November 26th, 2008 admin
If you need sales skills and methods to grow your business then you must join Fast Track Sales Clubs. The unique blended learning provides immediate access to innovative and time tested techniques from Top Sales Expert and Business Growth Specialist, Drew Stevens.
No business grows without acquiring new customers. In fact, nothing happens to your business without a sale. Utilities do not function, employees do not get paid and you do not receive compensation without a sale!
To grow business, acquire and retain clients and gain financial prosperity requires a single focus and most important accountability. Coaches assist elite individuals uncover underutilized strengths and hide weaknesses. Coaching helps provide a single focus and work towards the tip of the arrow rather than just the target.
In addition, in a time pressured world and multi generational environment modalities of learning change. Professionals desire assistance wherever, however and whenever they need it. Using the power of technology coaching is available throughout the day!
Finally, Athletes practice, attorneys practice, students practice and musicians practice. Business professionals must practice! . Too many individuals attempt things once and quit. Whether a diet, gym membership or other life altering experience, individuals try one time and leave without moving forward. The key to self-mastery is continuing. You must practice everyday. Just like you body is an investment, so is your mind!
Join our Fast Track Selling Club and watch your business dramatically accelerate!
For additional information click here…
Posted in Business Communication, Communication Training, Customer Relationship, Customer Relationship Management, Customer Service Training, Drew Stevens, Drew Stevens PhD, Management, Positive Selling, Public Speaker, Public Speaking Skills, Sales Management Training, Sales Training, Sales marketing, Selling in a Bad Economy, Strategic Selling, Tips and Techniques, Training, account management, brand recognition, branding, business building, business development, business selling, cold calling, customer service, customer service consulting, customer service ideas, customer service seminars, customer service skills, effectiveness, efficiency, great customer service, lead generation, lead inquiry, lead management, life balance, make money, marketing, marketing help, marketing techniques, marketing tips, marketing tools, productivity, productivity techniques, sales coaching, sales effectiveness, sales help, sales manager training, sales selling, sales skills, sales strategist, sales strategy, sales success, sales techniques, sales trends, self development, self doubt, self help, self mastery, selling, selling effectiveness, selling skills, selling skills sales seminars, selling strategies, selling strategy, selling techniques, selling tips, small business, small business success, small business techniques, tips on marketings | No Comments »
November 11th, 2008 admin
Dress codes in the United States historically morph from decade to decade. The majority of thought suggests that business professionals must dress professionally, Male dress code denotes a suit, perhaps with tie and for ladies perhaps a dress, business suit, skirt or other business apparel. However, if one meanders down Broadway in Manhattan, Market Street in St. Louis or the Miracle Mile in Chicago, over the last 10 years business patterns changed.
In the last 10 to 15 years, an emergence of business casual attire has adopted from the East Coast to the West. It is common for professionals to wear jeans, T –Shirts and sneakers or boots to the office. While I enjoy fashion trends, one worth terminating is business casual.
Casual dress inspires casual conversations and behavior. In the 10 to 15 years, it has become noticeable for productivity to decrease at work. There exists a potpourri of information on productivity in the workplace and many point to dress code. Casual dress simply promotes apathetic behavior.
Second, numerous business professionals engage with client’s daily. Clients desire to conduct business with those they trust and exemplify expertise. If there were a need to visit a cardiologist or an investment banker, what might be your feelings if they greeted you in blue jeans and a polo shirt? Would you prefer someone that dresses the part?
A diminishing trend seems to exist. In the last two to three years, I am noticing more men and women wearing business suits. Airports that once greeted polo shirt and khaki passengers are filling with grey and blue pinstripes, leather soles, and pumps. If you want to look the part, you must be the part. Invest in your business, in your profession and in your closet. Resist the population and settle for professionalism. Seek out clothing that embodies your professional image; purchase a nice briefcase, pad folio, and pen. In addition, watch accessories that dampen your appearance such as watches, rings, and bracelets. Dress for success and watch your image flourish.
© 2008. Drew J. Stevens. All rights reserved.
