“Most of the time, the solution to sluggish sales isn’t more time, it’s more productive time so you start with analysis and move onto strategy and action.”
~ Chandell Labbozzetta
What’s Working in Your Sales and Marketing?
As a sales trainer and coach I spend a lot of time working with individuals, teams, and groups and the same questions come up quite regularly even from high performing business owners, sales professionals, and others.
As you know if you’ve been following me for any period of time, I’m not a fan of pushy sales techniques or forcing people to buy things they don’t need just so that you can meet your sales targets. My strategy is to help you get in front of people who do need what you are offering and showing them why it’s a good decision to buy… Or not to buy after all, if that’s what you see.
The problem is that if you can’t answer the question, “What’s working in your sales and marketing?” then you don’t know where to start.
How Do You Know That?
If you didn’t answer the question above with some cold, hard numbers about your sales then you don’t have the information you need to make strategic sales and marketing decisions.
Let’s take an example from one of my clients for last year:
- 23 appointments, 17 clients and $294,600 from referrals
- 31 appointments, 8 clients and $187,000 from networking
- 11 appointments, 5 clients and $201,000 from public speaking
- 28 appointments, 3 clients and $93,000 from book and course sales
- 40 appointments, 7 clients and $59,000 from articles, social media, and podcasts
- … etc.
Most of the time, when you run the numbers, you’ll discover that you’re getting about 80% of your sales from 20% of your activity… But often it’s not the 20% you were expecting.
The client I referenced above had assumed that articles, social media, and podcasts were a great investment of time because they created a lot of activity, but when we ran these numbers he realised that it wasn’t delivering the results he had expected.
What Are You Focusing On?
The reality is that we’re all busy people, faced with competing demands on our time and energy. Since I don’t know anyone who has managed to add more than 24 hours to their day, we need to look at how to use what we have more effectively because there’s only so many hours of sleep and recreation you can cut back on.
The fastest and easiest way to get more done in less time is to focus on two things:
- Determine which activities deliver the greatest return on time and energy invested and do more of those; and
- Decide what you can do to streamline qualification processes so you can get more sales from less time and energy intense processes.
What Will You Change Now?
My client from the example identified several ways to leverage his time and energy including:
- Identifying low-profit buyers and funneling them into a more automated qualifying process;
- Refining his elevator pitch so that he elicited greater interest from qualified buyers;
- Improving his sales conversation skills and rapport-building so that his appointment close rate for qualified prospects was over 86%;
- Developing his prospect qualification process so that he rarely met with prospects who couldn’t or wouldn’t buy;
- Refining his “New Client Welcome Kit” so that he spent less time answering generic questions.
Some of these initiatives are still in the making, but overall his profits increased dramatically and he was able to spend more time with his family and training his staff.
Do You Need a Refresher Course to Improve Your Closing Rate and Increase your Influence?
Join our next One-Day Live Sales Masterclass in either Melbourne or Brisbane. We focus on the key sales and communication boosting techniques in this practical, interactive training designed to help you close more sales with confidence whether those sales take place internally or externally.