Understand what referral marketing is and how to apply it to your agency’s clients

Referral Marketing is a great strategy to leverage the results of your agency’s clients. See practical tips on how to use it

Have you ever heard the expression “word of mouth”? It is about situations in which a person likes a product or service so much that they recommend it to other people. The referral marketing is a remodeled form of this concept.

Think about the current market scenario and consumption habits. It is possible to observe that people no longer just want to consume. They are in a constant search for new experiences. 

When you manage to align your deliveries to the public’s wishes, ensuring a satisfying customer experience, it makes them recommend your company. And that’s how referral marketing is built.

We at Layer Up have a successful case working on this concept. By restructuring the Playcenter Group’s planning and strategies, we managed to increase its revenue by 1,529.04%. Therefore, in this article we are going to share some tips on the subject, using the case as an example, so that you can take advantage of this concept with your agency’s clients as well.

Going deeper into referral marketing

Now that you know the concept, let’s talk about the practical part . Working on referral marketing involves a set of strategies that facilitate decision making at the time of purchase through referral and recommendation from other users.

Basically, it is a customer who becomes a spontaneous promoter of your brand and naturally influences other people to purchase your product or service as well. After all, many people look for testimonials or second opinions when considering a purchase.

Reference marketing can also be considered a journey , as there is a path that the customer takes from the moment he knows your brand until he is enchanted with the deliverable. In order for it to be faithful to your business, it is interesting to offer something that complements your experience.

How to implement this concept?

It is clear that, for the customer to become a promoter of the company, it is necessary for him to have a positive opinion about the journey he has covered . Therefore, we have separated some tips that work here at the agency for you to apply with your clients as well:

Build customer loyalty

Loyalty strategies go hand in hand with referral marketing. Therefore, study ways to implement a loyalty program according to the profile of the companies you serve, aligning the number of customers they currently have and how much they intend to reach.

Our case, the Playcenter Group, had difficulty keeping the customer who was already engaged in its base .

While studying the best way to improve this relationship, we developed a specific plan for Playmania , an advantage club that offers discounts at the park to attract, qualify and convert leads.

We created flows and campaigns to publicize the new advantages, which yielded a growth of 53.4% ​​in a one-year period.

We also developed specific journeys for another front – children’s birthday parties. We made a special communication for those who had already celebrated in the customer’s space.

Altogether there were 29 automation flows and more than 40,839 Leads converted, generating demand through digital channels.

Be present on social media

To generate recognition and especially reach, it is necessary to be present on social networks. But, before publishing, create a schedule that talks directly to the public, working on their desires, pains and needs.

In our case, this strategy was used to reformulate communication and attract users to all fronts: parks, birthday parties in the space and school excursions.

Provide a good shopping experience

Yes, we have already mentioned the importance of providing customer satisfaction, but the shopping experience is one of the crucial factors of referral marketing, as it is from this point that it effectively becomes a promoter.

It is essential to offer excellent service , concerned not only with selling, but with helping others to achieve what they want . This factor helps a lot in loyalty.

To apply this concept to the Playcenter Group, we allocated a Sales Development Representative (SDR), a pre-sales professional who served the public during the commercial stage, answering questions and offering all the support even before the purchase.

Evaluate your customer experience

Considering the entire process, from the search for a product or service, through purchase to use, it is necessary to understand more deeply how the experience of consumers in general is.

Receiving this feedback is important to find points for improvement, understand what they liked the most, what were the main benefits of purchasing the product or service and the reason for choosing your client’s company .

This was also a process adopted in the Playcenter Group’s party planning . The objective was to optimize bottlenecks, delivering a better service, in addition to understanding the ideal time to get back in touch, with more strategic flows.

Is it possible to apply referral marketing in an e-commerce?

With all the changes in consumption habits and the transformation that has been taking place in the market, it is necessary to develop strategies that improve the e-commerce Sales process as well. During the pandemic we could see a growth in online stores, and you as an agency have probably already had contact with a client of this type.

In addition to implementing all the strategies that have already been mentioned, there are other ways to take advantage of these indications without putting a completely commercial image behind the experiences that appear on your page.

In this case, the ideal is to create a space for customers to share their experiences on the very page where the product or service is being sold. It is possible to place categories such as evaluation of service, merchandise, shipping and delivery time.

In this way, anyone interested in buying the product will be directly influenced by the opinion of people who have already used it .

It is also worth deploying this method on your customer’s e-commerce social networks, so that you can repost the opinions shared by them in real time, helping to improve your reputation and bringing more engagement.

The Playmania e-commerce referral marketing strategy

In addition to leveraging the Playmania advantage club with more offers and good communication, we decided to take it a step further: we developed an e-commerce.

Through the site, the user could purchase a card and load it with offers, avoiding lines at the park and saving fun time. In this way, we improve the customer experience and facilitate the purchase process.

After carrying out this planning and applying automations, nutrition and shots, there was an expansion of 298.22% in the number of registered in the club, going from an average of 730 monthly registrations to 1,938 new Leads per month.

By analyzing these results, it is possible to understand how referral marketing can be effective for your company or brand.

Case Playcenter: The practical example of benchmark marketing that won the “Best Marketing and Sales Case” category at the Agências de Resultados

The Playcenter case that we show in this article was so successful that it led Layer Up to be the winner of the Results Agencies Award , in the Best Marketing and Sales Case category, in 2019. The award is a way for RD to give visibility to the agencies that most become highlighted during the year.

With over 2,000 participants, the award takes place annually on the eve of RD Summit (or Hostel by RD Summit, as it was last year) and crowns the best agencies in the country.

How about getting inspired by the post tips to create a Marketing and Sales success story too? We still have a few months until this year’s awards, and I’ll bet you’d like to take your agency’s name to the podium.

 

Weekly News: Twitter on “The return of the arrobas that weren’t”

The social network announced that it was going to delete inactive accounts and provoked unexpectedly emotional reactions from tweeters

We have come to the end of the last week of the penultimate month of the last ten years. This, as we have discussed at length here, means absolutely nothing. Even if we do not believe in the past and the future, as there is only the present, the symbolism persists and we end up being touched by sentimental issues.

Perhaps due to the proximity of Christmas and the renewal of hopes of the abstraction called New Year, this week’s news tour addresses themes that concern an internet that has already been. Perhaps, even, to an internet that could have been or that naively chose not to be. So, Twitter and Tim Berners-Lee are here.

Well, the fact is that our next news post will only be in December. And shortly thereafter, 2019 will come to an end. Another certainty we have is that our newsletter will continue to be delivered regularly on Fridays, bringing positivity to your inbox. If you haven’t signed up yet, you have another chance below. Afterwards, continue reading the post!

Twitter in “The return of the arrobas that were not”

To say that Twitter has gone into an uproar in the past week may seem redundant. After all, twitterers are always upset for some reason every day, getting involved in arguments that sometimes, unfortunately, escalate into verbal violence. However, in recent days, a subject recalled the root era of the social network: the arrobas.

In the early days of microblog, choosing a good username was essential to show who you were, whether it was your name or a nickname. Many people even came to be known by @. Right at the beginning, but really, it was easier to get what you wanted. Now, it’s almost impossible, forcing the use of numbers and other subterfuges.

Much of this is due to users who made their accounts and then left their profiles indefinitely. I, for example, have an @ well ok, which has my first and last name. However, I always wanted something shorter, like @volps – it’s easier to quote, taking up less space, even with character enlargements. It was always a stillborn profile, though.

Cut to 2019

Because this week, out of the blue, Twitter sent a warning  that it would start deleting accounts from December 11th. The criteria was very simple: if the user has not logged in in the last 6 months, he would have the account disabled. The internet – or the twitterers – had the party: thousands, maybe millions of arrobas would be released, and many people have already started to map theirs.

But soon the problems started. Automated accounts, which aren’t always evil bots, would disappear. Those that post links directly, for example, as well as others that are dedicated to tracking deleted tweets from politicians and authorities. The biggest criticism, however, came from an unexpected emotional relationship of many users: dead people.

You may have already seen a memorial account on Facebook, which is offered to relatives of deceased users who want to keep their profile. It is an important way of dealing with grief for many people. Twitter doesn’t have that. Many profiles of people who are gone, therefore, would disappear on December 11th, saddening friends and relatives.

