Продажи b2b | Как продавать услуги средним и крупным компаниям без личных встреч

Summary

Maxim, the CEO and co-founder of SmartWait, discusses the rapid growth of their business travel service. He emphasizes the shift from traditional in-person sales meetings, which focus on emotional connections, to remote sales strategies that prioritize product understanding and efficiency. Maxim outlines their process, including product packaging for remote demonstration, strict presentation guidelines, and the importance of client data management. He also addresses challenges like controlling sales processes, managing client pipelines, and maintaining client relationships without personal contact.

Takeaways

• 😀 The speaker, Maxim, is the CEO and co-founder of SmartWait, a service that helps legal entities purchase tickets and hotels for business trips.
• 📈 Maxim discusses the rapid growth of their sales and shares strategies that might be applicable to other businesses, especially high-value product sales.
• 🤝 He explains that B2B sales are traditionally conducted through personal meetings, influenced by sales training that emphasizes emotional connections.
• 🔄 Maxim points out the flaw in this approach, arguing that the emotional connection should be between the client and the product, not the salesperson.
• 🚫 In 2017, they made a drastic decision to ban in-person meetings for sales, focusing instead on remote sales over the phone.
• 📉 Initially, sales dropped significantly, but after refining their processes, they became five times more effective compared to in-person meetings.
• 💼 They emphasized packaging the product for remote demonstration, making it interactive and engaging for clients over the phone.
• 📋 Maxim stresses the importance of a detailed client database, tracking not just basic info but also industry, competition, and client's decision-making process.
• 🚫 A strict limit was set on the number of clients a sales manager could handle to ensure quality engagement and prevent information overload.
• 📊 The use of analytics to track the status changes of clients and understand reasons for client loss was highlighted as crucial.
• 📱 The company enforces a strict no-use policy for personal mobile phones in sales to maintain control and prevent clients from following salespeople if they switch companies.

Q & A

What is the name of the service Maxim is the co-founder and CEO of?

The service is called SmartWait, a service that allows legal entities to purchase tickets and hotels for business trips.

What is the main benefit of using SmartWait for companies?

SmartWait helps companies with more than 10 business trips to significantly save on their travel budgets.

Why did Maxim decide to talk about how they built their sales?

Maxim wanted to discuss their sales strategy because they have been growing rapidly and some of the methods they used might be applicable to other B2B and B2C sales.

What is the common sales approach that Maxim criticizes in the script?

Maxim criticizes the common sales approach of building emotional connections during personal meetings, which he believes distracts from the essence of the product being sold.

What was the initial reaction of the sales team when Maxim banned personal meetings for sales?

The sales team initially resisted the change, arguing that it was impossible to sell without personal meetings and that they would never close deals with large clients without them.

How did Maxim's company address the issue of controlling sales meetings?

They decided to stop personal meetings for sales and instead conduct all sales over the phone, only visiting clients if they insisted.

What was the impact on sales after implementing the ban on personal meetings?

Sales initially dropped significantly, but after refining their processes, they became five times more effective than before.

How does Maxim's company ensure that the product is effectively presented during remote sales?

They package the product for remote demonstration, which involves guiding the client through the product over the phone while the manager sees what the client is doing on their screen.

What changes did Maxim make to the sales process to make it more efficient?

Maxim made the sales process more efficient by standardizing remote presentations, limiting the number of clients in a sales funnel for each manager, and implementing top control to monitor large clients.

Why did Maxim's company decide to limit the number of potential clients a sales manager can have in their funnel?

They wanted to ensure that sales managers focus on converting potential clients into actual clients and to prevent managers from being overwhelmed with too many tasks.

What is the 'top control' process that Maxim's company implemented?

Top control is a process where every one or two weeks, each sales department head reports to top managers about clients with a volume of business trips above a certain limit, ensuring accountability and oversight.