Posted in Business Communication, Communication Training, Customer Relationship, Drew Stevens, Drew Stevens PhD, Employee Performance, Expertise, Sales Management Training, Sales Training, Sales marketing, business building, business development, business selling, customer service, customer service consulting, customer service ideas, effective leadership, effectiveness, efficiency, improve customer service, sales help, sales selling, sales skills, sales success, sales techniques, self development | No Comments »
October 3rd, 2008 admin
The economy has taken a dramatic turn for the worst and people are scrambling for numerous reasons. One of the most daunting is the number of individuals being terminated. Unemployment is up and this is not time for that faint of heart.
Terminated 3 times in a six-month period is how to begin a consulting organization, I can attest to the stress. After all, I am an OPP – Out placed Professional. Ironically, it was not long before I began a new career, discovered a new attitude, and controlled by destiny. The key to your success is to use existing selling skills.
1. By natural tendency, selling professionals are inquisitive individuals. The best professionals are detectives and consistently seek new methods for success. Out placed individuals must emulate selling professionals. The best people continually read the press, and research organizations that might need new talent.
2. Selling professionals create communities. Job seeking individuals must tap into existing networks to provide the leads for new opportunities.
3. Conducting searches requires competitive intelligence. The newfound time requires a makeover of your resume to decipher the differentiation you bring to a new opportunity. Draft your resume as a proposal, thinking about outcome and value not about you!
4. Selling professionals never stop asking provocative questions. Job seekers must too. Draft a series of questions that provide insight into opportunities and to the three F’s- Fit, Finances, and Find. Develop questions that provide methods to seek new organizations.
5. Selling professionals know how to close. Job seekers must use closing techniques that advance the search. If you desire employment, you must ask for it. It is imperative to follow up.
6. Job seekers must have a competitive spirit. I recall a young woman I interviewed. She arrived with three manila folders, one for her resume, one with historical information on the company and its products and one on the competition. I hired her on the spot. She was prepared, enthusiastic, and ready for success. When arriving for the interview ensures success, knowing something about the organization you seek employment.
Present employment seekers must be aggressive. The competition is fierce, the opportunities small and the differentiation about equal. Attempt your best efforts using the success stemming from successful selling professionals.
2008. Drew J. Stevens. All rights reserved.
Posted in Drew Stevens, Drew Stevens PhD, Employee Performance, Human Resource Management, Sales Management Training, Sales Training, account management, business selling, effectiveness, efficiency, sales and marketing, sales coaching, sales effectiveness, sales help, sales manager training, sales skills, sales strategist, sales strategy, sales success, sales techniques, sales trends, self development, self help, self mastery, selling, selling effectiveness | No Comments »
September 26th, 2008 admin
Emerson states, “Nothing great was ever achieved without enthusiasm”. A majority of the issues related to worker productivity stem from enthusiasm or the lack thereof. Individuals simply go to work despite their abhorrence of their employer, the monotony, and the products. There is no passion or pride.
Much of this issue stems from practices embedded within an organizational culture affecting morale and productivity. These include:
• Leadership not serving as exemplars – some leaders today are narcissists, demeaning and ruthless. More importantly, leaders’ salaries can exceed employee pay by 425 times the average worker. Leaders need to act in harmony with employees and enure equal treatment of all. Cultures where this practice occurs frequently include McDonalds, Fed Ex and UPS where employees and management are one.
• Little or no accountability - The United States economic system is currently in financial turmoil and no one is accountable. Employees need to know that mistakes may count for learning but criminals are punished for repeat offenses.
• Career planning and succession planning is null – simply put there is no succession planning. Most CEOs and senior managers join an organization from competitive industries and companies. Whatever happened to the mailroom climb?
• Too many silos and departmental infighting – Companies are in business for one reason- to create clients. End the infighting and focus on the most vital asset!When the fighting ends (and everybody understands their reason for being employed) perhaps harmony arrives.
