On second thoughts, this is how to achieve sustained sales success…
On second thoughts, this is how to achieve sustained sales success…
• The second market gap…is the one that means the most to customers and the least to suppliers. The first market gap concerns established ‘demand’ for products and services, which is the area that most suppliers fight in…and the second market gap relates to future growth, potential or opportunity to improve results. All customers will spend all their lives in the future, and yet very few suppliers sell ideas that contribute to this key area
• The second skill…concerns the knowledge and talent required for suppliers to enter the second gap. Most suppliers focus on product knowledge, which will not build better business results
• The second economy…concerns our own business efforts and results, while the first economy reflects the condition of the large economy we contribute to. No matter what state the first economy is in, we have complete control over the second economy!
• The second sales force…is made up of our customers, whether they are resellers or users of our products and services. It may be hard to direct and control the first sales force, our employees, but if we do not learn how to stimulate and create success with the second sales force…we are doomed to ‘sell in’ rather than to ‘sell out’
• The second loyalty…is created when customers prefer to do business with your company, even though they may be able to access better prices, etc., elsewhere, not because they ‘like you’ but because you contribute the ‘second skill’ to help them consistently improve results in the future (the second market gap)
• The second nature…refers to a commitment to perform your sales duties in a fluent, interesting, flawless manner…based on much preparation and rehearsal
I hope you can use these ‘second thoughts’ as first class debate at sales or training meetings.
On second thoughts this is how to achieve sustained sales success - To learn more about this author, visit John Lees's Website.
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In recent times I have been using a number of good business ideas that involve the term ‘second’, based on having second thoughts about key issues. For example, the phrase ‘features and benefits’ means nothing to the market, because customers are only interested in what we get done, not what we do…and so on second thoughts it should read ‘benefits and features’. The same logic applies to ‘handling objections’, because good sales people ‘anticipate and deal with objections’ before they enter the minds of customers. ‘Ask for the order’ is another misnomer, because in fact we should ‘suggest the order’ (as with a doctor ‘prescribing’ action), and a classic lie is ‘knowledge is power’…which is not true. The truth, on second thoughts, is that ‘giving knowledge is power’, because valuable information does not belong to you, it belongs to those you serve…and if you do not give knowledge then you, like a product that remains unused, will go stale (the accounting profession is dying because of staleness!). Another serious distraction is having a ‘customer focus’, which is wrong because you are selling to business people, not to customers… and the ‘customer retention’ theory is mistaken because the only way to keep customers is to engage in consistent ‘customer development’. Other deceptive business beliefs include ‘the customer is always right’, which only relates to the kind of service the market prefers; also ‘give customers what they want’, which is incorrect because we must find what they really need…and ‘the purpose of business is to make money’. The true purpose of business is to sell mutual progress…at a profit. Finally, the notion of ‘time management’ is redundant because we can only manage ourselves, not time. So, having established the need for second thoughts, here are some key issues that benefit from this cognitive concept:
• The second market gap…is the one that means the most to customers and the least to suppliers. The first market gap concerns established ‘demand’ for products and services, which is the area that most suppliers fight in…and the second market gap relates to future growth, potential or opportunity to improve results. All customers will spend all their lives in the future, and yet very few suppliers sell ideas that contribute to this key area
• The second skill…concerns the knowledge and talent required for suppliers to enter the second gap. Most suppliers focus on product knowledge, which will not build better business results
• The second economy…concerns our own business efforts and results, while the first economy reflects the condition of the large economy we contribute to. No matter what state the first economy is in, we have complete control over the second economy!
• The second sales force…is made up of our customers, whether they are resellers or users of our products and services. It may be hard to direct and control the first sales force, our employees, but if we do not learn how to stimulate and create success with the second sales force…we are doomed to ‘sell in’ rather than to ‘sell out’
• The second loyalty…is created when customers prefer to do business with your company, even though they may be able to access better prices, etc., elsewhere, not because they ‘like you’ but because you contribute the ‘second skill’ to help them consistently improve results in the future (the second market gap)
• The second nature…refers to a commitment to perform your sales duties in a fluent, interesting, flawless manner…based on much preparation and rehearsal
I hope you can use these ‘second thoughts’ as first class debate at sales or training meetings.
On second thoughts this is how to achieve sustained sales success - To learn more about this author, visit John Lees's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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