2 actions to help your Sales Field reduce stress and sell more starting from today

Field salespeople are the most valuable asset for every Direct Sales company. They are the advocates of your brand and the driver of your revenue.
There's no doubt that helping salespeople to adapt to the new realities is the top priority for every executive. Here are the 2 low-hanging fruits that you can do in the current situation in order to see quick results.

1. Adjust sales communications to the customers’ new behavior


In the face of uncertainty, salespeople tend to become either obsessive or passive. 
The first selling pattern is “over-selling” - calling or texting several times a day to change a customer's mind or imposing irrelevant products to make any sale. The opposite pattern is “passive-selling” when a salesperson doesn’t want to bother their customers by not being sure if now is a good time for them to purchase. 
As a result of both behaviors, salespeople lose their customers to online/retail shops or competitor companies’ sellers. That’s why it’s so important to teach sellers how often they should communicate with their customers and what words to say.

Two Powerful Messages Templates from Avon's leading sales manager

The major sales channel today are messengers - TechCrunch reported that WhatsApp has a 40% increase in usage and Facebook usage has increased by 37%. Most parents prefer text to calls because they're looking after children and just can't hang out on a phone.
However, it takes time to craft personalized messages to the customers, so, if you want your salespeople to send really great messages to the customers, create templates for them. Here are 2 examples from Avon’s leading Area Sales Manager Elena Gorshenina:

The optimal frequency of the outbound calls or messages to a customer is 1-2 times a week. Do extra communication only if you agreed with a customer the specific day and time. The other good reason for a spontaneous call might be some buyer’s actions, e.g. the customer started to make an order but dropped her cart. 

Three golden rules to maximize the effectiveness of the templates:

● provide a good context for calls and messages by announcing new offers or discounts once or twice a week● iterate messages based on stats how customers are moving through the sales funnel after the message● embed templates inside digital tools instead of expecting salespeople will copy templates from the text document. Here’s the example:

The phone call checklist from Avon’s #1 sales leader

Before the outbreak happened, customers were open to a call only for 1-2 hours per day, now it’s easier to reach out to them at almost any time of the day. Phone calls also replaced face-to-face meetings as the main channel for real-time communication since 68% of consumers started “social distancing”.
That’s why top sales leaders recommend starting with training telesales skills and providing salespeople with phone call checklists for everyday usage. Here’s the phone call template from Natalia Donskikh - Avon’s many-years #1 sales manager in Russia:

  • Step 1. Start conversation with a non-selling context (show that you really care!)

    ● "I call to make sure you’re fine"
    ● "Many engineers have been fired, have you saved your job?"
    ● “A lot of elder people was affected, how are your parents feeling?”

  • Step 2. Ask questions to understand how things are going

    ● Are you working remotely now? How do you deal with distractions?
    ● Where are you buying goods now? Do you have remedies?
    ● What’s your biggest headache right now? What are you worried about?

  • Step 3. Suggest your sincere help

    ● You’ve said it’s hard to handle so many projects remotely - try Trello or similar services for your team
    ● You’ve said your internet connection is too weak for comfortable work - I’ve noticed one of the providers offers higher bandwidth with a discount - maybe that might be a good solution

  • Step 4. Make a smooth transition to your product (if possible)

    ● Well, in-store shopping is no longer an option… but I have great news - we launched a free express delivery service so you can get all the products you use without leaving your home! Would you like to make an order?
    ● By the way, today we launched the new campaign with better prices on skincare products you like - would you like to make an order? I have a few more gifts for you...
    ● Two weeks ago you ordered shampoo and shower gel, right? As business trips are all canceled and you stay at home - I guess you might already need to top up?

  • Step 5. Overcome objections and agree on the next actions

    ● Are you not interested in skincare products or just in this specific product? Here’s an option with an even better price…● Maybe I just caught you at the wrong moment? When should I call you back?

2. Equip your salespeople with digital tools

From our experience with digitizing 3500+ direct sellers, the biggest challenge for them is to manage all the online conversations when you can send a message to a customer and receive an answer in a few hours or days or don’t receive it at all. 
If a seller has only a handful of customers, it's easy to check every dialogue manually. For the salespeople with at least a dozen customers, it turns to an annoying routine. Therefore, to avoid losing customers, many of them try Excel or CRM solutions that are too cumbersome for daily usage.

Salespeople are unable to act as before, so they are ready for adopting any tool to survive in new realities. It’s a perfect time to start the digital transformation!

That’s why Direct Sales companies provide their sales field with digital assistants that are integrated with their ERP systems and have a more straightforward interface with only the necessary functions. Check out the common workflow of how salesperson makes scheduled actions:

During the crisis, a digital sales assistant is an even better choice its deployment takes only 7-14 days and the adoption rate of 65%+. The stats are based on our experience deploying Cotano for the top-3 Network Marketing company, which led to a 4% sales increase in just a few weeks (here's the case study).

In conclusion

To summarize, here’s the list of actions and tools that you can use to help your salespeople to go through the crisis and keep their results high:

    Teach sellers how often they should communicate with their customers and what words to say
    Train salespeople to sell via telephone and messengers
    Provide your sales team with phone call checklists and message templates
    Embed your sales materials inside digital tools to make sure salespeople are using them
    Equip salespeople with a digital sales assistant to boost their results

P.S. We are here to share with you our 10+ year experience in Enterprise CRM solutions, sales productivity, and coaching. Click to book a 15-min call with us.