Improving the efficiency of the sales funnel. Automation of client reactivation. Part 2

Here they are:

Reactivation of faults
Client reactivation
Checkpoints at sales stages

We dealt with the reactivation of refusals in the previous article, and now let’s move on to the second point – reactivation of clients.

I love simplicity, so I will explain with my fingers.

As I understand it, customer reactivation is the process of returning a customer to systemic purchases.

This consistency may change from business to business and the timing may be different.

If we talk about the main system options, it is worth highlighting the following:

Systemic demand for the same goods/services/products.

For example, in a shoe store, the customer's systemic demand is to buy a new pair of shoes. Period 6–12 months. On average, regular customers returned once a year.

Or we can take a flour mill. Systemic demand for soft packaging: white bags, spunbond bags and other containers is 1–2 times a month and depends on production volume.

In this case, we will operate with service life or consumption volume.

A sales chain where the sale of one product/service/product entails the sale of related or additional ones.

Mainly typical for complex products and projects.

For example, projects for construction and installation work, construction work, sale of building materials, engineering, consulting, design, etc. If we talk about a more or less lively and understandable example, this will be the process of building a house. The construction process is divided into stages and there is a linearity in the implementation of these stages: foundation, walls, roof, internal work, external work and so on. And the sales chain of building materials can be tied precisely to the stages of work. First – cement, concrete, sand, reinforcement for the foundation, then – brick, mortar, aerated concrete for walls, etc.

Many businesses have sales chains, and the sale of one product/product/service can lead to subsequent sales.

Accordingly, this process can be tracked and automated. The question arises, how to do this?

Let's go and describe the systemicity of demand options.

Systemic demand for the same goods/services/products.

Here we need to take into account several parameters:

Product(s) purchased by the customer
Frequency of purchases
Date of last purchase

It would be ideal to take into account separately for each product its own periods and dates of last purchase.

To do this, in Bitrix we can use universal lists (US), smart processes (SP) and product items. At the CS and JV we are collecting a register in which we will store what and when the clients bought, and from the commodity items of the transaction we will receive what the client bought.

And the general automation logic:

After completing a successful transaction, we record the information in the register, what was purchased and when.
In the registry we launch the Business process for control.
A pause in the business process will be the frequency of purchases.
After a pause, we check whether there was a purchase or not, whether there is an active transaction or not.
If there was a purchase, the business process can be completed, because from a successful transaction the next control process will be launched.
If there was no purchase and there is no active deal, we create a deal for the client with a task.
If there have been no purchases and there are active transactions, you can create a task/task/notification about the onset of the purchase period.

Here it is worth considering the scenario “What to do if the deal doesn’t go through?” There are several options, as an example – the last element, which controls periodicity, checks conditions cyclically once a period, creates transactions and completes its work when a successful transaction occurs, since successful transactions create new elements on which control is carried out. To prevent the process from creating 1000 trades for you (cycle limit), it is also worth providing for the completion of this process after several cycles. Most often, we identify a separate stage “Lost Client” or “Forgotten Client” and agree with management and managers to work on this category of clients.

Sales chain

Here we need a little more parameters. Automation will also be tied to obtaining additional information if we want to systematize this process.

In cases where a company may have several sales chains, they need to be taken into account.

You can also obtain this information in several ways:

Analyze purchased products
Analyze transaction parameters
Request the type of sale from the responsible employee

The most important thing is to understand that the company has made a sale with the client, which should initiate a chain of transactions.

What parameters should be taken into account:

Sales chain type
What stage has been passed?
What stages are left?
Date of last successful transaction
Planned date of next transaction

It is advisable to describe each sales chain by stages and approximate deadlines. This reference book will be needed to control deadlines.

And just like with systemic demand, it is advisable to record each sales chain as a separate element of the management system or joint venture and monitor the timing on it.

General automation logic:

After completing a successful transaction, we record the information in the register.
The next successful transactions should also record information in the register (perhaps the manager himself made the sale without automation or the client came earlier).
In the registry we launch the Business process for control.
Depending on the type of sales chain, we will fill in the completed ones.
The business process pause will be the planned date of the next transaction.
After a pause, we check for active transactions, successful sales and completed stages.

Key conditions to check:

There are no successful transactions, no active transactions and no new completed stages – a new transaction is definitely needed here.
There are no successful transactions, there is an active transaction, there are no new completed stages – we can interact with the current transaction
If there is a successful transaction, we check the completed stages and look at the next stages and their deadlines.

In some situations, the post-sale service delivery process may also be taken into account within Bitrix24. This will also help track transitions to the next stages of work.

If we talk about practice, then most often it is worth looking at the first stage – this is the automation of system demand. The process itself is simpler and easier to organize. And then, based on the data obtained, you can think about automating the sales chains in your company.

If your company does not have a systematic demand and the main scenario is a sales chain, then I advise you to start with one chain, and then complicate it and add new ones.

You can learn how to use standard capabilities for automating a company’s business processes, CRM entities (leads, deals) without programming skills at the open lesson “Business Processes in Bitrix24” on October 16.

If the topic is relevant to you, sign up for a lesson on the Bitrix24 Developer course page.