28 October 2014
Comments: Comments Off on The Most Important Part of the Sales Process (That Businesses Often Forget)

The Most Important Part of the Sales Process (That Businesses Often Forget)

If you are running a campaign that aims to sell high value products or services with long purchasing cycles, you often harm your cause by ignoring the most important part of the modern selling process. With research becoming a larger part of the sales process, and information about products, services, and benefits becoming more easily available to potential buyers; companies looking to sell effectively need to increase their reliance on improving both quality and quantity at the top of the funnel.

Why focus on the top of the funnel? The obvious answer is this: There is no middle of the funnel or bottom of the funnel without the top of the sales funnel.

This is something that many organizations find problems with, and this is what drives companies to falter.  Most of the challenges that sales organizations have in making their number stem from the fact that they are weak at the top of the funnel.

Organizations may be quick to dismiss the top of the funnel, believing that leads will magically come in to replace stalled opportunities or non-opportunities in the middle, or value capturing at the bottom of the funnel.

Unfortunately, without a focus on the top of the funnel, you will be staring at these missed opportunities and see little more than a trickle coming from the top.

Without new opportunities coming into the funnel, you don’t have enough opportunities to make your number. Worse yet, you can’t afford to watch a deal fall through because doing so means you miss your number. This leads to despair, leading to something even worse—giving in to bottom of the funnel leads, playing their game, and giving in to their demands. Why? Because you can’t afford to miss your number.

You traded commission for completion for one reason and one reason alone—a lack of focus on the top of the funnel.

How do you fix this? There are many good ways to improve your lead generation (which we will cover later), especially at the top of the funnel.  From social media to advertising, there are many great ways to get the ball rolling to improve prospect relations.  Find what works and use it to your advantage, but remember, worry first—and most—about the top of the sales funnel.

Franchisors need proper lead generation of franchisees. Francorp can help. Contact us today.

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