What is Digital sales?
Customers research, compare and often buy without speaking to a salesperson. Digital sales designs the way to sell in that world: digital channels and sales teams that work together to sell more at a lower acquisition cost.
We map the purchase journeys, build the digital funnel with its conversion points and connect leads with the sales force, the CRM and remote service.
A conversion dashboard shows each week where customers are being lost and which adjustment has the greatest impact.
The problems clients bring us
How much does it cost us to acquire a customer?
Rising acquisition costs with no clarity on which channel converts best.
Where do customers abandon the purchase?
Forms, quotes or payments that hold back conversion and that nobody measures.
Do digital leads reach sales?
Contacts lost between marketing, the sales team and the CRM.
Do we sell through separate channels?
Different experiences on the web, app, phone and in branches, with no continuity for the customer.
Does our sales force use digital tools?
Salespeople without tools to serve customers remotely or data to prioritize.
Which products can be sold online end to end?
Processes designed for in-person selling that haven’t been simplified.
Our approach, applied to Digital sales
The same four phases of «Our approach», with what we do and what we deliver in each one.
The path of a digital sales program
- 01Conversion diagnosisTraffic, conversion and cost by channel, and lead management.
- 02Prioritized journeysThose that weigh most on sales and have the most friction.
- 03Redesign and pilotJourneys, lead handover to sales and tests on a product or segment.
- 04Scale and continuous testingWeekly tracking of conversion and acquisition cost.
We use a problem-solving structure to frame hypotheses.
We analyze traffic, conversion and cost by channel, map the current customer journey and review how leads are managed.
DeliverableSales funnel diagnosisWe break the problem down into a MECE structure.
Journeys are organized by segment and product, and those that weigh most on sales and have the most friction are prioritized.
DeliverableMap of prioritized journeysWe build the business cases and the structure of each initiative.
We redesign the prioritized journeys, the digital funnel and the handover of leads to sales, with the business case and tests on a pilot product or segment.
DeliverableSales journeysWe provide support with a dedicated, full-time on-site team within the organization.
We scale what works, with weekly follow-up routines for conversion and acquisition cost and an ongoing testing plan.
DeliverableConversion dashboard
What does the diagnosis review?
Omnichannel journey: stages and channels
- 01 DiscoverySocial and search · also web and app
- 02 ConsiderationWeb and app · also social and search, remote advisor, messaging
- 03 QuoteRemote advisor · also web and app, messaging, store or branch
- 04 PurchaseWeb and app · also remote advisor, store or branch
- 05 After-salesMessaging · also web and app, store or branch
- Purchase journeysHow each segment researches, compares and buys.
- Funnel and conversionTraffic, leads, opportunities and closed deals by channel.
- Digital channelsWeb, app, e-commerce and messaging.
- Remote and assisted salesTelesales teams, chat and online advisors.
- CRM and dataRecords of customers, leads, opportunities and follow-up.
- Sales organizationRoles, targets and incentives across channels.
How does the customer buy?
We follow the customer through each stage of the purchase and measure where they drop off, so we tackle the friction that weighs most first.
Omnichannel purchase journey
- 01 DiscoveryThe customer finds the brand on digital channels
- 02 ConsiderationCompares options with clear information
- 03 QuoteReceives an offer online or from an advisor
- 04 PurchaseCloses without friction on their preferred channel
- 05 After-salesService and repeat purchases
What stays in your organization
- Digital funnel
- Stages, conversion points and owners from first contact to sale.
- Sales journeys
- Journeys redesigned by segment, with less friction and continuity across channels.
- Conversion dashboard
- Conversion and acquisition cost by channel, product and stage, every week.
- Lead management model
- Rules for qualifying, assigning and following up leads between marketing and sales.
- Testing plan
- Experiments to improve conversion, with documented results.
Where do we apply it?
Led by Benká Consulting, with the rest of the holding when the challenge calls for it.
