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HOW TO IMPLEMENT A SUCCESSFUL SALES COMMUNICATIONS STRATEGY


BUSINESSES HAVE ONE MAIN GOAL: TO MAKE SALES. ORGANISATIONS ARE POOLING MORE
TIME AND MONEY THAN EVER INTO MARKETING, PRODUCT DEVELOPMENT, AND DIGITALISATION
IN AN ATTEMPT TO FIND NEW AND SUCCESSFUL WAYS TO INCREASE THEIR SALES.



But in the bid to find new ways to secure sales, businesses sometimes overlook
the value of the most simple, effective strategy: sales communications.

While marketing, development, and sales enablement has its place in setting up a
sale, having a successful sales communication strategy is often what secures the
sale for most organisations. Different companies utilise different sales
techniques depending on their sales team; from cross-selling and upselling, to
cold calling; the world of sales is vast and varied. But whatever the technique,
communication remains at the heart of a successful sales strategy.


COMMUNICATION IN BUSINESS

Effective communication is crucial for every business. Whether it’s
communication with prospects or within the business itself, verbal and
non-verbal communication can make the difference between closing a deal and
missing an opportunity.

The importance of communication has not gone unnoticed by businesses, and those
with a successful sales communications strategy are often those implementing a
well-defined sales cadence.


SALES CADENCES

A sales cadence is the series of sales activities a business uses to secure a
sale with a prospect. It includes every type of engagement the salesperson has
with the potential customer, including emails, phone calls, and interactions
made on social media.

> A sales cadence is the series of sales activities a business uses to secure a
> sale with a prospect.

At every stage of the cadence, strong and effective communication is vital. The
key steps to creating a successful sales cadence include:


PROFILE AND RESEARCH

A sales cadence often starts with a profiling stage. The business will identify
their ideal customer profile, the prospect’s persona, and what platforms they
are most active on. This helps determine the best way to reach the prospect and
how to tailor the sales cadence to the prospect.

Various tools and plug-ins are now available for businesses to be able to
quickly identify direct contact details for potential prospects to save time and
resources researching a prospect. The data can also be saved onto a company’s
database to speed up the process.

It is important to profile a prospect before communicating with them. This is to
identify which communication methods are most useful. A tool or plug-in can help
speed up this process.


MODE OF COMMUNICATION

An effective sales cadence will utilise as many different modes of communication
as possible. These can include text messages, emails (which are often
personalised), phone calls, and voicemails.

Sales cadences often incorporate the use of social media interaction, too. This
can take the form of sending prospects messages across social media platforms,
sharing a post and tagging the prospect in it, or engaging with them via
LinkedIn InMail. A good sales cadence will establish the mode of communication
most used by its potential customers and target them via this medium.



> An effective sales cadence will utilise as many different modes of
> communication as possible.


FREQUENCY AND TIMING

A sales cadence doesn’t just take into account who to target and how; it also
considers when, and how often, to engage with potential customers. A cadence can
fail if the salesperson doesn’t make enough follow-ups and, on average, a
prospect must be contacted at least seven times for them to engage with the
sales content.

A sales cadence is designed to catch a prospect’s attention; so, a business must
identify the ideal time window to connect with the potential customer. This
requires trial and error, and a seller will have to monitor the touchpoints and
channels through which they get the most engagement with prospects and adjust
their cadence accordingly to optimise their results.


DURATION

Timing is crucial when running a sales cadence. The ideal duration of a sales
cadence is between two and four weeks between the first and last point of
contact. Prospects who show no engagement with touchpoints (for example, those
who don’t open emails or respond to calls or voicemails) are often removed from
the cadence mailing list after two weeks, while those who show signs of little
to moderate engagement (such as following links on social media or reading
emails) are kept on for four weeks or until they respond to a touchpoint.

When following a sales cadence, time is very important. The length of time
between contacting and response rate is essential in identifying who no longer
to target and who to continue targeting.

YOU MAY ALSO BE INTERESTED IN:

Selling fashion: How to do it online 5 Quick and Simple Ways to Increase B2B
Leads Via Twitter


CLOSING A SALE WITH A CADENCE

In the modern world of business, sales teams must evolve. Implementing a sales
cadence is an effective way for businesses to see their sales teams progress and
to increase customer engagement and sales at the same time.

Despite the evolution of modern business, communication remains at the heart of
sales. A sales cadence generates communication between prospects and
salespeople; it allows a business to remind prospects who they are, to build a
relationship with potential customers, and to offer buyers a personalised
customer experience. Creating touchpoints with prospects and opening channels
for communication can be the difference between an abandoned sale and a closed
sale.


SUCCESSFUL SALES STRATEGY

Using a sales cadence brings structure to the sales process and optimises
customer engagement, but a cadence will only be as strong as the salespeople
behind it.

Effective communication is the key to gaining and retaining relationships with
prospects. A sales cadence will establish and increase touchpoints, but it’s
down to the business to make the most of these communication opportunities to
close the sale.



Sales & Marketing
By CEO Today On Aug 26, 2020
SalesSocial MediamarketingEmailsStrategytechnology
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r.rossington 2778 posts 0 comments


Hi, I'm Richard, the Editor for our Online Content. Feel free to email me at
editorial.dept@ceotodaymagazine.com if you have any questions or interesting
content to send over!

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