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Predictable Prospecting

Predictable Prospecting

How to Radically Increase Your B2B Sales Pipeline
作者 Tyler 2016 256 页数
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重点摘要

1. 开展竞争性SWOT分析以定位您的产品

销售培训计划在涵盖产品和服务知识、销售技能、销售技术平台和公司政策方面做得不错,甚至非常出色。然而,在正式培训结束时,大多数销售专业人员仍然缺乏自信和能力,因为他们还没有形成如何将公司与竞争对手区分开来的强烈意识。

了解您的竞争地位。 全面的SWOT分析对于销售专业人员自信地阐述公司价值主张至关重要。此分析应涵盖六个关键因素:

  • 4P:产品、价格、促销和地点
  • 声誉因素
  • 内部资源因素
  • 外部力量
  • 趋势
  • VUCA(易变、不确定、复杂和模糊)因素

通过审查这些要素,销售人员可以识别公司独特的优势和潜在的弱点,以及市场机会和威胁。这些知识使他们能够有效地将产品与竞争对手区分开来,更准确地满足客户需求。

2. 创建理想客户和潜在客户档案以进行有针对性的外展

跳过或花费太少时间定义IAP是销售人员犯的最大错误之一;他们在那些可能永远不会购买的账户上浪费了大量时间。

专注于高价值潜在客户。 开发理想客户档案(IAP)和理想潜在客户角色(IPP)对于高效和有效的潜在客户开发至关重要。这些档案帮助销售人员瞄准最有可能购买和具有最高生命周期价值的账户。

IAP的关键组成部分包括:

  • 公司特征(行业、公司规模、地理位置)
  • 运营适配(当前设备、采购政策、购买决策)
  • 情境适配(战略计划、内部能力、财务健康)

IPP应关注:

  • 职位和职能
  • 职业目标
  • 影响力图(决策者、影响者、守门人)
  • 核心价值主张和主要反对意见

通过创建详细的IAP和IPP,销售团队可以将精力集中在最有前途的潜在客户上,大大提高成功的机会。

3. 制作与买家旅程阶段一致的引人注目的信息

制作正确的信息始于认识到潜在客户在客户购买周期的不同阶段存在不同的购买意图。

根据买家准备情况调整您的方法。 有效的信息应根据潜在客户在购买周期中的阶段进行定制:未意识到、意识到、感兴趣、评估、购买和购买后。这种方法确保沟通在每个步骤中对潜在客户都是相关且有价值的。

制作引人注目的信息的关键原则:

  • 使用内容吸引框架(CWC):障碍、结果、机会
  • 根据潜在客户研究个性化沟通
  • 制作引人注目的主题行
  • 在要求任何回报之前提供价值
  • 使用社会证明和案例研究建立信誉
  • 包含明确的单一行动呼吁

通过将信息与买家旅程对齐,销售人员可以更有效地推动潜在客户通过销售漏斗,并增加获得会议和达成交易的机会。

4. 设计多触点、多渠道的潜在客户开发活动

虽然我们希望避免提供通用的处方,但我们确实希望设定一个推荐的起点,销售团队可以自信地使用它来构建多渠道、多触点的活动。

坚持和多样性是关键。 成功的潜在客户开发活动利用多个触点和各种渠道来增加吸引潜在客户的机会。一个典型的活动可能包括在20-22个工作日内进行8-12次触点,结合电子邮件、电话和可能的社交媒体互动。

示例9触点、20个工作日的活动结构:

  1. 第1天:电子邮件(行动呼吁:内部推荐)
  2. 第3天:电子邮件(行动呼吁:内部推荐)
  3. 第6天:电子邮件(行动呼吁:从未意识到到意识到的资产点击)
  4. 第8天:电子邮件(行动呼吁:安排会议)
  5. 第8天:电话(行动呼吁:安排会议)
  6. 第11天:电子邮件(行动呼吁:从意识到到感兴趣的资产点击)
  7. 第13天:电子邮件(行动呼吁:从感兴趣到评估的资产点击)
  8. 第18天:电子邮件(行动呼吁:安排会议)
  9. 第20天:电话(行动呼吁:安排会议)

