Sell More With Less Effort

When you made the decision to get into self employment, most likely you did so because of your strong passion for whatever it is you do. Have you read "The E-Myth?" You want to be "the technician". Spending time doing "sales" was not something you looked forward to. This topic of "Sell More With Less Effort" is not about avoiding work: it's about using your resources effectively so that you have more time and mental energy to do what you enjoy doing and that makes you money. Less effort means expending your effort wisely, so that results come sooner, in greater quantities and with reduced anxiety.

Anything that is left to serendipity (chance, fate, luck, fortune, coincidence) is not bound for success. If you've been reading these weekly tips on a regular basis, you have likely noticed that I often write about the importance of planning. You must have a plan, and work that plan. Simply stated, that's how you can sell more with less effort. When you are pressured and stressed, your presentation will require much more effort and mental energy. Even if you don't think so, it will come across as more desperate, which results in less sales.

Your plan should look this way:

1. Write a description or profile of your ideal customer
2. Make a list of all potential customers or groups of customers that fit the profile
3. Divide the list into 3 categories: 'A' prospects are the ones that most closely fit your ideal profile and that have the best potential for generating profitable income. 'B' prospects may not fit the profile quite as closely but are still worthwhile doing business with. 'C' prospects are those who you would be happy to have as customers but perhaps may not be as profitable.
4. Make up an outline of what you want to discuss with potential customers
5. Block off specific time EACH WEEK for your sales activity
6. Here's the most important step. Don't let anything else interfere with the time you have blocked off. Visit each prospect! Start with those in the 'C' category. When you are reasonably comfortable with how to craft your presentation (this should only take a couple of weeks), start visiting the 'B' and then the 'A' prospects.
7. You don't have to be a computer whiz but keep accurate records of who you visited, what points of discussion are most effective, what to discuss upon follow up and when to call back.

When reviewing your yearly, monthly, weekly and daily calendar, always think in terms of engaging in revenue-generating activity. Ask yourself "Does this use of my time help me obtain more customers?" Don't leave your sales results to serendipity! It's a necessary part of being self employed! What's YOUR plan to improve your sales results?

In summary, use your time and other resources wisely. Have a plan for your sales efforts and execute that plan.

Be Thorough With Your Sales Efforts

There is an old age about progress: "Begin where you are. But don't stay where you are." How applicable to your sales activity! When you started in business, you may only have been able to make a very basic presentation about your product or service. But if some time has passed and you have not moved beyond that, having stayed where you were, what can you?

Many successful people in professional fields continually seek to update their knowledge and skills. Their livelihood usually depends on it. As a small business owner, you also need to be diligent to improve your ability to talk to others about what you do. You should look for new and fresh approaches that appeal to different types of clients. Because of increased competition, and increased awareness by consumers of your product, presentations that were effective at one time may no longer have the same appeal.

Being thorough in your sales efforts does not always require more time, but it does call for time well spent. A steady pace can help you accomplish more. This requires budgeting sufficient time each week for concentrated sales activity and sticking to your schedule. Set goals for the number of potential clients you actually speak with each week, and formulate a plan to reach them. Set goals for the number of jobs that come as a percentage of the number of people you talk to; then constantly analyze what works and what doesn't.

Have a structured sales presentation in mind (without losing a measure of spontaneity), accompanied by supporting documents, brochures, your portfolio, samples, etc.

Don't leave your customer procurement plan to chance! It's a necessary part of being self-employed. What's your plan to improve your sales results? In summary, be disciplined with your sales efforts, ask for help, and apply what you are learning!