Twitter decides to rethink

Faced with this strongly emotional repercussion, Twitter announced, the next day, that it would rethink the sudden disappearance of the inactive arrobas . The justification was really linked to the tweeters who have already left us: no one would be removed until the social network figured out how to deal with these profiles that are so important to many people.

In addition, the company explained that it already had a policy to delete inactive profiles, but did not exercise it. And with GDPR, the European data protection law, you need to take this more seriously. In the end, this case reminds us of the real and extremely personal connections we have to social media. They can help you deal with tremendous pain.

There is no forecast of deletion of profiles in Brazil, for now, but maybe it’s worth logging into your inactive Twitter account. Maybe you’ll remember when that was a lot more fun. Just be careful with the virulence there.

Web Inventor Launches Plan to Save It

Tim Berners-Lee, the inventor of the web, wants to save it from himself. He launched this week Contract for the Web , a global action plan to make the online world safer and empower the people within it. The document was prepared for about 1 year by more than 80 organizations, and has the support of 150, including Google, Facebook and Microsoft.

He told the  British Guardian newspaper as follows :

If we leave the web as it is today, there are many things that will go wrong. We could end up in digital dystopia if we don’t change things. It’s not that we need a 10-year plan for the web, we need to change it now.

The contract has 9 principles, divided equally into 3 large groups. See below, in free translation:

governments

  1. Ensure that everyone can connect to the internet
  2. Keep the internet available at all times
  3. Respect and protect people’s fundamental rights to online and data privacy

Companies

  1. Making the internet accessible and at a price people can afford
  2. Respect and protect people’s data privacy to build trust online
  3. Develop technologies that support the best of humanity and face the worst of it

citizens

  1. Being creators and collaborators on the web
  2. Build strong communities that respect civilized conversations and human dignity
  3. Fight for the web

ET returns to visit Elliot 37 years later

Since the theme of this post is the longing for a past that doesn’t come back, let’s talk a little about someone who came back: ET, the extraterrestrial. The sympathetic alien eternalized in Steven Spielberg’s 1982 film, has appeared again on Earth. And he came to visit his old friend, Elliot. This is the plot of an advertisement for Xfinity, a company that provides internet services, video streaming and other technological possibilities.

The theme is precisely the possibilities of connecting the modern world, which Elliot and his family happily present to the space friend. There are multiple references to the film, awakening nostalgia in the group that is in their 30s, 40s and 50s. No I’m not crying, you’re the one crying.

 

5 reasons to start investing in SEO today

The expected result is rewarding, both in terms of your website’s conversion and your brand positioning and perception of your target audience

SEO is a set of techniques used so that those who use internet search engines (Google, Bing, for example) reach your site organically, that is, without the use of paid media. The main techniques used are: content creation, link building, SEO Tech and user experience.

Imagine that you are looking for a material about Digital Marketing . If you don’t have a good indication, most likely what you’ll do is Google it , right?

Now think how many people are doing this right now about what you offer. I’m sure there are thousands of users looking for solutions that your company offers, and if they aren’t reaching you, it’s time to invest in SEO

But what is SEO? (and why invest)

SEO is the acronym for Search Engine Optimization , or in free translation, it is the optimization for search engines.

In other words, it is a set of techniques used for those who use internet search engines (Google, Bing, for example) to reach your site organically, that is, without the use of paid media.

For you to have an idea, around 70% of the traffic on the results of the Digital Results blog comes from organic search, that is, these visits are the result of the work with the optimization of our pages.

Given concept, I quote here 5 good reasons for you to invest in SEO.

1. Invest in what is really yours

Ever wondered what your biggest asset on the internet is? I would say the best answer is: your website. It will stay with you for as long as your company is active, it is there that people will know what you do, what are the advantages of your business and what you have the best to offer.

But what about social media ? They are extremely important in the most diverse points of the Digital Marketing strategy, however, they are not your patrimony.

Imagine if 10 years ago we had invested a very high amount betting all our chips on Orkut? Surely what appeared to be something very clear could be a disaster.

Investing in SEO for your website is investing in something you really own, it is betting on your greatest asset on the internet and reaping the rewards of hard work, however very valuable.

2. Get space on the 1st page of Google

Being on the first page of Google does not mean that your company provides a better service or has a product with much higher quality than your competition. Being among the top means that your SEO work is being done well and that your content is relevant.

However, for the more lay public and that uses the internet for research purposes, the feeling is that Google appoints you as one of the best in your market.

Here, small and large companies compete together for the same market . All the more reason to invest in SEO.

3. Be the reference your user is looking for

The more searches you have on the first pages, the greater will be your authority in the area in which you work.

People are looking for relevant data, solutions to problems, tips to improve their daily lives and much more. And if in these cases the searches were related to themes that your company operates, surely the brand that it will see as a market reference will be yours.

And it’s not enough to just produce content, you need to be aligned with ranking techniques so that your website is always ahead of the competition, that is, it is once again necessary to invest in SEO.

4. Increase your website visits (and sell more)

Being on the first pages of search engines is synonymous with more visits. Optimizing your site will make your navigation easier and your content, as well as rich, may be even more attractive. Result: increased search volume, new conversions on your site, more Leads to relate and much more chance of new customers .

A site with no updates and no use of SEO techniques will not generate recurring hits and will lose relevance over time, going from a site with the potential to generate a lot of business to a mere static virtual business card with very few hits .

5. Increase the quality of your ads

If you are thinking of investing in Google Ads and making your campaigns even better, it is essential to focus on SEO.

Google Ads measures your ad position using the Quality Score . It estimates (along with the bid) which position your ad will be placed in the auction. The Quality Score is divided into CTR ( click-through rate or click-through rate ), the relevance of the keywords and the quality of the page that will be accessed, and it is in this last point that SEO comes into play.

Optimizing the page for the user (among other factors) includes original content, relevant data and other information that the most diverse SEO techniques can help make browsing the best experience possible. After all, it’s no use clicking on an ad looking for one thing and finding another, right?

And one more important aspect: having the page optimized can make your bid cost less than expected . One more point for SEO!

Investing in SEO in times of crisis

With the Covid-19 pandemic and the quarantine, the way many companies and people work changed. The home office became a reality, in addition to the digitalization of many businesses in order to guarantee their survival during this period.

With this, more than ever it is the time to invest in SEO, because it is not enough just to be in the digital environment and have a website, your business, products and/or services need to be found by people, that is, to be on Google .

With the Coronavirus crisis, those who were already doing SEO work ended up getting more results, as they probably already had well-positioned pages. However, even if you never invested in SEO or didn’t know what it was about before reading this post, now is the time!

Warning: SEO is not overnight

Optimizing a website and seeing it grow takes a while. You can add at least 3 to 6 months to your schedule. But little by little, the results are accumulating and the gains are rewarding.

Investing in SEO is a fundamental point to achieve medium to long term results . It needs to be worked on constantly and you must always be aware of the new rules of the game.

However, the expected result is rewarding, both in terms of conversion of your website and your brand positioning and perception of your target audience .

It’s really worth investing in SEO 🙂

To learn more, download the Complete SEO Guide , a material with everything you need to know to stay on the first page of Google and attract more qualified visitors.

 

6 basic tips for your technology company to conquer market through the internet

Here are some simple and easy-to-apply tips for you to position yourself on the internet by attracting customers to your product. Check out!

We know that among the biggest difficulties faced by technology companies is gaining market share and becoming a reference in what they offer. And the way to get there is usually not an easy one, as competition is great, the target audience is often unprepared to understand such a product or service, and the flood of information on the web continues to grow. Building trust takes effort and time, but some shortcuts can be added to get your business there faster.

With that in mind, we’ve put together some simple tips for you to position yourself on the internet by attracting customers to your product. Check out.

1. Interact through social media

This topic seems obvious, but many people still miss the opportunity to use social media fully and strategically. They use Facebook, Twitter and LinkedIn only to publicize the content they produce or replicate from other portals. Some companies don’t even invest in as many networks as Google+, Instagram, SlideShare, Youtube or the newest of live video transmissions like Periscope , which have brought excellent results for several companies.

Social networks are based on interaction. So, participate in discussions, answer comments and questions that have to do with your product in groups and other pages and interact with other companies. This helps build trust, shows authority on the subject and gives credibility to your brand. Using social networks in a genuine way based on the proposal of each one, relating to users, is to increase the chances of having them as future customers.

