The Essential Sales Strategy for a Flat Economy

When Performance Matters

The essential sales strategy for a flat economy

 

Introduction

stand out

The first 6 months of 2017 has seen significant disruption around the world and as a result, more cautious buyers and a tightening of budgets.  Many of our clients are finding their sales approaches are less effective and are struggling to hit targets and have come to us for the solution. 

In a reasonable economy, with “normal” growth and investment, most organisations are able to get close to their sales targets by grabbing the low hanging fruit (new business that comes to you through enquiries and leads) and looking after customers who will spend more with you.

 

In flat economies, such as the global one we are experiencing, this rather passive strategy doesn’t work and will see you fall well short of your sales targets.  Successful organisations are moving from a growth strategy to a market share strategy.  A growth strategy means the market and your clients are growing and you will pick up your share of this increasing demand.  A market share strategy means the market is not growing sufficiently, so you need to win market share from the competition.  This means that to survive and even thrive, you must know how you differentiate from the competition in the eyes of the customer.  Now most will say they are always competing with others and have learnt to do it, but competing for new business with others is very different from moving competition out of key accounts.

 

The Challenge

The Challenge

At Prosell, we find that many organisations have not given their people the sales effectiveness training in the specific areas needed.  This is the ability to differentiate in the three most critical ways.

Each of these three ways is about the way in which your company positions its value proposition through its sales people.  It is a challenge because it means being more skilful at going after the more inaccessible, but more profitable, fruit. 

 

The Three Value Propositions

Value Proposition Number 1 – The Generic Proposition

This is often referred to as your USP’s, or the areas where you may be strong, if not unique.  Ask yourself – what are they?  If this is not crystal clear then your sales people have little chance of putting your value proposition over well.  Ask yourself this: if a customer lined up your sales team and told them they had 30 seconds to tell them why they should choose you versus your competition, how powerful, articulate and convincing would they be?  And beware, customers are turned off by unsubstantiated claims of greatness, such as “best at, worlds leading, most robust, leading edge, latest thinking, highest quality” etc.

Value Proposition Number 2 – The Customised Proposition

This is about the ability of your salespeople to engage all levels of the customers’ business and not just understand needs, but to use specific skills to influence needs in the areas where your company and its products are strong.  This means sales people must know as much about the customers’ business as the customers themselves and be able to genuinely consult, add value and as a result, influence.  Does your sales training help them do this?

Value Proposition Number 3 – The Sales Person as a Differentiator

Sales Person as a DifferentiatorThere are a range of capabilities and skills that allow a sales person to differentiate from their competition. These are over and above normal sales skills and more specific than mere relationship and social skills. 

These are the skills that customers value and the research tells us are why they prefer to deal with one sales person rather than another.  These skills are a combination of technical, consultative and interpersonal skills that mean the sales person is able to build genuine partnerships and be seen as a valuable contributor to the debate.

These are the skills that customers value and the research tells us are why they prefer to deal with one sales person rather than another.  These skills are a combination of technical, consultative and interpersonal skills that mean the sales person is able to build genuine partnerships and be seen as a valuable contributor to the debate.

The essential sales strategy for a flat economySales teams need a value added strategy and need to express this value in competitive terms.  This means a re-evaluation of how we target key clients and how we sell to them.

Get in Touch to receive more details about the Prosell Sales Strategy Program – Beating The Competition.

 

 

 

 

 

 

 

Training & coaching programs for sales, management, call centre and customer service teams delivered in Sydney, Melbourne & Brisbane.Training and coaching courses for sales and customer service teams delivered in Sydney, Melbourne and Brisbane Australia.Contact us: Prosell Sales Training Company Head Office: Sydney, Melbourne, Brisbane and Australia.

 

 

 

 

 

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Prosell provides training and coaching for call centre, customer service and sales management teams in retail and corporate sales across Australia - Sydney, Melbourne, Brisbane, New Zealand & Asia Pacific.

 

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Prosell Sales Training Telephone: Sydney, Melbourne and Brisbane +61 2 9007 9833    Prosell Sales Training Telephone: Sydney, Melbourne and Brisbane 1300 559 493