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.

销售渠道是过时的模型

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

Instead of thinking of your sales operation as a funnel, visualize it as a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.

另一方面，去除摩擦是大多数公司不足的地方。因此，寻找要进行故障排除的过程和项目很有帮助，因此您停止降低销售量。

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.

Of course, you’ll never be able to achieve 100% 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

According to HubSpot’s frictionless selling framework, there are three stages to frictionless selling:

1. Enableyour team to spend more time selling.

2. 对齐your team with your target buyer.

3. Transformyour team through a culture of learning.

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such asCalendly最大程度地减少长电子邮件链。

• Providing transparent pricing and discounts.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

The last stage of frictionless selling involves transforming your team through araybet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. 提供剧本和其他培训材料的新代表或挣扎的代表。

3. 鼓励您的代表与团队其他成员分享他们的学习和最佳实践。

4. Spend less time on reporting and more time onsales coaching.

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销售支持工具的列表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.

编者注：该帖子最初是在2019年12月撰写的，已更新以进行全面性。