Recently I attended a business sponsored breakfast. As is often the case they had company banners around the room and on   each table was information about the organisation and its business cards. When the time came for the sponsor to address the gathering the first words he said were “I’m not a salesman I just want to tell you what we do”. He was delivering a sales pitch for his business, he was selling!

This is an attitude I have found is surprisingly common among many of those in business and is quite often a reason they could be being held back from reaching their full potential. Many businesses have been started by those with special skills and knowledge, with the business being built purely on their expertise. In most cases these owners have not come from a sales background. Quite often their attitude to the sales process and selling in general is holding them back which results in them resisting opportunities to learn about selling and expanding their businesses further.

In any market, good or bad, there are sales opportunities to be made by all businesses. The important point that needs to be understood is that unless a business has sales orientated approach opportunities will be missed as the survival and growth for any business is dependent on selling their goods or services to maintain cash-flow. Sales are the lifeblood of any business and success will only come if the importance of the sales process is developed and learned from the top down.

An organisations with owners and management who see themselves as salespeople understand and give priority to these five activities in developing a strong profitable business.

1. Continue talking to customers – without them you don’t have a business.

2. Obtain new customers and sales – you must replace, expand and build relationships.

3. Maintain prospecting & marketing – continually develop new markets & customers.

4. Improve strategies – competition & economic change is always with us.

5. Capitalize on increased market opportunities – identify & build on their competitive advantage.

“All of us are involved in selling every day. Whenever we present a product or a principle, inform a client, or instruct a child, we are engaging in the art of effective persuasion. Selling is professional persuasion.”

Without marketing in business, it is “like winking in the dark”, you know what you’re doing but no one else does.
The importance of effective marketing for any business cannot be underestimated and although it is something all organisations do, how it is done will be in direct proportion to the results. It needs to be remembered, marketing is only part of the sales activity and just marketing for the sake of marketing is not enough.

Quite often businesses think once the marketing is underway the sales will follow. Unless an organization is prepared with well trained, sales oriented staff business will be missed and the expense of marketing will be lost.

Marketing – do you regularly review what you have done?

Look at what has and has not worked and start to focus on the presentation of your business. How do you compare with the competition, are you effectively promoting your competitive advantage, could it be done better. What are you putting out into the market, has it kept up with your business and the competition or is it starting to look tired.

Image – Does it need updating, is it effectively delivering your pitch?

When was the last time you looked at your total image and how you are presenting your organization.

Targets – do you know what you are looking for from your marketing?

How are you measuring if it is working. Marketing is the spending of funds that in turn will deliver a result. Is your current marketing (advertising) delivering what you had hoped. Are you monitoring and recording the results so plans can be modified or improved.

Method – do you need to improve your message?

What are you using and how are you getting your message out into the market, are you using what you already have to its best advantage. Ask where did the enquiry come from, how did they hear about you.

Budget – Do you have a marketing budget?

To be effective funds need to be allocated if you are serious and plans have to be for at least 12 months in advance. Monitoring is vital to make sure you are getting the results. Cutting promotional spending is short sighted.

Planning – Do you have a marketing plan in place?

The most important part of marketing, none of it will happen unless a comprehensive marketing plan is developed. Take the time to do the research and get all the information. It is important to really give your marketing some thought because it is easy to waste time and money and fail to get the results you wanted.

“Half the money spent on advertising is wasted, and the trouble is you don’t know which half”. David Ogilvy.

Dealing with People

The ability any organisation to become a sales oriented business will be the secret to their success. Although the salespeople are in the front line their efforts will only result in higher sales if the entire organisation, from the board to the store personnel, appreciate their very survival is dependent on sales. It is not possible to provide the best sales experience for customers if some part of the company does not have, to some degree, an understanding of the sales process and the mind-set of a salesperson. With this overall view established in an organisation creative ideas to increase business will be nurtured with all involved being part of the success. All too often organisations look for the silver bullet solution and take an academic approach to solving their sales problems. A department store is no different to any other business that is dealing with people as clients and customers. How they approach this personal relationship comes down to the training and sales skills of their staff. Regarding this, I also noted the comments of Myers direct competitor, David Jones, whose average sale value rose due to their new strategy of employing more sales staff. To quote their management, “our investment in service has proven to have had an impact”.

Change is Opportunity

The emergence of shoppers buying on line is a new challenge for all businesses; the landscape is changing in how the world buys goods and services. It is encouraging to see many organisations setting up their own on line stores. As with all businesses they need to adapt to their environment or go out of business (become extinct). There are many examples throughout the world where companies have met this challenge and are succeeding by embracing change. It requires, as I have mentioned, to have a sales oriented organisation addressing these problems and seeing them as an opportunity to increase business rather than loose business. There have been many events in the past where organisations have had to adapt to survive and the emergence of online shopping is just the latest. Problems are normal and responding rather than reacting is the progressive approach.

Links to my previous posts on Myer.

Myer Misses the Point

Myer Have They Go It Yet

Profit is Essential for Survival

As a result of the global financial crisis there has been a high degree of focus throughout the world on the profits made by companies. The mix of attitudes expressed by different people, groups and organisations to the word “profit” takes many forms. To some it is a measure of success and to others it is viewed as the basis for the world’s current financial woes. It is in this environment some companies look to project themselves as more pure than others with mission and vision statements that give the appearance that profit is not why they are in business.  Companies like this are appealing to a certain demographic and have presented themselves to sell their products to those with similar views and opinions. In effect their mission and vision statements are their sales pitch. It is worth remembering that a “not for profit” organisation is also a “not for loss” organisation.

Profit is not a dirty word.

I believe growing and profiting from our endeavours is the main driver in what we do. All of us have a desire to improve ourselves, our circumstances and to create some wealth. Our reasons can be purely selfish or as in the case of Bill Gates and Warren Buffett, are both committed to give away their incredible wealth to further the wellbeing of the human race. At the end of the day it needs to be recognised that “profit” is not a dirty word and without profit bankruptcy is just around the corner. The explanation for why companies exist is to make a profit, for their owners and/or shareholders. How they go about generating the income varies and what is done by the company and their shareholders with the profit is important. With most superannuation funds in Australia heavily weighted to equities it is vital for them to make a “profit”. The alternate is to burden future generations with higher taxes as they try to provide the services that a compassionate society expects.

Sales are the catalyst.

Without the sale of the goods and services there is no growth. The ability of any business to sell more of its products and services will ensure its future. This not only benefits those involved in sales but all those in the organisation who are instrumental in delivering what is promised. The ability to prospect for new customers and clients and present what you are offering in a professional manner will ensure success. Well informed sales and internal staff who understand the benefits of being part of a sales orientated organisation will all “profit”. This will enrich their lives and that of their families, they will appreciate that “profit” is the reason they do what they do.

“Whatever you do in business, if you don’t make a profit, you won’t be doing it for long”.

First Impressions – They Do Matter.

You only get one chance to make a good first impression. Any form of business, and selling in particular, involves meeting and dealing with people as customers, clients and colleagues. The importance of creating a good first impression is quite often the difference between success and failure. We all form opinions of those around us so it is only natural that clients and customers do the same. No matter what you may think, how you present yourself and your company is going to put you ahead or behind in the first thirty seconds of the first meeting. By recognising the importance of a good first impression the smart salesperson will keep the odds in their favour by being well prepared in presenting their product or service.

The control of any sales opportunity comes from the quality of the presentation and the first impression made.

The sales environment; take the time to study and learn about your market and develop a strategy that considers the type of clients and customers you will be meeting.

The presentation; ensure your point of sales material is of a high standard, the presentation logical and easily understood by the prospect. Look sharp, speak well and be concise. http://sales-selling.com/consultative-selling/the-presentation-would-you-buy-from-you

Have the knowledge; prospects buy from knowledgeable salespeople that are helpful and can deliver on what they promise. Provide clients with value added information.

Take the time; to perfect anything, one has to have an attitude that will drive the development of skills and training to impress at the first meeting.

