Battle Hardened Market Share in Tough Markets

In this business environment some companies and industries will be more successful than others, but it is the sales team and customer service team that are now more important than ever before.  Consistency in client contact will help consolidate market share and protect your income.

If your business is struggling in any way, take a look at your sales team first to see just what they are doing or not doing.  Too many salespeople listen to their peers when it comes to results and activities.  If you have any ordinary performers in your sales team it can spread like a ‘cancer’ in and across the entire team.  Complacency breeds complacency; top performers are required in today’s sales environment.

When you are not getting your share of the market and the sales, here are the things that you should look at first:

  1. Split your sales team into high achievers and average performers.  Determine who is producing the sales and the orders and find out why that is the case.  The balance of the team will be doing a mixture of ‘nothing much’.  When you know the differences in your team you can handle the issues of skills improvement, redundancy, repositioning, and refocus.
  2. When your industry is slow or under pressure, it is the systemised action of your top people that will get you through.  It is likely that your top people will be less than 10% of the workforce.  Replicate the systems that work into the balance of the team.  Those that can’t handle the change should be reallocated or made redundant.  Experimental salespeople do not work.
  3. Split your customers into 3 groups.  Firstly your top clients should be determined and allocated into a VIP section of your business.  They should get better treatment and service than all other clients.  The second group of customers are those that have the potential to move to a Key Account status.  You job is to find out how to do that and why it should occur with each customer in this group.  The third group are those customers that randomly purchase goods or services and that are unlikely to move up the client pipeline status to a Key Account.  If you are going to remove the poor performers from your sales team, then you can drop the third group of customers to free up some time for the remaining salespeople.
  4. Get your prospecting model sorted and strengthened with your top salespeople.  Use the best systems and ideas that they have to consolidate the prospecting system for your business and local area.

This is all about strategy.  Focus on your people and the business will generally come in, albeit in a modified form.  Business is all about people so go back the people level and sort it through.  Opportunities will soon come back to you and the sales team.