Salespeople and business owners enter the business world with the best intentions. They're committed to their firms, and - at least initially - are very enthusiastic and energetic. They envision great success early on, which should lead to sustained growth and prosperity. At some point even the most driven business people get into a rut. It's the rut of complacency, and can quickly lead to diminished confidence and sales.
Review and implement these four tips to give you back your winning edge.
Maintain a strong work ethic: Arrive early, and work late. Put in a full day's worth of work. That includes productive use of e-mail, letters, web research, and other duties. Specific tasks vary by industry and position. But one facet never varies: success is directly related to the amount of productive labor invested. Once referrals and repeat business begin to roll in, you may be able to cut back on prospecting and other marketing efforts.
Some other qualities to remember:
- Keep your promises. If you said you'd reply to the message by 2:00 p.m., do so. Similarly, if you promised some follow-up information by a certain date, make sure it's on the way. Of course, sometimes you're unable to meet a promise by the expected time. Contact your customer with an update. Let him or her know you're still working on the issue. Customers appreciate being kept informed.
- Provide what you said you would. All information should be complete and comprehensive. Careless and sloppy salespeople quickly slap out e-mails and letters, hoping the customer won't notice. Conscientious salespeople take the time to produce thorough work: the kind of work they are proud to attach their names to.
- Honesty is the best policy. A business person without integrity is a business person who will soon be out of business.
Offer added value: Phrases such as "Going above and beyond" and "Exceeding expectations" have become cliches. What do they mean, and more importantly, do you actually accomplish either? If your customers don't see you as offering anything different from the competition, the buying decision will probably hinge on price. If yours is higher than the norm, you can set yourself apart by offering more value.
Some possibilities include an enhanced warranty, extended customer service hours (ideally, 24/7), on-site training (if applicable), free shipping, a 60-day trial period with money-back guarantee, and so forth. Most, if not all would have to be cleared by management, of course. Offering any of these services, particularly in an industry not known for doing so, can mean the difference between an RFP and a sale.
These difficult economic times are forcing businesses to be more careful with their expenses. If you can offer your clients more bang for the buck, you are much more likely to retain them.
Take care of your customers: The test of a good salesperson is how he or she responds to a problem. Do you handle the complaint gracefully and offer a satisfying solution? You should, because you and your firm are being judged during this difficult time. Be a stellar salesperson, and your client will remain a customer.
Use other opportunities to maintain a solid relationship. Send greeting cards throughout the year. Drop off a gift on occasion. Tickets to a sporting event or concert are often well received. Another great idea, touted by renowned sales expert Jeffrey Gitomer: Arrange a breakfast or lunch with two customers who would make great clients of each other. You help them make sales and come off as a hero in the process.
Along those lines, invite a client to a networking function, and introduce the person to people you feel would make good prospects. In both cases you're genuinely trying to help your customers succeed. "What about me?" you ask? Your day will come. Put your customers' needs first. They will reward you with loyalty.
Research the 'net for useful information you can send to your customers. This could be links to blogs, videos, or e-zines. Doing so helps you stay abreast of that industry, as well.
Of course, you will buy from or refer your customers whenever possible.
Continue with professional development: Learning is a lifelong process, and continuing education is the foundation of any successful career. Successful people in any field and position will tell you they are constantly nourishing their minds with information. They purchase DVDs, CDs, and books, and attend seminars and workshops on a regular basis. Top performers realize that in order to stay that way they must always be in learning mode. So should you.
If you haven't done so already, start a library devoted to professional development. There are thousands of products to choose from - with new books, DVDs and other items being published everyday - so you need to narrow your focus. If you're not sure what to buy, ask your mentor or other successful person. Buy a good mix of sales, motivational, and leadership development materials. Spend 15 to 20 minutes each day exposing yourself to that knowledge. It will pay dividends over time.
Regularly analyze your efforts to see where you can improve. How many sales calls or other contacts do you make each week, and what is your closing ratio? Are your communication skills still top notch? Invest the time and money (if needed) to sharpen your skills. Doing so will help you stay ahead of the competition.
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