2. Advertise on sites that are reference in your industry

This tip demands financial investment, but it can also bring surprising results. If your product is a health app to help people stop smoking, for example, you can search search engines for the first sites that are organically ranked in the “stop smoking tips” search.

Most news portals use Google’s advertising system, allowing you to place your website or a specific Landing Page on the portal through the Adwords display network . This is a way to strategically go after customers and, even not getting the first placements of your content for those keywords, gain visibility among your target audience (who have already recognized that they have a problem but so far not knows your solution). Also, when you finally arrive organically on the first page of searches, people will already be familiar with your brand and bringing them to your company’s website will be even easier.

3. Participate in specific forums

The idea here is the same as that of social networks: interact and show that you understand the subject, becoming a reference in the area. The difference is that in these forums you will find people with even more specific knowledge in that area and with more punctual questions, which can be considered from the middle or bottom of a funnel .

This audience is usually even more prepared to understand your solution and how it can help you overcome problems or improve processes, ie, to buy it. Some examples of technology forums to participate in Brazil are: IT Forum 365 , Techtudo , UOL , Imasters , Script Brasil and TechNet .

4. Join Quora

Despite being a social network, Quora is worth a special topic, as it can be considered the largest knowledge-sharing social network. What this means? That the dynamic of questions and answers on this platform, which is very similar to a forum, has moved several areas of knowledge. And, in the case of technology, we can highlight it even more.

Many people use Quora to ask questions about technology and the social network usually ranks very well (on the first page) some types of questions about SaaS, such as “I’m thinking about buying this product X, does anyone recommend?”. Always be aware of curiosities number one, that is, the first pages of results and look for questions and assessments left by common people, not companies, to answer them.

The point here, again, is to build trust and gain visibility. So don’t participate by just saying that you offer software for that niche. Introduce yourself really engaged to try to help with the issues raised. If you can provide truly qualitative answers, people will likely go after your profile and can see that you, for example, are the CEO of a SaaS company that offers a useful solution to their problem. This way, you will be able to enter the list of hiring possibilities without even having to offer your product or service.

5. Create your own forum

If participating in forums can already bring incredible results to gain authority and promote the brand, imagine creating your own discussion space. If this solution is viable for your company, do not hesitate to put it into practice. Thus, your organization will be largely responsible for generating a dialogue around the theme that your product is inserted.

In this space you can indicate your rich materials or blog posts within each topic raised, or just submit answers that really help the participants. This will not only generate buzz for your business, it will also help your target audience take more steps towards their education on the subject.

Many technology companies have already invested in this strategy and obtained very interesting results, as is the case of Rock Content, RD’s partner that created the Content Marketing Forum , which addresses several topics related to content production for marketing. In addition to gaining authority on the subject, your business will position itself as a reference in the market, attracting new customers without major efforts from the sales or marketing team.

6. Work with marketing automation

It’s no use attracting visitors to your site with all the tips already mentioned if you can’t turn them into Leads and keep them close, nourishing them with other content until they’re ready for purchase. Working with marketing automation is to avoid wasting all the effort you’ve had so far. This strategy facilitates a closer and more personalized relationship through segmentation, in addition to allowing you to educate your Leads explaining why a product like yours is relevant to them. To learn everything about the subject, from theory to practice, we recommend reading our eBook “Marketing Automation” .

Despite conquering an increasing space in the Digital Marketing of companies and bringing real and measurable results, there are few organizations in Brazil that invest in automation and, therefore, those who use this resource end up coming out ahead. The use of marketing automation is to close with a flourish (before sending to sales) all the strategies that have been carried out so far.

 

Algorithm Update: Why Your Ecommerce Shouldn’t Rely Only on Paid Media

Understand how changing the algorithm can hurt your sponsored link campaigns and see how you can work around this situation.

Among so many difficulties that ecommerce entrepreneurs have in their daily lives, one of them is the total dependence on heavy investments in paid media and sponsored links.

But after all, why is this a difficulty?

Because social networks and search engines always adjust their strategies, through algorithmic changes and updates, to charge more and more for sponsored keywords or ads. To get an idea of ​​how common this is, Google recently made a change to their algorithm and, shortly thereafter, Facebook followed suit.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after all the competition in the first places will be fiercer and the last ads, cheaper, no longer exist;
  2. On Facebook, the reach of your target audience is more restricted;
  3. At Google, as organic results are increasingly disputed, the strategies for producing quality content and correctly applying keyword terms will have to get better and better.

Therefore, when developing your Digital Marketing strategy , don’t be hostage to paid media and sponsored links, as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing asset, that is, your contact base, through the generation of Leads and relationship with those Leads.

To do this, we have selected some suggestions for marketing actions below:

  • Be sure to invest in sponsored links: they are still the best way for your ecommerce to scale quickly;
  • Create strategies for this investment to become a marketing asset for your business, if your visitor is not going to buy now, use your paid visit to generate a base of contacts;
  • On your website, always give the option to leave the contact for those who are not determined to buy – for example, register for a discount coupon and tips on using products they have in store;
  • Keep a personalized relationship: segment your lists based on the profile and interest of each of your contacts and connect with them through Email Marketing targeted to your characteristics. Email is one of the few relationship channels with your potential customer, don’t burn this channel with campaigns that don’t have a good opening rate result. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Below, see how these actions fit into Lead generation and the purchase journey, that is, the path that the Lead needs to take until it reaches the moment when it will decide to buy:

Lead Generation for ecommerce

Whenever we talk to ecommerce owners or marketing managers, we see a certain resistance in talking about indirect conversion, since sales conversion is (and should be) always the focus.

Indirect conversion is any strategy that you use to “provoke” some action in your website visitor if they are not ready to purchase. This action usually has as its main objective the capture of contacts to maintain a relationship, so that there is a break in barriers and you earn the trust of that new user. With email capture you can also bring it back to your website with low investment.

Unlike a physical store, ecommerce does not have that attendant who asks how he can help you, offers tips on which product is best suited for your interest and “convinces” you to buy with him. Therefore, the capture of contact, the personalized relationship and quality is what the role of this seller will play.

Some might say, “Ah! But whoever enters my site is looking for something and has already decided to buy it”. Really? The average conversion rate of Brazilian ecommerces in 2015 was 1.65%, according to a survey by Experian Hitwise.

So, think: at what time of purchase were the other 98.35% of your visits that left without taking any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of moment of purchase and the importance of working also with indirect conversions, I suggest, in addition to reading the topic below, the post “What is it and what is it for Lead Management” .

Buying Journey in ecommerce

Every user in the purchase process goes through four steps to make the decision. This concept is what we call here in RD the Buyer Journey. The four steps are: Learning and Discovering, Recognizing a Problem, Consideration of the Solution, and Purchasing Decision.

In the post “Buying journey: what it is and its importance for the Digital Marketing strategy” , there is a detailed explanation on the topic. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site by simply browsing your social network and seeing your ad. He entered because it was an ad for the perfume he usually wears and wanted to see prices and other options he might like, or he searched for some information that his website offers.

Problem recognition: You need to buy a perfume because you discovered that what you have is running out, but you still don’t know which one to buy. Enter the websites to see prices and recommendations for the perfumes you are considering. In this case, the recognition of the problem was caused by an external factor: the perfume you have is almost gone. But the perfume seller website itself can provoke this problem recognition, offering content that awakens the user to the pain he has. For example: Did you know that perfume scents are best recommended for day or night? Know which perfumes we recommend for each shift.

Thus, your visitor discovers that the perfume he has is for the night, and feels the need to buy a lighter scent for the day.

Solution Consideration: If the user already knows which perfume he wants, he starts researching prices, delivery times and reliability of the websites where he can buy. If the first contact with your website is only at this stage, your chances of winning this dispute are greatly reduced, but it is from here that all ecommerces centralize their efforts to attract visitors. That’s why conversion rates drop so much in the Brazilian market – the visitor is searching for a price, whoever gives less wins.

Purchase decision: The user already knows which product to buy and where to buy. If the contact with users only occurs at this stage, few of them will actually convert into a sale on your website – the tendency is for them to buy from a website with which they have had a relationship before.

Sometimes, when the product being marketed matches an impulsive buying profile, this journey can be taken quickly. For complex sales or with higher tickets, the journey is usually longer.

Either way, it’s worth investing in ways to attract for all these steps. Thus, you increase your chances of carrying the user throughout the journey and make him build confidence to buy with you.

