications in marketing and sales and building genuine relationships, you will undoubtedly earn points with leads to generate interest and make them evolve on the journey to conversion.
Personalize Digital Sales And Marketing Experiences
Personalization is an indispensable ally in how to build a proactive B2B sales strategy. That’s because potential customers increasingly want ultra-personalized approaches.
So, in addition to communications considering the stage in the buying journey, strategic sales planning should intensify personalization actions. The more customized the contact, the greater the probability of the lead identifying himself, feeling satisfied with the message being thought directly for him, and seeing value in the company.
Therefore, the tendency is to increase the performance of marketing and sales efforts. According to consultancy McKinsey, for example, personalization can reduce customer acquisition costs by up to 50% and improve the efficiency of sales strategies by 30%.
Take Care Of The Business Process And Analyze The Lead Generation
To achieve high performance within sales strategies, planning needs to consider the entire commercial process, involving the average duration of the sales cycle, conversion rates, and the sales pipeline. This is the only way to estimate the number of contacts needed to generate qualified leads to achieve the stipulated objectives and goals.
This definition and alignment of the pipeline and lead generation with the sales team will be essential to have continuous and constant prospecting, continuously supplying the funnel and ensuring that professionals have contacts to be worked on to evolve in the purchase journey and close the deal.
Create A Sales Script
The next step in strategic sales planning is to design a sales roadmap. This one is nothing more than a document recording the steps to be followed during the commercial processes, whether in prospecting, connection, follow-up, negotiation, or closing.
With this script, sales representatives can standardize approaches, use best practices, and direct conversations to gain lead attention and create a positive relationship in search of lead conversion.
Focus On The Best Opportunities
It is common for sellers to want to embrace all qualified leads and keep sales opportunities from slipping away. However, when creating a sales strategy, it is essential to outline the ideal customer profile ( ICP ), which representatives must observe to direct their efforts toward opportunities that make sense.
As a result, we will have an approach focused on leads more likely to close, become revenue and maintain a relationship with the company. In other words, it saves time and effort on opportunities that may go nowhere and increases productivity and sales performance.
Don’t Forget Sales Enablement
To have the best results and the high performance of sales strategies, it is essential to ensure adequate qualification and training for employees of the commercial team, in addition, of course, to integration and alignment with the marketing team.
Thus, in addition to setting realistic goals, outlining strategic sales planning, and working with personalized approaches, professionals will have the necessary skills and competencies to impact qualified leads and increase the conversion rate.
Always Have The KPIs At Hand
To set up a successful sales performance strategy, it is essential to measure the performance indicators of your operation and processes to verify how the results are, the bottlenecks, errors, and what can be improved.
Of course, the amount of qualified leads is one of those critical indicators. But others are just as relevant, such as sales revenue, closing rate, commercial cycle speed, and opportunities present in the pipeline, among others.
Invest In Technology
Increasingly, all processes in different sectors of companies need technologies and innovations to optimize operations, improve productivity and increase performance. With sales, it’s no different.
Therefore, setting up an effective sales strategy involves investment in technologies as the last step. In this regard, it is worth using and abusing sales tools such as CRM, videoconferencing, and others, as well as prospecting resources such as big data and artificial intelligence.