sales

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Permalink Reply by Brian Koning on February 10, 2009 at 3:38pm

Wow! Great question. In our meeting today, we discussed marketing and some of the things that we can do for our own businesses and to help each other. Part of my introduction addressed 7 Myths for Marketing in an Economic Downturn. If you can come to the meeting at Old National Bank at Clay Terrace in Carmel tomorrow, you can join our discussion. For meeting info, visit www.brncommunity.com and click on Meeting Alert.

There is some additional input that I can provide in this discussion, but I'm interested in hearing from others in response to you questions.

Group...can you help Annalise out?

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Permalink Reply by Greg Phelps on February 10, 2009 at 5:29pm

I'd say a multi pronged strategic approach that includes networking, vertical marketing, follow up....follow up...follow up,
direct mail, more follow up, and an optimized web presence.

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Permalink Reply by Jeff Bowe on February 13, 2009 at 4:02pm

We're a believer in putting your money where your mouth is, and getting really focused. Part 1 means that risk sharing is a strategy, which also includes sharing the gains. We take less until the results are shown, then we get more. Part 2 is to clearly identify the market you want to own, and then own it. It is much better (read: profitable) to be an expert in a narrow field than a generalist in a broad field.

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Permalink Reply by Brian Koning on February 13, 2009 at 6:58pm

Thanks, Jeff. I agree. I know that my strenght is in marketing strategy. I am an idea person with analytical skills. I enjoy working with small & medium sized businesses. I know that they are concerned about succeeding right now and that maybe all that they need is just someone to listen and give some feedback. I can't be all things to all people. So, by narrowing my focus and offering what my clients and prospects need, I can gain their confidence. By helping them grow their business and I will grow mine.

I'm seeing many businesses become very agressive right now and, instead of keep true to thier core values, they are desparate. It might work in the short term, but it's going to hurt them in the long run.

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Permalink Reply by Mark R Platt on February 20, 2009 at 1:01pm

First know you product and services and how it relates to the current market. I say this, because I have meet with 3 vendors this week that want me to partner with them that at this point in the market are trying to push a certain product that will not beneficial to customers at this time. However all 3 had solutions that are much better suited for the current economy. I get annoyed when I have to train a person trying to partner with me and it makes me less likely to offer their product to my customers. So that is the first stage knowing your product and services before you try to sell them.

To give you an example: In a good economy I talk to customers about new technology and migrating off legacy equipment. In a difficult economy I talk to customers about maintaining their current infrastructure and how to increase performance in what they have. In a terrible economy (now), when they are losing staff; I talk about outsourcing their IT needs. The point is that I know my industry well enough to adjust.

Second; it was pointed out before, but follow-up is key. Do not expect your now customers (install base) are going to call you. I made a point to go out and make sure that my entire install base had a plan for this year. I am their partner. If I expect to remain their partner, I have to show an interest in their business and bring a value to them. Bring Value to your customers in hard times is more important than trying to call on them in good times. Everyone calls during good times, but helping them through the down times and not taking on some of that risk yourself will hopefully create a partnership for life.

Third; double you efforts in cold calling. Many customers are going to be looking for new providers, because their current is not adjusting to the current situation. Services are still needed by companies. There are some companies out there that just expect their customers to stay with them without doing anything to support the customer. I am gaining clients, because I am calling on them and bringing (#2) Value to the table.

Fourth: Do not show up and throw up. I have seen many sales people show up and then start talking about their business and going through their sales motion. This is not telemarketing. Take the time and let the customer tell you about their business. Take a tour of the facility. Learn about what they are looking for and what they are wanting. In an hour meeting I generally spend 45 minutes learning about my customer and 15 minutes giving them a high overview of my company. Then I ask for a follow-up appointment so I can go and narrow down “what my company can provide, by listening to what you want and need from a partnership with me.”

Fifth: Be willing to go the extra mile. Take the time to do the job and set the right expectation level to begin with. You gained their business. Now show them that they made the right decision.

Finally: Set-up regular meetings with them if only to check in. After I gain a client I set monthly/ quarterly/ yearly meetings in advance to go over their roadmap and vision for their business.

I use to think that these are common sense approaches to sales, but being the sales world now for awhile I find that these 5 things will set you above your competitors. I one of these ideas helps you!

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