Laukik Sanghavi

Yeah, for sure. So, basically I'm an engineer by choice and completed my management studies. After engineering, I started my own venture into consultation and contracting of heating, cooling and solar solutions in the Indian market. But somehow in 2018, I felt like I was not able to grow, so I switched my career to sales. I started as a sales manager, sales and marketing head at Capdialy Kootho. Then I was leading the company in business development, sales and marketing, plus doing the end-to-end closures of deals. In 2021, I had to leave the company for some reasons and I joined DEC7 in December 2021. At DEC7, it was a marketing agency and I was a sales closer kind of a guy, account executive. So, I was able to close around seven deals in a six-month period of time. That was a really great achievement in those days because people were not able to get the closures for the company and I was the person getting the closures. Then I shifted on to a new company called Compliance Quest, where I was hired to actually reduce their complete business development cost. They were also seeing the complete business development. I built the complete business development team. Further, I was a person in charge to convert the SME deals and small organization deals. Basically, my media was generating leads for me and I was a person showcasing the product, giving them a demo, sharing a proposal, negotiating and closing the deals with them. So, that was still the experience. Other than my professional life, I love riding bike. I do love going on long rides. That is one thing. I also love scribbling Sundays and Sundays I try to spend with my daughter and my wife. That is what I enjoy a lot. Thanks.

So, basically, during each customer interaction, I make it a point that I greet them well, I am well set up with the tasks that I was supposed to do, I am ready with the answers to be given to the client, plus I try to make the meeting a far more two-way communication instead of a monologue, that actually helps me understand the client's exact requirement and what the client is thinking about, plus the client enjoys the conversation, and if the client enjoys the conversation, there are more chances of getting the deals closed, so those are a few things that I ensure.

Yeah, so I'll give two examples. One is upselling at Dexen or Macintosh, you can call it as it was a marketing agency. So initially, I sold them lead generation services, those are the top of the funnel leads. And after providing them top of the funnel leads for one month, they were really happy because the quality of leads were good. And then I also promoted our graphic designing part, that was a cross-sell that I did. So we were giving them the complete content, like the white papers, white papers, case studies, and we were also helping them generate leads. So that was a cross-sell. And upselling was done in my same organization, wherein it was initially just the top of the funnel lead. And since the quality was good, I got an opportunity basically to do the appointment generation part. So from $30 per lead, I was able to upsell it to around $600, $700 a lead.

Yeah, so this happens most of the time because the client is really resistant to change their existing thing or existing setup. But anyways, during this kind of conversation, I would actually sell them on the advantages that they will be having, the returns on investment that they will be having, plus showing them like what are the benefits that they will actually be losing on if they don't utilize this particular services or the upsell products or the decision. I'll showcase them their pain points and I will focus more and more on the pain point and provide a solution instead of selling it. So it is all about solution selling or designing a solution and then providing it. So most of the time it works like design a proper solution, show them their pain point, show them a solution and sell it out. That has always worked for me.

So, basically, some good techniques are for digital marketing and web agencies. So for digital marketing, I have been able to apply a few things like helping people get connected on LinkedIn and having some social media posts, social media engagement that has helped a lot and plus for web agency as well like we used to design websites for the company so I was a person interacting with these people online and trying to get to these myself as well.

Yeah, one of the methodology is be in touch, be available to listen, listen more, speak less, listen, understand, and then give a solution. Think about it, then give a solution. That has helped me a lot. Secondly, I have also used a strategy, if you haven't, I think you should know it, like it's Medpick strategy that we call it as, wherein I used to plant a champion, my champion in the company, wherein he or she used to give me good insights because of the friendly relation that we had. It may be the insights on the competitor's pricing, or maybe information about the competitor's strategy. And that actually helped me a lot in terms of achieving my sales quota and actually closing the deals.

So, basically, I always use CRM to track end-to-end detail and I encourage my BDRs to use CRM as well for their end-to-end communications, may it be email, may it be call, logging off call and the notes during the calls, or may it be your LinkedIn connections or messages that you send. So, I request my team to use CRM so that I get the complete history of the person and accordingly I can personalize my reach out to that particular person. And that actually helps in closing the deal in terms of finalizing the terms and conditions because most of the time it happens that things were done only verbally but nothing was written. So, MOMs for each meeting is necessary and I use the CRM for all these things to log the details, then to store all the new updates about that particular account or particular prospect and further decide the final terms and conditions.

So first, the key metrics to show will be the leaves generated, number of leaves converted to sales and the revenue generated and how many leaves are lost, lost close or how many are in follow up. So these are the few things that I'll be showcasing and to make it informative and persuasive, first thing is like this complete thing wherein the revenue generated part is when we show it will be with the goals that are set and mostly it should be with the quarterly goals that we set initially so that will be the revenue and plus talking about the close lost so when we are losing some leads or we are losing at some points, I'll be discussing about it like what are the strategies that we can actually initiate or take initiatives on and utilize it in next quarter so as to get more outcome out of it. The persuasiveness is going to be completely on the revenue that is going to be generated and the leads that are going to be converted so I'll try to keep the lead to conversion ratio at maximum as possible by converting good quality leads.

One of the strategies used for actually maximizing my sales performance was I did a lot of cross-functional activities like I was working with my BDRs, I was working with the marketing team so that we get a qualified and well-weighted lead, kind of a warm lead and then converting this warm lead to a closure is really not an easy task but you can say it takes half the efforts and that actually improves the sales performance so the conversion ratio also increases because my BDRs are approaching this per year so it was an ABM strategy that we actually utilized.

First thing is creating top-of-the-funnel leads. So the marketing team has to create the top-of-the-funnel leads wherein it can be form fill activities, people attending the webinar, or people attending the trade shows. So these are the top-of-the-funnel leads. These are not completely warm leads, but I would request my marketing team to further send them emails or maybe interact with them on social media to just warm them up and share it with the BDRs. So once the BDRs are getting this kind of leads, so my BDRs will actually work on this leads, educate that particular person, nurture those leads, and further get them on a meeting. So first thing is correct ICP will be required. I do customer profile for the marketing as well as business development team. And once the business development team nurtures this lead and the lead is ready to come on a call, I'll be working directly with them. The other cross-functional team that I would need to work with is a content team or a designing team, or whoever may design the presentation process or catalog, because there may be some kind of things to be altered or modified in presentation and catalog. So that is why I need to be connecting with the content as well as the designing team. That's it.