As business owners, our aim should be to create value. When we create an impact in our marketplace, through the value we add, we receive value back. Today, I want to discuss increasing your sales velocity, to enhance the value you create in your market. I use the term “increase” here intentionally, as the purpose is not to make it shorter or faster but to make it more effective.
We all have our understanding of what ‘sales’, as a function, is. However, the definition I like to work with is as follows:
Sales is an education process to help your prospect make the right decision.
Reach out to your prospects.
The above graph shows what researchers have found to be the optimal number of sales attempts, or “touchpoints”, needed to make a sale. The graph shows that, as the size of the company grows, so does the number of touchpoints needed.
This is an important factor to remember when considering how often you are reaching out to your prospects and the medium of that contact.
If you haven’t read it already, you can learn more about why it is important to stay at the forefront of peoples minds, when it comes to converting your prospects, in my previous article.
In that article, we reviewed the “forgetting curve”, in which we consider research carried out to investigate the retention of new information. From that understanding, we know that, on average, people will forget the majority of new information after just 24 hours.
Knowing this, you need to get creative with how you are reaching out to your prospects. Imagine sticking to one method of contact and calling them 5 times to try to get the sale – they are not going to be very happy and the sale is very unlikely to be made in that manner.
You can use social media, email, post (yes, this is still very relevant today), phone or text message to name just a handful.
Be creative as well as informative.
People learn in different ways and to take advantage of this, you will need to appeal to every one of those people, in the way that they learn best.
In broad terms people can be categorised into 3 types of learners:
40% of people are visual learners; they need things written down in an email, displayed in a chart or portrayed in a graphic to absorb something.
Another 40%, on average, are kinaesthetic learners. They need to be able to touch, hold and feel something to understand it. The more chance they have of reading or holding something physical the better chance you have to convert them.
The remaining people are auditory learners, who always find it easier to learn by listening and remembering the sounds. You will find with these types of learners, speaking to them will be enough and something visual or kinaesthetic might be a bit too much.
Now review your sales process.
Think about your sales process and make sure you have addressed each one of these categories of learner.
Have you got a physical information booklet for the kinaesthetic learners? Do you make follow up calls for the auditory learners, to reinforce the key aspects of your service? And do you provide a courtesy email, with all the important facts and figures for the visual learners?
By ensuring you are appealing to the broadest range of learners, you are breaking down barriers and making it easier to educate them about your product or service.
For more on refining your sales process, read my post on understanding motivation when it comes to making a purchase:
If you would like to discuss this or any other aspect of your business with us, please feel free to get in touch. We’d love to hear from you.