Face it, you should be selling more.
You’d like to make more money, you’d like to increase your market share, you’d like to get one over on the competition. You need to increase cash flow!
But your commercial director is telling you times are tough. Rates are under pressure, and the competition is doing crazy stuff to win business.
Your sales manager tells you that the team are working so hard they are wearing themselves out! They are struggling to find new leads, and once engaged in the sales process everything takes longer then ever to progress.
Or maybe you are your own seller? You do everything in your ‘one person band’ including product deliver, finances, accounts and everything else, and there is never enough time to devote to finding the next client or even to properly look after the ones you already rely on.
Selling is hard, times are tough, people harder to get hold of these days, buying is automated, margins are being squeezed, your suppliers are driving increasingly hard bargains, you’re no good at negotiating, you never know how to introduce yourself, the competition do such a good job, recruiting good people is really hard, you don’t pay enough to attract the right talent, marketing don’t supply the right leads, your website is rubbish, your CRM system is antiquated, your sales collateral is out of date, your inbound strategy is flawed, your pricing isn’t competitive, your product set is below par, you don’t have enough awareness in the market place… The list goes on.
All or some or none of these things maybe be true. But thats not the point.
‘He that is good for making excuses is seldom good for anything else’ (Benjamin Franklin)
Either you manage the sales team or the sales team manage you. Either you mange your sales process, or the sales process manages you.
All sales problems are management problems.
Hire, train, and retain the best people in the market. Have a sales philosophy. Something that will stand up to the most demanding scrutiny. Have a plan – what you need to do in order to win – and make sure your sales people (or you yourself) stick to the plan.
Its that simple. And that difficult.
I can guarantee, that unless you are literally the ONLY player in your market, someone is taking cash off your table, by out promoting you and out selling you.
What are you going to do about it?
(With thanks as ever to my mentor in all things Dave Gifford)