Crescer e Fazer Dinheiro | EP.15 | Como aumentar a taxa de conversão

Summary

The video script focuses on the importance of a consultative sales process in the door industry, emphasizing the need for personalized, value-driven approaches. The speaker discusses how understanding customer needs, working closely with architects, and engaging in detailed consultations can transform potential leads into successful sales. It highlights the significance of building connections, making informed concessions, and tailoring offers to customer preferences. Additionally, the speaker underscores the value of teamwork, communication, and strategic negotiations in closing high-value deals, while stressing the importance of ongoing reflection to enhance future sales performance.

Takeaways

• 😀 Focus on being more interesting and less self-interested to build stronger relationships with customers and improve the market.
• 😀 A product, such as a door, is a symbol of a brand's values, including sustainability, social responsibility, and a strong human-centered company culture.
• 😀 Consultative selling is a critical process for understanding a customer's needs, desires, and goals before presenting a solution.
• 😀 Qualifying customers and engaging in onsite visits (e.g., construction sites) helps build trust and gather essential information for personalized proposals.
• 😀 It's important to create a customized offer based on the customer's specific needs, whether they prioritize aesthetics, quality, or durability.
• 😀 Building connections with architects, engineers, and other influencers on the customer's project can significantly impact the sales process.
• 😀 Clear and proactive communication with customers, such as setting firm meeting times, helps ensure timely and effective follow-up.
• 😀 Presenting tailored proposals in person or via video calls strengthens relationships and gives customers confidence in their decisions.
• 😀 Offering personalized discounts or value-added options (like a free item instead of a big discount) can be a strategic way to close sales without devaluing the product.
• 😀 The sales team must continuously analyze lost opportunities, especially in the higher value range, to identify areas for improvement and increase conversion rates.
• 😀 Collaboration between regional managers and the internal team is essential for identifying and addressing customer pain points, enabling smoother negotiations and better outcomes.

Q & A

What is the key message the speaker emphasizes about selling in the market?

The speaker emphasizes the importance of being more interesting and less self-interested when engaging with the market. He suggests that success comes from improving the market and the relationships, which, in turn, leads to better sales. This approach is about adding value and creating connections rather than focusing solely on the products.

How does the speaker describe the role of a door in the context of Pormade's products?

The speaker describes a door produced by Pormade as an 'engine' that amplifies stories. It is not just a physical product but a symbol of values like sustainability, social responsibility, and human connections. The company aims to convey these values through the doors they create.

What is meant by the term 'consultative selling' as discussed in the script?

Consultative selling refers to a sales approach where the seller focuses on understanding the customer's needs, desires, and challenges in depth. The goal is to offer tailored solutions that go beyond just selling a product, but rather contribute value to the customer's specific situation.

What are the key steps involved in qualifying a lead during the sales process?

The key steps include identifying potential customers, engaging with the construction team to understand the project's status, and gathering important details such as the client’s priorities (aesthetic preferences, budget, project stage). This information helps in tailoring the sales pitch and proposal to meet the customer’s specific needs.

Why is it important to 'step onto the construction site' according to the speaker?

Stepping onto the construction site is crucial because it allows the seller to gather valuable insights directly from the work being done. This helps build a deeper connection with the client, allowing the sales team to understand project-specific needs and offer more personalized solutions that enhance the customer’s experience.

What role do architects, engineers, and designers play in the buying decision?

Architects, engineers, and designers are key influencers in the decision-making process for high-end construction projects. Their preferences and guidance often shape the client’s product choices, which is why it’s important to engage with them during the consultative selling process.

How does understanding the client’s view on aesthetics versus functionality help in customizing proposals?

Understanding whether the client values aesthetics more (e.g., matching door colors with the interior) or functionality (e.g., doors resistant to humidity) allows the sales team to tailor their proposals. This customization makes the client feel that the offer is more relevant to their specific situation and needs.

What are some examples of how the sales team can address a client’s concerns about cost?

The sales team can address concerns by identifying specific elements that the client finds too expensive, such as delivery fees, product features, or installation costs. They can then offer solutions like discounts on certain features, adjusting the payment terms, or offering additional value (e.g., adding a free electronic lock) to balance the cost.

Why is it important to establish clear agreements and timelines during the sales process?

Clear agreements and timelines ensure that both parties are aligned on expectations and reduce the chance of misunderstandings. This approach helps in managing the client’s expectations and creates a sense of urgency and professionalism, which increases the likelihood of closing the sale.

What does the speaker mean by the statement 'we should never leave a question open'?

The speaker stresses that during the sales process, every query or concern should be addressed promptly and clearly. Leaving questions open or unresolved can lead to confusion or hesitation, which may cause the client to reconsider the purchase. It’s important to close every loop in the negotiation to keep the process moving forward smoothly.