Key tools for setting up B2B and B2C sales
Posted: Mon Dec 23, 2024 9:49 am
Content
1. Value Proposition
2. Determine the core of the target audience!
3. What does a “correct” Pipeline mean?
4. Customer Success
5. How to increase the conversion of transactions?
6. Sales scenarios – simplify!
Leading methodology for sales of complex products from FRII Pavel Ryskov helps companies build their sales: from product packaging to creating complex scripts for sales departments. He and his team work with such large companies as Yandex, MTS, etc.
At the MarTech 2018 conference, he shared with the Telegram door audience exactly those key points that they implement in order to quickly develop their clients’ sales.
1. Value Proposition
The first tool that Pavel talked about is the Value Proposition. The Value Proposition (hereinafter VP) is what tells about your product: who it is made for and what value this product brings to the client.
Since you may have different clients, there should be several CPUs.
However, many companies still do not think about customer value, but talk primarily about what they produce.
Pavel Ryskov, Leading Methodology for Sales of Complex Products, FRII
Remember: what you do is of no interest to anyone.
I'm interested in specific benefits for the client!
Your CPU can be used on the website, in sales scripts, etc.
Example of a successful CPU
The slide partially describes the value of a specific company offer: it is quite clear and, if it is relevant to people, they become interested in this offer and move on.
Here is another slide, and on it, unlike the previous one, it is not clear what is being proposed.
Example of a failed CPU
When you talk about something in slogans or general terms without naming a specific value for the client, it is unlikely to grab the attention of the audience and bring in leads.
How to build a value proposition correctly
There are several options for creating a CPU, but the simplest and most common method is based on the following structure:
For whom? (for parents of children under 5, for truck drivers, etc.). Description of the specific target audience.
What problem/task are you solving for them in this situation? Description of the task in the client's language.
With what? A description of your product in a language that the customer can understand.
Description of the benefits that the client receives.
What else is extremely important in B2B sales? Understanding your target audience!
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
2. Determine the core of the target audience!
Pavel Ryskov, Leading Methodology for Sales of Complex Products, FRII
We often hear from our clients: "We sell to companies!" But today, in times of rapid market changes, we see that B2B is already dead. You always sell to specific people of this company. There is no more B2B, there is only B2C!
The larger the company, the more complex its structure. But in any case, your target audience is not the company, but the people inside the company: HR director, commercial director, owner, etc. There may be several cores of the target audience. And when you create your Value Proposition, you should target these specific people. So, an offer for the quality director of, say, a pharmaceutical company will be very different from an offer for the owner of the same company. The next key tool for setting up sales is Pipeline.
3. What does a “correct” Pipeline mean?
Pipeline is a system that you use to manage your clients: you describe what kind of client they are, what needs to be done with them, and what stage of the deal they are at.
The first mistake with Pipeline is its absence. Yes, it happens that customer records are kept in Excel, Google Docs or even on paper. But fortunately, there are few such companies left now. Today, there are many excellent solutions: AmoCRM, Bitrix, etc. They are actively promoted, so many organizations have already got them.
However, 95% of pipelines are run incorrectly.
They are based on the concept of "To Do", which is fundamentally wrong. Let's give an example:
As in the example above, a Pipeline in the usual sense is some standard stages in the form of a list of tasks that you do.
But in reality, all these steps do not bring you closer to your final goal - money. And this is exactly what you do business for - a deal, money. The right Pipeline is built on the basis of what happens on the client side.
As a rule, everything starts with a buffer, into which all your leads pour. Then you contact the client, and then either he or she becomes interested in your product, or not. Based on this, the deal either moves forward or not. Then, after identifying interest, the client tells about his or her task in detail, and you determine his or her key pain point, business need. After the task on the client's side is identified, you tell about your product: how it solves this task. Then the client either confirms that this is so, or not.
After the client has confirmed the solution to his task, he needs to coordinate it with someone on his side and approve the final deal. The next step is confirmation from the main one. Then the agreement of the contract.
As you can see, each such stage is associated with a qualitative change on the client's side. At each stage, there may be many calls, meetings, document transfers, etc. And if your Pipeline is made in the "todo" format - i.e. you called, met, etc. - your deal will hang "back and forth". But if you build sales stages based on changes on the client's side, then the deal will move "linearly" - towards money.
4. Customer Success
However, it is worth remembering that real business does not end at the initial sale stage. If we consider the experience of large international companies in this vein, their KPI has long been set not for a single transaction, but for the consumption of the product. If there is consumption, i.e. subsequent use of the product, then the person will continue to pay you.
In this regard, such a direction as Customer Success is actively developing in the USA. Many large companies already have a specialist – Customer Success manager. His task is to communicate with current clients and get more profit from them.
So, going back to the Pipeline stages, after payment, you need to check whether the client is using the product and whether he received the benefit you promised him. Now let's look at two points that are important to consider in order to avoid the deal getting stuck.
5. How to increase the conversion of transactions?
How is the product usually offered? A call is made, where you are immediately offered to buy something: they tell about themselves, offer to buy something - in other words - "palm off" something unnecessary. How to approach correctly?
Prospecting + Qualifying
Make clearly focused value propositions: know what people you are selling to. That is, be sure to tell them what problems you are solving for these people. Of course, this requires spending time, working your head, identifying these problems and then inserting them into your sales script.
The deal cycle is delayed if companies are not properly “qualified.” What does this mean?
Qualification is a mandatory stage of sales that comes at the beginning.
It consists of 4 points:
What is the customer's need?
Who is the client's decision maker?
Is there a budget?
Is there a deadline?
