Article written by Mike Anderson (NSBC Founder & CEO)
Business owners and sales professionals who are successful are successful because they gain the majority of their targeted customers business. They manage the relationship and continuously build relationship equity. That doesn’t mean they operate with the old lone wolf mentality doing everything under the sun for the customer.
These mercurial people are successful because they take full advantage of all the resources their business has to offer. Transactions and promos flow through a managed relationship. They also dedicate a specific amount of their time to new account development and penetration of those accounts with high potential rather than over providing service functions to existing accounts.
Key identifying factors that will help maximise sales success include:
- Not being afraid to prospect for new accounts and new business. Have enough confidence to view rejection as simply a step closer to success.
- Understanding the value of planning and actually documenting the key actions necessary to meet specific objectives at specific accounts.
- Become professional with your planned presentations whether it is to an individual buyer or a group of customer decision makers. Perfect your 25 word elevator speech that clearly outlines your value proposition. Get it down pat for those opportunistic moments that may occur.
- Goals are a matter of course and they include more than just revenue and margin growth. Milestones are established for target accounts to highlight progress toward their major goals.
- No one likes record keeping and paperwork but the really successful business owner or sales professional understands the necessity and the value received in return for being methodical with their record keeping.
- Time management should be forever on your mind and you need to continuously practice efficient time control.
- You’ve got to be Hunnnnggggrrrry! Hungry for knowledge to improve your skills and demonstrate enough curiosity that you don’t wait for company sponsored education and training. Read, listen to tapes and finance your own self- improvement in addition to company programs.
- Don’t chase orders, chase customers. Be willing to lose an order but fight aggressively to never lose a customer.
- Your objective on every sales call is to identify the customer’s real needs, not to just take an order. Take pride in being a solution provider and demand creator instead of a demand fulfiller.
- Understand that often a key to your success lies in your ability to educate the customer. This may range in the form of business acumen to helping the customer understand real value. Become an expert at demonstrating the difference between price and cost.
The formula for success is simple:
Find your customers pain – take their pain away – set your price. Customers will pay plenty if you can reduce or eliminate their ‘pain’. Find out what the customer’s problems are and where they are in pain. Look at it from their point of view, not yours.
Remember the emerging role of the rainmaker or sales professional today is not to increase sales. Let me repeat that, your role today is not to increase sales. Your role is to systematically and consistently increase the number of customers who choose you to be their #1 supplier.
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