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Sales

Sales Savvy: Know Your Customer

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We, in sales, talk about market segmentation a lot, but could we be more savvy by knowing our specific customers better?  If we focus too much on the ‘big picture’ do we lose the customer connection that makes the sale?

Peter Drucker certainly had some sales savvy when he said that ‘the purpose of a business is to create a customer’* and that we should ‘know and understand our customers so well the product/service fits them and sells itself.’

Here is an exercise that every sales person can do to tune into to their ‘ideal buyer’. Take a few minutes to think about your best customer (or buyer). Think about a real person; the one who gives you lots of business and supports you when your company brings out a new line of products, etc. Draw an illustration of that buyer; where they work; who their customers are, or who they work for or with; what they do to build business and what they do outside of business. Don’t worry if you have absolutely no talent for drawing, you don’t have to show your illustration to anyone. Just drawing will active both your right and left hemispheres so you can see your customer with fresh eyes!!

Try to create a well-rounded illustration of that person, and once you have, store it somewhere close at hand. As you think of new aspects of the person, add them to the illustration.

This exercise does two things, it allows you to attune to specific characteristics that you see in your ‘best buyer’ which could be a marker for another fantastic customer. Once you are on the lookout for these characteristics, you will spot prospects who carry these markers more easily – thus allowing you to shorten the sales cycle and gather ‘best buyers’ to you. You will also begin to understand the drivers of those best customers (buyers), to connect with, and understand them more fully. The outcome? Better long-term relationships with your preferred buyer and more business along the way.  Win-Win!!

The Practice of Management New York,: Harper, 1st ed. 1954 ; Routledge, 2012

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Your Pitch

By | Personal Power, Sales | No Comments

Create Your Pitch: 3 Easy Steps

An elevator pitch is something that most people associate with Sales and Cold Calling but it is an invaluable tool for marketing your talent and skills. I have to admit that at first, most of my clients shy away from creating an elevator pitch; they perceive it as being a bit unsavory to create a ‘canned’ description of their work, or associate the elevator pitch with the loud, over-bearing salesmen from the 60s.

But it’s time to look at elevator pitches for what they really are – a tool to help people understand you and to understand if and how you can help them. When speaking with potential clients, having an elevator pitch has helped me explain my career, and what I do. My career has been interesting; it has encompassed …

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Selling Yourself with Style! Personal Branding!

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business, people and teamwork concept - smiling businesswoman making handshake gesture with group of businesspeople in office

In a recent Stanford study on body language, researchers have discovered that we can predict both the ability to learn and level of creativity using body language analysis. The Seven Second rule is quoted so frequently that it appears in Forbes, Business Insider and the Association for Psychological Science as warning that impressions can be made in the blink of an eye!! Personal branding isn’t just about how you look, act, and speak, your beliefs and even your mood influence the impression you make and how you will be perceived in the long term.

Personal branding takes your life philosophy (fundamental beliefs), personality (character, nature, temperament and psychological disposition) and aspirations (career, social, family, community), and turns them into something that is systematic and defined. And don’t kid yourself, even if you have never spent one minute thinking about your personal brand, you have one!! It is seen and felt by the people around you every day.

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Selling Yourself … and Your Talents!!

By | Personal Power, Sales | 6 Comments

When people say “We are all in Sales”, do you hear something that has nothing to do with selling yourself? You might be translating what you hear into, “everyone in this organisation plays a role in making the sale.”

While that is true, that tired phrase is also a reminder that you are working to achieve an end goal, and no matter who you are or what that goal is, sales techniques are valuable. Regardless of your professional responsibilities, during your career you will have goals that sales techniques can help you achieve. Whether it is a great idea for a new project or concept, or your preferred choice for vacation time – achieving these goals is sales.

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