The sales process starts with analysis and with a good strategy, definition of potential customers and their target group, preparation of potential customer data, contacting the potential customer and lead generation. Let’s check first the definition of the lead.
So what is a lead? A lead is any person or entity who indicates interest in your company’s product or service in some way, shape, or form.
The reaction of your potential customers can be different, but we can simplify it in 3 categories:
First: the potential customer is not interested in your products or services,
Second: the potential customer shows interest, wants maybe more info but needs time, he is not ready to buy,
Third: the potential customer is interested, wants more info about your products or services and wants to speak about the next steps.
The process after the cold call is the most exciting process of sales, called also as trust building.
Trust building means, that your potential customer is interested, but needs your products or services not in the moment you contacted him, maybe later. Or showed interest in your products and services, he is almost ready to buy, but doesn’t know you. He is insecure and needs the last little push to bring the decision, that he will buy. And he will buy exactly from you.
Let’s concentrate our sales activities on trust building, because the largest number of your potential customers will land in your category number two: what means, the potential customer shows interest, wants maybe more info about your products or services, but needs time. Is still not ready to buy.
How can we imagine this? You contact 150 potential customers, you reach 100 of them and about 60 of them will show you interest, but not buy yet. In this case you will start with trust building, where you transform the lead to a buying person or entity.
The best opportunity to show what I’m talking about, is an example from our experiences.
In 2016 we were responsible for the sales of merchandising products in the name of our customer from the Czech Republic. Target group were the football clubs of Spanish La Liga I. We contacted the 20 football clubs, spoke personally with 14 of them and 8 of them showed interest in cooperation. But! They were still not convinced in the product. Reason? They didn’t sell earlier such products in their fan-shops and were not sure about its benefits.
The trust building after the first contact was a long process. We were regularly communicating with the 8 decision makers with interest. Our main focus was on convincing them with the statistic results from the Premier League, where the products of our customers were very successful at the first 4 clubs of Premier League.
The strategy of the trust building was the key of our success. After 6 months of regularly trust building the first Spanish club opened us the door and ordered the first package of merchandising products. Thanks to this decision and its references the door to the new market was open.
What did we learn from this sales process?
We learned, who the decision maker of merchandising products by the La Liga clubs is. What is the right time to reach the decision maker in his office. What are the best sold merchandising products in La Liga. How is the merchandising business working in La Liga. What is the difference between the big clubs and smaller clubs. How do they think, what is the most important for the decision makers.
What do we recommend?
Don’t forget to listen to your customers, analyze their reaction, refine your sales strategy and be flexible, smart and patient. And communicate with your potential customers in their native language!
How can you transform your leads to customers?
What are the parts of your sales funnel?
Is there a difference by the sales of products or services, by the sales in Spain, Germany, Austria, Scandinavia or Hungary?