In business today I see far too many sales people that take things the way that they are. These salespeople fail to adjust to the market and learn more skills to build better market share under changing market conditions.
Let’s face an important fact here; the market is always changing, and yet if you keep doing the same old things, nothing will change for you. One of the toughest things to change in business is your habits. You have spent years building on your habits; whilst that can be a protection process to keep life under control, it certainly does nothing for you in getting more sales and better customers.
The best salespeople know that adjustment is a wise process; everything we get out of business and our market will come from our efforts. They are the only things that we can control.
In most locations, towns or cities, the selling season is limited to no more than 11 months of the year. In some cases it is far less than that. All of your effort has to be directed into the core selling time in the best possible way. That will include the right factors of:
- Target market in your town or city
- The right products or services
- The right time of day
- Product and service knowledge
- Knowing what people will want and when
- Building strong relationships with the right people
- Keeping on top of the competition and their activities in your area
- Capturing all of your contacts into a database of relevance and quality
- Communicating frequently into your market and customer base
Now would be a good time to look at just what you are doing in your business and customer base. Can you improve any of the above items? What will it take to change old restricting habits to a new process of growth and change?
As a final tip in this topic it is worthwhile noting that most customers will move on to others at some stage; you cannot keep the same customers forever. All things being equal, some of your customers will move location, change business focus, or be attracted the competitors in your market. On that basis it pays for you to develop a process of new client growth as part of your prospecting processes.
Plan to lose some of your current customers each year, so you then fill the void with new customers. It is a fact that new prospects and customers in some industries will take time to nurture and convert. Top salespeople know how to do this; they have a system to support the entire process. Develop the focus and start to build your market for the long term.
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