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Sales Strategy & Management

Transform your Business into a Rocketing Sales Machine

Turn your whole company into an enthusiastic unit that aids and promotes your sales.

Ed Hatton

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Sales-machine

It is in the interests of any employee to do anything they can to ensure the business makes sales, or at least not put sales at risk.

Aside from loyalty to their employer, a healthy and growing business means everyone is better off and has improved prospects for promotion.

Strangely, there are employees, and some managers too, who damage the company through carelessness, incompetence or deliberate obstruction. They are hurting themselves as much as their employer.

Contrast that situation with companies where everyone is customer centric, and they frequently attract praise from customers they have been in contact with.

Related: The 15 Characteristics of People Who Succeed at Sales

There are typically no unresolved complaints on consumer forums, and every employee seems to know why customers should buy.

Review Yourself

To build a company like this, some introspection may be a good idea. Do you really deliver goods and services that meet customer expectations, or have customers had to lower their expectations to your standards?

Think of the grudge purchases you make, or the times you have been distressed but did not change supplier after a bad experience.

You cannot expect your employees to be champions if your company supplies shoddy products, uses untrained technicians and seldom delivers on its promises. Fix the real problems and you will be pleasantly surprised by the change in your staff.

Once you are sure you have something to be proud of, start developing a true selling organisation by communicating with everybody and listening to what they think.

You will often be appalled by the level of ignorance of the company’s products, values, selling points and competitive position. If this is the case the fault is most likely of your making; people are seldom ignorant by choice.

Then you need to root out the destroyers, those who offend prospective customers by carelessness, stupidity, laziness or arrogance and kill sales.

Many would-be customers are driven away by employees in branded vehicles behaving dangerously or illegally in traffic, telephones ringing unanswered or reasonable complaints being arrogantly ignored by lazy or incompetent managers.

Either convert the perpetrators or get rid of them. Discipline may not work, they could become more resentful and take out their anger on the company and its customers.

Staff Development

Now you will be in a great position to show your staff what great products and services you deliver, and why teamwork is so important.

Educate them, talk to them, bring customers to explain why they bought from you or better still take groups of staff to customers and let them see your goods being used.

It is easy to forget that even the staff who are in frequent contact with customers – the receptionists, the counter hands, the deliverymen and the cashiers see only their little island of your company’s activities.

Those in the back rooms may have little idea of what value you deliver to customers. Show them and see their enthusiasm blossom as they become knowledgeable and enthusiastic champions.

Do this at their pace and following their agenda, not yours. This last point is seriously difficult to do, but you do not get champions because you think that is where they should be, but only because they really believe in the company and are eager to share that belief.

Finally you should empower them. Actively encourage feedback from them and customers, follow through on improvement suggestions, follow up sales leads even if you think they will go nowhere and publicise customer compliments.

Related: The No. 1 Tip for Getting Lost Sales Back To Your Website

This may sound like a huge change to your organisation, a risky culture shift which will defocus everyone from the real job while the transition happens. This may be true.

You will need to judge if the rewards of having everyone in your company actively trying to bring new customers and sell more to existing ones are worth it. I suspect the rewards may be huge.

 

Ed Hatton is the owner of The Marketing Director and has consulted to and mentored SMBs in strategy, marketing and sales for almost 20 years. He co-authored an entrepreneurship textbook and is passionate about helping entrepreneurs to succeed.

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Sales Strategy & Management

(Podcast) Are All Prices Negotiable?

Person, socialisation, product, place – what are the key differentiating factors between those who negotiate price and those who don’t? And who determines the value of a product?

Nicholas Haralambous

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What is up for negotiation? When should you be negotiating prices, and when should you be open to negotiating prices with your customers?

Person, socialisation, product, place – what are the key differentiating factors between those who negotiate price and those who don’t? And who determines the value of a product?

Listening time: 8 minutes

Related: (Podcast) Phone Calls Often Solve Email Problems

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Sales Strategy & Management

Sales Leadership: The New Frontier

The Leadership skill of Influencing people increasingly trumps “hard selling techniques” as people enjoy the feeling that they are forced into buying a certain product less and less.

Dirk Coetsee

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“Once upon a time only certain people were in sales. Every day, these folks sold stuff, the rest of us did stuff, and everyone was happy. One day, the world began to change. More of us started working for ourselves- and because we were entrepreneurs, suddenly we became salespeople, too. At the same time, large operations discovered that segmenting job functions did not work very well during volatile business conditions-and because of that, they began demanding elastic skills that stretched across boundaries and included a sales component.” – Daniel Pink

The transformation of sales persons to Sales Leaders is not only the essence of this article but increasingly becoming a necessity, considering the skills demand required to convince people to buy your product or service within an modern environment wherein the consumer is spoilt for choice.

Related: 3 Strategies For Closing Sales Without Picking Up The Phone

In general staples in the make up of old school sales training was and in some cases still is: Product knowledge, fielding sales calls in a friendly way yet creating urgency, learning the ability to overcome client objections and of course do not forget the all-important methods of upselling.

All those elements of selling are still important in general yet “soft skills” such as active listening, handling conflict, and above all removing the emphasis from selling a product or service to selling an enhanced lifestyle or life experience has become the new frontier for the sales game.

The Leadership skill of Influencing people increasingly trumps “hard selling techniques” as people enjoy the feeling that they are forced into buying a certain product less and less. The “parrot method” of drilling sales scripts into the salesforce of the company is slowly but surely becoming obsolete as people want to feel that they are being cared about and considered within the sales process as individuals. “Caring for the other person is the only leverage in any conversation”, Gary Vaynerchuk says.

