Another marketing disease that frequents particularly large companies occurs when sales has to : Assume the Position of your product or service when presenting buyers
Like it or not your company, your products, your teams have a brand perception in the mind of the buyers in your market. The harsh truth is; your buyers’ perception of your brand is reality.
What happens when marketing and salespeople promise something you do not execute?
Your buyers become “Brand Damaged “
An “old school” technique to drive explosive sales and profit growth is the “four legged sales call” It doesn’t matter if you have a direct sales team , regional managers and or independent representative firms, the four legged sales call is the quickest path to incremental revenues and fixing your sales problems.
“Clean Sales Management “is a practice, a methodology, which entails gathering market information in the market, belly to belly, if you will, with buyers. When you practice clean sales management you will find your sales team seems always ahead of your competitors in sales, new products, as well as overall customer satisfaction.
The CEO said…” Why can’t my salespeople sell new products” ? I hear this frustration from business leaders often. The assumption is the salespeople are not capable, but the reality is they can sell new products if they are provided a strong value proposition and sales tools that guide potential buyers through their buying journey.
When companies desire to grow their sales they often reach out to their customers to find what they could be doing to grow their business. The trouble is your customers already have a relationship with you. They heard and understood your value proposition enough to buy from you. You need to speak with them; however you must also meet with those who did not buy from you.
Are your salespeople prepared to win in the market they face today? Are you sure? Market leaders are taking the time to clearly understand their markets, their problems, buyers, and buying process to make purchases. Market losers plan to work harder, doing more of what they have been doing that did not produce results. Losers believe it’s just an “execution problem” a “motivation problem” so they plan to “manage” their sales team’s activities even closer. Market leaders are getting their teams in shape for the market of today.
The role of CEO is hard enough, particularly in this shifting and changing economy. Balancing all the spinning plates you face each day is difficult without trying to lead and manage a sales team.
The quickest way to insure a sales decline is have your sales team report to the CEO.
Market leaders understand the importance of working their plan, and they do not focus on “crushing” the competition, but they do passionately serve their markets. (Doves) Market losers focus their energies on “beating”and “crushing” the completion and have little understanding of the problems of their buyers as their entire focus is on their competitor(s). (Hawks)
Delivering happiness to your internal and external customers is not about just doing one big thing very well. Market leaders understand delivering happiness is about intimately understanding your customers and your market and consistently doing a number of little things exceptionally well.