Causes of low morale correlate to the organization, its culture, and its management. After 25 years of research in this area, we find five factors contributing to organizational morale. A study by the Corporate Leadership Council revealsthe tremendous impact managers have on an employee’s level of commitment. It is imperative to note that individuals do not leave companies - they leave poor managers. Organizational mis-management contributes to negative morale. As recent as 2006 the Gallup Organization estimated there were 32 million actively disengaged employees costing the American economy up to $350 billion per year in lost productivity. Such loss includes absenteeism, tardiness, and poor work.
To dilute the productivity impact, research shows that taking time to build relationships with employees through personal interaction, is a key step managers can take to keep morale high. Employees need to feel trust and respect from their managers. Employees desire feedback from management to understand their work matters.
Ending the morale issue is not easy but there are cures.
1. Begin with talent acquisition – Start with the right people. No firm we work with ever hires on a proactive basis. Most firms conduct employment searches reactively. Seek employees that fit with the organizational culture and with the obligatory skills. Never wait!
2. Hire for skill – Talent is innate. Organizations hire for personality and behavior first and skill second. Skill is not interchangeable, behavior is. A great hire might have a wonderful temperament and lack the skill to plug a socket into an outlet. I recall a five star hotel that sought advice to correct housekeeping flaws. After five minutes, it was easy enough to terminate staff and find those without flaws.
3. Look at best practices from best people – Management focuses on “fixing those that cannot” rather than “improving those that can”. Icons of performance exist in your organization. Discover what they do right and encourage others to emulate it.
4. Passion – In the 1980’s Sylvester Stallone appeared again as Rocky this time with a theme, “Eye of the Tiger”. What a great metaphor for valuable talent. Seek to acquire talent that truly loves work. Passion too is innate. Employees must love what they do and how they do it. When passion is high so too is morale.
5. Focus on the Customer - Managers, the organization, and the employees must vehemently focus on the customer. Remember Winnie the Pooh, try finding Eeyore amongst staff at Disney; Southwest Airlines and FedEx, all intensely focus on servicing the client.
Lastly, managers must constantly strive to provide feedback to employees. Feedback is not an annual performance review event. It is imperative that daily communication exists for good information and improvement. Coaching, counseling, and mentoring are components of organizational morale. In addition, many attend church and hear the words, “It is right to give thanks and praise”. Many watch professional sports and view coaches coddling athletes. We can learn something here; simple words of thanks and praise constantly improve morale and employee relationships.
Finally, the first item terminated during economic volatility is training. Research finds that employees are assets and require that treatment. Never stop training; this improves productivity and morale at all times.
Issues of low morale and productivity are onerous, volatile, and difficult to control. There is a need for management, the organization, and the individual to assist with success factors. Much is dependent on the desire to change; methods chosen and consistent follow through. However, if you do nothing you still have a morale issue. Take the time, seek remedies, and keep morale high. Doing so, lowers attrition, improves productivity, increases profitability and most importantly- reduces stress.
© 2008. Drew J. Stevens Ph.D. All rights reserved.
Posted in Drew Stevens, Drew Stevens PhD, Employee Performance, Entreprenuership, Human Resource Management, Leadership, Leadership Training, Management, Management Training, business development, business selling, effectiveness, efficiency, life balance, motivation, negativity | No Comments »
September 25th, 2008 admin
And the Contract Goes to…
For over 27 years, I have been involved in the world of selling. For me nothing emotes more passion and energy and requires more thinking. Interestingly, I am a commercial actor and realize that selling and acting have many similarities. One of my acting books Audition by Michael Shurtleff talks of guide posts for actors. To help you with similarities I provide guidepost for selling.
Guidepost 1 RELATIONSHIPS – The first step toward selling.
Relationships are the heart of every selling transaction. In fact, research indicates that relationships influence 65 percent of every transaction. Consumer’s purchase from those they know and respect.
Guidepost 2 CONFLICT – What do you want?
Conflict is apparent in every acting scene as actors search for the issues that must be resolved. Interesting, so must selling professionals. Consumers have issues and they must spontaneously be resolved. Selling professionals must understand the conflict and what they must do to amend it.