If there are answers to these questions, your deal is qualified. In this case, it will convert much faster and reach the money without hanging. Below are examples of questions that will help qualify your deals:
1. Value Proposition
2. Determine the core of the target audience!
3. What does a “correct” Pipeline mean?
4. Customer Success
5. How to increase the conversion of transactions?
6. Sales scenarios – simplify!
Leading methodology for sales of complex products from FRII Pavel Ryskov helps companies build their sales: from product packaging to creating complex scripts for sales departments. He and his team work with such large companies as Yandex, MTS, etc.
At the MarTech 2018 conference, he shared with the Telegram door audience exactly those key points that they implement in order to quickly develop their clients’ sales.
1. Value Proposition
The first tool that Pavel talked about is the Value Proposition. The Value Proposition (hereinafter VP) is what tells about your product: who it is made for and what value this product brings to the client.
Since you may have different clients, there should be several CPUs.
However, many companies still do not think about customer value, but talk primarily about what they produce.
Pavel Ryskov, Leading Methodology for Sales of Complex Products, FRII
Remember: what you do is of no interest to anyone.
I'm interested in specific benefits for the client!
Your CPU can be used on the website, in sales scripts, etc.
Example of a successful CPU
The slide partially describes the value of a specific company offer: it is quite clear and, if it is relevant to people, they become interested in this offer and move on.
Here is another slide, and on it, unlike the previous one, it is not clear what is being proposed.
Example of a failed CPU
When you talk about something in slogans or general terms without naming a specific value for the client, it is unlikely to grab the attention of the audience and bring in leads.
How to build a value proposition correctly
There are several options for creating a CPU, but the simplest and most common method is based on the following structure:
For whom? (for parents of children under 5, for truck drivers, etc.). Description of the specific target audience.
What problem/task are you solving for them in this situation? Description of the task in the client's language.
With what? A description of your product in a language that the customer can understand.
Description of the benefits that the client receives.
What else is extremely important in B2B sales? Understanding your target audience!
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
2. Determine the core of the target audience!
Pavel Ryskov, Leading Methodology for Sales of Complex Products, FRII
We often hear from our clients: "We sell to companies!" But today, in times of rapid market changes, we see that B2B is already dead. You always sell to specific people of this company. There is no more B2B, there is only B2C!
The larger the company, the more complex its structure. But in any case, your target audience is not the company, but the people inside the company: HR director, commercial director, owner, etc. There may be several cores of the target audience. And when you create your Value Proposition, you should target these specific people. So, an offer for the quality director of, say, a pharmaceutical company will be very different from an offer for the owner of the same company. The next key tool for setting up sales is Pipeline.
3. What does a “correct” Pipeline mean?
Pipeline is a system that you use to manage your clients: you describe what kind of client they are, what needs to be done with them, and what stage of the deal they are at.
The first mistake with Pipeline is its absence. Yes, it happens that customer records are kept in Excel, Google Docs or even on paper. But fortunately, there are few such companies left now. Today, there are many excellent solutions: AmoCRM, Bitrix, etc. They are actively promoted, so many organizations have already got them.
However, 95% of pipelines are run incorrectly.
They are based on the concept of "To Do", which is fundamentally wrong. Let's give an example:
As in the example above, a Pipeline in the usual sense is some standard stages in the form of a list of tasks that you do.
But in reality, all these steps do not bring you closer to your final goal - money. And this is exactly what you do business for - a deal, money. The right Pipeline is built on the basis of what happens on the client side.
As a rule, everything starts with a buffer, into which all your leads pour. Then you contact the client, and then either he or she becomes interested in your product, or not. Based on this, the deal either moves forward or not. Then, after identifying interest, the client tells about his or her task in detail, and you determine his or her key pain point, business need. After the task on the client's side is identified, you tell about your product: how it solves this task. Then the client either confirms that this is so, or not.
After the client has confirmed the solution to his task, he needs to coordinate it with someone on his side and approve the final deal. The next step is confirmation from the main one. Then the agreement of the contract.
As you can see, each such stage is associated with a qualitative change on the client's side. At each stage, there may be many calls, meetings, document transfers, etc. And if your Pipeline is made in the "todo" format - i.e. you called, met, etc. - your deal will hang "back and forth". But if you build sales stages based on changes on the client's side, then the deal will move "linearly" - towards money.
4. Customer Success
However, it is worth remembering that real business does not end at the initial sale stage. If we consider the experience of large international companies in this vein, their KPI has long been set not for a single transaction, but for the consumption of the product. If there is consumption, i.e. subsequent use of the product, then the person will continue to pay you.
In this regard, such a direction as Customer Success is actively developing in the USA. Many large companies already have a specialist – Customer Success manager. His task is to communicate with current clients and get more profit from them.
So, going back to the Pipeline stages, after payment, you need to check whether the client is using the product and whether he received the benefit you promised him. Now let's look at two points that are important to consider in order to avoid the deal getting stuck.
5. How to increase the conversion of transactions?
How is the product usually offered? A call is made, where you are immediately offered to buy something: they tell about themselves, offer to buy something - in other words - "palm off" something unnecessary. How to approach correctly?
Prospecting + Qualifying
Make clearly focused value propositions: know what people you are selling to. That is, be sure to tell them what problems you are solving for these people. Of course, this requires spending time, working your head, identifying these problems and then inserting them into your sales script.
The deal cycle is delayed if companies are not properly “qualified.” What does this mean?
Qualification is a mandatory stage of sales that comes at the beginning.
It consists of 4 points:
What is the customer's need?
Who is the client's decision maker?
Is there a budget?
Is there a deadline?
If there are answers to these questions, your deal is qualified. In this case, it will convert much faster and reach the money without hanging. Below are examples of questions that will help qualify your deals: