Recently, I was asked to speak to a group of sales representatives. This is a group of folks who historically had gotten all their leads from “Corporate” and their new boss was trying to educate them on the advantages of developing their own leads and growing their business through other avenues. So, how to talk to a group of sales representatives, typically social, outgoing, ADD types about the not too exciting subject of planning and business strategy. I mean, let’s face it; most people would rather have a root canal than listen to someone talk about a systematic approach to business growth.
As I was thinking about it though, it dawned on me that the most successful sales people I have known have one thing in common. That is, they run their territory like a business. When you ask them a question about their territory, they typically respond with facts and figures. They know their competition and how they stack up. They know their sales goals as well as their historical sales. They know their customers - who pays on time and who stretches their terms; who requires more attention and what their hot buttons are. They know what factors affect their commissions and have a pretty good idea of what their future income will be. They do more than go out and convince people to buy their product or service. They follow up after the sale. They insure that the delivery was on time and that the pricing was accurate. They are a one stop shop and an invaluable resource for their customers.
So, how did they get to be the end all for their customers? The same way any business owner does it and it all starts with research. That’s right, you first need to understand the environment you are working in, who you are up against, who your customers are and what they need before you can go out and capture their loyalty and their business. Next week I'll give you some pointer on how to do this.
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