You may have the greatest service or product in the world, but if you can’t sell it, how much good will that do?
The good news is that small improvements in your selling can have exponential effects on your bottom line. Focusing on the factors that can increase your selling efficiency or selling effectiveness will have a far greater impact than changing prices or reducing overhead.
The path to selling efficiency and effectiveness starts with proper planning. Begin by focusing on the factors you have the most control over:
The quality of your prospects
The quality of your sales pitch
The cost of the sales process itself
How you use your time
Your sales process
The quality of your prospects depends on how well you qualify them. This is one of the most important factors in improving your selling effectiveness. You have complete control over this part of your process. Begin by asking if the prospect truly is a good fit for what you sell.
When determining the quality of your sales pitch, remember that your prospects are too busy to pay attention to generic sales speak. Find a way to quickly show them how your product or service has delivered measurable results for people just like them. You need to prove that you know your stuff and that you can help them solve their problems.
The cost of the sales process is another area where you have control. Tracking expenses in both hard costs and time spent provides benchmarks that will help you determine just how much it costs to acquire a customer. You can’t improve what you don’t measure.
Effective time management skills separate the top sales superstars from everyone else. Finding the right customer acquisition techniques and tools is essential… and well within your control. Nothing is more valuable than your time. Learn to use it wisely.
Do you have a sales process in place, or do you handle sales in a piecemeal and patchwork manner? A strong, systematic sales process can take much of the mystery, magic, and waste out of selling. Track it, measure it, and tweak it until you have a dynamic process that can be replicated by every new salesperson.
There is one last item that binds all of these together, without which none of them will work. That is productive activity. Nothing can replace the actual work it takes to generate a sale. Phone calls, direct mail, networking events, emails, and in-person sales calls are all productive sales activities. They all work when they’re part of an overall strategy and plan that leads a prospect to a sale.
Sometimes it only takes small improvements to get big results. Take a closer look at how you’re currently selling. Shorten your sales cycle by improving your process, and watch your sales grow.