Každá firma má jiné obchodní procesy, jedná s jiným typem zákazníků, kterým nebízí své produkty nebo služby. I ty se liší - svojí cenou, velikostí, opakovatelností. Tomu všemu se musí přizpůsobit způsob, jakým firma propaguje, a prodává svoji nabídku.
Řešení Aptien se soustředí na typ prodeje, který je založený na řízení příležitostí. Co to znamená? Znamená to, že se nezabýváte prodejem jednotlivých levných výrobků, ale služby nebo produkty, které prodáváte jsou předmětem konkrétní nabídky , které věnujete svůj čas - obchodní úsilí, které se vám musí vyplatit.
Takový způsob prodeje se založený na aktivním přístupu obchodníka, obchodního zástupce. Při takovém způsobu obchodování si obchodník vytváří seznam potenciálních zájemců, se kterými obchodně pracuje, pokud je nevyřadí, protože nejsou perspektivní nebo dokud je nezíská jako zákazníky.
Ne vždy se to podaří - z prvního seznamu vyhlédnutých zákazníků se obvykle zákazník stan každý stý (1:100) nebo padesátý
- efektivní prodejní proces s rostoucím prodejním kanálem
- potřebují jedinečný prodejní kanál, který odráží typickou cestu kupujícího.
- Každý potenciální zákazník prochází prodejním kanálem různou rychlostí v závislosti na úrovni zájmu, naléhavosti a množství průzkumu, který provedl ohledně produktu nebo služby.
- Některé vyhlídky mohou dokonce přeskočit etapy.
Jaký je postup při řízení obchodních příležitostí
- Vytvoření seznamu vyhlédnutých zákazníků (suspect)
- Oslovení vyhlédnutých zákazníků
- Vyřazení neperspektivních nebo těch, kteří nereagují
- Přesvědčování potenciálních zákazníků
- Podání nabídky
- Uzavření obchodu
Proč je důležité mít CRM systém
- Honí vás to
- Máte informace na jednom místě
- Vše ke klientlvi - příležitosti
https://www.varicent.com/blog/sales-pipeline-vs-sales-funnel
https://www.nutshell.com/blog/sales-pipeline-vs-funnel
https://www.zendesk.com/blog/opportunity-management/
https://www.zendesk.com/blog/guide-to-the-sales-pipeline/
Opportunity Management Process Flow
Opportunity management follows a process to help deals move toward closed-won efficiently. It begins with identifying ideal prospects and ends with signing the contract.
Prospect Identification
Understanding the company’s ideal customer profile (ICP) is the first step in identifying a deal’s potential and is paramount to maximizing sales opportunities. Having the ICP in mind helps sales reps identify prospects that genuinely need the company’s products or services, have the budget to pay for it, have the purchasing authority, and want to implement a solution within a reasonable timeframe.
Opportunity Qualification
Once prospective customers have been identified through research and analysis, it’s time to start creating sales strategies that will lead to conversions. This may involve making calls or sending emails with personalized messages that showcase features that match the customer’s needs. Salespeople may also offer free trials or product discounts to incentivize purchasing decisions.
Follow-Up
After sales representatives contact potential customers, they will need to advance them through the sales process by providing additional insights into products/services offered and responding appropriately to any questions raised by prospects. This includes managing multiple conversations while remaining aware of any competitive pressure to stay competitively positioned throughout the process.
Quote and Proposal
With the data gathered during the identification and qualification stages, sales reps can generate sales quotes and create customized proposals. The quote should be based on the customer’s product specifications and the pricing discussed during the sales conversation. The proposal should include supporting documentation and content to help decision-makers approve the deal.
Contract
The final stage in OM is the contract. The deal is closed when both the buyer and seller sign a binding contract that spells out the terms and conditions of the sale.
Post-Sales Opportunities
After product and sales delivery, staying in contact with customers, ensuring their satisfaction, and continuing to nurture customer relationships is essential. Sales and customer support must work together to be aware of ongoing customer needs and how the company can add value through additional products and services that will expand the account.
Best Practices for Managing the Opportunity Pipeline
Opportunity management is a key component of successful sales and business growth. Tracking, managing, and optimizing opportunities throughout their lifecycle will help organizations close more deals. Best practices for opportunity management focus on improving efficiency, increasing visibility, and leveraging data to make informed decisions that drive success.
