Activity-based sales can be an excellent strategy for those companies that need to organize their processes to sell more and better. This is a metric that gives the sales manager full control , as the sales funnel it is clear and it is possible to have an understanding of all the activities performed by the commercial team. The truth is that the world has changed and technology has imposed on our lives a faster need for change. And, of course, sales are not out of it. Therefore, keeping past habits, old methods, make less and less sense in a society as connected and demanding as the one in which we live. Within this reality, focusing only on results and not on activities is one of the most common mistakes in companies’ business processes. Even because, the pressure on salespeople increases, productivity and peace of mind to generate value for the customer vanish and, get this: the results don’t show up. That’s why activity-based selling can be the solution for your company. In this article, we explain what exactly this concept is, how it works and how you can implement it within your business. Come on? Good reading
So what is activity-based selling?
It’s about creating a strategy not based solely on results, but on the entire process. But what does it mean? If you manage to straighten out the process, structure your relationship steps with the prospect, generate value for him from the first contact, so you will always be close to closing a sale. It is, therefore, the method of basing the sale on the activities carried out until the time comes to make the proposal and receive acceptance. This is what must be measured and not the results themselves, regardless of how they were obtained. It also means a change in thinking, in culture. After all, it is necessary to focus on each step, each step to reach the goal (sell). Think of a football team that needs to win a game. There are steps that need to be taken to reach the ultimate goal, the goal. Then there’s the team training, preparation for the game, exchange of passes, movements, advancement in the field of play, among others, to reach and score the goal. In football, it’s quite difficult to score a goal from the middle of the field (even Pelé didn’t get it). It is necessary to gain ground little by little to reach the final objective. And so it is in sales. To sell more and better, you need to complete activities along the way so that, in the end, you will succeed in what you are looking for.
Why activity-based sales can be the way out for your company?
Uncertainties, rejection, pressure and concerns. All of this is part of the daily routine of professionals involved in sales. After all, companies only grow sustainably if sales increase. Activity-based selling exists to reduce these impacts. With structured processes, defined steps, the objective is to improve the routine as a whole. Sellers, managers and consequently the company can only gain from this method. Below, we’ve broken down some of the advantages of basing sales on activities. Check out:
Full control over sales
Without a doubt, the main benefit of basing sales on activities is having total control over sales – both managers and the sales team. After defining the process with its steps, it is necessary to put them into practice and, for a certain period of time (it can be a two-month period) analyze how it happened. This assessment can take place in a feedback meeting… With this constant refinement of the process, people feel in control of what they are doing. After all, they know that if all steps are performed correctly, the sale will be closer to completion. Of course, it is not possible to control whether the prospect will close or not, a number of factors are weighing on this moment. Even if you show that you are an expert at what you do, you generate value for the lead, show how the solution works, you may not be able to make the sale – and there is no reason to despair about it. This is for monitoring the activities carried out. In this mission, it is essential to have all actions performed in one place, centralized and visually easy to access. If it doesn’t, how will you know which step is working correctly and which one needs to be fixed?
With accurate and categorized information for every step and every activity, you take control of sales.
When you’re in control of the situation, everyone’s calmer and safer to work, isn’t it?
Confidence to increase productivity
Another advantage of basing sales on activities is that it generates much more confidence and peace of mind for those involved in the commercial process – as we mentioned at the end of the last item. This way you know what to do, how to do it and when to do it. You feel safe to carry out your tasks and feel more assured that, as the business process gets better, you will be able to sell more and better. Using the example of football again, substitution: anxiety leaves and confidence enters. And that generates much more productivity. Without the nervousness of having to hit the target without knowing how, without having mapped the actions to do so, it’s easier to have confidence in a connection with the prospect, for example. Easy to think about how the solution you sell works on the lead’s pain, you can generate value and act as a business advisor. You will show him how and why your product and service works for him. This does impact for the sale to be completed. Salespeople anxious and pressured to hit their targets can demonstrate this to those on the other end of the line. And if prospects know how to identify this, they can either take advantage or give up on buying from this company. The sense of accomplishment, of empowerment, makes a sales team more confident and generates contacts with the lead, always generating a lot of value for everyone. Both customers can learn more about what you sell, and the salesperson can gain insights to improve your speech and actions. In other words, this is another important element to keep the business process in constant improvement.
