Think and act like business manager
Think and act like business manager
Here's a novel thought... put yourself in your customer's shoes. In other words, think and act like a business manager and consider some common themes that appear among every business manager's performance objectives:
Think and act like business manager - To learn more about this author, visit Todd Youngblood's Website.
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If customers can find the information they want using a Google search, why would they ever contact a sales rep? If it's accessible via Google, they don't need you. In fact, if it's accessible via Google or from your website or from a competitor's website, they don't want you. They'll correctly assume that all you'll do is burn more of their time, and there's not enough of that to go around as it is.
Here's a novel thought... put yourself in your customer's shoes. In other words, think and act like a business manager and consider some common themes that appear among every business manager's performance objectives:
- Get more done
- Consume fewer resources (people, equipment, time, money, etc.)
- Increase quality
- Improve the bottom line (save money, make money or both)
- Research - Get good at finding what's hard to find. Concentrate on understanding what the customer needs to know to solve their toughest problems, and then invest the time and effort with the search engines, in-depth industry publications, blogs, etc. to get the answers before the customer does. It really doesn't matter if your products and services are or are not directly involved. In time, your ability to dig out answers to the tough questions will enhance your value, and you'll get the orders.
- Organize/Package - Since your research deals with complex issues and questions, your answers will also tend to be complex. Practice and get good at packaging your research such that it's simple, concise and easy to understand. (The Elements of Style, Fourth Edition is an excellent starting point to improve your skills in this area.)
- Orchestrate/Coordinate - Even after all your research and packaging, information is still useless until successfully applied. Get good at developing comprehensive implementation plans. Don't force your customer to burn his or her time figuring out how to successfully apply the intelligence you provide.
- Build a Business Case - Clearly document how the customer will save and/or make money, and how much money the customer will save and/or make. Whatever their SIC code, they're all in the money-making business. Show 'em the money.
Think and act like business manager - To learn more about this author, visit Todd Youngblood'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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