The constant change in algorithms is a big challenge for ecommerces. But, as we’ve seen, there are ways to get out of your dependency on sponsored links and get results with lead generation and content production based on your audience’s buying journey.

Therefore, optimize your investments, have your own marketing asset and don’t burn the only relationship channel with generalized emails and no relevant subject for your potential buyer.

Do you have an ecommerce? Have you ever felt the impact of algorithm updates? Do you have alternative plans to get around this challenge? Use the comments below and share your experience with us!

What is the secret of successful startups in Brazil and worldw

Algorithm Update: Why Your Ecommerce Shouldn’t Rely Only on Paid Media

Understand how changing the algorithm can hurt your sponsored link campaigns and see how you can work around this situation.

Among so many difficulties that ecommerce entrepreneurs have in their daily lives, one of them is the total dependence on heavy investments in paid media and sponsored links.

But after all, why is this a difficulty?

Because social networks and search engines always adjust their strategies, through algorithmic changes and updates, to charge more and more for sponsored keywords or ads. To get an idea of ​​how common this is, Google recently made a change to their algorithm and, shortly thereafter, Facebook followed suit.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after all the competition in the first places will be fiercer and the last ads, cheaper, no longer exist;
  2. On Facebook, the reach of your target audience is more restricted;
  3. At Google, as organic results are increasingly disputed, the strategies for producing quality content and correctly applying keyword terms will have to get better and better.

Therefore, when developing your Digital Marketing strategy , don’t be hostage to paid media and sponsored links, as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing asset, that is, your contact base, through the generation of Leads and relationship with those Leads.

To do this, we have selected some suggestions for marketing actions below:

  • Be sure to invest in sponsored links: they are still the best way for your ecommerce to scale quickly;
  • Create strategies for this investment to become a marketing asset for your business, if your visitor is not going to buy now, use your paid visit to generate a base of contacts;
  • On your website, always give the option to leave the contact for those who are not determined to buy – for example, register for a discount coupon and tips on using products they have in store;
  • Keep a personalized relationship: segment your lists based on the profile and interest of each of your contacts and connect with them through Email Marketing targeted to your characteristics. Email is one of the few relationship channels with your potential customer, don’t burn this channel with campaigns that don’t have a good opening rate result. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Below, see how these actions fit into Lead generation and the purchase journey, that is, the path that the Lead needs to take until it reaches the moment when it will decide to buy:

Lead Generation for ecommerce

Whenever we talk to ecommerce owners or marketing managers, we see a certain resistance in talking about indirect conversion, since sales conversion is (and should be) always the focus.

Indirect conversion is any strategy that you use to “provoke” some action in your website visitor if they are not ready to purchase. This action usually has as its main objective the capture of contacts to maintain a relationship, so that there is a break in barriers and you earn the trust of that new user. With email capture you can also bring it back to your website with low investment.

Unlike a physical store, ecommerce does not have that attendant who asks how he can help you, offers tips on which product is best suited for your interest and “convinces” you to buy with him. Therefore, the capture of contact, the personalized relationship and quality is what the role of this seller will play.

Some might say, “Ah! But whoever enters my site is looking for something and has already decided to buy it”. Really? The average conversion rate of Brazilian ecommerces in 2015 was 1.65%, according to a survey by Experian Hitwise.

So, think: at what time of purchase were the other 98.35% of your visits that left without taking any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of moment of purchase and the importance of working also with indirect conversions, I suggest, in addition to reading the topic below, the post “What is it and what is it for Lead Management” .

Buying Journey in ecommerce

Every user in the purchase process goes through four steps to make the decision. This concept is what we call here in RD the Buyer Journey. The four steps are: Learning and Discovering, Recognizing a Problem, Consideration of the Solution, and Purchasing Decision.

In the post “Buying journey: what it is and its importance for the Digital Marketing strategy” , there is a detailed explanation on the topic. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site by simply browsing your social network and seeing your ad. He entered because it was an ad for the perfume he usually wears and wanted to see prices and other options he might like, or he searched for some information that his website offers.

Problem recognition: You need to buy a perfume because you discovered that what you have is running out, but you still don’t know which one to buy. Enter the websites to see prices and recommendations for the perfumes you are considering. In this case, the recognition of the problem was caused by an external factor: the perfume you have is almost gone. But the perfume seller website itself can provoke this problem recognition, offering content that awakens the user to the pain he has. For example: Did you know that perfume scents are best recommended for day or night? Know which perfumes we recommend for each shift.

Thus, your visitor discovers that the perfume he has is for the night, and feels the need to buy a lighter scent for the day.

Solution Consideration: If the user already knows which perfume he wants, he starts researching prices, delivery times and reliability of the websites where he can buy. If the first contact with your website is only at this stage, your chances of winning this dispute are greatly reduced, but it is from here that all ecommerces centralize their efforts to attract visitors. That’s why conversion rates drop so much in the Brazilian market – the visitor is searching for a price, whoever gives less wins.

Purchase decision: The user already knows which product to buy and where to buy. If the contact with users only occurs at this stage, few of them will actually convert into a sale on your website – the tendency is for them to buy from a website with which they have had a relationship before.

Sometimes, when the product being marketed matches an impulsive buying profile, this journey can be taken quickly. For complex sales or with higher tickets, the journey is usually longer.

Either way, it’s worth investing in ways to attract for all these steps. Thus, you increase your chances of carrying the user throughout the journey and make him build confidence to buy with you.

The constant change in algorithms is a big challenge for ecommerces. But, as we’ve seen, there are ways to get out of your dependency on sponsored links and get results with lead generation and content production based on your audience’s buying journey.

Therefore, optimize your investments, have your own marketing asset and don’t burn the only relationship channel with generalized emails and no relevant subject for your potential buyer.

Do you have an ecommerce? Have you ever felt the impact of algorithm updates? Do you have alternative plans to get around this challenge? Use the comments below and share your experience with us!

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How to extract lessons from the success journey of the fastest growing startups to create new businesses from scratch?

Every age has its challenges, but it’s easy to see that technology is improving people’s lives. Just look at some successful startups  in Brazil and around the world to see innovative business models, with relaxed environments and a genuine concern to meet the needs of customers.

What makes these companies so special? Why are they able to grow at a fast pace? And how to extract lessons from the success journey of the fastest growing startups to create new businesses from scratch?

Here are some clues.

The District is an independent innovation platform that, in addition to supporting the development of hundreds of startups, produces industry reports such as “Corrida dos Unicórnios”.

Analyzing startups that reached a market value of more than R$1 billion and also those that have great chances of reaching this level, we identified some similarities and patterns that you can see in the text that follows. Enjoy!

Characteristics of companies that rise quickly

Focus on customer pain

Imagine yourself on the streets of San Francisco a few years ago, in that end-of-hours slot. Horns, lots of people on the sidewalks and you needing to take a taxi, but the delay was already causing you anxiety.

Feeling the problem of urban mobility first hand, Uber’s founders decided to create a solution for themselves and thousands of others, who quickly became millions of users.

Do you have Uber or other similar app installed on your smartphone? Chances are pretty good it’s Uber.

This example illustrates well how successful startups were able to interpret a pain that affects many people and, based on that, develop a technological solution whose model can be easily replicated.

The next step is to create a trial version, gathering important data about users’ perceptions. This Minimum Viable Product (MVP) step , or Minimum Viable Product in Portuguese, is when the startup realizes the points of improvement that must be worked on.

All along the journey, people’s needs always come first, which brings us to the next point.

Concern about quality and reputation

As an application’s user base rapidly grows, so do new sticking points. Be they specific characteristics of a particular profile that had not been considered in the initial product or even in relation to the way the startup communicates its proposal.

This close look at customer feedback should go beyond traditional support channels. A good Brazilian example is Nubank, which created an open space for exchanging experiences and clarifying doubts, encouraging community interaction.

On the NuCommunity proprietary platform, any member can create new conversations and interact on existing topics, as long as it always follows the good neighbor policies that the user accepts when signing up.

Many international brands also develop their own communities. The objective is to closely follow the users of your products/services, making them protagonists in the generation of content  and even suggestions for new releases.

Diverse teams and horizontal leadership

Unlike more traditional companies, successful startups strive to maintain a horizontal structure. This means that leaders are constantly developed to encourage the participation of every member of the team, rather than just communicating Board decisions.

