MAKE TIME FOR YOUR SALES ACTIVITIES!

In order for your business to be viable, to earn money to live, you need to generate revenue.  The only way to do this is to “sell” your idea to prospective users of your product or service.  “Sales” is therefore a NECESSARY PART OF BEING SELF-EMPLOYED.  You need to budget time for it in your weekly schedule.  If not, it will most likely be neglected, and you will be frustrated with the lack of results.   As planning is needed for all other aspects, including product development, bookkeeping, deliveries, etc., you need to set aside time for this essential activity.  “Failure to plan is planning to fail.”  Most people spend more time writing out a grocery list or planning a vacation than they do planning the direction or outcome of their business.  Serendipity will not produce favorable results.

If you are struggling with sales, I recommend that you do an urgent self-examination.   Ask yourself, “How much time and effort do I devote to this necessary part of my business?”  If you detect a lack, here’s the decisive action you need to take:

1. Work at being willing to adjust your mind to accept that it is necessary

2. Learn that you can be trained to do it

3. Plan specific days and times when you WILL give it your attention

4. Ask for help!  (My schedule is such that I am available to assist you one-on-one with your sales challenges – just ask!)

5. Apply any suggestions given

If you were to write down, hour-by-hour, what you do in a typical day, you would probably be surprised at the amount of time wasted. Many exclaim: “I simply don’t know where the time goes.” What can help people to solve the problem of wasted time? R. Alec Mackenzie, a leading management consultant, answers:

“Self-discipline. Before you can master time, you must first master yourself. And the rewards make it eminently worthwhile.

You can most likely “buy” some time from some other non-essential, non revenue-generating activities that would be better used for driving sales.

If you were drowning and someone threw you a lifeline, would you not eagerly reach out for it?  Help is available for your sales endeavors – reach out for it!  We want to be of assistance!

In summary, identify the activities most likely to achieve results, formulate a simple plan, set aside the time, then stick to your plan!

“USE REPETITION TO EMPHASIZE YOUR MAIN POINTS”

Effective selling includes the use of repetition. When an important point is stated more than once, people are more likely to remember it.  When meeting with potential clients, your objective is not merely to present information. You want them to understand the benefits of what you do.  To achieve that, make good use of repetition.  If the idea is restated in a slightly different way, they will be able to understand it more clearly.  If your prospects do not remember what you say, your words will not influence their thinking or their decision.  They are more likely to think about points to which you give special emphasis.

Frequently, repetition at the time a matter is being discussed will help impress it on a person’s mind. For example, after making a point, you could emphasize it by focusing on a key portion of it and asking something like, “How do you see that benefiting your business (family, etc.)?”

The final sentences in a conversation can also be used effectively. For example, you might say: “The main point that I hope you will remember from our conversation is . . .” Then restate it simply. It might be something like this: “My widget service consistently saves people in similar situations over 15% in time and money” (or whatever your main point is).” Or possibly: “As we’ve discussed, by using our unique system you’ll get increased traffic to your website.”   Or it could be: “As we have seen, when we are done building your new patio, it will be maintenance-free, allowing you to have many years of relaxation and enjoyment”.   In some cases you may simply repeat a quotation from your literature or brochure as the point to be remembered. Of course, doing this effectively requires forethought.

On subsequent visits, your use of repetition may involve reviewing points previously discussed, especially benefits that they have agreed to.

If you repeat the main points too often, however, you may lose the attention of your prospects. Carefully select points that deserve special emphasis. These usually are the main points around which your discussion is developed, and they should especially include thoughts that will be of special value to the individual prospect.

To make use of repetition, you might first outline your main points in the introduction. Do that with short statements that provide a broad overview of what you will cover, with questions, or with brief examples that show solutions to problems to be resolved. Then develop each of those points in the main part of your discussion. Emphasis can be reinforced in this part by restating each main point before going on to the next one. Or it can be accomplished by using an example that involves application of the main point. Further emphasis can be given to your main points by using a conclusion that restates them, highlights them by using contrasts, and answers the questions that were raised, or briefly sets out solutions to the problems that were posed.

In summary, remember “Repetition is the mother of retention”.

Want some help with any of this?   Contact me at: al@selfemploymentassistance.ca or by phone through the BERN office at (705) 792-0989 or 1-866-963-7327.

- Al

Allen Rigby CSP
Business Consultant, SEA Program

Benefit From Business Networking

Business networking is the process of establishing a mutually beneficial relationship with other business people and potential clients and/or customers.  It is the reciprocal process of exchanging leads, recommendations, and other information through networks of established relationships, in efforts to make business processes easier and more profitable.  “It’s not what you know, but who you know.”

Networking can generate a steady stream of referrals to help your business grow.  It can largely replace ‘Cold Calling’.  Those who practice business networking increase referral networks, bolster name reputations, gain credibility, and strengthen relationship assets.  It is an extremely effective marketing strategy.

It’s not just about meeting potential clients and generating leads.  Research and identify groups and events which could help you build your information network, support network, and referral network.

When attending events, have a concise version of your ‘elevator speech’ ready.  ‘Survey’ the room, and then approach someone who seems like you (personality, age, attire, etc.).  Is the person connected with those you want to connect with?  Apply the philosophy of Ivan Misner (the founder of BNI), which is “Givers Gain”.  In other words, don’t be too concerned with doing your ‘sales pitch’; be focused on learning about the other person.  Gain an understanding of others - use questions.  Then be a good listener.  Become known as one who demonstrates a sincere interest in other people.  Your primary objective should be to gain an understanding of others’ concerns / problems.

Create goals for your networking efforts.  For example: attend six networking events each month.  At each event, your goal should NOT be to collect as many business cards as you can!  Rather, strive to come away with having booked one coffee meeting with someone you can share ideas with. 

Attend events in your community.  Then follow up.

In almost every case, networking should be central to your marketing efforts.   Don’t expect instant results; however, as a primary part of your overall marketing strategy, it can be extremely useful.

These few comments are just a miniature ‘tip of the iceberg’.  For more assistance, contact me, or your local BERN consultant. 

Please join me at the Barrie Chamber of Commerce ‘Business after Five’ on May 16, from 5:00 p.m. to 7:00 p.m.  It will be at Majestic Pools & Spas, 1 King Street, Unit 10 Barrie.   I’ll ‘take you by the hand’ (not literally!) and help you benefit.