Review and reflect; there are three types of presentations, the one you plan to make, the one you make and the one you wish you made. Learn to improve from your past meetings with prospects, fine tune your presentation.

Selling is dealing with people and as such impressions are important in building a good, sound association that will deliver sales now and in the longer term. How clients and customers view the salespeople they meet can leave an impression that will insure repeat and referral business. It is not too difficult to give yourself the best chance of a positive first impression and the opportunity for a successful business relationship. To be a true sales professional requires considerable commitment and effort to seek out and learn the habits that will set you apart from your competition. In the process you gain a valuable reputation and income.

“Failure is only an opportunity to begin again but more intelligently”. Henry Ford.

 Sales Meetings

As meetings go, the sales meeting is one of the most important for any business, but at the same time can have mixed results for all those involved. Those in the selling profession see their job as one that generates the business and cash flow for themselves, the organisation and is the most critical activity for any business. Salespeople are most effective when they are doing what they enjoy and do well, that is obtaining business from their customers and clients. They know that without sales they will not have a job and the business will suffer, or disappear. It is therefore imperative sales meetings not only deliver for the organisation but provide what is needed by the sales team. The days are gone of the table thumping sales manager, under pressure from his superiors, demanding results at all costs from the sales team to meet the targets set. Modern sales management requires more “management” and an understanding of the differing markets, economic forces and the personalities within their sales team.

What’s in it for Me. Every effective sales meeting is planned, has an objective and looks to deliver for the business as well as the salespeople. All too often sales meetings are done as a matter of course and can become repetitious in how they are conducted; leaving those involved not looking forward to the next. All good sales meetings should be designed to deliver on several levels, if done well this will lead to a motivated sales force who will be looking forward to every meeting. The first question to ask is, why have a sales meeting? Sales meetings are a great opportunity for all concerned if the following points are recognised and are designed to become part of each meeting.

Review; past performance is no guarantee of future performance however by reviewing past activity areas needing attention can be addressed.

Skills; selling skills can be learned and developed, the experience of others can be utilised by sharing.

Motivation; keeps everyone on course and builds team spirit.

New products and procedures; it is important to keep everyone in the loop; lack of information in any organisation can upset the balance.

Training; obtain credibility and another view in all your training, benefit from the experience of others.

Exchange of ideas and information; this can be the most effective method of learning new skills and solving problems.

Team morale; no organisation can survive on low morale; the sales meeting is not just the barometer of morale but the vehicle and inspiration for good morale.

Have an agenda; like a ship without a rudder, without an agenda the sales meeting will be a waste of time for all concerned.

For salespeople, the question to whether a sales meeting has been good or otherwise will come down to, “what have I learnt from the meeting that will make me money”? All salespeople want to leave their sales meetings with new, solid information that will boost sales and their income. On reflection, is that also what the business wants and needs!

Repeat Year – Must do Better!

Quite often in business the sales effort tends to fall into the same routine as other parts of the organisation, with many of the day to day activities becoming a habit. To a large extent this can be put down to human nature, if it is not broken don’t fix it, we have always done it this way, why change. No doubt there are many tasks and duties that need to be taken care of for the business to function effectively. However it is in the area of sales and generating cash flow that operating on auto pilot will not achieve the results required.

Now that December is here it is a good time to reflect on your past twelve months, go back and see where you were this time last year. What have been the highs and lows over the period and think as you start 2012 will you be just repeating what you did in 2011. Take the time to study those areas that are vital to you keeping existing clients and customers and what prospecting you can do for new business. Review the sales activities of your business to determine what has worked well and what needs attention. Setting a plan for your organisation will be the best place to start and I suggest you look at these four areas which will determine how you go forward in 2012.

1. Clients & Customers – rate their individual value to your business, who are your core clients, plan contact schedules, identify prospects and build on this knowledge. Don’t forget them and don’t let them forget you.

2. Marketing – marketing creates the opportunity for you to sell, review & plan an effective program. Remember, half of the money you spent on advertising is wasted; the problem is you don’t know which half. Through prospecting, build a pipeline of future clients, customers and business.

