In this article, we’ll explore the active selling techniques and strategies that can transform your results and drive growth.
If you work in prospecting, sales or commercial management, get ready to learn how this approach can be the fuel your sales operations need to take off.
What is active selling?
Active selling is the practice of actively seeking email lists australia out new customers, rather than waiting for them to come to you.
Unlike passive strategies like inbound marketing, where leads are attracted by online content and interactions, active selling involves direct approaches .
This can include cold calling , sending personalized emails, and face-to-face or online meetings.
Paulo Krieser, CEO of Econodata, defines active selling as “ the ability to leave the realm of possibilities and bring the customer into a decision-making environment ”.
In episode #12 of the Roda da Prospecção podcast , the executive stated that “ active sales are not just about the quantity of contacts, but also the quality and the right time to approach the lead. ”
An action-oriented process
Active selling, by definition, requires proactivity .
Rather than passively waiting for leads that have already shown interest, an active salesperson needs to draw up a detailed plan and act at each stage of the sales cycle, from prospecting to closing.
This process involves a series of activities that, when well executed, result in greater efficiency and better results.
Let's detail each phase of the active sales process:
1. Prospecting customers
Prospecting is the basis of active selling. Here, the goal is to identify and qualify leads who may be interested in your product or service. But how do you do this efficiently?
The use of data intelligence is essential at this stage. Tools like Econodata allow your sales team to access an extensive database with detailed information about companies, from size to purchasing decision makers.
This makes market segmentation easier and helps you avoid wasting time on leads that don’t fit your offering.
Practical example : Imagine that your company sells solutions for the technology sector. With Econodata, you can filter companies in this sector, check their annual revenue and find the main decision-makers. This prevents you from approaching companies that do not have the profile or investment capacity for what you offer.
According to research from RAIN Group Center, 82% of B2B buyers are willing to meet with salespeople who reach out proactively at least occasionally . This reinforces the importance of a well-structured process at this early stage.
2. Initial contact
Initial contact is the time to “break the ice.” This is when you make the first approach, whether by phone, email or another channel.
Here, the key is personalization and relevance . It’s not just about making a generic cold call or sending a standardized email. Each message needs to be tailored to the context and needs of the lead.
The tip is to always approach based on specific information that you have already gathered in the prospecting phase.
For example: if you discovered that the lead's company is expanding its operations, you can offer your solution as something that facilitates growth without losing control or efficiency.
Practical example : Suppose you sell financial management software. If, during prospecting, you identified that a company is growing rapidly and opening new branches, your initial contact could focus on how your software helps expanding companies to efficiently manage their finances, keeping their financial health under control.
Top tip: Use a multi-channel approach. This means you don’t have to rely on just one phone call or email. Send a connection on LinkedIn, leave a message on a social network, and combine different forms of contact to increase your chances of a response.
3. Lead qualification
Not every initial contact turns into a sales opportunity. Lead qualification is an essential step to ensure that your time is being well invested.
At this point, you should check whether the lead has the ideal profile to advance in the purchasing process.
Questions like “ Does this lead need my product? ” and “ Do they have the budget to invest? ” are essential.
An effective qualification method is BANT , which assesses 4 main criteria:
Budget: Does the lead have the budget to purchase?
Authority: Are you talking to the decision maker or influencer?
Need: Does the lead have a clear need for your solution?
Timeline: Does the lead need your solution soon?
These criteria help you avoid burnout and wasting time on leads that aren’t ready or qualified to move forward.
4. Presentation of the solution
If the lead has been qualified, it’s time to present the solution. But be careful: active selling requires a consultative approach , that is, you must focus on solving the customer’s problem and not just “pushing” the product or service.
Each presentation should be customized to show the lead how your offering meets their specific needs.
Here, the role of data intelligence is once again essential. By using concrete data about the company, the salesperson can adapt the presentation so that the customer sees themselves using the solution.
Practical example : If the company has challenges with inventory control, show exactly how your management system optimizes inventory management, using industry examples or success stories from other customers.
Important: Don’t just focus on the product’s features. The customer wants to know how your solution will help their business grow. Show tangible benefits.
5. Negotiation and closing
With interest aroused and the solution presented, the crucial phase arrives: negotiation and closing .
At this point, the lead is more familiar with your offering and is comparing your solution to others on the market. To be successful, the salesperson needs to:
Understand the customer's priorities .
Offer flexibility , if possible, in terms of payment or deadlines.
Be transparent about what you are offering.
According to data from Gong.io, salespeople who use “risk-reversal language” in their negotiations, such as “ you can cancel your purchase at any time ,” and who actively listen to the potential customer’s concerns are 32% more likely to close a deal .
In other words, if you are looking for a way to increase your conversion rates, Gong.io recommends that you proactively and frequently use terms in your speech that protect the customer from risks when making a purchase:
Cancellation at any time
Opt-out within 90 days
Quick and simple implementation or configuration
No long term contracts
Service Level Agreements (SLAs)
Even money back guarantees
This reinforces the importance of a consultative approach throughout the process.
6. Follow-up and after-sales
After closing, many salespeople make the mistake of “disappearing.”
However, the active sales process does not end with the signing of the contract . Maintaining a close relationship after the sale is crucial to building customer loyalty and generating new business opportunities, such as upselling or cross-selling .
Practical example : You have closed a sale of CRM software to a small business. After three months, follow up to see how they are using the solution and introduce advanced features that may be useful as the company grows.
Remembering the famous study published by marketing guru Philip Kotler, which states that it is 5 to 7 times cheaper to maintain an existing customer than to acquire a new one, follow-up becomes a key tool to ensure customer satisfaction and loyalty.
This action-driven process not only increases your chances of closing sales, but also builds stronger relationships with your customers, making your sales operation more efficient and effective.