Be Proactive With Sales Activities

When someone else employed you, your paycheck came from doing the things your supervisor assigned to you. Nothing has changed, but everything has changed! What hasn't changed is that you still need to do the things assigned by "the boss". What has changed is that YOU are "the boss" now so you have to motivate yourself, be proactive with all aspects of your business, especially sales.

It is rare that a new business will start up and the customers will be like carpenter ants and just somehow 'come out of the woodwork'. So, have you identified what activities you need to engage into generating revenue? How do you structure your weekly schedule so that this necessary part of your enterprise is properly cared for?

Here's a very brief synopsis of what you need to do:

• Clearly identify your target market and target customer;
• Create a list of potential customers that fit the profile of your typical target client;
• Devise a plan to make contact with each prospect;
• WORK YOUR PLAN!

Good news! You already did most of this for your business plan as part of the SEA program. If you are struggling with sales, immediately do 2 things:
1. Analyze and revise the marketing and sales portion of your business plan;
2. WORK YOUR PLAN!

Realistically, many wrestle with discouragement because of poor results. I won't "sugar coat" it. Sales is hard work that will likely take you way outside of your comfort zone. However, more good news is that when you make yourself do it, the rewards, both financially and in self esteem can far outweight the inner tussle that needs to take place. So, ask for help! Pick up the telephone, and invite a fellow SEA participant for coffee, with the goal of encouraging and building one another up. Share 'best practices' regarding your sales efforts.

Know What Your Customer Looks Like

Have you written a brief profile of your ideal customer? Analyze their geographic area, demographic characteristics, social class, stage in life, their personality and self-image. List the potential benefits gained from using your product or service (such as convenience, time or money saving, independence from chores or buying behaviour). Identify in what ways you will save them time, money or hassle. Also, consider frequency or regularity of purchase, amount of purchase, brand loyalty and attitudes toward your product or brand, use of cash, check or credit card or customer's desire for personal relationships with you.

It helps to develop a customer profile form to identify potential clients. It might list age bracket, approximate income, occupation, etc. Try to identify different types of customers and the benefits they need and want. Determine some basic characteristics of who has purchased similar products in the past, either from you or other businesses offering similar products or services.

Consider this imaginary case in point for a business-to-business situation: 80% of our clients come from 3 types of businesses, they average 75 employees, most have been in business 15 years or more, they average at least $1 million in annual revenues, they are all in Simcoe County and Muskoka, they have all suffered because of the increase cost of petroleum. Then, go where they go and be where they are. For example, if many of you identified target customers belong to the curling club, perhaps you should consider joining that organization.

Schedule time in your weekly plan for focused sales activities. Discipline yourself to stick with it for a pre-determined time.