More confidence, greater motivation
When you have confidence in what you do, when you have confidence in the activities performed, the motivation is undoubtedly much greater. The impact will be on salespeople’s lives as a whole, not only professionally, but also personally. Pressured, frustrated professionals take it indoors many times and this causes a general discomfort for the person. That’s why activity-based selling is so important to everyone. It’s about being proud of what you’ve done. What you set as a goal and managed to accomplish. The number of calls made, the emails sent per day, the schedules and the advancement of steps in the sales funnel of your prospects. More than that, the quality of interactions you made and how much confidence and knowledge you gave to those looking for a solution to their problems.
Maximization of performance indicators
By determining that your sales team will base sales on activities, you can maximize the following performance indicators:
- Amount of Business – It is the total number of opportunities within your sales funnel, from the first contact to the acceptance of the offer;
- Business Value – The average ticket of all contracts added up within the sales funnel;
- Conversion Rate – Percentage of successful trades performed;
- Sales cycle – The time it took for the lead to effectively become a customer.
Constant improvement is mandatory when adopting this working approach. After all, you will increasingly develop skills and empirical knowledge about the entire process and its steps. With activities flowing better, it will then be possible to sell more – as sellers will know what to do and how to do it. And also to sell and better – because the prospect will feel that there is value generated in their interactions and will thus be educated and empowered about what they need. It’s about trust for those who sell and trust for those who buy.
In 5 Steps: Applying Activity-Based Sales to Your Business Today
We have set aside a few steps so that you can put into practice an activity-based plan within your company. In this way, you can empower both your sales team and your customer and impact the CAC and LTV of your business. Check out:
1 – Set your goals
It’s not because sales are activity-based that goals are unimportant and don’t need to be set. To define them, it is necessary to be realistic and focus on what can really be achieved. So, instead of trying to project how many sales to make in the day, look for the number of calls, fired emails, scheduled appointments, etc. But as important as setting a realistic goal – but one that requires dedication from your team – is understanding the reasons behind them. Everyone wants to earn money and be a reference in what they do, but there are several elements at play. Consider everyone: from professional growth to in-company promotions. All goals need to make sense to be true, to make sense and get closer to those people who are in charge of achieving them.
2 – Structure your process
After that, it’s time to structure the business process. Define the stages of marketing, pre-sales, sales and also customer success funnels. Define who will be responsible for each funnel and what activities will take place at all stages. Also, choose content that makes sense not only for the lead’s maturity level, but also for the stage at which it’s at. For example, you cannot submit a video about best practices for using your product or service in the pre-sales funnel. In this one, you need to deliver content that shows the importance and impact of your solution – how about sharing a case?
3 – Train and seek knowledge
For the steps of the process to work, it is necessary to have a lot of applied knowledge. And for that, nothing better than training, a lot of training. Of course, each salesperson will have their time, their rhythm, and it will be up to the manager to identify the “slower” and qualify them. Otherwise, the team will have the rhythm of this professional and that’s not good. Therefore, the agile methodology is a good solution for an entire sector: stimulating and sharing knowledge. And to share knowledge, there’s nothing better than having a sales playbook complete and always up to date. Thus, everyone has in detail what they need to do – always aligned with the company’s values and mission. In addition, it is up to each professional to seek to qualify on their own. Read articles, take courses (the company can and should help with this), attend webinars, among others. After all, you want to increase the number of deals within your sales funnel and increase your conversion rate, don’t you? So, adding knowledge, exchanging experiences with other professionals while the commercial process is streamlined is essential to sell more and better.
4 – Use the information to your advantage
Since you have all the information about the activities carried out, use them to your advantage. Review the moments you’ve had the most success. What did you do? What content did you send, what email tone did you use, and how did you move the lead to the next step in the funnel? Draw similarities with other successful actions and compare them with those that were not successful. After all, you’ll have your process fine-tuned: knowing what and how to talk about each step and how often the contact with the prospect should take place.
5 – Have a tool to help you
Centralized information, from the leads first to last contact with your company. Multiple funnels and funnel cadence. Email templates and saved calls. Clear opportunities in the sales pipeline and stagnation alert for them. The truth is that you need a tool, a software that helps you on a daily basis and serves as your main ally in adjusting your business process. A good Online CRM does all this and allows you to have detailed reports of all the activities performed by everyone in your sales team. Thus, it is easier to identify bottlenecks and know which tip to attack to keep your processes straightened out. With these tips, put activity-based selling into practice and see improvements across your business as a whole.
So, how can we help you?
Enjoy and read two articles that can be very useful. The first one talks about how to make a healthy sales routine in your company. The other has 17 sales tips for you to implement on a daily basis. If you have any questions about this article or want to share some pain in your business, talk to a consultant today. Good sales!