Taxa de Conversão
Summary
TLDRIn this video, Cláudio Krafecik, director of Factory Software, explains the concept of conversion rate, a key metric for measuring commercial efficiency. He defines it as the ratio of contacts made to those who become clients. Using a sales funnel example, he demonstrates how to calculate conversion rates at each stage, from prospecting to closing deals. He emphasizes the importance of analyzing these rates to identify bottlenecks and improve sales strategies. The video aims to help viewers understand and optimize their sales processes by closely monitoring conversion rates at different stages.
Takeaways
- 📊 Conversion rate is a key metric used to measure the efficiency of the sales department.
- 🔢 It is calculated by dividing the number of contacts that resulted in customers by the total number of contacts made.
- 📈 The conversion rate can be applied to each stage of the sales funnel to measure potential customers at each step in relation to the previous one.
- 💡 Understanding the conversion rate helps identify bottlenecks and improve sales strategies by focusing on specific stages of the sales process.
- 📝 The script provides an example of a sales funnel divided into prospecting, qualification, negotiation, and closing stages.
- 📈 In the example, the conversion rate for qualification stage is calculated as 100 out of 250 prospects, resulting in a 40% conversion rate.
- 📉 The conversion rate for negotiation to sale is shown as 35 out of 100 qualified leads, which is a 35% conversion rate.
- 📊 The overall conversion rate from 250 prospects to 5 sales is 2%, highlighting the importance of analyzing each stage of the funnel.
- 🤔 Analyzing conversion rates over time can reveal seasonal trends and help in understanding the performance of individual salespeople.
- 💼 It's important to consider that sales success is the sum of actions at each stage of the funnel, not just the final contract signing.
- 👥 The script suggests that analyzing conversion rates by salesperson might reveal strengths in certain stages, allowing for strategic team adjustments.
Q & A
What is the main topic of the video script?
-The main topic of the video script is the concept of conversion rate and how it is used to measure the efficiency of a sales department.
What is the conversion rate in general terms?
-In general terms, the conversion rate is the ratio between the number of contacts made and those that became customers, showing the percentage of contacts that turned into clients.
How can the conversion rate be applied in the sales process?
-The conversion rate can be applied at each stage of the sales funnel to measure the number of potential clients at each step in relation to the previous step.
What is a sales funnel and why is it important?
-A sales funnel is a model that visualizes the customer journey from prospect to customer, showing the progression of potential customers through different stages. It's important because it helps identify where potential customers drop off and where to focus efforts to improve conversion rates.
What are the different stages of the sales funnel mentioned in the script?
-The different stages mentioned are prospecting, where contacts are qualified; negotiation, where interested contacts respond; and closing, where deals are finalized.
How is the conversion rate calculated for the qualification stage in the example given?
-In the example, the conversion rate for the qualification stage is calculated by dividing the number of qualified prospects (100) by the total number of contacts (250), resulting in a 40% conversion rate.
What is the conversion rate for negotiation in the example provided?
-The conversion rate for negotiation in the example is 35%, calculated from the 35 contacts that moved to negotiation out of the 100 qualified prospects.
What is the significance of measuring conversion rates at different stages of the sales funnel?
-Measuring conversion rates at different stages helps identify bottlenecks, understand customer objections, and improve sales arguments, ultimately leading to better sales performance.
Why is it beneficial to analyze conversion rates over time?
-Analyzing conversion rates over time helps understand seasonal trends and patterns, allowing for more informed decisions and adjustments in sales strategies.
How can analyzing conversion rates by individual salesperson benefit a team?
-Analyzing conversion rates by individual salesperson can reveal strengths and weaknesses in different stages of the sales process, potentially leading to better team organization and improved overall conversion rates.
What is the final conversion rate from the 250 initial contacts to the 5 closings in the example?
-The final conversion rate from the 250 initial contacts to the 5 closings is 2%.
Outlines
📈 Introduction to Conversion Rate
Cláudio Krafecik, director of Factory Softwares, introduces the concept of conversion rate, a key metric for measuring the efficiency of a commercial department. He asks viewers if they are familiar with the term and promises to explain it over the next five minutes.
🔍 Understanding Conversion Rate
Cláudio explains that conversion rate is the ratio of contacts made to those who become clients. This indicator shows the percentage of contacts that turned into clients. It can be applied at each stage of the sales funnel to measure the number of potential clients at each stage compared to the previous one.
📊 Example of Conversion Rate Calculation
An example is given to clarify the concept. Cláudio describes a sales funnel divided into prospecting, qualifying contacts, negotiation, and closing. If 250 prospects are contacted and 100 provide their data for a quote, the qualification conversion rate is 40%. Further breakdown shows how negotiation and final sales conversion rates are calculated.
📉 Importance of Measuring Each Funnel Stage
Cláudio emphasizes the importance of analyzing each stage of the sales funnel. By understanding where the bottlenecks are and identifying common objections, businesses can improve their arguments and actions at each stage, potentially increasing conversion rates with lower costs.
📅 Analyzing Conversion Rates Over Time
It's crucial to analyze conversion rates over time to understand seasonality and performance differences among sales team members. Some team members might be better at converting at certain stages. Adjusting roles accordingly can significantly improve the overall conversion rate.
