We know that selling is not an easy task and, consequently, putting together a good commercial process for your agency is not an easy task either!
When we look at the agency market and see how most of these companies were founded, the weakness in the commercial arm is clear.
But it’s not that they don’t sell, there isn’t yet a process or even a specific professional for that.
Digital Results made an overview of digital agencies in 2020 and in this study, they concluded that:
”In more than 50% of the agencies, the partner makes the sale”
This means that the partner will have to comply with their normal management obligations and is also responsible for bringing revenue into the home, that is, we have an overworked professional who will not be able to maintain a frequency of attracting new clients.
All of this leads us to an unpredictable influx of customers and, consequently, a financial one too.
And starting from that is that ripple effect: if you don’t sell > no revenue > no revenue > no growth.
But none of us want to get to that stage!
For that, I want to help you in a very practical way to build the commercial process for your agency 😀
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- A simple guide to creating the business process for your agency
- But Larissa, how do I guarantee my process will run?
A simple guide to creating the business process for your agency
For you to start from scratch, it is always important to keep in mind the main points you will need to work on in order to form a high-performance team.
With that in mind, I decided to bring the idea of MTSP, a mental model that brings together science and the art of sales to help you build a business process 🙂
Without further ado, let’s get your hands dirty!
M – Mindset
The Mindset is nothing more than the way of thinking, that is, the salesperson’s mentality. Whether to send an email, make a cold call or even when entering a meeting.
This is what will guide all sales work performance.
And of course, if we want a high-performance team, we need salespeople who have a champion mindset, that is, they need to believe and trust in the work they do!
But Larissa, how can I make my salesperson look like this?
For this to happen at your agency, you will need to build a supportive ecosystem through the development of the internal culture and also processes that give more visibility to everyone.
My tip here is:
#1 Have a well-defined job and salary plan.
Only then will the seller be able to see where he/she wants/can reach working with you.
#2 Have a clear commissioning policy
The salesperson’s salary is largely made up of % of the sale. If you don’t have an alignment of this policy, he won’t know how much he can earn and this ends up leading to demotivation.
Attention: placing the maximum commission that the seller can take is limiting the professional’s growth!
#3 Hiring Planning
Be transparent about the area’s growth prospects. Be clear about the role of each one and also the deadlines for hiring.
It’s no use hiring a professional and wanting him to be motivated, having to do everything himself without having an idea when someone will come in to help him.
#4 Follow up on the professional repeatedly
Every professional needs follow-up and in sales, it’s no different. Making 1:1 weekly or even monthly meetings is extremely important for the professional’s evolution and also for you to identify if there is any dissatisfaction.
T – Technique
Once you’ve reached the mindset you want, now is the time to get to know better what techniques you can teach your salesperson.
The purpose of the technique is to help you better understand the lead so that you can act in the right way and at the right time.
All of this with the aim of directing the lead’s path and, at the same time, promoting a positive shopping experience.
Remember that there is no best technique, there is one that best suits your profile and the characteristics of your sales process!
But how will I know which one is best?
As of today, there are several techniques on the market, such as SPIN, SPICED, ACE, GPCT…
The best way for you to discover yours is by creating a qualification and objection matrix.
S – Speech
The speech is the rational content that the salesperson will pass on to the opportunity throughout the sales process.
It is through it that your agency’s methodology will be presented!
Here what you are going to do is train the salesperson so that he can pass on as much coherent information that explains your solution.
Sounds simple, doesn’t it?
But the reality is that even if your training process is very good, it’s still not enough to have a great speech.
The icing on the cake of this communication comes with practical experience, networking and market knowledge!
P – Process
We’ve reached the end of the framework… This is where all the guidance will happen so that everything seen above goes as planned!
The process is nothing more than the scalable structure that will coordinate all the work and that needs to be optimized.
”No process is eternal”
But in order for you to build your first sales process, there are 3 elements that are essential to guide you through this definition:
#1 ICP (Ideal Customer Profile)
Know who your ideal customer profile is, that’s the only way you can create a strategy to attract the best customers.
Yes, you can have more than one. But remember, it’s better for you to serve a few well than the many poorly.
It’s the calculation you’ll do to figure out how much lead volume you need to put at the top of your funnel to reach your established goal.
Only then will you know whether or not this is a feasible goal 🙂
If you don’t know how to do this, take a look at this text here: Dealflow in practice
#3 Cadence flow
A cadence flow is nothing more than a structure of contact attempts that will be made through varied channels and with an ideal spacing between them.
It is through this that you will guide which action and at what time it should be performed.
All this to ensure that the seller will work every opportunity in the best possible way, without leaving any contact unattended on the base.
But Larissa, how do I guarantee my process will run?
This is where technology comes in!
CRMs are very important, but in this first moment, the efficiency and optimization of the process are even more, for that a sales engagement tool must be analyzed.