“The Power of Leadership”
I have been studying the Sales and Marketing action of one of my businesses and have turned to Dan Kennedy for advisement on more effectively managing the Sales Process for this business. For most businesses and I’m sorry to say that is true for this one of mine also, selling is an act, not a process. Hope you enjoy these lessons as I study and summarize Dan’s thoughts as best I can:
There are many mistakes made in not ensuring Sales is a process. The parts are separated and isolated. Marketing delivers a prospect to Sales, where typically the outcome is placed in the hands of a Salesperson who is permitted to freelance at will, committing random acts of selling along the way. After which the customer is turned over to some level of “Operations,” where promises made by Marketing and Sales may or may not be fulfilled.
In just about any business where more than one person is doing the Selling, you’ll find each salesperson doing things differently than the others. In the Accounting Department everyone is using the same ledgers and systems, but in Sales, for some unknown rationale, everyone is allowed to just “wing it.” If you want maximum profits, you’ll need to figure out what the best sales presentation is and everybody will use it. You must have a Selling Program which all sales people comply with and use.
Wrapped around that salesperson and the “Program,” you need a complete system for selling, for moving each prospect neatly along a path that connects Marketing to Selling and both helps and supports the efforts of the salespeople. This system will be built from macro to micro.
More to come on the Sales “Process”…
“If you don’t have a system for selling, you are at the mercy of the customer’s system for buying.” – David Sandler “…or NOT buying.” – Dan Kennedy
Have a great day of Selling!
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