Understand the Sales Pipeline
The first step in effective opportunity management is clearly understanding the company’s sales pipeline. Knowing where each opportunity stands in its lifecycle helps teams prioritize tasks and create realistic expectations about when deals will close. Opportunities should be allocated a stage in the pipeline based on their current status so everyone involved can see how far along the deal is.
Set Responsibilities and Tasks
The second step in creating an effective opportunity management process is creating tasks and action items specific to each stage in the pipeline. This ensures everyone involved in the deal stays focused on what needs to be done next rather than getting distracted by other parts of the sales process.
Best practices suggest assigning team members with specific responsibilities to move deals forward quickly and efficiently while collaborating with other departments, such as marketing or customer service, as needed. In addition, setting up automated triggers or reminders to keep track of due dates or tasks related to an opportunity will help keep deals moving through the pipeline.
Leverage Data
Data-driven insights are also essential for successful opportunity management. Teams need access to accurate data regarding their opportunities to make informed decisions about their strategy and performance metrics, such as win rate or average deal size, allowing them to take corrective action if needed. Best practices also include regularly analyzing deals won versus lost, so organizations can identify any changes they need to make moving forward.
Opportunity Management Software
Opportunity management software is a collection of tools and strategies used to manage the sales process from start to finish. It helps businesses keep track of potential opportunities, automate tasks, and ensure that each stage of the process is followed to maximize efficiency and profits. It provides a comprehensive overview of sales activities and allows businesses to analyze customer data. Opportunity management can help companies to identify trends and patterns, as well as identify areas for improvement.
OM software features include CRM, lead scoring, pipeline tracking, and forecasting. CRM allows businesses to store all customer contact details in one central system, which all sales staff can easily access.
Lead scoring lets businesses rate prospects based on criteria such as budget size or industry relevance, enabling teams to prioritize leads more effectively. Pipeline tracking lets sales teams visualize prospects’ progress throughout the sales cycle, while forecasting offers insights into future performance through predictive analytics and data-driven models.
These features make opportunity management software an essential tool for modern businesses looking to stay competitive in a rapidly changing market. Opportunity management simplifies the sales process, allowing sales teams to focus on closing more deals rather than managing administrative tasks like updating spreadsheets or tracking emails sent out manually.
OM software also provides valuable insights into customer behavior that allows businesses to understand better how customers interact with them online and target specific audiences with tailored marketing campaigns.
Opportunity management software often integrates with configure-price-quote software (CPQ), proposal software, and billing software to give companies a 365-degree view of customer relationships during the sales process and post-sales. These integrations help close deals efficiently and grow and expand customer accounts.
Další vymoženosti kvalitního CRM
Tím to ale nekončí. Vyspělost CRM se pozná i podle mnoha jiných funkcionalit systému:
- Evidence zákazníků – díky databázi zákazníků znáte přesně to, co vaši zákazníci potřebují a jaké mají preference. Můžete jim tak nabídnout nabídku na míru. Mít uložené informace o zákaznících je důležitý krok k efektivnímu podnikání a škálovatelnosti. S tím se pojí i možnost předpovědi prodejů můžete s ním předvídat, kdy bude mít zákazník opětovný zájem o produkt.
- Rozdělení obchodních případů na fáze – toto není typickou funkcí CRM, může vám ale významně pomoct s minimalizací problémů. S rozdělením obchodního případu na fáze máte větší přehled o celém jeho procesu. Můžete tak předejít mnoha nedorozuměním, které v průběhu procesu mohou nastat.
- Mobilní aplikace – každé technologicky dobře zvládnuté CRM má svoji vlastní aplikaci na mobilní zařízení. Občas je potřeba vyřizovat věci na cestách nebo mít systém po ruce na schůzce. K tomu všemu je vhodná plně funkční aplikace pro mobily a tablety.
- Nahrávání školení a schůzek – pro snadný přenos informací a efektivní využití času na online školení či schůzce je dobré mít možnost si hovor nahrát. CRM by měl mít zabudované komunikační nástroje s možností nahrávání obsahu pro opětovné shlédnutí.
Sales opportunity management software
- A sales opportunity is the stage where you introduce your product to a lead in hopes of landing a sale. This stage often involves stakeholder meetings, presentations, and demos – things that showcase your product and position it as a solution to the client’s problems.
- Sales opportunity management software provides the right tools so your team can tackle every opportunity at their best. Sales opportunity management software help your team:
- Prioritize which opportunities to pursue based on accurate data forecasting.
- Create a to-do list of steps needed to land the sale.
