Adrian Miller is President and Founder of Adrian Miller Sales Training, a sales consultancy, She’s an author, columnist and well-regarded speaker. http://www.adrianmiller.com
5 Things You Should Know About Winning Business
by Adrian Miller
Times have changed but for many sales trainers that have been at it for 10, 15, yikes 20 years or more, some things simply remain the same.
I share these fundamental truths with my fellow sales trainers and now I am sharing them here:
1. Sales requires you to get up-close and personal. You simply can’t hide behind email, expect social media to do the work for you and basically become an order taker of the first degree. (Now don’t get me wrong. Sitting back and just taking orders as they come in sounds awfully fantastic, but it is simply not sustainable.)
2. Sales requires that you maintain a robust pipeline filled with prospects in varying stages of readiness. Have just three prospects in your pipeline? Well then, your close ratio has to be unbelievably fabulous and those prospects, well, they better account for some sizable dollars. C’mon folks, fill your pipeline and do it intelligently and strategically with qualified prospects.
3. Understand what makes you different. I can’t say this enough. Telling a prospect that you are better makes them defensive. Explaining what makes you different and showing how these points of difference equate to an improvement, well, that’s what you need to do.
4. Be prepared for the new normal. Sales people are now working harder and it is taking longer for prospects to say yes to smaller deals. That’s the way it is so get used to it. Figure out your economies of scale and make them work for you.
5. Marketing is groovy and marketing is necessary. Marketing helps to lay the foundation so that great sales people can go out and win the business. But make no mistake about it, marketing alone does not win business. If you are engaging in a major marketing and branding campaign without giving adequate thought to your sales process, sales competencies and touch point management plan then stop now and save your money.