Guidepost 3 – THE MOMENT BEFORE
Actors must understand the issues of a scene to integrate conflict and relationships. Selling professionals must identify with prospect’s issues. It is imperative that selling professionals prepare for every call. Professionals must understand the customer, the competition, and the industry- the proper competitive analysis provides the sample of prospective client issues. When selling professionals understand the foundational issues, they can identify conflict and build better relationships.
Guidepost 4 – HUMOR – Jokes are not the answer
There is too much cynicism and humor in business meetings. Be succinct and get to the heart of issues. Humor is meant for special times not often.
Guidepost 5 – OPPOSITES – What is the motivation?
Whatever you decide is your motivation for the actor is fine. The same holds true in selling. Understand what you motivation is but also that of the client. Be open to opposites and additional conflict. Always keep motivation of your client top of mind.
Guidepost 6 – DISCOVERIES – The Learning Channel
Provocative questions and proper listening lead to discoveries. Similar to the actor that makes discoveries as they build upon relationships in each scene, the selling professional too makes frequent discovery. Always be ready to ask questions, never illustrate surprise and understand when you believe you are complete there might still exist new information.
Guidepost 7 – THE COMMUNICAITON CYCLE
Communication is imperative for every actor and selling professional. Both verbal and non- verbal skills are communication. Ensure success by emulating style, being open and articulate, asking good questions, and seeking information. Both situations include senders and receivers and each requires understanding for success.
Guidepost 8 – IMPORTANCE – Locating The Dramatic Core
Selling professionals must discover the core issues, periods, and decision makers. The core of selling is taking the risks needed and asking the difficult questions to gain the core. Similar to fitness today that uses CORE to reach individual goals, selling professionals too require core for compensatory success.
Guidepost 9 – FIND THE EVENTS – A series of things?
Selling situations progress from a series of events. Selling is a mosaic that requires several events to formulate the picture. Seek first to understand. Do not rush; ensure that each transaction is a part of the completed result.
Guidepost 10 – PLACE – Remember Ghandi
A wonderful quotation from Mahatma Gandhi depicts this guidepost, “Be the change you want to see”. Visualize your success, your conversations, and the occurrences with prospect. Visualization places you in the moment so that you eliminate surprises and ensure preparation. Be in the moment!
Guidepost 11 – GAME PLAYING AND ROLE PLAYING – Play for purpose
Knowing the game and role you, play helps you immeasurably to provoke conflict. Continue to remain in the moment. Know your role and how you create the events that shape closing the sale.
Guidepost 12 – MYSTERY AND SECRET – Surprise, Surprise
Ask questions first to keep the client guessing. You need not offer full disclosure unless you too have useful information. The best selling professionals seek first to understand then to be understood.
Each selling situation is similar to an acting scene. Each as an antagonist and protagonist. Each has its conflicts and its desire for resolution. In addition, each requires some facade to emote decision and action. As William Shakespeare once penned, ““Sweet are the uses of adversity”, conflict is the creation of the sales scene. Remember the conflict, build the relationship, develop trust, formulate emotion, and then close the business.
The End.
Posted in Business Communication, Drew Stevens, Drew Stevens PhD, Expertise, Marketing Non Profit Organizations, Sales Management Training, Sales Training, Sales marketing, business building, business development, business selling, effectiveness, efficiency, marketing, marketing help, motivation, sales and marketing, sales coaching, sales effectiveness, sales help, sales manager training, sales selling, sales skills, sales strategist, sales strategy, sales success, sales techniques, sales trends, self development, selling effectiveness, selling skills, selling skills sales seminars, selling strategies, selling strategy, selling techniques, selling tips, small business techniques | No Comments »
September 8th, 2008 admin
An open proposal to Selling Professionals from a former Sales Manager:
In the era when the proliferation of technology assists the ease of communication, a striking contradiction is comatose behavior. Sales people complain, sales managers complain but neither desires accountability. The Internet is not an excuse for apathy. If selling professionals desire change, they must engage in self-mastery. The philosophy of self-mastery hinges on the individual to take ownership of obstacles. Once a person understands the necessity of accountability, confidence increases substantially to conceal any barrier. Sales professionals must be accountable.
