Tom Levers

Low Friction Sales… the way Customers Buy

Posted in BUSINESS DEVELOPMENT, MARKETING by Tom Levers on April 4, 2010

Sell the Way Customers Want to Buy

Smart companies are providing their prospects with much of the information they need to make a purchase decision when they need it… but true frictionless sales allows the customer to slide into using the product before they make a major investment. When we talk to businesses people they want to be communicated with, but on their own “just in time” terms. In general the business purchase process expects that a product need can be illustrated quickly, with no strings attached, and delivered through whatever best fits the least resistance for acquisition.

Low resistance can be free for now… but does not mean free forever!!!
The more you adapt and satisfy the way your customer wants to buy, the easier it is to close. The easier it is to close a sale, the easier to scale and the faster and more efficiently you can grow.

There are various grades and limitations of friction in different selling models… but there is always more than one methodology for success. So have you honestly evaluated if you are using the most efficient approach?

Don’t know? Well take a look internally. Are you insisting on touching the customer through the A to  Z steps. This often makes you over compensate with high upfront prices because you feel only a person can communicate value, like in the old non-internet methods of sales and marketing? Business selects products that are easy to learn about, easy to use, easy to evaluate… easy to sell. How does a heavy handed sales process make things easy?

The highest friction sale is very expensive upfront, and means you need to spend lots of money on marketing, trade shows, etc and large direct sales force of expensive reps pounding the pavement for months trying to close a large deal with an enterprise customer. Follow that with a 3 month implementation process to get the customer happy.

Here’s a better way to look down the frictionless funnel. Look at how others seemed to make sales frictionless.

No Barriers to Revenue
Remember… some of the largest telecommunications customers on earth, are prolific distributors of subsidized or free handsets, but they sell the services. And free or very inexpensive doesn’t mean no revenue, it means no barriers to revenue. Or how about Microsoft, selling Enterprise Licenses in the data center with an  “All You Can Eat” method of product availability. Need 500 new servers… no problem “we have an Enterprise Agreement ” , no barriers to revenue !

Limiting “Friction” can be applied throughout the selling process… just look at how your custmer buys, not how you learned to sell! This will reduce the pain for customers to adopt and use a product and consequently reduce the cost of sales and marketing to get a customer to generate revenue… then all is needed is to  leverage the product and your new found marketshare.

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