👍 Conclusion and Call to Action
Cláudio wraps up by encouraging viewers to subscribe for more videos and leave comments if they have any questions. He underscores the importance of understanding and measuring conversion rates for business success and signs off with a warm farewell.
Mindmap
Keywords
💡Conversion Rate
💡Sales Funnel
💡Prospecting
💡Qualified Leads
💡Negotiation
💡Customers
💡Efficiency
💡Indicator
💡Bottlenecks
💡Sales Arguments
💡Seasonality
💡Salesperson Performance
Highlights
Introduction to the concept of conversion rate as a key metric for measuring the efficiency of the sales department.
Conversion rate defined as the ratio between the number of contacts made and those who become clients.
Explanation of how conversion rate can be applied at each stage of the sales funnel.
The importance of understanding the conversion rate at each stage for better sales strategy.
Example given to illustrate the calculation of conversion rate at the qualification stage of the sales funnel.
Use of the sales funnel to identify potential clients and measure their interest level.
Discussion on the importance of analyzing the conversion rate over time to understand patterns and trends.
Highlighting the need to identify bottlenecks in the sales process by examining conversion rates.
Emphasis on the role of conversion rate in understanding customer objections and improving sales arguments.
The impact of focusing on improving conversion rates at stages with lower rates for better results.
The significance of analyzing conversion rates by individual salesperson to identify strengths and weaknesses.
The potential for significant improvement in overall conversion rate through strategic team arrangements.
Encouragement for viewers to subscribe for updates on future videos related to sales strategies.
Invitation for viewers to leave comments if they have any doubts or questions about the topic.
The video concludes with a reminder of the importance of conversion rate analysis for sales success.
Transcripts
o Olá meu nome é Cláudio krafecik o
diretor da Factory softwares e neste
vídeo iremos falar sobre taxa de
conversão Você já escutou esse termo
sabe do que se trata não então fique
conosco Durante os próximos cinco
minutos a taxa de conversão é um
indicador muito utilizado para medir a
eficiência do departamento comercial mas
antes de falar sobre as maneiras de
usá-lo vamos falar sobre o que é a taxa
de conversão a
e de maneira geral a razão entre a
quantidade de contatos que você fez e os
que tornaram clientes é conhecido como
taxa de conversão Ou seja é um indicador
que nos mostra quantos por cento dos
contatos que você realizou se tornaram
clientes este cálculo pode ser aplicado
em cada etapa do seu filho de venda
Então você medir a quantidade de
clientes em potencial em cada etapa em
relação a etapa anterior o que é como
acreditamos que seja melhor forma e
aplicarmos a taxa de conversão ainda
está confuso Calma Vamos a um exemplo
vamos supor que o seu funil de vendas
esteja dividido em prospecção seus
clientes em potencial lhe diz que são os
contatos qualificados que aceitam passar
os dados para receber uma proposta
negociação que são os contatos que deram
retorno ou seja os interessados de fato
e não apenas especulando preços ou
prazos e os clientes e são os que
fecharam com
e se você tem dúvida com relação ao
conceito de funil de venda Não se
preocupe basta assistir Nossos Vídeos
que fala sobre o assunto clicando no
link abaixo voltando a nossa exemplo
supondo que você conseguiu contato com
250 prospects através de Engenheiros e
arquitetos parceiros então o seu
departamento comercial fala com esses
250 contatos para qualificá-los porém
sem ainda não estão com a construção em
ponto de colocar Esquadrias 50 já
fecharam por outras indústrias e apenas
sem aceitar um passar os dados para
receber orçamento então para calcular a
taxa de conversão dessa etapa de
qualificação de prospectar ali diz temos
100 / 250 que é zero. 4 ou quarenta por
cento
Olá seguindo a mesma lógica se desses em
livros vamos porque 30 não respondem
mais os contatos 20 respondem não ter
interesse enquanto outros 15 respondem
que já fecharam com outra empresa logo
temos apenas 35 e negociação ou seja uma
taxa de conversão e 35% se desses 35
contatos que receberam orçamento cinco
deles fecha o negócio de fato temos uma
taxa de conversão de negociação para
venda de 14 por centro se olhássemos
apenas a conversão dos 250 contatos para
cinco fechamentos teríamos uma taxa de
conversão de dois por cento porém cada
uma das etapas do Funil tem uma taxa de
conversão diferente então olhando para
cada uma delas podemos iniciar ações
específicas para potencializar a
conversão de negociação para fechamento
por exemplo onde temos o menor número no
indicador
é importante sempre temos em mente que a
venda não ocorre apenas no fechamento do
contrato Mas ela é a soma das ações em
cada uma das etapas do Funil portanto
medir entender cada uma delas é
essencial para o sucesso você poderá
facilmente identificar Onde estão os
gargalos estudar Quais são os principais
objeções apresentadas e como melhorar
seus argumentos muitas vezes tratam as
etapas do Funil de vendas com menores
taxas de conversão trará um resultado
melhor e com menor custo do que
conseguiram número maior de contato no
topo do Funil é importante também
analisar as taxas de conversão no
decorrer do tempo entender a
sazonalidade ou até mesmo realizar a
análise por vendedor Pode ser que você
possui em sua equipe colaboradores com
mais facilidade para converter Em certas
etapas enquanto outros colaboradores
convertam melhor em outras etapas um
simples arranjo nesse
e pode gerar uma melhora significativa
na taxa de conversão Total gostou clique
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