It is at the beginning of the sales process that we must identify the quality of the opportunity and plan what needs to be done so that we can close the dream deal
Since the first contact with a new business opportunity, we are building the expectation of a lasting relationship, exchange of value and achievement of results, right?
A romantic vision doesn’t kill anyone, but we’ve already mentioned here a few times that there is a lot of work to be done to win that client, close a sustainable business and keep him/her for as long as possible in your wallet, satisfied and recommending your work.
It is at the beginning of the sales process that we must identify the quality of the opportunity and plan what needs to be done so that we can close the dream deal.
We have already seen how important it is to realize whether the client will have the budget to hire your service and everything that needs to come with it (outsourcing, media, tools) and time available to monitor the work, in addition to, together with your agency, ensuring the achievement of results.
To ensure that we know enough to go through with the sales process, all that remains is to identify one thing: why would this purchase matter to him?
The importance of finding out what the customer wants
It is based on this perception that we can conclude that he has come to the right place, in other words, that his agency can really help him. This at least partially understands the value proposition of your services and therefore that the negotiation is worth proceeding with.
The idea here is not to find out what service he wants you to provide. Nor does it determine the target of its work. He may come wanting you to just generate a website for him, or that you make him a national reference in his segment. This doesn’t determine your planning per se.
Understanding his motivation will make it clear to you what he thinks about what you can achieve for him, within what he already imagines in terms of time and budget. You can, of course, accept and close the deal as and according to their expectations and perspective. Basically, you would like to sell more services, for a longer time, with a more achievable, profitable, and sustainable goal, wouldn’t you?
What kinds of goals should I prepare to discover?
As we have already established, your client’s motivation to talk to you to close a Digital Marketing project is what will guide your sales process and then, the work planning.
Right now, what we want is to see if your client’s expectation fits into one of the 9 Ways of Success in Digital Marketing, that is, if he understands what macro goals we can achieve for him, which really cooperate for the success of the business from him.
Having pre-formatted goals will help you plan your service packages in advance, according to what would be most useful at each moment in the client’s company.
A customer that needs to reduce the cost of acquisition (CAC), for example, will need a focus on smart automation and segmentation activities to achieve that goal. Identifying this need makes it easier to determine what goes into the proposal, isn’t it?
And how do I find this goal?
We’ve already said several times that it’s no use asking your client directly what you want to know, since he’s not an expert like you, he’s too involved in his problems and there’s no way to see outside his agency. It’s up to you to perceive and validate your perception with it.
Through targeted questions, it is possible to raise some clues that will help you understand the most direct path to this customer’s success. For example: ” C atom you maintain a relationship with your Leads base? ” is a question that brings with it several ramifications of questions.
“Maintain relationship? Isn’t it just firing emails?”
“Leads Base? I don’t have that… people go to my website and buy/contact me.”
“Lead? What is it?”
Depending on the answer, you already know that the main objective of the job will be to Generate Qualified Leads or Sell to Leads. Without that, I wouldn’t even be able to move on.
Therefore, investigating is necessary.
But what do I gain by identifying what the customer wants? Won’t I end up selling fewer services with this?
Depending on the situation, yes, the submitted and closed proposal may be smaller than you would like. But since when is this problem bigger than selling services where your customer doesn’t see value when buying, much less when receiving? When you experience a “cost cut” because you’re delivering more work than value, you’ll know what I’m talking about.
With an expectation aligned with the customer, you demonstrate empathy, genuine interest in their success, and a lean attitude (minimum effort, maximum result, incrementally and iteratively). By making this clear from the start, you take the first step towards a long-lasting and gradually deepening relationship.
If your customer understands that you are committed to selling them only what can generate value for them at that time, in order to prioritize activities and build the foundation for their success, they will renew and deepen their dependence on your services with the passage of time.
And what’s the problem with continuing to sell what I want to sell?
Whenever you surrender to selling your pre-formatted service package indistinctly, “because it’s what he asked for” or “because everyone needs the same thing”, you are perceived (even if unconsciously) as someone focused on yourself.
In a strategic relationship like the one between the agency and the company, either both are focused on the success of the work, or each is running to one side (in this case, yours).
If the customer perceives that you are “on his side”, do two things: either he finds someone who will run along with him, to the same place, or he presses the cost of whoever is nearby, creating a negative relationship for both sides.
Also, if you haven’t done a very good job of understanding and prioritizing the right goal for the job, you can make whatever effort it takes… but the pain will only increase— and then the responsibility will have been yours.
And how should my sales process anticipate this activity?
Here at RD Station, we work with Inbound Sales (in addition to Inbound Marketing). This means that we help leads/prospects to go through the buying journey again in a guided way.
The first steps on this journey are discovering that there is a problem to be solved and making the move to understand it, right? This is exactly the step we take in our first contact, which we call the Connect step.
I need to connect with the Lead. I need to understand if he has the profile of a potential buyer of my services (context, investment capacity, time of dedication) and if his need can be met by my value proposition (alignment of the work objective).
It is with this connection that I decide to go ahead with the sales process and understand more deeply my client’s problem and objectives in order to put together a proposal that he will accept, at a price that reflects the value being offered, with priority suitable for the seriousness of the problem.
Ready to align proposals and offer a real value service to your customers? Count on us for this.