Among the many titles you take on when owning a small business here in the Ozarks is the title of chief salesperson. Your business literally cannot live without sales growth, and it’s up to you to start – and keep – those customers coming.
Sales is a constant, daily activity that will never go away.
Some people, understandably, have doubts about their ability to generate sales. They may worry that they simply aren’t “sales savvy,” or they associate selling with negative stereotypes often seen on television.
The truth is that selling is easier and less onerous than you think. The key is to plan, build your skills, and practice – much like every other facet of becoming a small-business owner.
Sales begin with setting realistic goals as part of your business plan. Learn everything you can about your target market: who and where they are, and how you can reach them. The more information you gather on these and other considerations, the more realistically you can project short- and long-term sales volume necessary to meet obligations and generate profit.
You also must develop a true competitive advantage that differentiates your business from your competition, and know how to explain it to others. Write out your pitch and then practice with friends or others who have some sales experience. Ask for their impressions and suggestions for things you can improve.
The old expression about never having a second chance to make a first impression still holds true as well. Whether you’re making a sales pitch in person, over the phone or online, always be polite and courteous and listen to what the prospective customer is saying.
Many times, we are so wrapped up in making the sales presentation that we pay no attention to how the customer responds.
A good salesman has a quiver full of arrows. He listens to the customer and selects the arrow that best fits the customer needs. Customers do not care that we can recite every product advantage and benefit. They are usually looking to solve a problem. A good salesman focuses on the customer’s hot button and highlights the benefits of his product or service that help solve the problem.
That leads to another must-have ingredient for sales growth: a good reputation. Satisfied customers are usually willing to refer your business to others, especially when you’ve exceeded their expectations. Customer testimonials posted on your website or Facebook page along with a long referral list are excellent sales tools.
Finally, always have an insatiable desire to continually improve your products and services. Many people think that once they’ve achieved a certain sales plateau, the business will always operate at that level or higher. In truth, customers will come and go for a variety of reasons.
That is why sales is a constant, day-to-day activity that will never go away.
Bill McNeill is a volunteer at Springfield Score, a nonprofit volunteer organization that provides free counseling and low-cost workshops to southwest Missouri small businesses and entrepreneurs. He retired from Dow Chemical Co. after a 32-year career spent mostly in sales and marketing. McNeill can be reached at william.mcneill@att.net.[[In-content Ad]]
