无摩擦销售：不要卖给人，与他们合作

在这篇博客文章中，我们将讨论为什么无摩擦销售的驱动效果以及如何将这种新方法纳入您的sales model.

Let's get started.

The Sales Funnel Is an Outdated Model

If you work in sales, you’re probably familiar with thesales funneland how it works.

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At the top of the funnel, you generate a large number of leads. A smaller proportion of these leads engage with your company, and an even smaller proportion of those who engage convert to an actual customer.

但是，仔细观察，您会意识到有几种方法无法准确表示销售的工作方式。

First and foremost, when you use a funnel, you only get output as long as you’re continuously feeding in input. When you stop pouring into your funnel, you stop getting output from the bottom of the funnel.

在现实生活中，这不是事实。假设你写了evergreenSEO策略的文章。六个月后，本文可能仍然即使您不再积极推广它，也可以为您带来潜在客户和潜在客户。

此外，当您使用漏斗时，在漏斗底部收集的任何东西都不会影响顶部。

But in real life, this isn’t the case. People who have made their way down the bottom of your funnel (i.e. your customers) have a huge impact on the people at the top.

If someone leaves you a glowing review on a third-party review site and your prospects read this review, it could nudge them into scheduling a product demo or asking for a quote from your company.

为什么您应该使用飞轮模型代替漏斗

而不是将您的销售操作视为漏斗，而是将其视为飞轮，这是一台存储旋转能的机器。

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If you add force, the flywheel spins. Add more force and it spins faster. A flywheel will keep on spinning unless there’s enough friction to slow it down, therefore you can look at each rotation of the flywheel as the growth of your company.

Now, to grow your company — and get your flywheel to rotate faster — you can either add force to the flywheelorremove friction.

In terms of sales, adding force involves setting higher sales targets, hiring more reps, or telling your reps to make more calls each day. This is pretty straightforward, and you’re probably already doing everything you can to add more force.

Removing friction, on the other hand, is where most companies fall short. So it’s helpful to look for processes and items to troubleshoot so you stop slowing down your sales.

Here, we’re talking about poor customer experiences, sub-par products, and more.

What is frictionless selling?

Frictionless selling is selling in a way that creates the utmost convenience for your customers. B2C companies are great at doing this; B2B companies, not so much.

当然,你将永远不能达到100%的frictionless selling, but the goal here is to remove as many hurdles as possible. Once you do this, you’ll make your reps’ output more fruitful, and this will have a significant impact on their close rates and won deals.

The Frictionless Selling Framework

根据公司HubSpot的摩擦less selling framework, there are three stages to frictionless selling:

1. Enable您的团队花更多的时间销售。

2. 对齐您的团队与目标买家。

3. 转换您的团队通过学习文化。

Let’s take a closer look at each of these stages, and discuss specific tips you can apply in each stage.

1.启用

In many sales teams, reps don’t know where to focus and may not be allocating their time and effort wisely. They rely on techniques such as lead scraping and cold calling, which are essentially no different from looking for a needle in a haystack.

考虑到这一点，销售经理或董事的工作是使他们的团队优先考虑他们的努力并花费更多的时间销售。他们可以通过：

• Scrutinizing your销售流程. Do these processes need to be updated? How can these processes be improved to maximize productivity?

• Evaluating your销售工具和技术。有冗余吗？是否有任何损害团队有效性的差距？团队应该依靠什么集成，但不是吗？

• Taking a closer look at reps’ day-to-day activities.代表花费最多的时间是什么任务？该过程中最痛苦的部分是什么？可以自动执行哪些入门级任务，以便代表可以专注于更重要的创收活动？

Tip: Self-reporting (i.e. getting reps to provide feedback on what activities they spend the most time on) might be easy, but it isn’t always the most accurate.

For a more sophisticated solution, get your reps to start using a time tracker app such asHubstaff. This allows your team to improve theirtime management skills并更可靠地跟踪他们的工作时间，并让您迅速介入以解决非生产力的任务或流程。

2. Align

Once you’ve enabled your team, the next step is to align them with your target buyer. The goal is to reduce friction and make it easy for your buyer to say “Yes!” to a sale.

You can do this by:

• Ensuring that your team is available 24/7, instead of only providing support during working hours. Set uplive chat on your websiteand hire自由职业者from different countries to work as your customer service reps so you’re always available for prospects in different time zones.

• Making it easy for your clients to schedule meetings with you.使用工具等日历最大程度地减少长电子邮件链。

• 提供透明的定价和折扣。您对定价的开放和预期越多，您对潜在客户建立的信任就越多。

• Making it simple for buyers to cancel.If you’re trying to lock your buyer into a two-year contract, that’s a major red flag.

Tip: Once you’ve implemented the suggestions above, you can find more ideas on how to align your team with your target buyer by trawling through your old customer inquiry emails.

例如，如果您意识到许多人一直在写信，以询问您的产品是否可以与工具X集成，那么显然有对此的需求。您可能需要提出要求您的产品团队进行该集成的请求，以便为客户提供更好的用户体验。

3.转换

无摩擦销售的最后阶段涉及通过raybet电子竞技公司文化学习。

在这里，您需要：

1. Stop using spreadsheets and start using more sophisticateddata reporting toolsthat give you access to real-time data.

2. Provide new or struggling reps with playbooks and other training materials.

3. Encourage your reps to share their learnings and best practices with the rest of the team.

4. Spend less time on reporting and more time on销售教练.

Tip: If you’re searching for a new data or analytics tool to use, get your reps in on the conversation! After all, they’ll be using this tool on a day-to-day basis, so you want their feedback on what features they need. Here’s a销售支持工具列表to get you started.

在这一点上，如果您感到有点不知所措，那就不要。没有人要求您进行数十次更改或一夜之间改变您的团队（实际上，这可能是一个坏主意，因为这会使您的团队感到困惑）。相反，只需从一件事开始，例如让您的团队使用一个时间跟踪应用程序.

Figure out how you can enable your team to incorporate more tools and technologies, then take it from there on the road to frictionless selling.

Editor's Note: This post was originally written in December 2019 and has been updated for comprehensiveness.