Montar o funil de vendas deve ser um dos primeiros passos para quem deseja estruturar um processo comercial.
Por onde começa o processo de compras do seu cliente? É em um ponto de venda, no portal da empresa ou nas redes sociais? Tais processos são estabelecidos pelo funil de vendas, também conhecido como pipeline. Ou seja, os processos pelos quais passam os clientes antes de efetivarem a decisão de uma compra. Para realizar o pipeline de uma empresa que já está no mercado, é necessário que o gestor compreenda seu ciclo de vendas.
Em tradução, pipeline significa “cano”, de forma a simbolizar a trajetória percorrida pelos clientes. “Poucos conhecem essa nomenclatura aqui no Estado, mas cada um, a seu modo, faz um pouco de funil de vendas. Uns mais, outros menos. O intuito é que isso seja feito de forma organizada e sistemática”, explica Jonny César, mestre em administração*.
O funil de vendas é dividido em três etapas: topo de funil (ToFu), o meio de funil (MoFu) e fundo de funil (BoFu), na sigla em inglês. Cada uma delas define a posição em que o cliente está no processo de fechamento do negócio.
A partir da compreensão de cada etapa, é possível realizar investimentos específicos para resolver problemas que possam acarretar em vendas não efetivadas. Por exemplo, analisar o tempo total para a realização de uma venda pode mostrar situações que se beneficiariam de melhorias.
Conheça as particularidades de cada etapa:
Topo do funil (Top of the funnel)
Primeiro contato dos futuros clientes com sua empresa. É iniciado pela descoberta que o público tem com alguma necessidade ou problema a ser resolvido em seu cotidiano. Nesse ponto, a efetivação de uma venda dificilmente irá ocorrer, cabendo aos meios de comunicação e marketing da empresa serem eficientes a ponto de atraírem uma audiência orgânica de potenciais interessados.
Meio do funil (middle of the funnel)
Chega o momento de conquistar o cliente. Apesar de a compra ainda não estar definida, essa etapa mostra ao cliente que seu negócio é capaz de atender àquela necessidade. Caso a empresa possua blog ou perfil em redes sociais com produção de conteúdo, é a credibilidade deles que auxilia nesse momento.
Fundo do funil (bottom of the funnel)
Etapa para a efetivação da venda. Nesse ponto, é preciso que o cliente já possua total confiança na sua empresa, com base nos conteúdos anteriores, para tomar a decisão de comprar o produto ou serviço que considera mais adequado. Nesse ponto, também é interessante produzir materiais que auxiliem o potencial cliente a fechar a compra, inseridos nos canais de comunicação do negócio.
Confira cinco dicas para montar o pipeline da sua empresa
- Defina o início.Quando ocorre o primeiro contato de um potencial cliente com você? Por qual canal de comunicação? Se for via redes sociais, qual a estratégia adotada em cada ambiente? Independente de ser online ou ao vivo, é importante que esse contato inicial seja adequado, com clareza no que está sendo oferecido.
- Escolha em quais etapas do pipeline você vai dedicar mais esforço. A partir de uma avaliação da própria empresa, é necessário observar em quais setores há mais necessidade de investimento. Por exemplo, se os serviços atraem interessados, mas convertem em poucas vendas, é interessante observar o meio e final do funil para realizar ações que sanem os problemas.
- Reduza os riscos.Não adianta sua equipe de vendas realizar muitos atendimentos e converter pouco. Assim como receber diversas demandas, mas não ter capacidade produtiva para entregar cada solicitação. Deixe todas as etapas bem alinhadas, para eficiência total da empresa.
- Mova os clientes no tempo certo.Não os deixe regredirem nas etapas do pipeline. Alguém que estava prestes a fechar o negócio não deve voltar atrás. Da mesma forma, quem já conhece sua loja não precisa mais receber e-mail convidando a conhecer a empresa, por exemplo. Trabalhe conteúdo personalizado para cada cliente.
- Tenha diferenciais impossíveis de serem rebatidos. No que você é bom? Onde cada vendedor é melhor? Utilize as pessoas e ferramentas no melhor lugar possível, focando sempre no cliente final.
*Jonny César é articulador do Serviço de Apoio às Micro e Pequenas Empresas do Estado do Ceará (Sebrae/CE)
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