Is your sales team having trouble attracting new customers? Is the conversion not very good? Aren’t your current customers loyal? This “Funil de Vendas” book summary is here to solve those problems in a straightforward and dynamic way.
Nowadays, there are a growing number of offers, and consumers can easily compare products and services before buying them. The practice of making sales is constantly evolving.
In this context, Humberto Marques and Renato Levi detail a five-phase methodology that aims to improve the results of the commercial sector.
Do you want to know which methodology is this and what are these phases? Stay with us!
“Funil de Vendas: um jeito fácil para você realizar bons negócios”, in free translation “Sales Funnel: an easy way for you to do good business”, was published in 2019 by Editora SENAC São Paulo. The book tells, in 104 pages, how to use the Sales Funnel methodology to leverage sales.
This methodology has five important phases: to prospect, to attract, to convert, to analyze and to relate. All of them explained throughout the book.
Humberto Marques is a teacher and businessman. Graduated in Business Administration, holds an MBA in Hotel Management from the Centro Universitário SENAC.
Founding partner of “Vai dar Negócios”, acts as a consultant for the sales team of small and medium enterprises. In addition, he teaches social development, management and business courses at SENAC São Paulo.
Renato Levi is a business administrator with a specialization in Sales Management from the Escola Superior de Propaganda e Marketing (ESPM). Has outstanding performance in the commercial area, salesman and sales manager, in the line of B2B and B2C environments.
The content of this work is essential for any modern salesperson who wants to improve their numbers and hit their goals.
The tool suggested by the authors can also be useful for sales team managers, as well as decision-makers who constantly have to deal with salespeople.
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The seller has historically always been the professional responsible for taking to the streets offering their products and convincing people to buy. This was what the commercial managers of many companies thought.
Performing this unorganized, unplanned function, and the sheer number of “nos” they received throughout the day, they began to realize that this was not the most accurate way to make a sale.
With this thought of organizing their activity, which was born in the United States at the turn of the nineteenth to the twentieth century, the AIDA model. This model explained the consumer’s motivations to choose a particular brand or product.
AIDA system model
AIDA was evolving and with the support of scientific studies ended up becoming a methodology, called the Sales Funnel. For a better understanding of what it is and the five phases that make it up, keep reading!
The first phase of this methodology is prospecting. Many companies have difficulties at this stage because they develop prospecting campaigns, without first being aware that they need “to mine” prospects.
The authors caution that there is no rule to follow for effective prospecting, but they do offer some tips:
Then, after knowing the segment in which the company is inserted, which strategies will be used and which regions of service it intends to act on, it is time to use the resources to do the prospecting. So, the following tools are presented:
Knowing who your product interests, where your customers are, and knowing their behavior and habits, the next step is to attract their attention and arouse their interest.
So, some digital tools are of great importance right now:
Effective representation of an email marketing campaign.
Now that the lead has been found and he has shown an interest in buying the product, it is time to convert it into a customer, that is, make the sale.
The authors like to point out that “selling is a process” and therefore has a beginning, middle, and end.
The start is a scheduled and confirmed meeting, with clear objectives set and duration predicted. It is critical that the sales professional is always clear and objective, always saying what he wants and listening to the customer.
Also, it is important to suit your client, making use of different languages and clothing according to the occasion.
From the moment you are facing the customer, you have introduced yourself and started the conversation, it is the middle phase of the process. This is where the salesperson will recognize the customer’s behavior.
The tip here is to ask open-ended questions, but without exaggeration. The first two are enough, otherwise, the conversation will become tiresome and repetitive for the customer.
Lead his/her reasoning toward what interests you, and for that, use phrases previously spoken by the client. For example, if the customer said that it is important for him to have a machine automated, at the end of the contract said: “For you, it is important for the machine to be automated…”.
Finally, when the customer is really interested in closing the sale, he will signal it through nonverbal communication. Pay attention to the movements of the head, whether it is nodding and agreeing or denying something.
If you have the products in your hand, be careful if it moves and fiddles with your product. Or if you cross your arms constantly, it is a sign of defense or that you are not comfortable with any situation.
So, analyze all the details and, when favorable, prepare for the finalization of the negotiation.
It’s time to stop to analyze how the results are. How effective the process is and if it is on the right track.
One of the biggest doubts for people involved in the commercial sector is which strategic indicators to use to analyze the effectiveness of the process. Thus, the authors suggest five types of indicators:
Some salespeople believe that after the sale is completed, their relationship with the customer ends. Quite the opposite!
The tip, according to the authors, is to maintain a close relationship with him, so that it becomes lasting.
The after-sales stage is as important, if not more important, than the other stages of the funnel in terms of business strategies, since you will create a sales cycle.
Making the customer do not forget about the company will mean that when they need a replacement or a new product, they don’t look for the competitor but who has been providing the support all the time.
In addition, the cost of acquiring a new customer is considerably higher than maintaining a customer relationship during the after-sales.
In “Digital Business”, Alan Pakes says that sales are the cornerstones of any business. That’s why you should also focus on winning over your customers and showing that you have the right solution for them by guiding them toward selling your product.
Jeffrey Gitomer, in “The Sales Bible: The Ultimate Sales Resource”, points out that a successful salesperson is one who understands customer needs well and offers services that solve their problems. Think long-term about possible customer loyalty to your service.
Finally, in the book “How to Sell When No One Is Buying” author Dave Lakhani advises: if you are not selling, try to improve your approach. In tough times, bad salespeople give up and open opportunities for the most creative and efficient salespeople.
So, what do you think? Leave your feedback to know your opinion and always offer the best for you!
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