Sales Pillars: To have or not to have, that’s the question!

Sales Pillars

After all, what are the sales pillars and why do they exist?

There are 4 pillars of sales that a salesperson needs to understand if they are to structure a champion sales process. In addition to ensuring a sustainable and quality process, they are also very important to keep the “house” organized.

  1. Buyer Personas
  2. Shopping Day
  3. Qualification Matrix
  4. Sales Funnel

A little lost? Don’t worry, we’re going to clarify what each of them is about and also talk about the importance of using them.

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  1. Buyer Personas
  2. Shopping Day
  3. Qualification Matrix
  4. Sales Funnel

Buyer Personas

Perhaps the most important of the sales pillars, the buyer persona is your ideal customer. After all, unless you’re an Apple or a lifelong Google, having a niche market and well-defined customers can be extremely advantageous.

In addition to directing your efforts to meet the needs of a specific audience, defining a buyer persona also helps you establish focus and generate better results, which can translate into more demand.

Is it clear why you need to define it early on? Without this definition, all the other steps of your process end up being lost and time and money are spent trying to improve a product, which may be good, but which does not have a target audience.

But after all, how to define your buyer personas?

They are the subject of much study and research. You can’t just go to “achometer” and say your buyer persona is so-and-so.

It is necessary to understand what solutions your product offers, the necessary implementation time, its price, etc. There are several questions and surveys required for a persona to be defined accurately.

Some of the relevant questions that can be answered by yourself or asked when talking to a prospect, for example, are the following :

  1. What is your company’s segment?
  2. How big is the company?
  3. Tell me about your work routine?
  4. What tools do you use on a daily basis?
  5. What is your position?
  6. What are your main goals?
  7. What are the biggest problems you face in reaching your goals?

It is noteworthy that the questions vary according to the segment and the specificity of each case, but the questions above provide an overview of what can be asked. Everything jewel so far? Yes? Excellent!

The next step here is to analyze the data and group it by affinity. What are the most common problems among the interviewed people, or what characteristics are similar among some of these people? Try to group them and then compose the personas and define which are the most important.

Buyer Personas in Digital Marketing and Sales

Shopping Day

My old math teacher already said:

“Do you know why most of you can’t solve this problem? It’s simple! Because you are not organized. Organize your thoughts and build a logical sequence to solve the problem. That’s the key!”

Well, here too! After all, this line of reasoning can be applied to almost anything in life! Do you agree?

The buying journey is divided into three main areas. First, the person discovers they have a problem or opportunity and becomes aware that your product exists and can help them deal with that situation. This discovery is more intuitive than rational, that is, he knows something is wrong, but he still isn’t sure. If you help a customer to increase the efficiency of a process that is very costly, even though they still don’t know exactly why it is a problem, we can say that an opportunity is being created.

Soon after, he enters the Consideration phase, where he begins to understand exactly what kind of problem he has. In the case of Inbound, we can see that a lead in the consideration phase starts to read materials mainly about practical situations applied to their problem, content a little more technical (MoFu).

For the previous example, we can say that he notices that his process is very slow and that this could be improved in some way.

Finally, there is the stage where the decision is made, where your persona, which at this point in your sales funnel is already a SQL (qualified and educated lead, ready to buy), is deciding between yours and the best available solutions in the market.

It is worth mentioning that our SQL is thinking about your strategy after implementation here, after all, someone will be responsible for managing or using the contracted product/solution. Therefore, an analysis of the return on investment must be made after a certain period, among other final definitions.

With this roadmap in mind, you work to create a strategic path that can accelerate every lead’s passage through this journey, shortening your sales cycle. This is where the sales roadmap comes in.

Qualification Matrix

We arrived at our third item within the sales pillars. This is where we compare things. You already know what characteristics your ideal customer or persona has, right? Well, let’s put this down on paper. We’ll list the top questions that need answering and then see if that lead fits with our solution.

In summary, here leads answer the questions that the sales and marketing team feel are essential to classifying them as qualified leads (profile and/or maturity).

You see, you’ll rarely find a perfect fit lead, one that “answers” ​​all your questions correctly. Your ideal client is a theoretical situation, but it serves as a basis for controlling those selected. When establishing a hard-to-reach persona, with lots of details and specifications, we have two situations:

  1. The number of qualified leads can drop dramatically;
  2. The probability of buying those leads can increase dramatically.

Therefore, it is always good to understand how far to go in establishing criteria. Balancing this equation is essential!

In practice, the vast majority of leads will fall into the 50-80% range if your prospecting process is aligned. Therefore, it is good to establish a percentage range for the qualified lead. A person who answers 70-90% of your questions correctly, for example, can be considered reasonably close to your persona and therefore qualified.

In short, the lead qualification process requires constant maintenance. Therefore, it is always important to meet with your team and understand what is being done right and what needs to be improved. Finally, resisting the temptation to always want an ideal lead and knowing how to live with one that is good enough is part of the process.

Sales Funnel

The last of the sales pillars, but no less important than the others, is known as the sales funnel. This is where we understand what is happening along the path that starts with prospecting for leads and goes on until he becomes a customer.

The sales funnel is a scheme that brings together the sales journey and the qualification matrix so that you can understand where exactly, on the way to becoming a customer, the lead (which may now have become an MQL or SQL) is.

The sales funnel works as a thermometer that helps in structuring and monitoring both the sales matrix and the shopping journey.

We usually divide the sales funnel into some well-defined steps so that we can understand how to act, depending on the degree of involvement and maturity of the lead. Thus, we are able to establish an “optimal” sales journey, as we have the necessary information that allows us to make the right decisions until it reaches the bottom of the funnel.

The breakdown of stages for a sales funnel can vary, but the rule of thumb is that they are aligned with your prospects’ buying process. If the stages are misaligned, the actions taken by the sales team may end up interfering with the purchasing journey, instead of contributing to its completion.

Now that you understand a little more about the four pillars of sales, it’s easy to know if you’re applying them correctly. Right? Needing help? Click here and let’s talk. We may have a solution that perfectly fits your needs.