It would appear that nothing throws off a business more than a business change strategy. Ultimately this is the wrong approach. Company growth is driven by a successful Business Strategy implemented in a way to allow for the growth necessary to survive in today’s environment.
Getting Through the Selling Process in the Customer’s Perspective
“When we work with prospective customers, we prove that the job of selling can be performed by people too.” – Michael lamented, pausing before adding another sentence.
What’s needed is a model – one that minimizes the trap the sellers put themselves in. Selling truly is a numbers game. Essentially all of us sell, whether we realize it or not. The ratio achieved for you is the first sale you make. If you’ve managed to sell, that model is working well. The good news is now you need a process for the process to become a success. If you have the stock of steps to build your selling system, you are well ahead of making decisions and controlling your relationship with your customers.
If a business and an individual is to succeed, they must do so in a method that is measured on more than just lead generation and sales. In this model learning to “know the customer” is the means for success.
Controlling the Resource Delivery Target for Sales
Sales in the traditional model can be further defined by denying that there is a third way to discover tasty snacks. Even food lovers know that there is a delivery system when using a standard snack machine. In the new sales model, managing people resources is defined more broadly than just monitoring results. At every step of the route to sales success, the process is working under an ever-lengthening root. As you do the selling process, you are moving your resources near to your customers and closer to your commitment to show up. More importantly, that is likely to get you what you are seeking, the sale. Customers buy people first. If you are not considered the type in the chain when it comes to ” junior fries,” you’ll be likely to miss the opportunity. Manage your selling system with a culture that values working on the customer. You can’t have one without the other.
Having a Company-Driven Strategy is the Key
Companies have done this all along. They had a strategy, observed it and applied it. If your business isn’t in agreement with your customers’ buying patterns, you may be wasting time and resources to convince the salesman. At all costs beware of having sales drivel around this period of the business cycle. Instead of reading “where your sales are,” read “where the customers where.”
This also means that you must set aside time, resources and capabilities to identify these customers, their buying processes, their industry and competitive activities. You better be certain that when you try to sell to these customers you will make a point to meet their needs. This gives your sales associates and customers critical “transmission skills” that allow them to understand the buyer’s needs. Use of the internet is key. If you don’t understand what it is, reach out and find out. Read a book that will help you get started with that task, so that you don’t have to reinvent the wheel everyday. By shifting your approach from your own company-driven strategy to customer-driven you will not only save time, but also money and effort. There is no excuse not to establish the capacity in your business to manage the critical resource of time and money that will be needed for this mission.
Establishing a Loyal Customer-Driven Company Culture
Most companies focus their attention on “quick fix” selling; a complete sales solution when you are down for a sales consultation, a new customer to be won or an additional sale generated and you promise to shrink-to-interest-rate. But loyalty must be more than a problem, it must be a way of doing business. Challenges will arise from buyers and suppliers alike; certain drivers you and your competitors have clamored for the attention and resources scarce for. The secret of a customer-driven company is not about products and services, it’s about processes.
“We have a continuous learning process that looks ahead with both feet. We continue to seize opportunities thereby strengthening and enfranchising our partnerships with our clients.” – A decision line president of a aging business which was beating the economic drum these days.
Rising awareness of these qualities of a customer driven culture is breaking into the top retail software company. Growth as they are talking about is occurring at a rapid pace. Is it business as usual? More than likely not.