Planning for Sales Success

"If you fail to plan, you are planning to fail", quote attributed to Benjamin Franklin, aptly describes the importance of planning for all of your business activities. Unfortunately, many small business owners, busy doing the "technician" side of their business, use the "fly by the seat of your pants" method of securing customers. This method limits your potential for sales success. So, here's a very simple review of how to arrange for this essential activity:

First, determine what are the primary things you do that individuals or companies are willing to spend money on. Then, make up a comprehensive list of potential customers within the area you hope to service. Then, find out where these prospects are and how to reach them. Next, go have a discussion with each prospect. During the conversation, listen carefully for clues as to how you could make their situation better. Make your offer. If the situation calls for a subsequent visit to provide a quote, return promptly. Finally, follow up after sales calls that show any reasonable potential; and follow up after each piece of work is completed.

Critical to all of this are two vital factors: time management and discipline. You MUST schedule time for sales activity. Let nothing interfere with the days and times you set aside for sales. Discipline yourself to do these tasks that will earn you money, even if it is far outside your comfort zone.

Included in your sales plan should be a list of target customers, your strategy for securing their business, your sales goals (S.M.A.R.T.) and a plan to set up an initial meeting with each targeted prospect. Also, employ a system of tracking your activity; whether a sophisticated computer customer relationship management system (CRM) or your written notes in a loose-leaf binder.

To summarize, the main message here is to actually have a plan; then work your plan. When you do, it will dramatically increase your opportunity for sales success!

Sell The Way Your Customers Want To Buy

If I were to ask you, "What is the purpose of your business?" How would you respond? "To make a profit"? That answer identifies why so many businesses struggle to survive, let along grow. It's centered on the desires of the business owner, not on the needs and desires of their customers. Imagine walking up to a potential customer and saying, "Hello. My purpose is to make a nice, big profit from you today!" That would not attract the client's interest. It would be better to think of it this way. The purpose of a business is to attract and serve the needs of as many customers as possible, at a fair profit. Profit comes in, not at the beginning where most people put it, but at the end. Profit is the result of how well you serve your customers' needs. Focus on serving your customers better than your competition, while maintaining good business sense - and your sales and profit will automatically rise.

When you sell the way your customers want to buy, your products and services sell like crazy! If two of your products are selling very well, and three of them aren't, your customers are telling you something. Eliminate the losers and focus more time and energy on the winners. If you have an effective system in place to let your prospects and customers know about your products and services and you offer them excellent value and good deals, and they still don't buy, then there's a good chance you're not listening to your customers. Find out what they are buying from your competitors. Always informally poll your customers for feedback on your products and services and how you deliver or provide them.

Make your customers feel important, listen to their customers.

As small business owners, you have a significant advantage over the big companies who are clever in their marketing slogans promising great customer service, you will build your business by actually DELIVERING great service. You do this with a customer centric approach.