This more collaborative and engaging way of working favors a greater sense of responsibility, where everyone is directly committed to the business objectives.

Therefore, when we talk about strong leadership in the context of startups, what is in focus is not hierarchy, but the genuine connection of each leader with their team:

  • promoting autonomy and empowerment at work;
  • valuing diversity and inclusion;
  • reflecting the brand’s purposes beyond marketing.

Using Financing to Expand the Business

Another difference between successful startups in relation to traditional businesses is that, in the latter, there is greater dependence on equity. On the other hand, the investment market in startups had a turnover of more than US$ 700 million in Brazil only in the first half of 2020, according to the study Inside Venture Capital , carried out by the District.

How to explain such expansion in the middle of the pandemic, especially when many of these contributions are made in early stage startups that did not even reach revenue equivalent to what was already invested in them?

For Venture Capital funds, this is where the opportunity lies. They want to participate in the accelerated growth of startups, multiplying the amount contributed several times. This requires an in-depth analysis of the business, the profile of the founders and the market potential that the startup proposes to supply.

In addition to access to capital, startups undergo a real polishing, having the opportunity to rethink products and processes. The comparison with precious stones is not by chance, since in each new round, the level of requirements and competitiveness rises, as it attracts larger contributions.

Innovative environment

Although the movies and series that portray Silicon Valley’s BigTechs have already made colorful offices, with ottomans, pool tables and arcades, famous, it takes a deeper look to understand how the startup environment works in real life.

For those outside the industry, it may seem counterintuitive for people to spend the day having fun and yet companies multiplying their size, displaying balance sheets that are the envy of many businesses with 50 years or more in the market.

Decompression spaces and rituals are just a part of the daily life of successful startups. Flexible hours, freedom to express opinions, absence of dress code attract new talent and favor a culture focused on constant learning.

Unlike traditional companies, startups are encouraged to connect with other ventures in the sector. Thus, professionals who work at different startups come together, form different partnerships and develop skills together. In this sense, it is interesting to connect to an innovation hub such as the District that holds various events with experts.

secret of successful startups

Successful startup cases

With support from major maintainers such as Microsoft, Danone, AstraZeneca, Johnson&Johnson, Bosch, Hospital das Clínicas, among many others, Distrito for Startups has supported the development of the ecosystem.

  • Marketing and sales : dissemination of startups and connection with large companies;
  • Knowledge : training for founders and mentoring with over 200 mentor options;
  • Management : gratuity and discounts on management, marketing and sales tools ;
  • Investment : course on pitch, funding/valuation and connection with funds and investors;
  • Community : physical and digital hubs to connect more than a thousand people in the community;

Thus, many cases of successful startups often sprout in the ecosystem. For example, fintech Neon Payments, which joined as a resident of the District in 2014 and is now approaching the next Brazilian unicorn.

Last year, Neon announced the purchase of Mei Fácil, another startup that had also been a resident. In 2020, information circulated on the market of a new investment, in the order of US$ 300 million, in an investment round led by General Atlantic, with the participation of BlackRock, Vulcan Capital, PayPal Ventures and Endeavor Catalyst, in addition to Monashees and Flourish Ventures, investors from previous rounds.

Do you want to know other cases and always be on top of the best practices of successful startups? Then access the District’s website  and also follow social networks.

 

Open Cultural Association: How to Establish and Costs

cultural association

Are you looking for information on how to open a cultural association? Below is a guide on what it is, how to set it up, what costs must be incurred and what is the applicable tax regime.

What are cultural associations and why to set them up

The cultural association is a non-profit organization. It is a non-profit organization made up of a group of people who decide to associate permanently to carry out and/or promote cultural activities. Anyone who shares the purpose and intentions of the cultural association can become a member by applying and accepting the rules established in the statute.

Associations of this type will be able to take care of all the activities that are connected to the cultural/artistic world and to training and educational activities (for example a film forum, a reading club, a group to promote the restoration of a monument). These associations can also be called private clubs or clubs (for example a jazz club or club). If the association does not have the cultural purpose as its institutional purpose, it will be necessary to set up another type of body (for example, if you want to promote a sporting activity, an amateur sports association or “ASD” must be established).

Carrying out cultural activities through an association allows you to take advantage of numerous tax breaks such as:

  • the exemption from the payment of taxes for the income deriving from the institutional activity of the entity
  • exemption from VAT payment
  • the possibility of accessing the 2 per thousand contributions (for associations that have existed for at least 5 years)

The recent reform on the Third Sector (ETS) has reorganized under a single-family the entities that pursue civic, solidarity and social utility purposes. Cultural activity, if of social interest (eg with educational purposes or for the protection and enhancement of cultural heritage) can be included among the activities pursued by the ETS (Third Sector Entities). Even a cultural non-profit can therefore become an ETS and enjoy the related tax benefits provided.

Cultural Association

How to create a cultural association: requirements and steps for the constitution?

Minimum requirements are required to establish a cultural institution. First of all, it is mandatory that there is a minimum number of 3 founding associates. It is necessary the absence of the purpose of profit in carrying out the activities that the association carries out. Finally, it is obviously essential that the purpose and aims that the cultural association intends to pursue are cultural activities. The steps to start your own cultural association are:

  1. Drafting of the statute and the deed of incorporation: the first phase is the drafting of the statute and the deed of incorporation of the association. The founding members established in these documents the purposes (specifying the purpose of carrying out and/or promoting cultural activities), the administration, the management of the heritage, and all the general rules both regarding the functioning of the organization and regarding the rights and duties of the members.
  2. Signatures of the founders and constitution: after drafting it will be necessary to sign the constitution and statute to complete the constitution. It will not be necessary for this to happen before a notary. The signing of all the founders is sufficient to give life to the association and to proceed with the subsequent operations.
  3. Registration and tax code: the president of the association will have to ask for the attribution of the tax code and the registration of the association to the Revenue Agency in order to carry out certain operations (for example opening a current account or signing contracts) and access the sector tax breaks. These steps are not strictly mandatory but by choosing not to carry them out, the entity will be very limited in its activities and will remain a sort of “private agreement” between the members.
  4. Request for VAT number: it is necessary to open the VAT number if the association carries out the commercial activity (for example the sale of goods or services) on an ongoing basis, that is to say using a stable organization of means and people. This type of activity must always be auxiliary and never prevalent with respect to the institutional activities of the entity. If the commercial activity is occasional, it is not necessary to open a VAT number.

How much does it cost to open a cultural non-profit?

The founders will have to bear a number of costs to open the association. First of all, it is necessary to create the articles of association and the statute. It is not necessary that these documents be drawn up by a notary, it is always recommended, however, to contact a professional or a service such as LexDo.it to avoid irregularities in the documents, make sure that the statute does not present defects and is valid for the type of association that is being formed.

The intervention of the notary is mandatory only if you want to establish a recognized association. This operation allows the ” recognition of legal personality“, which allows the creditors of the association to be able to attack only its assets in case of debts, without being able to attack the assets of its administrators. To proceed with the recognition, it is, therefore, necessary to have the deed of incorporation and the statute drawn up by a notary (public deed) and the payment of a minimum patrimony of about € 15,000 (a different minimum patrimony may be required depending on the region of belonging), a notary is around € 1000. For this reason, it is an infrequent choice and the “unrecognized” form is preferred at least initially.

You can then proceed with the request for the tax and registration code to give a certain date to the establishment of the entity, to obtain tax benefits, and to carry out certain activities such as opening a current account or entering into contracts. If you decide to carry out this operation, you must pay the related taxes of about € 250 (€ 200 + the necessary revenue stamps) and the registration must be made within 20 days of the establishment by the president of the association at the Agency of the Come in.

An additional cost is a request for a VAT number. As already mentioned, it is not mandatory to activate a VAT number for a cultural institution but it becomes so if the association carries out commercial activity on an ongoing and habitual basis. In these cases, it is advisable to contact a professional (for example an accountant) who deals with the practice of opening the VAT number. It is always advisable and recommended that an accountant follow the accounts of the association because the rules on the matter are particularly complex. Generally, the remuneration of a professional who takes care of these activities starts from around € 1000 per year.