Dress Code. Dress codes for numerous organizations are abysmal. The casual dress notion is bromide and requires change. I recall when John Molloy wrote his book Women Dress For Success in 1975, corporate America took it to heart- both men and women changed dress codes. Somehow, the concept morphed in the 90’s but derailed by the millennium. Current dress codes reflect casual not business. Selling professionals must emulate by dress code what they represent. If success is desired, then one must dress successfully. That said, invest in good clothing, wear an impressive watch and polish your shoes. Would you visit a physical fitness trainer that did not look fit?
Lexicon. My background and expertise enable me to provide expert advice to an array of associations. Some of these organizations are electronic and enable members to associate with experts to ask questions. On numerous occasions, members request expertise assistance. It is appalling to read incorrectly spelled messages, sentences that grammatically incorrect and paragraphs so lengthy they make War and Peace appear as a poem!
Selling professions if you desire respect and attention, review your work. Decision Makers abhor sloth. Write with a dictionary, a thesaurus and a writing manual. Use the electronic spelling checker within your word processor. Finally, review your work, poor language stems from laziness to review work.
Investment. Sales Managers do not fear I have you covered. Selling professionals, refrain from the unfair pitch to your manager. If you seek sales guidance, education, etc, then invest in you. Stop expecting your manager, your organization, and your industry to invest in your future. One person controls your destiny- you! If selling professionals seek guidance then buy the best selling books on the market. If professionals seek education, then enroll in a sales training course. If selling professionals desire expertise then invest in a coach. Stop expecting others to invest in you, they will not. Success stems from the ability to invest in you.
The greatest profession in any industry is selling. The most employable position in every organization is selling. The highest compensated position is selling and yet the most excuse laden is selling. Selling is illustrious since is provides freedom, entrepreneurialism and critical thinking. Yet, the independence requires confidence and persistence. Selling professionals if you desire success – take some time ponder these thoughts, take action and invest in you now!
©2008. Drew Stevens Ph.D. All rights reserved.
Posted in Customer Relationship Management, Drew Stevens, Drew Stevens PhD, Entreprenuership, Sales Management Training, Sales Training, Sales marketing, account management, effectiveness, efficiency, lead generation, marketing, marketing help, sales and marketing, sales coaching, sales effectiveness, sales help, sales manager training, sales selling, sales skills, sales strategist, sales strategy, sales success, sales techniques, sales trends, self development, self doubt, self mastery, selling, selling effectiveness, selling skills, selling skills sales seminars, selling strategies, selling strategy, selling techniques, selling tips, small business | No Comments »
September 2nd, 2008 admin
Ethics and professionalism are typical concerns of consumers for selling professionals. The independence of the professional provides instant scrutiny. Selling professionals learn to muster diligence given constant observation. That said, professionals must maintain patience when dealing with difficult clients and the plethora of sales issues.
Every profession contains issues and selling is no exception. One prevalent thematic issue is client pet peeves. These issues are not only exasperating to the selling professional but serve as closing obstacles. Identification of these issues can aid in daily efficiencies and sales effectiveness.
Unreturned telephone calls. Nothing is more exasperating then consumers that do not return phone calls. In the day of spontaneity and speed to market, response times are critical. Selling professionals do no call simply to sell product but to follow up on imperative information. Nothing is more disturbing to a professional than a lack of response. Selling professionals leave your message and move on. Lamenting over unresponsiveness creates negative energy. Move your attention to positive areas; negative energy simply exerts energy that is more negative.
Hurry up and wait. The idiom delays after a quick activity. Conflict occurs from an indecisive decision maker or simply happenstance. However, the conflict occurs more often then not. Selling professionals benefit with calls to action and deadlines, instruct prospective clients that proposals, agreements and other paper work require 24-hour decisions; failure to comply terminates any current agreement. Hold consumer’s accountable, desire their representatives.
