At a function recently I spoke with a confident and energetic entrepreneur, who at first glance, appeared to be running a successful SME. He explained he’d been in business for a couple of years doing really well. Cheekily, I then quizzed him about how he generated new clients, he replied, “Hmm… that’s a great question…. we haven’t quite worked that out yet.”
His response told me more about his business than his opening comments. His confusion is a common tale of frustration and point of failure for many SME’s. Interestingly this is also the spot in the market that carries the lowest barriers to entry and highest competitive forces.
How do you generate sales in this market? You need the right people working by the right process and they need to be better and more motivated than your competitors.
In most markets “innovation” is marginal so the “value” created is ubiquitous, with everyone selling the same thing in the same way. How you differentiate and move ahead of the rest then rests on your process and team’s willingness to engage with customers, most of the time.
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If your research or “the demand” suggests your value is right for your market, then someone or a team of people in your business needs to dedicate most of their time towards activities that develop new and ongoing business opportunities. Not 40% or 20%…. 80%!
Some questions to enhance your sales performance immediately:
1. Are the right people dedicating 80% of their time towards sales?
2. As a salesperson is 80% of my time utilised effectively towards generating sales?
3. What percentage of my time is dedicated to selling, really?
4. Is the right sales process in action (if not why?) and is it adhered to consistently?
Then ask three more important questions to action the answers to each of the above: What do I need to start? What do I need to stop? What do I need to continue?
By reading this blog you’re contributing to your 80%. But that’s enough reading, time to get selling!
For more Selling Strategies advice, click here.
Trent Leyshan is the founder and CEO of BOOM Sales! a leading sales training and sales development specialist. He is also the creator of The NAKED Salesman, BOOMOLOGY! RetroService, and the Empathy Selling Process.