With LexDo.it, you can set up your cultural association at a cost of € 99 + VAT. The service includes the free creation of the statute and the deed of incorporation of your association, the advice of a professional and a complete guide to all subsequent obligations such as the request for registration and the tax code or the opening of the VAT number of your no. profit. In addition, the service includes 1 year of 100% online legal support to create tailor-made contracts and request consultations with lawyers for any need.

Advantages of a non-profit cultural institution

From a fiscal point of view, the cultural association as a non-profit organization benefits from non-taxation on all institutional revenues. These include the shares or financial contributions that the members pay for the main activity of the body, for example for attending courses. These revenues are not taxed in any way and can be collected without the need to issue an invoice and have a VAT number. It is also possible to carry out commercial activities which, however, must be exercised in a manner that is not prevalent with respect to institutional activities.

Non-profit organizations can also benefit from a flat-rate tax regime that guarantees exemption from paying VAT. Associations wishing to benefit from this facility must not produce revenues from commercial activities exceeding € 400,000 per year.

The tax relief system described above will be repealed and replaced by new tax benefits when the reform of the Third Sector Entities (ETS) comes into full force. This reform introduces several changes also from the fiscal point of view, such as the distinction between non-commercial and commercial revenues. Under the new rules, non-commercial revenues will not be taxed in any way while commercial revenues will benefit from a flat-rate taxation regime provided that commercial revenues do not exceed non-commercial ones.

 

How to determine the price in the contract for the sale of shares or units?

sale of shares

The agreement for the sale of shares or quotas must be classified as a sale agreement and the provisions of the civil code relating to the sale must therefore be applied (articles 1476 et seq. Of the civil code).

How to determine the price in the contract for the sale of shares or units

A fundamental element of the contract for the sale of shares or quotas is the price and its determination.

In negotiations for the purchase and sale of shareholdings in non-listed companies, there is no “right” price for the shareholding in absolute terms that expresses its exact value or an absolute criterion with which to determine it. There is only the price that the contractors decide by consensus to assign to particular participation at the time of conclusion of the contract.

Pricing

In principle, a shareholding expresses the value of the company as a percentage, so for example, if you buy 30% of the shares of a company that is worth a total of 1 million euros, the price will be equal to 300 thousand euros.

Again theoretically, if the contractors had all the necessary information and skills available to correctly estimate the company, the final price should derive from the value of the company as a reality photographed by the analyzes carried out (due diligence) and from the greater value that the buyer expects to achieve in the future and is willing to recognize the seller.

Let’s say that the basic criterion for determining the price of shares or shares is the value of the company’s net assets, which consists of the difference between the assets and liabilities of the balance sheet.

But the seller is unlikely to be satisfied with receiving the pro-quota price corresponding to the company’s equity. In fact, as a rule, he will require an additional sum that corresponds to the future profits of the company, calculating a multiple of the profits produced by the company in the last financial year or the average of the profits achieved in the last 2/3 years.

Furthermore, it must be considered that whoever sells a majority stake will demand a “majority premium”, as the shareholding they sell allows the buyer to control and, therefore, manage the company independently.

It is important to ask the seller for the latest available financial statements of the company, which show the company’s net assets and profits, and, if months have elapsed since the filing of the financial statements, also interim financial statements.

In certain sales contracts, the price of the shareholding in the company is determined on a fixed basis (for example 300 thousand euros), or can only be determined on the basis of criteria that allow the price to be established. Sometimes, even the payment of the price is deferred or eventual, if linked in part to the future profits of the company earn-out. Let’s analyze them.

Fixed-price

Usually, the fixed price is used (for example: ” the price is set at 300 thousand euros … “) when the value of the investment is not very high, or when recent balance sheet data are used to establish the price which should not undergo strong variations between the moment of the conclusion of the preliminary contract and the completion of the sale.

However, it must be pointed out that the indication of the fixed price in the sale contract does not allow the buyer large margins of protection. In fact, it does not specify on the basis of which objective and provable data the price was determined and, therefore, it will be difficult for the buyer to contest judicially that the price paid does not conform to the actual value of the shareholding.

To protect the buyer, it is, therefore, preferable to specify the criteria that determined the price in the acquisition contract. For example, it could be envisaged that ” the price established between the contracting parties is equal to 300 thousand euros and consists of the sum of the company’s net assets (200 thousand euros) and double the profits made in the last financial year (100 thousand euros’ euro) “.

Determinable price

As anticipated, by the determinable price we mean that price that is not expressed in a fixed measure but only the criteria that determine it are expressed.

The criteria to be adopted can be different: equity, income, mixed equity-income, financial, market multiples, etc.

In addition to these criteria or in addition to them, it is also possible to provide a minimum price and a maximum price, in the interest of the seller and the buyer respectively, simultaneously establishing a termination of the contract (automatic or activated by those who have an interest) that avoids having to pay a price that does not fall within the minimum and maximum limits established.

Usually in contractual practice, the determinable price is used if there is a considerable amount of time between the signing of the preliminary contract and the definitive one (in which the buyer will have to pay the price).

Eventual price

In some cases, the acquisition of the participation is arranged in such a way that the buyer pays a part of the price at the time of the transfer of the participation, while the residual payment of the price is possible and postponed, subject to conditions.

The most common clause, the so-called earn-out clause, is the one that allows the payment of a part of the price to be made conditional on the achievement of certain objectives (which may be the achievement of certain profits, or the winning of an important dispute, the acquisition of a large contract, etc.) which must be completed within a certain period of time.

This type of agreement has advantages for both the seller and the buyer:

– the buyer will have a lower immediate financial burden

– the seller will find it easier to sell his shareholding immediately on the market, as the price to be paid at the time of completion of the sale is lower than what would otherwise be immediately due.

However, it must be considered that after the acquisition the buyer could try, with accounting tricks, to make a particularly low profit, in order to reduce the share that is required to sell to the seller.

Therefore, great care must be taken in drafting such an earn-out clause. In these cases, it is advisable to ask for the collaboration of accountants and/or auditors. It is recommended that the clause clearly indicate the criteria for measuring profits and the method of distribution among shareholders. Furthermore, it is necessary to identify the period of time within which the seller is entitled to receive a part of the company’s profits (for example 2/3 years), which could give rise to the need to keep the seller in the administration/management of the company. which is regulated within the Statute.

Documents that may be useful to you

  • Preliminary Contract for the Sale of a Company: to stipulate the definitive contract for the sale of a company (or a company branch) by a certain date
  • Company or Business Branch Rental Agreement: to transfer the management of the business or part of it to another subject in exchange for a fee
  • Shareholders’ Agreements: to regulate relations between shareholders
  • Confidentiality Agreement: to ensure that confidential information is not disclosed
  • Letter of Intent: to establish the points on which the parties have already reached a general agreement

CRM for sales representatives: a great ally

sales

https://agendor-blog-uploads.s3.sa-east-1.amazonaws.com/2016/12/21173140/pexels-photo-121734-600x399.jpeg

Are you a performance-conscious sales representative? Here are 5 ideas to show you how CRM for sales representatives can be useful on a daily basis!

Sales representatives are known for being professionals with more freedom of action, with totally independent sales routines, spending less time in the office.

In addition, many represent more than one product and have multiple commercial representations from different companies in their portfolio.

So, what does a sales representative do to control their goals, commissioning, sales, and routine and, above all, organize the schedule without getting lost in the midst of so much information about products, companies and customers?

Bonus: make your team achieve high sales performance with our CRM platform

Agenda is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.

See a series of tips in this post and be sure to access other articles on our blog for sales representatives, sellers, sales team managers and entrepreneurs in general!

Like any salesperson, a sales representative can and should benefit from technology. Check out how to use software for sales representatives by downloading our free CRM kit:  CRM Success Kit

5 CRM Tips for Sales Representatives

CRM emerges as an important ally to organize not only the sales process but also to organize the routine of sales representatives.

If you are a sales representative and are tired of using various tools to monitor and improve your performance, and you are looking for a simple and useful tool to guide your business processes and organize your timeCRM is what you’ve been missing.

If you are still not convinced of the usefulness of the CRM concept in your sales routine, we have set aside some ideas for you to understand the advantages and positive impact that this tool creates.

CRM can be the ideal companion for the sales representative

#1. Create custom sales steps

CRM allows you to customize sales steps for your business cycle, including creating custom steps for each company you represent.

This means you can create custom sales funnels according to each product/service you sell.