Duck and hide. Avoidance avoids conflict. There is a systematic issue in today’s culture; consumers do anything to avoid conflict. Rather than confront selling professionals and issues such as price etc, consumers simply avoid conflict. Consumers hide behind “caller id” they do not voice mail and email. Consumers desire people they can trust and respect, so do selling professionals.
Incorrect information. There is no purpose in leading selling professionals astray with poor and useless information. Selling professionals are like great detectives, if pushed they eventually discover pertinent data, however nothing is more disrespectful then lying.
Hiding the decision maker. All selling professionals understand that all closing decisions require a decision maker. Gatekeepers provide numerous obstacles. Decision makers require value to alleviate issues that inhibit profits and productivity. There is no reason to hide the one person that can make the decision that benefits the entire organization. Sales costs increase when others inhibit the process and progress.
Caesar Syndrome. Andy Warhol once stated that everyone in their lifetime is due 15 minutes of fame. With selling professionals, fame is not an option. Selling professionals exist to fulfill the wants and needs for clients. Clients have more information with the proliferation of the internet, however while content is king, consumer self worth is not part of the selling process. Selling professionals provide value in the information shared not helping to increase consumer ego.
Today’s competitive environment contains plentiful impediments for success. However, none is more aggravating then the presented issues. Consumers offer a myriad of challenges. Personalities will clash, individuals not comprehend value, and products appear wearisome. Yet, in an era of ethics, character and accountability, professionalism is still required. Consumers will continually place barriers but while selling professionals illustrate professionalism so must the customer.
© 2008. Drew Stevens PhD. All rights reserved.
Posted in Customer Relationship, Customer Relationship Management, Drew Stevens, Drew Stevens PhD, Sales Training, Sales marketing, Tips and Techniques, business building, business development, customer service skills, effectiveness, efficiency, marketing, marketing help, sales and marketing, sales coaching, sales effectiveness, sales help, sales selling, sales skills, sales strategist, sales success, sales techniques, self development, self doubt, self help, self mastery, selling, selling effectiveness, selling skills, selling skills sales seminars, selling strategy, selling techniques, selling tips | No Comments »
August 23rd, 2008 admin
I advocate training but not for training sake. As many readers know my emphasis is two fold, those that treat training as an event. Individuals cannot change behavior in a six-hour training session. Like biting fingernails or twirling hair, training requires habit changes. Training must be a process that requires several sessions, perhaps years rather than a one-time kudos.
Nothing is more irksome then hearing the CEO or HR professional from a multi-billion dollar organization state there is no money in the training budget. Human Capital is assets not liabilities. The current trend traced to economics is rote with excuses of cutbacks. Typically, training budgets are the first line item.
My doctoral work and a recent article written by Jorina Fontelera indicate the need to train employees. Training when conducted consistently, helps with both worker productivity and morale.
Posted in Drew Stevens, Drew Stevens PhD, Employee Performance, Expertise, Human Resource Management, Management, Performance Management, Uncategorized, effectiveness, efficiency, improve customer service, job training, productivity, productivity techniques, workplace performance | No Comments »
July 28th, 2008 admin
Secrets of Leadership Success
Drew Stevens Ph.D.
A recent IBM Global Human Capital Study mentions that 40 percent of organizations believe that a lack of leadership capability is one of the primary workforce related issues. As companies and employees grow and mature one of the ailments of many organizations is developing the needed bench strength for the future.
As researchers in this area we notice several factors that contribute to these issues:
1. Succession Planning – Both an aging workforce and ineffective succession planning continually impact leadership development. A recent Wall Street Journal article “Hiring a CEO from the Outside is More Expensive” depicts the issues organizations face due to ineffective succession planning. Executive pay tracker Equilar found that firms typically pay 65% more to hire outside CEO’s. With burdensome profits and a failing economy organizations need to save costs wherever possible.
2. Knowledge Management – We live in a knowledge economy and as oftentimes written when individuals leave organizations, they take with them knowledge. Content is king and much as heirs and heiresses pass down fortunes, knowledge must be treated similarly. Leaders must allow employees to cross pollinate and learn each area of the business. In the not too distant past many CEO’s began in the mailroom.
