The most common issue found relating to sales growth:
Having presented many courses on various sales and business-related subjects in a variety of lengths, I have found a few issues that arise that prove common to all my clients. Perhaps the most important of these is the need for the sales individual or team to become proactive as opposed to reactive in their approach. In many cases, sales leads are obtained from responses to marketing effort or repeat business. This is excellent, as it means that the market has seen the value being offered and is keen to purchase. However, maybe due to new competition, or failing customers, this can result in reduced turnover. They have recognized that relying on existing clients or responses to marketing can become risky and unpredictable. Moving to a more proactive approach will help ensure all sales opportunities are found, targeted and won.
What do we mean by ‘proactive’? How can we be MORE proactive?
Identify two key aspects:
The markets you are serving already, and
The markets you would like to serve.
…or, put it another way….
Your existing or past customers, and
Simple strategy for being proactive in sales;
1/ Decide the best balance for you of existing customer and new customer business. You need both! One for ‘bread and butter’ income; to cover the ‘overheads’ and more, and the other for business growth and future strength.
2/ Revisit existing or previous customers on a regular basis. Calling is best; sending a newsletter is the minimum contact. Never miss an opportunity for repeat business or to cross and up-sell. Lack of such contact allows the competition to ‘move-in’.
3/ Choose your new markets and prospects carefully. Make sure they are likely to have the need, the money, and that they are likely to appreciate the value you offer.
4/ ‘Seed’ that market; make sure your business is known to them before you make contact, by;
- identifying likely decision makers and sending them publicity materials, or,
- using the internet, finding a mutual contact and asking for a referral, or
- invest in exposure in their trade press or institution website, or,
- any of the above and more…..
5/ Following number 4 above, any contacting now will be far less cold. If you have gained a referral, they will be happier to take the call. If you haven’t, you can at least refer to your article or letter in the publication or website related to their industry. It doesn’t have to be a ‘cold call’!
This is just one approach you can use to help you find new customers and win new sales.
Being proactive should also include actions to:
- plan where to target new prospects
- regularly monitor and review your carefully chosen KPIs to ensure positive progress and growth
- ensure customer satisfaction and loyalty
- prepare responses to possible criticism
- prepare contingency plans in case the unexpected prevents progress in your chosen direction
- There are many advantages to being more proactive, you have;
- Higher profile with existing customers and new prospects
- Warmer contacts!
- The chance to target and win far more business opportunities
- Greater credibility and respect in the industry or market
- More resilience against competition
- More market knowledge, particularly in future trends.
So, don’t wait for them to come to you. In market downturns, this can be fatal. Be proactive, ‘go-and-get-it’!
As my late Father used to tell me; “The door to success is labelled ‘PUSH’.”