We know that each product or service has a target audience and that the entire sales process changes depending on the customer profile since the sales process is designed with a focus on the customer.

CRM helps you design performance-focused business processes, creating the steps necessary for different customer profiles to buy your products naturally.

As a result, CRM will help you to better understand the various customer profiles you serve and highlight their needs.

This way, you will better understand your customer’s behavior and, still, be prepared to respond to their needs and exceed their expectations. Do you know why? Because you know each different type of customer and understand what objections need to be worked around?

When you can understand and map the needs of different customers around the buying cycle, you improve your sales and acquire more customers.

Create custom sales steps for your business process

#2. Keep a complete view of prospects and customers

For a sales representative, it is very important to see the status of all negotiations and relationships with customers, potential customers, referrals, prospects, among others.

This is because it is precisely the success of these negotiations that is transformed into remuneration. For this reason, more than any other professional, the sales representative depends on an ongoing relationship with his contacts to sell.

Having your customer database at your fingertips is obviously very useful. But all too often, new sales reps can be intimidated by the huge amount of data that CRM puts in their hands.

However, it is precisely the way in which we take advantage of this data that determines the success of our relationship with our contacts.

Free Scheduler CRM System

Agenda or is a free CRM system that helps tens of thousands of salespeople organize and increase sales daily.

A sales rep CRM will give you more control over all business relationship information. This data is important to discover each customer’s repurchase potential, as well as the acquisition of new products, helping to know how to improve sales.

Any representative who knows the value of his customer base knows that it is precisely this that allows him to expand his negotiations and sell more products for the same portfolio.

Therefore, the best thing to do is to have all the possible information about customers and potential customers at hand, in order to better develop the business potential within existing customers.

#3. Performance information

The sales rep depends on your performance to make money. No sales, no commissioning. And without commission, there is no profit.

Therefore, more often than any other professional in the sales area, the sales representative is the most concerned about your sales performance.

CRM for sales representatives helps you understand if your performance is better, if your closing rate is higher, what your monthly billing will be, and, most importantly, where you are going wrong.

Thus, it is possible to correct any flaws in the sales process, increase performance and always keep the goals within reach.

When the sales representative is able to visualize their sales performance and understand what they need to do to get better results, they increase their sales potential and, immediately, this is reflected in their commission.

Monitoring a rep’s trading performance is the best way to understand how he is doing and how he can improve his stock to sell more.

#4. Constant learning

In addition to creating processes fully focused on customer needs, monitoring sales performance and allowing control of the entire customer base, CRM for sales representatives helps you understand what works with each customer.

Like? It allows the recording of all interactions with the customer base and through each customer’s history it is possible to learn what went right. Just study what was done with customers who bought and replicate the models that worked.

Thus, the sales rep uses his market knowledge to be relevant to his customers based on what has worked for other customers.

Thus, it is always possible to improve actions at each stage of the process and act more effectively, increasing sales results.

CRM enables the sales representative to constantly learn

#5. Ease and portability

With CRM for sales representatives, all your information is at your fingertips, wherever you are. Whether to write down information during a meeting with the client on the smartphone or to schedule tasks using tablets, computers or laptops.

CRM can be used on any platform and, in this way, allows the sales representative full access to the necessary information, as well as access to the entire history of the relationship with its customers.

CRM allows the representative to search for customer purchasing information, objections presented in the latest negotiations, agreements, proposals, and all information that can help their performance

Accessing the complete database of each customer, containing the name of those involved in the process, the stages of sale, objections, proposals, negotiations, agreements and contracts, certainly enables a better use of commercial opportunities.

As a result, customers perceive that there is continuity in the business process and feel that their needs are catered for.

CRM is an excellent system for sales representatives

It is difficult to manage a portfolio of clients with great diversity, in addition to having to relate it to different products and services.

The life of a sales representative, most of the time, comes down to him and his client base. Therefore, a CRM for sales representatives is the ideal business partner to guide you through your sales challenges and goals.

Every salesperson has a manager who helps them establish goals and metrics to achieve the desired results.

The sales manager of the representative is the CRM: which helps to scale goals, sales processes, learn from the approaches that worked, easily consult information and take advantage of the customer base equally, exploring all opportunities.

Putting trust in CRM ensures that the sales representative improves his performance and assertiveness in business, making the results much better with less effort.

 

How to motivate unmotivated salespeople and reduce sales team turnover: 5 strategies   

sales team

how-to-motivate-unmotivated-sellers

Mastering techniques on how to motivate unmotivated salespeople should be a constant concern of managers and companies for several reasons, including:

  • Reduce costs arising from turnover;
  • Be able to develop a high-performance team;
  • Increase conversion rates from leads to sales.

When a sales rep leaves a company, all work is paralyzed and needs to start from scratch with the arrival of a new salesperson.

When a salesperson is unmotivated, the company loses in productivity and sales focus.

Sales spreadsheet kit to plan, motivate your team and not lose information

3 types of spreadsheet with ready-made formulas to put your business routine in order without much effort

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Sellers spend around 2 years in Inside Sales operations. This statement is popular wisdom and practice supports the fact. I wonder why?

What is the reason for the high turnover of salespeople?

The day-to-day of the sales operation is arduous:

  • dozens of daily calls ;
  • emails;
  • meetings;
  • proposals;
  • trading strategies ;
  • A lot of rejection.

Looking at it that way, sales really do look like a roller coaster and anyone who’s ever been to an amusement park knows that the ride back is short.

However, we can think of this career from another angle: Sales is a great area to develop skills such as persuasion, active listening, and empathy.

Perhaps the main skill developed is to ask good questions.

Good questions make the prospect think, direct the conversation, and help create sales focus, qualify the prospect, and lead to the best possible outcome.

This skill will be valuable in the personal and professional life of those who develop it.

In addition, sales provide a high financial return as the professional advances in his career.

Companies also benefit from the retention of professionals. The high turnover of sellers brings costs with:

  • terminations;
  • need to recruit and train new people;
  • In addition to the time invested in ramp-up.

If companies and sellers can benefit from the reduction of high turnover of sellers and a long-term partnership, how can this scenario be changed?

How to keep salespeople motivated: 5 tips for the company

The role of companies when worrying about creating strategies on how to motivate unmotivated sellers is:

  • Create environments and processes so that the skills described above are developed;
  • Nurturing good professionals with 1-on-1’s;
  • Understand that there is life after the quarter’s goal.

Sellers have a more difficult task. They need to change the way they see their daily lives: that call is not just another call, it’s an opportunity to ask better questions.

The 2pm presentation is no longer an appointment on the agenda, it’s the possibility to develop persuasion.

Repetitions are not the enemy (in the limit, all work is repetitive). They are the instrument for developing and mastering skills.

Understanding and using this as a lever for excellence will pay off in the long run.

This is a difficult path for both sides, but it seems viable. The decision is to follow it or not.

What about companies? How to motivate unmotivated sellers? How to actively act to reduce high salesperson turnover?

Below, we list some practical tips for reducing salesperson turnover and achieving – finally – high performance.

Tips on Keeping Sellers Motivated

1. Manager must be active in the selection process

It all starts at the beginning! And the beginning of a salesperson’s relationship with the company is the selection process. It is also the beginning of the success or failure of this partnership.

Some companies outsource this work, which is great for reducing the time spent planning each step and increasing the quality of the process. However, it is important that the sector manager is also involved in this phase.

The selection process is an opportunity for the manager to identify the profile of each candidate, align with their needs and identify possible talents, perfect for the company and position.

Before starting the selection process, the manager needs to define the profile of an ideal salesperson for the position. For this, list the project challenges and which characteristics are important for a professional to overcome them.

Together with the recruiting company, define how to find these characteristics in the people being interviewed.

Believe me, a quality selection process focused on what the company is looking for is the first step to reduce turnover in the sales team.

Also read: Are you hiring? Everything you need to know + the best job description templates for sales

2. Alignment of the seller with the company’s values

When we talk about the selection process, it is necessary to remember that the seller also chooses the company and not just the opposite.

Do you want a salesperson who is with you just for the money or someone who believes in the company and the value proposition of the product or service they are selling?

If you really want to know how to motivate unmotivated salespeople, you need to choose the second option.

To do this, present the product’s value proposition, share the company’s values, and get him involved in all of this.

A salesperson who believes in what he is selling does not want to switch products or services. In addition, he is much more likely to sell more and better.

