Fixed steps in the sales process will help PayEx build strong customer relationships

Interview with the sales management at PayEx, Niklas Levin, Mattias Blomberg and Per Cedersten

PayEx wanted to challenge their salespeople with new tools and help them develop further.

After the initiative to engage both new and experienced salespeople in a new sales methodology, the next step is to implement fixed steps and meeting phases in the sales process.

In long sales processes that can last over two years, it is important for the salespeople at PayEx to have a clear structure. The sales department of 16 people in Sweden and a total of 25 people in the Nordic region handles complex sales of primarily invoice services and financing solutions.

A little over a year ago, sales management took the initiative to overhaul the sales process. After preparatory work, they developed a new sales methodology (Way of Selling) together with the salespeople and had the sales organization conduct training in it together with Mindit.

We have interviewed the sales director and two sales managers at PayEx who talk about the initiative.

Salespeople need to have clear next steps together with the customer

Mattias Blomberg, Head of Sales, believes that there are high demands on preparation and professionalism when their salespeople work with the Nordic region's largest customers and partners:

“In sales work, it is important to have a clear next step together with the customer […] Then a certain part of the sales work has also been moved to the digital environment where it is important to keep up and develop within, for example, digital meetings, and what you should keep in mind to achieve the same results as in a physical meeting.”

Wanted to build relationships through solid steps in the sales process

A success factor in complex services is creating value already in the sales dialogue and building long-term relationships. Mattias believes that many salespeople can be helped by a clear process where they follow fixed steps in dialogues and meetings with customers:

“We wanted to build relationships through solid steps in the sales process. I think a lot of salespeople need that – they sometimes have a challenge with structure, so I think it will make a big difference. The processes can run over two years, so for that reason alone it is important to have a clear structure.”

Initially hesitant about an external sales trainer

Internal training programs are a given at Payex. But Per Cedersten, Head of Partner, was initially hesitant to bring in an external sales trainer. Unfortunately, both Per and the sales people had bad experiences with consultants who had not created enough value. But the sales leaders at Payex were impressed by Mindit's professionalism and the approach they presented:

" Erik Strömblad [salesperson at Mindit] felt very professional and we were immediately curious about the sales structure that he and Mindit were working on themselves. But we wanted to challenge our salespeople with new tools and help them develop further, so it felt right."

"An important point was also to make the salespeople feel how important they are and that the management understands that. We wanted even the "oldest foxes" to bring something new with them with a good structure and a common way of working."

Needs to be maintained over time and followed up with next steps

Niklas Levin, Head of Sales, was involved in the start-up. He believes that the long-term perspective is crucial:

"I believe in doing it over a longer period of time. Short, simple efforts are good for inspiration, but in the long term, not much happens. Now we are continuing to work with Way of Selling and it feels really good; that what we created remains in solid material that can be used and further developed. We have also created an internal site in the sales department for this particular Way of Selling. It is great when we bring in new salespeople and can give them this material."

Good results despite wide spread among sellers

After the training, Mattias Blomberg thinks it has left its mark on the salespeople:

"There has been a very positive reception from the employees! We have been able to continuously use things from the training and it has left a clear mark on the salespeople. We have many different types of salespeople in different age groups, so I felt a little worried about whether everyone would get involved, but it turned out well!"

In hindsight, the priority should have been even higher.

Due to illness or sales meetings, some salespeople missed opportunities during the training. Per Cedersten reflects:

"Then some people have felt in retrospect that 'we should have been involved in that'. In retrospect, it feels like we perhaps should have been even clearer that this is a high priority, considering how good it was!"

Success factor to bring in experienced salespeople

The sales management really wanted to get everyone involved, even the more experienced ones:

"I believe that a success factor in sales training is to get the salespeople involved in the training. Especially when it comes to more senior salespeople who feel they already know so much."

"We focused a lot on the digital tools where we have taken a clear step forward. The next step is to embrace the meeting phases and live them to the fullest. We want it to apply as a structure that is always followed. We liked that there were so many opportunities and that we really got to know the trainer. Now it is our responsibility to take this further."

Tips for other sales managers

– Don't underestimate the importance of structure in sales work.

– Everyone needs continuous encouragement, inspiration, knowledge and tools.

– Involve the team in designing what they will use – it increases engagement.

About PayEx

PayEx is a Nordic group with approximately 850 employees in four countries and a wholly owned subsidiary of Swedbank since 2017. The group also includes Swedbank Pay, which offers complete payment solutions for both physical stores and e-commerce.

“It is no longer the companies’ finance departments that decide how customers pay their bills. It is the customers. Increasingly higher demands are placed on the user experience, which means real challenges for companies with large invoice flows. To be competitive in the future, they must live up to customers’ expectations and demands, but in a way that also optimizes cash flow.” – Niklas Levin, Sales Manager

All customer cases