The A to Z of Small Business Sales - Introduction
By Norm Tucker,
April 26, 2006
After being asked to write this series of articles on small business sales, I took a few days to think about it then prepare an outline of what might be included. Perhaps I thought too much. Soon, a small project grew into a book idea in which sales would be be but a small part.
The book idea might be great. It’s thinking big. But it won’t get me through the present assignment any time soon, will it?
Writing is much like small business. Keep focused. Do first things first. That’s Habit #3 of Stephen Covey’s book “The Seven Habits of Highly Effective People - powerful lessons in personal change”.
Yesterday I scheduled two hours to write this opening article. This morning, lying in bed, several ideas came to mind about what I would write. I wondered why anybody would want to read more information about sales. What would be the reader’s purpose? What would they want out of it. What would make the articles interesting and worthwhile? By the time I had finished showering, I pretty well knew - although not specifically - what I needed to write.
I came up with the idea of writing a series called the A to Z of small business sales. Today’s piece would be the introduction. I wouldn’t lecture, teach or preach. Rather, I would use a story approach and some of my personal experiences in the hope of stimulating interest for the reader and providing an easy, enjoyable read.
Another way of looking at how I’ve planned this article is to see the big picture and then act on the little picture with the big one in mind. Stephen Covey calls this ‘start with the end in mind’. It’s Habit #2.
I find it exciting that the approach I’m using fits well with my personal philosophy and values. Part of this philosophy is all about awareness, creativity, and choosing. If we don’t make choices, there’s not much point living in a democracy. Incidentally, these ideas are expressed by Mr. Covey in Habit #1 Be proactive, be aware of ourselves, and project our understandings.
I have been learning from Mr. Covey’s book for 35 years. And still learning. I get better and better all the time.
Carpe diem means seize the moment. I’m doing that right now. But please realize I had to set the moments aside in my busy agenda. And I needed the discipline to follow through and stick to my objectives and not get distracted.
Mr. Coveys book is all about Personal Change. Not his change, yours. It occurs to me you might not want to change. When there’s a problem have you noticed how easy it is to point the finger at someone else. It’s not my problem. Somebody else needs to fix it. Somebody else needs to change. Not me.
Part of Personal Change is taking responsibility for one’s self and taking control of one’s own destiny. Nobody has to change. They’re changing anyway. All you body organs are changing - dying, growing, adapting - all the time. As you receive more information and have more experiences, you will change or at least, reinforce attitudes and perspectives whether you know it or not. Personal Change is also about awareness and choosing how you want to change.
In my university, the University of british Columbia, which I only managed to survive two years, our (our - notice I take ownership, despite the lack of a degree) motto is Tuum Est - It’s up to you. I hope you are willing to consider the opportunities offered by change and taking control of the change that you want.
If you are reading this article and thinking about the goals and improvements you want to achieve, consider the definition of insanity offered by Albert Einstein:
“Insanity: doing the same thing over and over again while expecting different results”.
Maybe you will have to change.
Having given some thought and planning. Having seized the moment and written you an introduction to my series of sales articles, I want to mention flexibility. We’re all different. We act, think, look differently. We have different styles. Thank goodness or life would be boring, wouldn’t it? But have you noticed how many solutions are a one size fits all. Have you noticed that we live in a world that assumes bigger and faster is better?
The world of corporations, industry survives on bigger and faster is better. Big corporations have the big bucks - the cash flow - to survive the big mistakes they make as a result. Has General Motors or Ford made any money lately? No they’ve lost billions. Can you imagine as a small business person not making any money when you have over a hundred billion dollars in sales?
Many sales books are for big business. Small business, to survive and thrive, needs to be different. Different? That’s seem natural - we’re all different anyway. So are our customers.
Small business sales are about making a difference by being a difference and by adapting to meet the needs or solving the problems of a customer.
One of the difficulties of being different is how to be different, when to be consistent and when to be creative. I mentioned awareness earlier. Once you start becoming aware of differences and needs, you are already different and already transforming into a better sales person - if not into a better human being.
Consistency and creativity have played a role in this article. I have followed many recommended processes. I have paid attention to Stephen Covey, who I consider one of my many mentors, even though I have not met him. On the other hand, I have also done my own thing in my own way.
I have introduced this A to Z series on sales, (SOS makes an interest acronym - series on sales) with a few ideas and stories which I will expand upon throughout the series. For example I used ‘carpe diem’. Did I seize the moment in a violent act of hostage taking and then shake it into submission? No. When I get to Article C, I’ll talk about carpe diem and communication and some of the alternatives available to small business owners to peaceably build their business.
Having completed the introduction, I am now going to offer some thoughts on the article which will end the series. Article Z which will be about Zoloft. Zoloft?
Zoloft is a drug prescribed to a patient suffering from depression. It is one of many such drugs. Zoloft doesn’t cure depression. It doesn’t solve the problem. But it alters how the brain works so that the patient doesn’t feel depressed. Chances are if the patient stops taking Zoloft, the depression will return.
Zoloft is not for everyone. Psychiatrists prescribe other choices of drugs as well. Many patients don’t want drugs of any kind. Or drugs won’t work for them. For many depression is a lifestyle disease. A holistic response always benefits.
The point I’m making here - and I suppose there could be quite a few points - is there is no one prescription for sales success. There are however, many good ideas, suggestions, approaches that you may want to try adapting to make you more successful.
My purpose is to help make you aware of some of the possibilities.
Cheers, Norm
Article 2, next time will be A for Awareness, in particular to the benefits of using a formal Sales Process, and how to Adapt it to your personal needs.
The A to Z of Small Business Sales - Introduction - To learn more about this author, visit Norm Tucker's Website.
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Norm Tucker
(Visit Norm's Website)
Independent writer and consultant with
corporate and small business experience.
See also two other sites:
Westcoastwriters.com and
Newglobalfamily.org. Comments and
questions welcomed.
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