Connecting Sales to the Customer:
How to Create A Sustainable Sales Culture and Make Each Year Better than the Last
By Regina Chua
You've got your work cut out for you as the sales director of your organization. You're responsible for imparting the latest sales goals and product line-up that your sales team should care most about. As previous years, you gather your team together – rah rah them for a year well done and focus on this year’s new numbers.
From a sales leader’s perspective, you are doing the right thing. You zoom in on key results areas such as sales, incentives and initiatives. Using popular taglines like “We can do more!” or “Let’s knock out the Competition!” you rally your team into a frenzy of roars and grunts keeping the flag flying high.
But how did the sales teams receive it? Do these hungry go-getters see the customers merely as the means to an end? Is selling ‘high and deep’ the only way to get more visibility from the customer? Will new sales techniques and promotions be the modus operandi to guide the sales compass? Can we re-cycle past marketing programs to get new customers?
It’s great being in sales when you think about the rewards that come with sheer hard work. Conversely, every year the targets are wiped out in one quick swipe just like a child’s “Magna-Doodle” board. So is there any enduring elixir to winning and keeping your customers for life?
Nowadays, it is not easy to win a customer with your bells and whistles of your company’s profile, your client listing and your range of solutions you cater to. The competition will spare no efforts to give more and make less if they are bent on taking your customer away from you either.
Is there a better way to make a living as a sales professional then? What is the resilience formula to make selling easier year after year?
Ray Kroc (1902-1984), founder of McDonald's Corporation aptly said, “If you work just for the money, you'll never make it, but if you love what you're doing and you always put the customer first, success will be yours."
It seems that it is all back to basics – focus on the customer and your sales will be taken care of. Develop a consultative approach to the way you approach each sales opportunity. See yourself as the trusted advisor to your customer by understanding his world.
Be amazed when your customers tell you what you need to do to close the deal. See yourself advancing to the second round because your customers will call you back and uncover his needs without becoming a CSI investigator.
Consultative Engagement © sets you apart from the rest of your contenders. You will be able to build trust and credibility fast from the onset of the first customer meeting by blending professionalism with a personal touch.
Hereon, every year in sales, you move from strength to strength. When you build your credibility as one who truly understands the customer, you find each year’s sales target challenging but achievable.
Naturally, you create a sustainable sales culture and make each year better than the last.
The above article is contributed by our trainer, Regina Chua, a global corporate veteran who has spent more than 15 years holding various regional management positions in multinational corporations, specializing in marketing and business development of cutting-edge new technology solutions in Asia-Pacific for both industrial and consumer industries. She is also a pioneer in developing B2B training workshops such as B2B Marketing Strategy, B2B Key Account planning and management, B2B Lead Generation Development in Asia for companies in Asia.
Regina will be conducting the following public learning courses at the Marketing Institute:
• B2B Consultative Selling Skills – 11 & 12 Aug and 15 & 16 Sep 2008
• Mastering Objections for a Positive Outcome – 8 & 9 Sep and 13 & 14 Oct 2008
• Key Account Selling & Management – 18 & 19 Aug and 6 & 7 Oct 2008
• Persuasion Skills To Turn Prospects Into Customers – 1 Sep and 20 Oct 2008
For more information on the course, please contact Angelina or Su at 6327 7586 or 6327 7588, or email seminars@mis.org.sg
The views expressed in the above article do not necessarily represent those of the Marketing Institute of Singapore. No responsibility is accepted by the Institute or its staff for the accuracy of any statement, opinion or advice contained in the article. All articles on our website are copyright and no part may be reproduced without prior written permission of the Marketing Institute of Singapore.
