Successful sales strategies for tough times

Crises that affect all businesses, such as the recent economic downturn, have an even greater impact on those working in emerging markets, as they have smaller buffers to cushion the blow from any negative impact. “They need not despair though,” says Louise Robinson, Sales Director of CG Consulting. “There are several strategies companies can use to help reduce any impact, and keep sales up during uncertain times.”

Firstly, she cites pinpointing the right customers early on in the sales cycle. “A qualified leads database can help with this, as the provider will have sorted the wheat from the chaff, and eliminated any prospect who isn’t genuinely interested in the product or service that you are selling.”

She says companies must also realise that not all deals are of the same size and value. “Because of this, businesses must realise that efforts should be proportional to the deal size. Overselling or too many sales pitches can have the reverse affect that is desired, as it’s easy to become a nuisance.”

Next Robinson says to understand exactly what the prospect’s requirements are. “Make sure you know what they want, and what they are willing to pay for it. Finding this out upfront helps to close sales in a reasonable timeframe without wasting anyone’s time. Before submitting a proposal, it helps to do a little homework on the prospective client. Information such as who their competitors are, and their decision makers and influencers, can help customise your proposal, and will make you look knowledgeable in the customer’s eyes.”

She says to also avoid bad-mouthing competitors. “Many companies fall into this trap, which only makes them look bad and churlish in the long run. Instead of pushing your competitors’ weaknesses, push your strengths, and highlight what you can do differently and better.”

Finally, when submitting a proposal, make sure it is customised as much as possible. “Small details really make a difference. The inclusion of the customer’s logo or other branding, a good understanding of their challenges, and needs, as well as ensuring that all names are spelled correctly are the bare minimum. Be sure your competition will be doing this too, so there is no room for error.”

Too many companies promise the earth and then fail to deliver, she says. “Reversing this equation can be the difference between winning a deal, and letting one fall through the cracks. Promote the ways in which your business can add value, and make sure all promises are realistic. This will see customers becoming brand advocates.”

By | 2017-05-09T13:25:58+00:00 February 5th, 2016|Uncategorised|0 Comments

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