3. Talent Acquisition – The best method for succession planning begins with hiring the right people. Not enough firms spend time here. According to a 2007 study of 37,000 employees (Manpower), 41 percent of companies worldwide are having trouble finding suitable talent. Make this a priority. Look inside and outside the organization for those individuals that can impact the organization.
4. Skill Acquisition – Productivity begins with understanding the job function, the industry and the competition. Not enough time is spent on training and development. Too many firms use elearning and software to augment human interaction and investment. However, firms are not seeing sufficient returns. For production to rise, more commitment must be spent on training and development. Further most organizations believe that a one time training event will boost productivity. This is untrue. Training is an inducement to change behavior, such augmentation taking months to rehabilitate. Training is an investment, a process that must be taken seriously.
5. Dichotomy – The success of FedEx, Disney, Southwest and many other top-flight organizations is the spirit and passion binding the culture. Individuals love leaders that communicate, respond to queries and allow all to share a common voice. Participative management is a leadership trait envied by many.
Leadership today requires a different business strategy. While many have coined phrases such as Sale, Web and Business 2.0, there is also a need for Leadership 2.0. With so much change and turbulence there is a need for a nimble, faster and yet pragmatic leader. The need for knowledgeable quick leaders is more prevalent then ever before. Organizations must work smarter not harder to remain competitive and the successful leader is pinnacle to its success.
©2008 Drew Stevens Ph.D. All rights reserved.
Posted in Business Communication, CEO challenges, Drew Stevens, Drew Stevens PhD, Employee Performance, Human Resource Management, Leadership, Leadership Training, Management, Management Training, Performance Management, effectiveness, efficiency, organizational success, organizational techniques, organizational tips, productivity | No Comments »
July 22nd, 2008 admin
I was reviewing Internet posts the other day and came up an interesting post by Bob Sullivan. Too Little Customer Knowledge discusses the imperative nature of knowing your client. I agree with Bob wholeheartedly. Sales Managers and their selling professionals are so involved with a myriad of issues that they fail to understand the issues and compelling customer needs.
The issues discussed stem from a recent CMO Council research study that depicts:
- 6.8% have excellent customer knowledge
- 40.4% have fair customer knowledge
- 45.6% have poor customer knowledge
- 7.2% was split between good and not sure customer knowledge
I have been emphasizing these issues for years in my workshops, seminars and consulting work. It is imperative that selling and marketing professionals understand the client, the industry and the competition. I find it embarrassing that selling professionals today have little knowledge about those they want to sell to. Clients desire conducting business with those that can aid the organization by providing value. Stop the rote sales and marketing product pitches and read about the client and the issues they face.
Some techniques include:
-Read the Annual Report. This includes of wealth of knowledge related to your clients vision and future.
-Read The Wall Street Journal. Frankly it is embarrassing that managers do not encourage new staff to read this daily financial periodical. To understand money and trends you need to read about it.
-Subscribe to a news service. We are in a knowledge economy and everywhere we turn we are surrounded by numerous media outlets. Subscribe to one of the business and financial services you will be glad you did.
-Network. To understand the know you have to be in it. Attend networking groups and ask questions.
I still remember a lesson from my former track and field coach. One day during summer intersession he sent me a note that stated, “Are you sitting on your past?” While they brought a smile then, what I did not realize is these words became the antithesis of my business success and now should be that for your business success.
If you want to be more effective in your selling skills and you desire more business, then my question to you is, “Are you sitting on your past?” Make a new future, change the rules and know your customer.
©2008 Drew Stevens Ph.D. All rights reserved.
Posted in Drew Stevens, Drew Stevens PhD, Employee Performance, Sales Training, Sales marketing, account management, business building, business development, business selling, efficiency, inquiry managment, lead generation, lead inquiry, marketing, sales and marketing, sales coaching, sales help, sales selling, sales skills, sales strategist, sales strategy, sales success, sales techniques, sales trends | No Comments »
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