3. Offer a clear career path

One of the biggest bottlenecks in sales is the lack of perspective for the future.

As we talked about above, the sales sector can be very repetitive show. This trait, along with a lack of forward-thinking, can be the perfect combination to end any motivation.

Most salespeople do not see the area as a career, just a job and that happens to good and bad salespeople.

This idea has a lot to do with how people got to the area. Usually because they needed money and not because they liked to sell.

That’s one of the big reasons sales reps are demotivated.

However, if the company is concerned with creating a career plan for its employees, this long-term vision of the sales career has the power to transform the team’s motivation.

Offering a vision of the future for the salesperson, covering periods of 2-3 years, renewing at each completed cycle, is a strategic path for companies that want to motivate unmotivated salespeople and reduce the turnover rate of the sales team.

4. Be a good leader

About 75% of the factors that lead to the departure of an employee from a company originate in the direct manager of that professional. This is the result of a Gallup poll. The survey also shows that 50% of people have already left jobs to get away from their managers.

Well, it goes without saying that you need to be a good leader to be a good manager, but it seems that companies keep losing employees to poor sales leadership.

Managers need to learn to be leaders and not bosses, creating an ideal organizational climate to develop employees’ skills at the highest level.

Only then, everything we’ve listed here will really be effective in its purpose of motivating unmotivated salespeople and decreasing salesperson turnover.

5. Invest in training

If you’re looking for answers to how to motivate your team to sell more, be aware that training salespeople is a step you can’t ignore.

The company is responsible for making the salesperson develop and for that it needs to invest time and money in training, training and development.

End the culture of firing only for performance.

Give time and help the professional to develop. 

Analyze the behavior of sales representatives and take the opportunity to help a professional grow. So you will have someone loyal to the company and its purposes.

 

Sales blogs to track and improve your skills

sale blogs

sales blog

Want to learn the best sales tips to improve your skills? 

Every self-respecting salesperson knows that to sell he needs continuous improvement.

After all, experience is not enough, it is necessary to be constantly open to new learning.

Sales spreadsheet kit to plan, motivate your team and not lose information

3 types of spreadsheet with ready-made formulas to put your business routine in order without much effort

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As we know that many salespeople spend most of their time with clients, going from one meeting to the next, and that good salesperson are equipped with technology, blogs emerge as a great source of knowledge.

Exchanges of experiences, short posts, practical tips and a lot of hands-on work is what we gain by following the sales blogs.

Also, reading a post can be done while waiting for a customer to arrive for a meeting, or while waiting to be attended to.

For sellers who opt for taxi or public transport, it is still possible to read more between trips to and from the office and meetings.

Now that you know the benefits of a sales blog, you may be wondering: after all, which sales blogs should I read to become a better salesperson? What should I follow to keep evolving in my sales techniques and being at the forefront?

Knowing which sales blog to follow is just as important as the decision to read or not. After all, a misinterpreted insight, wrong instruction, or mistake can have disastrous results.

And we don’t want you to have that kind of problem. That’s why we’ve separated the most interesting sales blogs for you to follow. Surely they will help you make a difference in your sales routine.

Blogs to track and improve your sales skills

Searching sales blog: Meet 8!

#1. Diego Maia’s Blog

Diego Maia is a sales and management specialist, considered one of the greatest experts on the subject in the country. In addition to a blog, it features the Mondo Impresario program on MPB FM (90.3 RJ) and A Trade FM (103.7 Salvador Bahia) radio stations.

In addition to being a blogger, entrepreneur and broadcaster, Diego Maia is the author of the books “How to be a Successful Manager”, “History of True Sales Champions”, “How to Train and Train Sales Teams”, “Stories of Brokers” and audiobooks “30 Tips by Diego Maia to Turbo-charge your Career” and “30 Tips by Diego Maia on People Management”.

On his sales blog, Diego Maia shares lessons in sales and management, entrepreneurship and many insights that promise to open the minds of salespeople to new ideas.

Diego Maia’s tips for being a sales expert.

#2. Super Sellers

The Super Sellers is a blog formed by two professional sales specialists: Leandro Munoz Moreira and Kindler quarry.

The duo is passionate about sales and wants to help salespeople to specialize more and more through reading tips, interviews, posts and many tips that can be put into practice immediately.

If you need valuable tips on negotiation, entrepreneurship, sales approach and relationship, you will find many useful lessons in the Super Sellers blog.

Super Sellers: tips to become a super seller. No pun intended.

#3. Radio Sales

Radio Venda’s is the name of the radio program by Leandro Branquinho, one of the most passionate people about sales in Brazil.

What started with a radio show today is a column on several radio, newspaper and internet stations in Brazil, in addition to giving name to Leandro Branquinho’s blog.

Because of this beautiful work, Branquinho is a columnist for Revisit Venda Mays, one of the largest magazines aimed at salespeople in Brazil.

Leandro Branquinho describes himself as a salesman and sales speaker, and we can see his passion for sales stamped on his body: he has a tattoo written “I love selling” on his arm.

The coolest thing about the Radio Venda’s blog is that you won’t find posts, but rather 1 or 2-minute audio pills with practical tips and killer examples of how to be a better salesperson.

Are you too lazy to read? Just play and listen to your precious lessons.

How about listening to Leandro Branquinho’s killer sales tips?

#4. Endeavor Sales Blog

The Endeavor is one of the main funding organizations to entrepreneurship in the world and operating in Brazil since 2000. Its portal consists of various educational materials such as eBooks, presentations, spreadsheets, and successes facing entrepreneurship and who thinks big.

Its sales materials are very rich created with the support of other entrepreneurs and great market leaders with a focus on sales tips and sales strategies for those who are starting their business or already have a certain maturity in the market, but want to grow theirs. Business.

Endeavor: more than a blog, a reference for those who want to grow

#5. BizRevolution

The BizRevolution is a marketing and sales consulting firm led by Ricardo Magadha’s Jordan, which by its very definition is “The Head Office Adrenaline, creator of Epicenter and BizRevolution “.

BizRevolution’s website is its own blog. Ricardo was probably the first entrepreneur in the country to turn his website into a blog.

The highlight of the blog is that it has more than 10 years of written pages, since BizRevolution exists since 1999, and it has been a blog since 2001.

Here any salesperson can soak up the knowledge of sales that are completely out of the ordinary.

If you need to develop a whole new sales mindset and get away from old precepts and lessons, BizRevolution is the right sales blog to help you be a sales expert.

BizRevolution: over 10 years of archives and sales tips.

#6. Sell More

Many of you may already know VendaMais. The most complete sales magazine in Brazil in the market for 20 years and directed by Raul Candelabra, one of the greatest specialists in the field of sales and management in Brazil and author of more than 15 books on sales.

Even if you already subscribe to the magazine, we find it interesting and recommend reading the VendaMais Blog with tips on sales management and high performance.

A place where salespeople, supervisors, sales managers, entrepreneurs, entrepreneurs and sales representatives can find practical information, tips, experiences, inspiration and motivation to sell more and serve their customers better.

VendaMais offers tips and tools that will help you develop as a salesperson and, consequently, sell more

#7. Guillermo March ado’s Blog

The Guillermo Machado works in sales for over 15 years as a real estate broker, manager, coach, consultant and currently speaker.

His sales blog focuses on day-to-day real estate issues with the aim of improving brokers’ sales results through rich materials such as articles, free eBooks, videos and, of course, inspirational talks that will get you out. Of sameness.

Nationally rated as one of the best content produced in the Real Estate segment, it is worth putting it on your reading list!

Guillermo Machado’s Tips for Realtors on Sales Strategy

#8. Scheduler Blog

Of course we want you to remember our sales blog. After all, the Agenda blog works to enable salespeople, commercial managers and entrepreneurs to sell more.

We know how important knowledge and improvement is to sales, and we want all salespeople to become sales experts.

That’s why we share our best sales tips on a weekly basis, which we learn from our experience and relationships with our customers. Whenever you want to be a better seller, we’re here to help.

Blog do Agenda or: here you can also find free tips and materials to be a better seller.

Prepare to read your favorite sales blog

Now that you have more than enough sales blog referrals to hone your knowledge, all you need to do is get into the habit of reading and following up on your new favorite sales blogs daily.

Certainly, the sales tips that each specialist and each company have to offer will help you to be a better salesperson on a daily basis.