We have all taken that spontaneous car ride or hike in the woods with no real destination in mind. It was always just for the adventure of the journey. In
sales, however, the destination should always be clearly defined. In my opinion, the destination is threefold: acquiring new customers, making sure current
customers are beyond satisfied, and finally maintaining strong relationships.
I have come across many salespeople and managers who unfortunately emphasize the process more than the outcome. Don’t get me wrong, having a solid sales process for prospecting is important and should not be discounted. However, when the mentality of “make more calls” is the response to sagging sales, I always start to question the process. If the process is antiquated or broken it will only lead the sales team down a path of stagnant growth and disgruntled employees.
If the emphasis is placed on building solid relationships with current and future customers then the process will sometimes rectify on its own. How does one goabout doing that? Communication. I don’t mean just any run-of-the-mill communications, i.e., the standard “thanks for your business” inserted into an invoice or annual Christmas card or 800 phone numbers to call. I mean really spending time with not only those that signed off on your product or service, but also their employees, creating a business bond so strong that it can withstand any economy or any competitor.
There are other ways to grow your business and brand, for example, taking the time to really invest in your community. Pick a charity that is close to you and help either financially or thru volunteer work. Host events for your customers. Refer, refer, and refer some more. All of these take a little bit of thought and energy and also very little money. The dividends they can pay will reward you and your organization for a lifetime.
So the next time your sales manager or vice president is complaining about sagging sales, ask them if they know where they are going. Or better yet, do you know where you’re going?