这种方法在坚持的同时尊重潜在客户的时间,增加了积极回应的可能性。

5. 使用AWAF和BANT框架有效地筛选潜在客户

为了避免这些陷阱,每个销售团队必须有一套(不超过五个)必须具备的标准,这些标准基于“坏潜在客户”和“坏客户”的已知特征。

高效的筛选节省时间和资源。 可预测的潜在客户开发方法采用两波筛选:我们是否合适?(AWAF)和预算、权限、需求和时间(BANT)。这种方法帮助销售人员快速识别高价值潜在客户,避免在不合格的潜在客户上浪费时间。

AWAF标准可能包括:

  • 物理或技术基础设施兼容性
  • 法规要求一致性
  • 文化兼容性

BANT筛选关注:

  • 需求:发现明确的需求和机会
  • 时间:评估紧迫性和决策时间表
  • 权限:识别关键决策者和影响者
  • 预算:了解资金流程和可用性

通过应用这些框架,销售团队可以将精力集中在最有可能成为有价值客户的潜在客户上。

6. 使用关键指标和精益流程优化您的销售管道

潜在客户开发不是一劳永逸的过程。销售团队必须密切监测和优化他们的管道,以实现销售投资的最大回报。

持续测量、分析和改进。 成功的销售组织使用精益优化技术和关键绩效指标(KPI)来不断改进管道性能。这涉及在销售过程的每个阶段跟踪指标,并做出数据驱动的决策以提高效率。

需要监测的关键指标包括:

  • 新队列:按来源的潜在客户量、参与时间、处置率
  • 工作队列:每天设定的预约次数、每天的触点次数、电子邮件打开和点击率
  • 筛选队列:潜在客户处置率、周期时间
  • 成交队列:赢率、周期时间、管道价值

通过定期审查这些指标并应用精益优化原则,销售团队可以识别瓶颈、优化流程,并最大化销售投资回报。

7. 利用技术和工具增强销售开发

销售工具必须被视为达到目的的手段;它们应支持帮助销售专业人员更快达成更多交易的销售流程。

选择能放大效果的工具。 适当的技术可以通过简化流程、提供有价值的见解和实现更个性化的外展来显著增强销售开发工作。需要考虑的关键工具类别包括:

  • 联系发现和管理
  • 销售支持和内容管理
  • 用于潜在客户评分的预测分析
  • 营销自动化平台
  • 销售工作流程自动化
  • 电子邮件跟踪和管理
  • 网络会议和文档共享
  • CRM系统

在选择工具时,重点关注那些与现有系统良好集成、支持特定销售流程并在效率和效果上提供可衡量改进的工具。

8. 构建和管理高绩效的销售开发团队

为此,首先从销售开发组织内部寻找人才。然而,警惕简单地将顶级表现的SDR提升为经理。通常,高绩效者是无情的独立者。

培养强大的销售开发文化。 构建一个有效的销售开发团队需要仔细考虑组织结构、招聘实践、培训计划和管理方法。关键策略包括:

  • 内部销售开发以更好地控制和人才发展
  • 招聘聪明、认真和口齿伶俐的早期职业人士
  • 提供全面的产品、流程和技能培训
  • 设立专职的销售开发经理
  • 为SDR提供有效的流程和技术支持
  • 奖励结果而非活动

通过关注这些要素,组织可以创建一个高绩效的销售开发功能,持续生成高质量的潜在客户并推动收入增长。

9. 培养成功销售开发代表的基本习惯

由于我们两人阅读了许多关于销售的书籍,我们得出的结论是,关于高度成功的销售人员的习惯,几乎没有什么新鲜事。

培养成功的行为和心态。 成功的SDR培养增强其生产力、沟通技能和职业效能的习惯。这些习惯分为三个主要类别:

时间管理:

  • 专注于高影响力活动
  • 在专用时间块中安排任务
  • 计划并将目标分解为可管理的部分
  • 委派非必要任务

沟通:

  • 展现积极的态度
  • 提问有见地的问题并积极倾听
  • 及时回应询问和请求

职业效能:

  • 保持准确的CRM记录
  • 坚持个性化的跟进
  • 不断扩展您的网络和知识
  • 保护您的职业声誉
  • 致力于持续学习和技能发展

通过持续实践这些习惯,SDR可以提高其表现,建立更强的潜在客户关系,并在销售职业中取得进步。

最后更新日期:

FAQ

What's "Predictable Prospecting" about?

  • Sales Pipeline Focus: "Predictable Prospecting" by Marylou Tyler and Jeremey Donovan is a guide on how to systematically increase a B2B sales pipeline using a structured approach.
  • Balance of Theory and Practice: The book strikes a balance between theoretical concepts and practical applications, providing real-world examples and case studies.
  • Sales Process Optimization: It emphasizes optimizing the sales process to make prospecting more predictable, productive, and profitable.
  • Target Audience: The book is aimed at sales development professionals, account executives, and sales leaders looking to improve their prospecting efforts.

Why should I read "Predictable Prospecting"?

  • Improve Sales Results: The book offers strategies to enhance sales results by streamlining prospecting activities into an effective selling system.
  • Practical Insights: It provides actionable insights and methodologies that can be directly applied to real-world sales scenarios.
  • Comprehensive Framework: Readers gain a comprehensive framework for targeting, engaging, and optimizing their sales pipeline.
  • Expert Endorsements: The book is praised by industry experts like Neil Rackham and Jeb Blount for its balanced approach and practical value.

What are the key takeaways of "Predictable Prospecting"?

  • Structured Prospecting: Implement a structured approach to prospecting that includes targeting, engaging, and optimizing.
  • Ideal Account and Prospect Profiles: Develop Ideal Account Profiles (IAP) and Ideal Prospect Personas (IPP) to focus efforts on high-value targets.
  • Multichannel Campaigns: Use multitouch, multichannel campaigns to effectively engage prospects and secure meetings.
  • Continuous Improvement: Regularly measure and optimize the sales pipeline using key performance indicators and lean optimization techniques.

How does the book define the Ideal Account Profile (IAP)?

  • High Lifetime Value: An IAP targets companies with a high lifetime value and a high likelihood of purchasing.
  • Segmentation Factors: It includes firmographic, operational, and situational fit factors to identify the most promising accounts.
  • Customization: The IAP should be tailored to the specific needs and characteristics of the business.
  • Strategic Focus: It helps sales teams focus their efforts on the most valuable segments, maximizing return on effort.

What is the Ideal Prospect Persona (IPP) according to "Predictable Prospecting"?

  • Targeted Approach: The IPP helps identify the right individuals within target accounts to engage with.
  • Professional Objectives: It includes understanding the professional objectives and challenges of the prospect.
  • Influence Map: The IPP outlines the decision-making process and identifies key influencers and decision-makers.
  • Personalization: It emphasizes the importance of personalizing communication to resonate with the prospect's needs and goals.

How does "Predictable Prospecting" suggest crafting the right message?

  • Buying Cycle Stages: Tailor messages to the prospect's stage in the buying cycle, from unaware to purchase.
  • Compel with Content Framework: Use the Compel with Content (CWC) framework to structure messages with obstacle, outcome, and opportunity.
  • Emotional and Rational Triggers: Balance emotional and rational triggers in messaging to move prospects through the buying cycle.
  • Personalization Levels: Adjust the level of personalization based on the prospect's stage and the context of the communication.

What are the best quotes from "Predictable Prospecting" and what do they mean?

