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The sales cycle: can sales still be saved?

Quality means that the customer comes back and not the goods. The sentence is very old, but more relevant than ever. Everyone who torments their way through the crisis, who writhes through groaning efforts to keep their business going, wants or has to assure employees that things will get better, deserves all the sympathy on earth. One thing is certain: it has never been more important to question, rethink and optimize the sales cycle.

What is important in the sales cycle and what urgently needs to be worked on

But let's get back to the quality that makes the customer come back. In B2B sales, it is not only decisive whether the product meets the needs of the customers, but the whole package: accessibility, supply chains, dunning and the sales process, the widely discussed “sales cycle”, must be right, i.e. all sales processes must be coordinated with one another .


Should we digitize everything that can be digitized?

NO, absolutely NO.

Many customer relationships are still based on a personal level. To "digitize away" this is a fatal mistake. So I would like to deliberately point out the distinction between business with existing customers and business with new customers, for now!

So let's start with the sales cycle at the “new customer” level.

Here the sales cycle begins with getting to know the potential lead. So far so good, but where do you get it from when trade fairs, network parties or similar formats simply cannot take place anymore because of a virus?

So step two is automatically obsolete. What should you find out about "Nobody"?

Why marketing has to be part of the sales cycle today

Cooperation between marketing and sales has become immensely important, because in order to get leads, i.e. potential customers, marketing has to cope with a lot and maybe even come around the corner with crazy actions that no salesperson understands or considers impossible to implement . So it would make sense to develop strategies together now, sales generally don't have hell to do at the moment - keyword smarketing! (From our own experience we can only emphasize again and again that it is not that difficult, we have been doing this for two years, #goFoxBase.)

How to find out the potential of a lead

Step three is more exciting. How do we find out the potential of the lead, whether it is suitable for becoming a customer, or to put it more charmingly: Can the portfolio of products, systems or services offered meet the needs of the lead?

The use of guided selling software is more than justified here. At this point I can warmly recommend our software;), it is really highly functional and I don't just say that because I have to (GF will probably read it too). But kidding aside. This is where the first approach to massively shorten the sales cycle, which is much too long, comes into play.

We call this needs analysis, always coming from the application, without having already shown the customer 10,000 products. The customer is asked questions in customer language that define their needs or requirements and at the end is recommended the most suitable solution for their requirements, or sometimes none, but then the company knows that the interested party has no potential to become a customer. And all of this without tapping into sales resources. I call it the whole thing quite simply: the Cinderella trial.

Since we know an "amazonized" customer behavior from the B2C, many also want to know that this is adapted to their everyday work:

But now we also know that in the B2C environment, quality is secondary. Conversion-oriented actions are in the foreground here, or to put it more charmingly, the CEO of Amazon doesn't give a damn whether the spray helps or not - not his problem.

But what happens if you give the potential customer wrong advice? CORRECT, he's gone. The competition is too great for that and the market is highly competitive. I doubt you will get a second chance.

But now to the structure of existing customers. Imagine there was a guided selling software that would allow the sales organization to focus more on maintaining existing customers. “How?” Asks the reader. Very easily:

Because new customers / prospective customers / customers qualify themselves via the implemented solution, the sales team saves time in the initial approach. This created amount of time is simply reallocated - whether in maintenance of existing customers, acquiring new customers or in strategy workshops with marketing.

Of course, the wheel has not been reinvented here, but if you think about it, there can be no other path that you should take to save your sales in the long term.

And here the circle closes again - quality in sales brings back the customer and not the goods.

Do you agree with our Head of Sales on many points and want to find out more about the topic of "Digitization in B2B sales"? Then simply arrange a web conference with us with just a few clicks:

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