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 favourable 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!
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. May 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? In summary, identify the activities most likely to achieve results, formulate a simple plan, set aside the time then stick to your plan!
Tuesday, December 15, 2009
Tuesday, December 1, 2009
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!
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!
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