  • "Prospecting is the most important work in sales.": This quote emphasizes the critical role of prospecting in driving sales success and pipeline growth.
  • "You can’t be all things to all people.": It highlights the importance of focusing on ideal accounts and prospects to maximize sales efficiency.
  • "Prospects don’t care what you do. They care about what you do for them.": This underscores the need to align sales efforts with the prospect's needs and value propositions.
  • "Always be testing.": It encourages continuous experimentation and optimization in sales processes to achieve better results.

How does "Predictable Prospecting" recommend handling objections?

  • Empathy and Understanding: Acknowledge objections with empathy and seek to understand the prospect's concerns.
  • Probing Questions: Use probing questions to isolate the issue and gather more information.
  • Case Studies and Proof: Provide case studies and proof points to address objections and demonstrate value.
  • Confirmation: Confirm that the objection has been addressed to ensure it doesn't linger in the prospect's mind.

What is the role of technology in "Predictable Prospecting"?

  • Sales Productivity Tools: The book discusses various sales productivity tools that support the prospecting process.
  • Workflow Automation: It highlights the importance of using workflow automation tools to manage multitouch campaigns.
  • Data-Driven Insights: Emphasizes leveraging data-driven tools for developing and evolving Ideal Account and Prospect Profiles.
  • Integration with CRM: Recommends integrating tools with CRM systems for seamless data management and process optimization.

How does "Predictable Prospecting" suggest measuring and optimizing the sales pipeline?

  • Key Performance Indicators: Use KPIs to measure success at each stage of the sales journey.
  • Lean Optimization: Apply Lean Six Sigma and Design Thinking frameworks for continuous improvement.
  • Intra- and Inter-Stage Measures: Track both intra-stage (volume, cycle time) and inter-stage (advancement, dropout) metrics.
  • Prioritization: Prioritize issues and opportunities based on business impact and degree of difficulty.

What are the recommended habits of highly successful SDRs in "Predictable Prospecting"?

  • Time Management: Focus on scheduling, planning, and delegating tasks to maximize productivity.
  • Effective Communication: Emphasize listening, asking questions, and responding promptly to prospects and clients.
  • Professional Effectiveness: Maintain accurate records, persist with personalized touches, and continuously learn and improve.
  • Positive Attitude: Project a positive outlook and build rapport with prospects to foster trust and engagement.

What is the future of prospecting according to "Predictable Prospecting"?

  • Data-Driven Tools: The future will see more data-driven tools for developing Ideal Account and Prospect Profiles.
  • Accurate Databases: Expect more accurate databases for identifying leads that match IAP and IPP criteria.
  • Knowledge Bases: Intra- and inter-company knowledge bases will help identify effective practices.
  • Account-Based Selling: Tools will make personalization more seamless, enhancing account-based selling strategies.

评论

3.80 满分 5
平均评分来自 100+ 来自Goodreads和亚马逊的评分.

如何大幅提升B2B销售管道的可预测性 获得了褒贬不一的评价。读者们赞赏其对B2B销售的结构化方法、实用建议和可操作的策略。许多人认为这本书对销售领导者和新手来说非常有价值。书中涵盖了开发理想客户档案、创建引人注目的信息以及优化销售流程等主题。然而,一些批评者认为内容缺乏原创性和深度。尽管大多数评论者推荐这本书的可操作见解,但有些人建议它更适合初学者或大型组织。

Your rating:
4.4
32 评分

关于作者

Marylou Tyler 是一位在B2B销售和潜在客户开发领域颇有成就的作家和专家。她于2011年合著了《可预测的收入》一书,在销售行业中广受好评。Tyler的专长在于开发系统化的方法,以增加销售管道并改进潜在客户开发技术。她的写作风格因其清晰、实用且基于实际经验而备受赞誉。Tyler的工作重点是帮助销售专业人士和组织创建可重复、可扩展的潜在客户生成和资格认证流程。她以其对现代销售策略的洞察力而闻名,特别是在适应不断变化的市场条件和在销售过程中利用技术方面。

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