3. Staff – this is where what you promise to the market gets delivered. Think of your business as a restaurant and the menu is what you offer to your customers. In a restaurant, the entire staff is involved, from taking the order, its preparation and then delivery to the table with the meal meeting the expectations of the customer.

4. Training – this is your future, your insurance policy for the success of your business. Review and implement ongoing programs to ensure you have a sales oriented organisation with all staff understanding and equipped to carry out their roles.

The New Year is that one time where we all reflect on what we are doing and start with a blank sheet only guided by what we need to sell to prosper. How well we apply ourselves to the task will be demonstrated on whether we reach the budgets and targets set for the months ahead. The last thing we want do is repeat the year just gone, because without growth, there will be no 2013.

“Even if you’re on the right track, you’ll get run over if you just sit there”. Will Rogers.

  Make First Impressions Count.

“A clown puts his makeup on upside down so he wears a smile even when he wears a frown”.

These words from a John Prine song reminded me of how in the world of selling we need to appear positive at all times to our customers and clients. Effective selling can only come from having the attitude of a person who is self-assured and confident. If you are in sales you are in the business of meeting people regularly, those you know, past clients, customers or complete strangers.

On a daily basis salespeople are no different to anyone else they have their good days and those days that could be better. The reasons for how you feel at any one time to a large extent depends on events both inside and outside of your control. To most people this is not of any great concern, but to a salesperson how they feel and appear to their clients and customers will be the measure of their success.

As a sales professional there is no choice, you have to appear at all times a confident, positive and professional while achieving sales. It may seem difficult at times, however to be a success in the profession of selling and in business it is vital to present yourself as someone people want to deal with. Your attitude, personal development and presentation need to be worked on to ensure you are equipped to handle those things in life that can affect how you appear to others.

• Believe in yourself, expect things to go well.
• Have a vision; it will enable you to transcend the negative.
• Ask yourself – how do I appear to others?
• Stay in control, remain calm – don’t fall apart and blame others.
• Make those first impressions count.
• Do you have authority, are you trustworthy, do people want hear what you have to say.
• Remember to respond not react.

Your temperament and demeanour is something that is hard to hide and it needs to be recognised that the saying, “what you see is what you get” can’t apply to those in selling. Your business depends on people liking you, dealing with you again and referring you to others.
It is too easy to fall into negative feelings and not maintain a positive outlook. Like the clown, no matter how you are feeling, you have to put on a smile. Understand a frown is only a smile upside down.

“SMILE! In every language, in every culture – it is the light in your window that tells people there’s a caring, sharing individual inside and it’s the universal code for “I’m O.K. – You’re O.K., too!” Dr Denis Waitley

No Bells Ring at the Bottom of the Market

No matter what market you are in, business has to continue to achieve sales to generate income. While experiencing the current economic environment it is easy to fall into the trap, feeling that the situation is continuing and there is no end in sight. There is little comfort looking back over history and seeing that events, however catastrophic as they were at the time, never last. To name a few, there was the Opec oil crisis, gulf wars, dotcom bust, record oil prices and the GFC. Over time all these events and others passed and unless business has planned for the future today, they will be behind the game when their markets recover.

All businesses should now be giving their current prospecting and marketing activity a serious review. Quite often the dominate environment at the time dictates business behaviour and this can cloud the positive attitude that is needed to survive and prosper. Not being prepared for better market conditions will result in missed opportunities and the loss of market share. This is bound to happen, particularly if your competitors are thinking ahead and have made their plans for changing conditions and an improved market.

Take a helicopter view of your business and conduct a needs analysis;

Consider your position – are you prepared for better conditions in your market.

Review your clients and customers – identify those with the most value.

Establish those with the most potential – re-establish contact, review call schedules.

Prospect for new clients and customers – identify and target today.

Develop plans and schedules – increase you market presence.

Review staff and develop training programs – be prepared with effective personnel.

As it has happened in the past, the current economic situation will turn and the usual words will be uttered; should’ve, would’ve, could’ve. But by then it’s too late, events and the market have passed you by, if you are waiting for the bell to ring you will be disappointed.

“Be prepared for change, it has a habit of happening without warning”.