I’ve been saying for years in various forums and business talks that ‘Sales is the lifeblood of a business’. Now I know that both ‘cashflow’ and ‘cash is king’ (here comes the but) BUT, if you’ve not sold anything then ….?
So, let’s tackle the issue that continues to be the ‘thorniest’ of all - Sales. You know it’s incredible to think that if you’re taking advice about your business, how to get it on track, keep it on track , get more business, MORE customers; that you’d take advice and guidance from someone who in their past career has actually done it and done it successfully.
Now in recent times there’s been all sorts of so called advisors, introduce Sales via the back door ‘soft selling’ or ‘the accidental salesman’. What a load of ‘phooey’ and more importantly, it’s plain misleading, sales cannot be an accident. Accidental selling may well lead you to accidentally going bust! You have to have some structure, some knowledge and some ability.
Only the other day I received an email from an old contact who was telling me about her new business and that there was one issue that kept coming up; that of Sales. She went on to say that she’d never thought of herself as a salesperson, and that Sales was her weakest point.
What was interesting about her email was that she’d recognised her weakness and was looking for some help to solve it; when running a business it’s so important to recognise the things that are holding you and your business back and to seek a solution, sooner rather than later. I know that many of you have the same concerns about Sales and so I hope to ease the pain a little by helping you understand what you need to do and how. Simply to begin with and more detailed later.
Sales is the Simple Exchange
Sales is the simple exchange of your product or service for someone’s money, it’s a 2-way street of you wanting something from them whilst in return them needing and wanting something from you. Fundamentally you cannot make someone buy something they do not want or need but it’s up to you to know and find out enough about your prospective customer, their needs, wants and problems, so as you can help make that exchange happen. Whilst it’s as simple as that, the journey to this exchange is complex, challenging, fun, heartbreaking but incredibly rewarding for both parties.
Sales is not about ‘the gift of the gab’. The best sales people listen not talk.
To begin with make sure you understand what your product or service is and who you believe would buy it. Now I know that you think you know the answer to both but just check.
Secondly, put a short bullet plan together – not ‘War and Peace’ no one will ever read it, least of all you; just a summary mainly comprising of the type of customer, size, location, industry sector, the title of the decision maker and all important – targets. What are you aiming to achieve this year? And what action do you need to take in order to make it happen?
To end with I’d just like to say that your business must be founded on honesty and integrity with products and services that offer real solutions and value to people and businesses. I wish you well and look forward to giving you more insights and knowledge on how to successfully sell and build a business of high reputation and standing in your community.
So that’s it for now, there’s a lot more to come, if you have any questions till the next time feel free to email me – go to my website www.antoniofalco.com and look out for details of the launch of my new Biz Club, helping small businesses to understand the key components of running a successful business.
antonio
‘Over the 45 years I have been selling and in my numerous years in my capacity as a Sales Director overseeing the performance and management of many sales people I can confidently say that Antonio Falco ranks amongst the very best I’ve worked with.
His ethos and professionalism along with his intellectual understanding of sales, the process and psychology, is part of his performance that has made him successful.
His knowledge of the sales processes allied to his skill and ability to put them into practice, have elevated him to
”Master of the Art”
Antonio has the ability to share his skill sets in an interesting manner which enables his “audience” to absorb the information very quickly.
Any company or individual would do well to listen and learn from him’
Dave Huxley
Sales Director, QED
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