It's interesting when you talk to a salesperson that they focus on closing the deal and taking your money. This is an important part of being a successful business, however, it is only one part of the entire jigsaw. The overall picture should be:

	Was there a specific marketing initiative that bought them to us?
	Have they also been to our competitors?
	How much am I selling it for?
	I've got the customer in buying mode what else can I sell them now?
	How will I sell something to this customer again?
	When will I get the opportunity to sell to this customer again?
	Are there specific benefits that I could glean from this customer that would help me sell it to other customers?
	Is the price point right or can I increase it?
	Do they have a friend or colleague that I could also sell to?

For most businesses this would seem a little over the top. But if you're looking to increase your profitability - get your sales people to subtly ask the questions and all of a sudden you've information that will help you plan you approach to increasing your market share.

Before you get to this point, for a lot of businesses, you may need to define a consultative selling approach. For larger purchases taking the time to educate the customer will pay dividends. You can:

	Really get into the benefits to the customer.
	Focus on the strengths of your product/service in a way that prevents competitors from matching your offer.
	Helping them through the miriad of options so they agree with your recommendation.
	Giving them the knowledge that will help them make the decision (preferrably with your business).
	Find ways to get a financial return even if they go to a competitor.
	Take the time to understand the "marginal-net-worth" of the customer and determine suitable discounts to secure the customer.
	Package complimentary products to make the deal more appealing.
	and so on ...

Planning your sales approach effectively and setting your expectations of your sales staff can make a huge difference to the overall success of your business. Give us a call / come and see us / send us an email - the opportunity to increase sales starts here - Better Business by Design.

The Science of Selling

Successful selling is not an art form. It can be defined as succinctly as a process. Getting the process right is the key:

-	Defining the Target market
-	Reaching the Target market
-	What is successful?
-	How are your competitors doing it?
-	How can you position your business as the preferred option?
-	How often should I be in touch?
-	What is the purpose of contacting them?
-	and so on...

By carefully systematising your approach to customers you can quickly create the environment for explosive growth.


How are you going to increase your success?		© 2008 Better Business by Design Ltd