Sales are the life-blood of every business. Without regular sales we don’t have a business. We may as well go and work for a boss. “Aaaggghhh. Never again”, I hear you say.
Keeping yourself up to date with modern sales tips and techniques is vital in the 21st century. Most of those tired and worn out sales strategies of the 80’s and 90’s will no longer cut it in this fast paced world. However, some things remain unchanged.
If you are looking to grow your business… and if you are not, then you are going backwards… you need to generate ongoing sales.
There are only two ways to get more sales:-
1. Sales from new customers
2. More sales from existing customers
Clearly, you must tailor your marketing and lead generation strategies to meet the different priorities of prospects and existing customers. Once you have engaged with a new prospect, it is essential to have a sales process that focuses on generating trust and building a relationship. The sales process for existing customers needs to be a little different, leveraging the existing relationship and focused on a better understanding of the customer’s situation and future needs and wants.
Furthermore, different processes are needed for face-to-face situations and web-based interactions. Attracting new customers via the web requires a “give before you get” attitude that builds trust and develops a relationship over a period of time. A very significant proportion of businesses spend most, if not all of their time and money trying to attract new customers. In focusing everything on “new business”, they pay little or no attention to their existing customers. Are you one of them?
It costs between 5 and 10 times as much to gain a new customer as it does to grow an existing one. Existing customers continually “disappear” if they are not looked after. Indifference (not price, not quality, not competitors) is the most commonly quoted reason given by customers, for changing supplier/service provider. Furthermore, if you fail to take care of your existing ‘A’ and ‘B’ class customers, you are denying yourself the most cost-effective, high quality source of new customers – referrals.
Successful businesses are systemised businesses. These “systemised businesses” identify, design, document and implement effective systems to ensure consistent, high quality engagement with their markets, prospects and customers. They understand the importance of relating to and understanding their customer base. They stay in touch with their ‘A’ and ‘B’ class customers and treat them like gold.
The ‘C’ class customers (you know the ones I mean… the complainers and tyre kickers) can be let go. They will only cost you money in the long run.