The expert named ways to build an effective sales system in small businesses

The first step to creating a sales department in a small business is to recognize its key role, because without sales, there is no business. This was announced to Izvestia on January 27 by Tatyana Sokolova, founder of the Kitchens of Moscow company.

According to her, many entrepreneurs focus on product improvement, but without equal sales efforts, the company will not be able to develop, no matter how high the quality of its offerings.

"Before building a sales funnel, it is necessary to clearly define the portrait of a real buyer and formulate a value proposition. Only then does it make sense to move on to forming the target audience and designing the sales process. At the initial stage, the ideal funnel is not so important, the main thing is that it exists. As the business grows, it should be constantly analyzed and optimized based on data about the customer's path," the expert emphasized.

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Tools play an important role in the system. Sokolova recommends from the very beginning to lead clients in a CRM system, which will become more complex with the business: switch to more functional solutions, acquire automation and refined processes. When a company clearly understands its product and customer, it is necessary to focus exclusively on the target segment, correctly rejecting those whose request does not match the positioning or price range. It is also important to calculate the minimum allowable customer cost and minimum receipt, setting a lower entry threshold if economically feasible.

An effective sales funnel should reflect the real stages that the customer goes through. To build it, you need to analyze this path and identify the key stage after which most customers make a purchase decision. Further work is to increase conversion at each stage, with special attention to optimizing this key link.

"Even with prescribed processes, the result largely depends on strong, "stellar" managers with charisma, intuition and the ability to build contact. The company's task is to systematically analyze their work, record successful approaches, formulations and logic of the dialogue in order to create standards based on this that are scalable for the entire team," Sokolova explained.

The key indicators in the sales system are the number of leads and conversion at each stage of the funnel, as well as the volume of orders sold and actually shipped. The main signal of a system failure is a steady drop in conversions. In such a situation, it is necessary to return to the basic elements: to review the scripts, the stages of communication with customers, and the very structure of the sales funnel.

Ruslan Spinka, Director of Sales and Customer Service at Fontvielle IC, announced on January 7 that Russians could consider a savings account as a replacement for bank deposits, which allows them to withdraw funds at any time. They are available with almost any amount, whereas deposits often have an entry threshold.

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