- Get a complete picture of your prospect, such as stakeholder information, past interactions, and other related activities.
- Improve collaboration between sales team members.
- Keep an eye on what the competitors are doing.
- Facilitate sales reps on the go through a mobile app.
- Store important documents like proposals, quotes, and invoices in an easily-accessible database.
Automatizace je dobrý pomocník
Všechny opakující se procesy je ideální co nejvíce automatizovat, ušetříte tím mnoho času a snížíte tím chybovost. Aby k ní nedocházelo, je potřeba zadávat do CRM správná data, jejich kontrola je tedy na místě. Zde CRM obchodníkům velmi ušetří práci tím, že mnohé informace CRM samo zkontroluje – např. správnou adresu u zadané firmy přímo z dostupných veřejných rejstříků. V neposlední řadě je nesmírně důležité a často podceňované téma zabezpečení dat. Bez správné ochrany CRM riskujete únik či ztrátu dat, která může být pro firmu zničující. K úplnému zabezpečení dat slouží například cloudové služby. Neponechávejte nic náhodě, nevyplácí se to.
Všechny zmíněné funkce CRM má naše řešení SugarCRM, právě proto ho využívají miliony lidí napříč businessovým světem. SugarCRM patří mezi to nejlepší, co se na trhu s obchodními systémy nabízí. Kontaktujte nás a přejděte na SugarCRM.
Co to může přinést?
Obchodníkovi to nepochybně přináší jednotnou platformu pro jeho záznamy. Vede jej to k určité systematizaci a tím i efektivitě práce. Pozor – nepleťte si to s individuálním přístupem k zákazníkovi. Uživateli systém zároveň vytváří agendu úkolů, které jsou někde uložené a obchodník se je včas dozví. Každý obchodník zná odpověď typu „… zavolejte prosím za půl roku, teď to není aktuální…“. Pokud si pracovník udělá poznámku do svého papírového diáře, je to obvykle ztracené. Zásadním pohledem pro obchodníka je něco, čemu se říká „pipe-line“. Dobrý obchodník, který má tah na branku, bude pocitově řešit prioritně to, z čeho ční největší „byznys“. Ale je pocit vždy nejlepší rádce? Obchodník musí svou „pipe-line“ vidět, a to obzvláště v situaci, kdy jedná s řádově desítkami partnerů.
Vedoucímu přináší tato praxe obrovské možnosti vyhodnocování. Proč potřebuje vedoucí vyhodnocovat obchodní příležitosti? Protože podle toho získá trendy vývoje obchodu ještě dříve, než to pozná na tržbách či počtu zakázek. Protože získá přehled o tom, ve kterém období bude zakázek víc, než firma zvládne, nebo naopak méně, než firmu uživí. Získá přehled o tom, který obchodník jak pracuje, a to ne jen podle tvrdé metriky „tržba“. Má možnost i vytvářet měřitelné plány obchodu a hlavně má firma možnost s velkým předstihem reagovat na jakýkoliv vývoj.
Management současně dostává i nástroj, jak porovnávat dřívější predikce se skutečností. Lze tak korigovat odhady a postupně tento proces zpřesňovat. Významným faktorem je též možnost sledovat aktivitu obchodu pomocí ABC analýzy obchodních příležitostí a rozboru pipe-line. Zavedení této agendy není složité, ale má velký rychlý efekt v řízení obchodu.
How to manage an opportunity pipeline
First, let’s review an opportunity pipeline: It’s a tool that lets you track your prospective deals through the sales process. By glancing at your opportunity pipeline, you should have a good idea of the number of potential sales and the value of your prospective earnings. This helps you determine what activities you need to plan for your day-to-day and how close you are to hitting your sales goals.
At first, it’s difficult to gauge a lead’s potential value. When a lead first enters your sales funnel, you don’t truly know how much opportunity they hold for you. As they learn more about your brand and your offerings, however, they become qualified as an opportunity—that is, you gain enough information to assess the potential value of that sales deal.
A pipeline enables you to monitor the progress of discovering the qualifying information. It also lets you track the activities you must do to get that information and the estimated worth of each potential deal.
You could manage your pipeline by using a spreadsheet and manually tracking each individual as they move further down your sales funnel. But such a task would require a lot of hours and effort. Plus, data entry—when performed by humans—is typically fraught with errors. That’s why many businesses choose to use a CRM opportunity management software platform.
