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There are many different ways to execute a winning sales strategy, as every organization is unique. The exact product sold and audience targeted heavily varies between businesses. Therefore, it’s logical that each B2B sales strategy is diverse in execution to ensure the most successful results. However, many sales teams have yet to identify their ultimate approach; a recent study shows 91% of young organizations have no fixed sales process. Many salespeople are left to rely on memory and skill to convert and nurture leads into clients. Whilst this may be a short-term fix, to achieve business longevity and revolutionize results, you need an advanced and well-established sales workflow. Learn what a workflow means to your sales strategy, how they can help evolve sales lead nurture and why your business should ensure careful workflow integration.
What is a workflow?
A workflow is an organized process of business activity, outlining specific steps a team can action to achieve the desired results. Workflows are enabled by the distribution and organization of varying resources, communications and collateral, each helping the workflow provide a specific service, transport materials and process information. In B2B sales, a workflow offers your team a set of repeatable tasks they can use to establish rapport, nurture leads and achieve conversion. These workflow processes help your team hone and improve their skills instead of relying on them, supporting daily sales processes with relevant resources to ensure a steady uplift in success. It can take time to create a fully successful workflow; as buyer preferences evolve. Small steps and actions may need to adjust before you land on the perfect sales formula. However, a workflow ultimately gives your team a structure you can measure and improve, ensuring you’re maximizing every opportunity in the most effective way. Using a workflow, you can pinpoint specific actions that deter leads from converting and make impactful changes to effectively boost results.
Establishing an effective sales process
It’s likely every department in your organization will use a workflow, from marketing to customer service. So why the difficulty for sales departments to adopt this strategy? Many sales managers believe the answer lies in communication and training; as individual skill and charisma have the power to affect a sales process, managers struggle to explain optimum strategies to their teams. Whilst you might make a cup of coffee every day, explaining this process to someone totally alien to the concept of coffee is far more difficult than you initially think. Sales managers struggle to translate their own experiences into a defined process that others can follow to achieve the same result, especially if the natural skill and charisma of their team members misalign with their own.
With nine in ten sales teams using a “loose sales structure” to secure clients, it would appear that understanding how to establish an effective sales process challenges many; this may be because it’s easy to overthink this process when trying to draw from personal experiences. Strip your sales pipeline back to its bare bones, identifying broad, essential processes and events that define progression, such as “the first call”, “lead nurture” and “negotiation”. Then dig into deeper detail- when making the first call, how must data be processed? What qualifying questions need to be asked? Workflows don’t need to hold the hands of your sales team every step of the way- you can allow them the freedom to flex their skills when making calls and building relationships. A workflow should ensure your team doesn’t move onto the next step of a sales process without gaining certain pieces of information, or until the buyer is ready; outlining the criteria required from each step to optimize every opportunity is the key.
You’ve now defined the processes your team can work through to convert a lead into a client. You have successfully created a basic workflow! It’s now time to look at your current sales process and ask how many team members conduct a sales approach similar to your outlined workflow. From here, you can start to implement these simple steps into your team’s everyday functions, consistently building workflow detail into these steps once established for seamless strategy adoption.
Automated workflows for sales lead nurture
One of the most difficult processes facing B2B sales teams is lead nurture. Building a relationship of trust and authority with each lead through an individually crafted journey takes a vast amount of time and commitment. Although you may establish an effective sales workflow that carefully addresses each step of the buyer journey, leads can still get stuck in-between stages in a state of consideration. Unless you have a highly intricate and well-implemented workflow approach, your team will struggle to achieve conversion and will suffer lead stagnation.
This is where 21st-century technology has stepped in to revolutionize sales processes. A myriad of software solutions now enable automated workflows, helping your sales team nurture leads in a highly effective and time-saving manner. Automated workflows can send email communications and nurturing content to engage leads, triggered by chosen time periods or lead behavior. Should a lead finish a call with your sales team, then access your website and download your latest eBook, an automated workflow can instantly send a customized follow-up communication, featuring an industry-specific testimonial to maximize lead engagement. These instant responses have been proven to increase the likelihood of sales success by 4000%, proving how beneficial an automated workflow can be. These automated workflows can be completely bespoke to your business needs and edited as desired, to ensure they work as seamlessly and effectively as your sales department workflow.
An automated workflow is carefully created and regularly improved. This approach ensures your team follows a collection of steps purposefully chosen to optimize their chances of conversion. New team members can easily understand and adopt good sales habits, and your current team gains a supporting structure that helps them reach targets and boosts your business growth.
Can effective workflows help your B2B sales?
We’re ultimately here to ask whether these intricate processes can help your sales approach, and the simple answer is- yes! There are many benefits to be gained from embracing a sales workflow and an automated lead nurture process; we’ve outlined some of the most impactful and exciting here:
- Improved conversion rates: Workflows can help your team convert more leads into clients! It does this through streamlining processes to avoid lead distractions and automating communications that boost brand authority. Embracing workflows into your strategy ultimately helps you achieve your goal. No sales process is perfect- you have to expect leads to go unconverted! But using effective workflows to direct and organize sales processes, boosts the number of clients gained to ensure opportunities are continually maximized.
- Increased average order value: Workflows offer each lead a better sales experience and an elite buyer journey. When carefully nurtured, leads spend an average of 47% more on your product. By embracing workflows to ensure effective lead nurture and enhanced brand experience, leads will better understand the value of your product and feel confident they can gain a return. This encourages leads to invest larger budget amounts and boosts your average order value for improved revenue generation, reduced acquisition costs and a positive ROI!
- Improved sales velocity: Efficient workflows ensure your team work to a structured plan, keeping your brand at the front of the lead’s mind. This helps propel leads further into your pipeline for a speedier sales process. Many teams struggle with clogged pipelines, as leads enter quickly, then get stuck in the decision-making process; workflows prevent this and ensure each team member manages a healthy pipeline of progressive lead behavior.
If you’re keen to build a revolutionary B2B sales workflow, discover the power of Lead Forensics. Our innovative software solution identifies the businesses visiting your website, providing contact details for key decision makers, alongside an advanced analytical breakdown of each lead journey. This enables your sales team to make instant follow-up communication, using Lead Manager functions to assign, track and nurture leads into valuable clients. Lead Forensics users made over $1 billion of combined revenue last year thanks to the sales opportunities provided by Lead Forensics. Find out more- book your free demo today!
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