With over 20 years experience in enhancing B2B sales, we’ve learnt where and why there are ‘leaks’ in the sales funnel. So we have developed methods to fix these inefficiencies. So you can optimise and maximise your available sales resource to drive more profitable sales.
We consider your unique issues and objectives and provide any combination of our thinking, methodology and application to optimise sales growth for you. Giving you the sales growth you need. Amplified.
Everyone in b2b sales talks about a sales funnel. It’s an accepted model by most. The top of the funnel is wide – reflecting a large potential target audience – and the bottom of the funnel is narrow to reflect the small proportion who go on to make an actual purchase.
But it usually focusses on volume of leads – not the value of them.
The problem for many businesses is that they have a sales function that is delivering relatively low conversion rates and therefore high wastage.
Through experience, we have learnt that there are four critical areas where a classic sales funnel leaks:
LACK OF CLEARLY DEFINED AND SIZED PROSPECT UNIVERSE FOR THE BUSINESS
LACK OF CLARITY AND CONSISTENCY ON THE MOTIVATING SELLING STORY AND VALUE PROPOSITION
LACK OF CLARITY ON OPTIMAL RESOURCE & STRUCTURE TO UNLOCK OPPORTUNITIES
LACK OF CAPABILITY OR CAPACITY TO EFFICIENTLY CONVERT AND RETAIN PROSPECTS
Some businesses do not have a clear idea of the actual number of genuine potential buyers (prospects) they have, how often they make purchases and what factors can initiate a purchase. The number of prospects they think they have (at the top of the funnel) can be too wide and unrealistic. Details of prospects and leads can be held in separate ‘black books’ by separate sales personnel. The senior sales team do not ‘own’ a centralised prospect database or have a clear, data-led strategy. The number of potential customers/ prospects can be massively over or under estimated. Then sales teams can be resourced, call-rates can be set and conversion targets defined –based on the wrong information on the ‘prospect universe’.
Many businesses – even those with a strong marketing function that has done loads of work to define the ‘brand’ and its values for customers – have an inefficient way of ‘selling’ the product and its benefits to prospects. Each individual salesperson will interpret the brand positioning or the product benefits and spin them into their own story. They can miss the mark. This can cause disconnects between what marketing are sending out – and what sales are saying to potential customers. Also, best practice on the sales ‘speel’ that is effective at converting sales isn’t always consistently shared. So, duplication of effort can happen, creating multiple versions of the ‘selling story’. Then there is considerable inconsistency in the proposition that is being reflected externally to prospects.
Many sales teams are not structured to really optimise profitable sales. They can be over or under resourced. Many sales teams – don’t actually have the relevant skills or experience to really convert sales, and there is often mis-aligned (or outdated) KPI’s driving performance. KPI’s that are either not optimised in terms of industry standards or aligned to the commercial objectives of the business. It can be difficult for a Sales/ Commercial Director to have the fresh perspective or objectivity to really review the structural and resource legacy that they may have inherited.
Many businesses need help not just in the diagnosis of issues and addressing internal barriers to sales growth – they need help in delivering aspects of the sales function. Our competitors will try to sell their product/ solution – quite often, irrespective of what the problem is. And failing to understand how the process all needs to work efficiently together. It can be hard for clients to understand what mix of technology and channel delivery is right for their sales strategy.
Times are tough. The pressure on budgets and delivering internal efficiencies are heating up. We know you’re trying to hold onto your staff whilst ensuring you maximise productivity and return on investment. And the pressure for sales growth has gone up a level.
We care about helping you to achieve efficient, sales growth. Sales growth achieved profitably. Growth which delivers a step-change for your business.
And our unique approach to the sales funnel enables us to transform this inefficient process into a more efficient sales pipeline.
Part of Matter - A new way of operating to drive more sustainable B2B growth