Digitizing the opportunity pipeline makes it much simpler to track opportunities. It reduces the amount of time, effort, and mistakes that are associated with human data entry. Additionally, many pipeline software programs create visual pipelines so the information is easier to digest—most people find them preferable to staring at a wall of cells filled with text.
HOW TO FIND NEW SALES OPPORTUNITIES
- Finding magnifying glass
- Identifying new sales opportunities is different from identifying leads.
- A lead is an individual who may want to buy products or services eventually. Leads, however, don’t always result in an immediate sales opportunity because they are not ready to make a purchase right away.
- Sales opportunities on the other hand are already interested in your product and looking to buy.
- So, the first stage of finding new sales opportunities involves doing your research. You want to learn as much about your current leads as you can.
- The next step is to determine whether your leads fit the
6 opportunity management best practices
Every business operates differently. But there are a few universal tips that can be applied to managing your opportunity pipeline successfully.
1. Research your leads
Even though lead management and opportunity management are different, they both start from the same place—the lead. Once someone enters your funnel, you should learn important facts about them, including:
- What’s their budget?
- What’s their position at their company?
- How quickly do they respond?
- Who is the decision-maker at their company?
- What is their purchasing process like?
- Who was their last provider/vendor (if they had one)?
- It’s unlikely that you’ll have all this information up front, but it’s vital to collect it. It will show you whether a lead is an opportunity or someone who’s just browsing.
2. Create stages for every discovery
- As you learn more about your leads—and they learn more about your business—they move from stage to stage in your pipeline. It’s kind of like a board game. As you move your game pieces closer to the endpoint, they encounter different challenges or tasks.
- Each stage should be clearly defined to bring opportunities closer to a sale. For instance, you might have a stage labeled “Identify the decision-makers.” For the sales team, this is an indication of the next step to take before moving onto the other pieces on the gameboard. Once you get the name of the decision-maker for that opportunity, you move them along to the next step, and so on until the deal is closed.
3. Focus your efforts where they’ll matter most
- Every opportunity has potential value for your company. It might make sense to focus on the opportunities with the highest value, but the value isn’t only expressed in a dollar amount. There are other contributing factors that can determine which opportunity to hone in on.
- Imagine there are three sales opportunities in your pipeline. Here’s a breakdown of some of the factors that can help you decide which one to prioritize:
- opportunity management
- Based on the information above, which opportunity would you focus on first? Without more details, you’d have to make your decision using gut instinct. The problem with gut instinct is that it isn’t always reliable.
- ut there’s also a problem with having more information—you have to analyze it. And analyzing tons of data can eat up many valuable hours.
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- This is where opportunity management tools come in handy. The data-processing power of these systems helps you identify which opportunities to prioritize, so you can spend more time pursuing them.
4. Automate the repetitive steps
Automating portions of your opportunity management process will accelerate your sales cycle. Pipeline software and other platforms typically come with automation tools that cut out the repetitive work from your day-to-day.
- Here are some opportunity management examples of using automation to speed up the process:
- Automatically send follow-up emails to leads
- Automate sales prospecting tasks to instantly locate qualifying information
- Automated scheduling apps for sales meetings
- Pipeline features that automatically move opportunities from one stage to the next
- There are many ways to integrate automation into your opportunity pipeline. The key is to let the software handle the most time-consuming tasks so you can focus on your leads and their individual needs.
5. Don’t fall off the radar
Today’s consumers have a lot going on. That means the best time to contact them is when you know they’re already thinking about you. Respond quickly to leads, and once an opportunity reaches a new step, don’t wait too long to take action.
Even if you think a lead is sticking around, don’t let yourself drop off the radar—every bout of absence is an opportunity for them to find solutions elsewhere. Establishing a clear sequence of steps and automating tasks will help you stay on top of communications with potential customers, even when there are a million things going on.
6. Track your success
Use your CRM to evaluate the effectiveness of your opportunity management process. Looking at the data can reveal a lot about your customers and your sales cycle. In turn, you’re better positioned to strategize more profitable practices in the future.
The simple act of implementing an opportunity pipeline won’t magically make you close more deals. The trick is to fit it neatly into your process, then track, strategize, and refine your process with each passing quarter. Eventually, patterns will emerge that lend even more insight into how your activities directly correlate with the outcomes.
Keep in mind that the tools you use—like your contact management software program—will play a large part in how you monitor and evaluate your opportunities. An easy user interface is critical to making the process more intuitive and, as a result, increasing the likelihood that it’ll have a productive impact.