You might be sick to your teeth hearing about data and analytics. If you’ve got any more space in your cranium to cater for data talk then we’d like to occupy it for a few moments. The top sales trainers around the world are beginning to scrutinize and systemise the way firms use data to improve conversions in the field. It became fashionable to speak of sales as a wholly emotion-based boulevard which was lined by rows of empathy and relationship-building; but that’s not the entire story of business development in 2017. Technology has empowered us to have more information than ever before about our customers and also our sales staff; why not harness it properly?
Here are three things you can do to boost sales using data:
- Play to your Strengths
Begin by deconstructing the sales cycle from the commencement to the close. Take a look at the structure of meetings, phone calls and e-mails; have a think about how the information and minutes are recorded from these activities. If you haven’t already, consider having a centralised dashboard for each sales employee and manager.
Now having done this, you can draw comparisons, notice weak spots, strengths and understand how each member of the team plays his or her role. By mapping out the business development blueprint like this, you are able to understand which part of the process somebody is good at and which part somebody finds difficult. Collating and evaluating data can therefore help you to put people into positions where they will excel and drive the sales force forward at a faster rate.
- Paint an Almost Perfect Picture
You can use data to truly understand who your ideal client is. Every little counts in the world of sales because every piece of the puzzle may be a vital ingredient to closing the deal. It goes without saying that relationships must be built, rapport must be drummed up and empathy must be entertained but emotive business development is best supported by data intelligence.
Think about what traits your best customers share, what are their needs, how do they engage with your company?
You ought to go deeper into the data analysis but collating information such as age, marital status, post code, income level etc.
- Map Out Your Customer’s Journey
So now you understand your sales person’s journey, you know your client’s favourite colour and we arrive at the third application of data analysis. You can retrieve information about how your customer finds you, their journey thereafter and what they do post-sale. The benefit of having this clearly set out is your employees gain confidence in determining how to approach a client at different stages of the sales cycle.
Gathering intelligence about the route your clients opt for, and educating this to the sales team, will certainly have a positive impact on sales conversions.