The above theory calls for a balance between Sales Leaders whom inspires their sales teams to create a personal, professional, and vibrant environment for their customers wherein which they are highly motivated to buy, and Sales managers whom monitor the key sales metrics and checks that sales procedures are being followed. In the modern world both Sales Leadership and management are needed at each end of the balancing scale.

Still, to this day an unfortunate large proportion of sales people are like lambs put to the slaughter, within some situations, as the only weapon taught to them is product knowledge and wearing a smile and then suddenly a very unhappy customer unleashes their anger upon them, and now the poor sales person has no knowledge in terms of how to deal with conflict, generally speaking. How to cope with and overcome conflict and other negotiation skills has become paramount in sustaining very good client relations.

Ethical Leadership is also strongly put forward as a necessary component of any sales training or course through this article. Sales techniques filtered through the companies Vision, mission statement and value system to test its validity and alignment to the companies’ culture can be increasingly effective as opposed to simply applying generic methods of selling which is not always aligned to the company ethos. A high level of ethics amongst Sales Leaders can ensure that after sales promises are kept and that the product sold is in effect as good as propagated by the sales person.

Related: The 5 Best Actions You Can Take To Improve Sales Calls

When a servant leadership culture is prevalent within your company it goes a long way to ensure that your sales people create a caring and positive experience complimented by an enhanced after sales service. Servant Leadership within a sales context is to put the customers’ and teams’ purpose above the individual team members purpose and that by itself is a potential multiplier of sales performance.

A highly important factor within the context of sales performance is the sales Leaders’ ability to formulate the right questions to be asked of the client in order to create a very pleasant experience. Statements in general can be quite dangerous as it is normally viewed as final and very hard to take back once communicated. Questions on the other hand requires an answer and when posed in a caring way can quickly establish rapport with a client.

Subtle nuances picked up by the Sales Leader through asking the right questions can greatly assist in creating positive client engagement. A practical example would be to refrain from the very obvious question of:  how are you? People are so used to being asked this question that they are not likely to give you a very open and honest answer and will be likely to provide you with very generic answers such as, “Fine thank you, “Well thanks and you”, and so forth.

By very simply changing the question to: “How are you feeling today? “, the very perceptive Sales Leader can relatively easily pick up on the client’s emotional state and adjust the conversation from there in order to create rapport.

In Summary, this writing actually asks one question to all CEOs’ and/or boards that must take their companies forward towards a desired future state: Do you want sales people and managers whom are likely to maintain the status quo, or do you seek Sales Leaders whom will challenge the status quo and will always be willing to ask more of themselves in terms of increased skill levels and performance?

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Sales Strategy & Management

You Have Less Than 7 Weeks Left To Turn Your 2017 Around

Implement these 5 steps and achieve 2017 revenue targets and set up a great start to 2018.

Charles Hsuan

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It’s no secret that 2017 has been tough for the majority, with less than 7 weeks to go before business winds up for the year. I’ve summarised an effective sales plan that will help you accelerate your way to success before the year ends.

Referred to as the “championship rounds” in boxing, the last few meters of a 100M sprint, be smart with the last bit of mental energy you have left and sell, sell, sell.

Implement these 5 steps and achieve 2017 revenue targets and set up a great start to 2018.

1Be Laser Focused on Your Customers

You’ll never be one size fits all to everyone, review your client base and define 3 to 5 groups of customers that your business serves, and solves problems for.

Grouping Map

  • Customers that behave similarly, have similar problems and face similar circumstances.
  • Define the groups by age, volume, category, geographic location, and similar demographics. The more components you assign to each group, the better you understand them, and effectively communicate your services to them, ultimately solving their pain points.
  • Personalise with a name it e.g. Sarah is a 30-year-old white collar worker that lives in the urban area, earns R30 000 a month in household income, she sends money back home each month “Black Tax” to support family members that lives in a rural area.

Related: Have We Lost Our Face-To-Face Sales Ability?

2What Goes Through Their Minds Before Making a Purchase?

  • Whether it’s subconscious or psychological, people buy solutions to problems, especially in a tight economy.
  • In order to stay relevant to your customers yesterday today and tomorrow. Continue to evolve and develop your products and services to ensure you are solutions driven.

3Build The Right Pitch

As each of your customer group face their unique challenges. Build a pitch that positions your communication for each customer group to maximise effectiveness.

Follow these 5 important pitch building steps

  • Who is the consumer?
  • What is the pain point that you’re looking to solve?
  • What is the setback for your consumer to not have that pain point solved?
  • What do you do to solve that pain point?
  • What is the result for your consumer, of having that pain point solved?

Once you’ve built the pitch, utilising them adequately, and start selling!

4Implement Your Strategy

This revenue-generating strategy has 2 aspects: hunting (Active) and farming (Reactive)

  • Hunting takes on the form of outbound action. Searching, meeting and engaging with your potential clients. In short, stepping out and finding your customers.
  • Farming is more reactive, it is known as inbound selling. You farm by leaving breadcrumbs that lead your customers towards your services. This is done by generating practical content and using digital platforms to attract attention towards your services or products.
  • Build a calendar for your hunting and farming activities, for the next 12 weeks, and specify tasks for each day.

Related: Savvy Sales Skills To Grow Your Franchise Footprint

5Execute, Measure, Adjust

  • Hunting: Make 10 calls before 10 am each day, make use of a sales script, this forms part of your daily activities.
  • Farming: Schedule a week’s worth of social media content to post.
  • After week one find out which group gives you the best response, tweak it & carrying on.

This plan will help you to notice which approaches yield the best results. You’re able to remove what doesn’t work and focus your time on what leads to the most sales. May this help you turn the last 7 weeks of the business year into a profitable one.

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