Understanding Micro-Moments in Sales

Micro-moments are those small but crucial interactions that can make or break a deal. A simple follow-up call after sending a proposal is a good example. Many sales teams fail to check if a contract or integration document has been received, which can cause delays of days or even weeks. Executing these ‘Micro-Moments’ well is vital because they:

• Build trust: Prompt follow-ups show you care.

• Reduce doubt: Quick responses to questions keep things moving.

• Keep deals on track: Consistently managing these moments helps deals progress smoothly.

  
  

The Challenges of Managing Micro-Moments Without Systems

Typically these Micro-Moments are inspired by Rep or Manager experience. They are typically ‘ad hoc.’

Yet consistent execution of these Micro-moments is often the key differentiator between ‘A Players’ an the rest.

However, without proper systems, handling micro-moments can be messy and inconsistent, leading to:

• Missed information: Sales reps might forget to follow up or overlook key details.

• Inconsistency: Without clear processes, interactions can vary widely between team members.

• Lost chances: A missed micro-moment can turn a potential deal into a missed opportunity.

Many teams still rely on spreadsheets, post it notes, or - worst of all - the Sales Rep’s memory, to ensure that the excellence in detail is executed against. This isn’t enough to handle today’s complex sales environments with multiple decision-makers and communication channels.

How Technology Can Help Manage Micro-Moments

Sales technology can bring order and consistency to managing micro-moments. Here’s how:

1. Automated Reminders:

   CRM systems can send automatic prompts for follow-ups based on actions like when a proposal is opened or a contract is sent. This way, nothing falls through the cracks.

2. All-in-One Communication Tracking:

   Tools like Jointflows can consolidate the Sales+Buying process and seamlessly integrate best practice Micro-Moments into the Rep’s to do list, making it easier to be excellent, everywhere.

3. Insights and Prioritization:

   By reviewing past interactions, sales tech can help teams understand which micro-moments make the biggest difference, so they can focus their efforts where it counts most.

   
   

For example:

A well-designed system might:

• Automatically create a reminder task to call a client an hour after sending a contract.

• Measure response times and Buyer engagement as a proxy for likelihood to win the deal

• Adjust the estimated close date based on Rep’s speed of execution and Buyer response times.

  
  

Governance: Setting Rules for Micro-Moment Management

For technology to effectively manage micro-moments, it needs to include:

1. Standard Playbooks:

   Clear instructions for each micro-moment, like when to follow up and what to say, to ensure a consistent approach.

2. Tracking and Compliance:

   Systems should log each micro-moment to help managers monitor if everything is being done on time and according to plan.

3. Continuous Feedback:

   Sales teams need a way to report challenges with micro-moments so that processes can be adjusted and improved.

4. Reports and Analysis:

   Technology should provide data on how well different micro-moments are working, helping teams to refine their approach.

   
   

Conclusion

Governing micro-moments effectively is all about making sure the little things are done right every time. With the right systems and rules in place, sales teams can manage these moments consistently and efficiently; turning small actions into big wins.