Business Sales

Customers Need To Be Nurtured

No matter how good a widget you make, or the outstanding services you render, job one states that new customers must still be found all the time, added to those who remain loyal, coddled and well-cared for. But despite all your best efforts, some customers will depart for a variety of reasons beyond your control. A good business sales team can help you find and maintain good relationships vital to your success.

Business Sales Attitude

There are two schools of thought in sales. Product-driven companies assume sales is an unnecessary painful evil where lowly sales staffers double as receptionists and sometimes janitors, while “real” employees go to lunch or take breaks. These business owners think that the strength of their product lines will win out, with customers banging on the door each time they announce a new software upgrade, advanced widget or additional service.

But while improvements are good, who is going to buy if the word doesn’t get out? Advertising will help, but a qualified sales staff must be in place to convert interest into business sales, and sales into repeat business down the road.

Service-driven Companies Get It Right

Sales and service-driven companies rightfully think that sales drives revenue for the company. Engineers are not sales people. Neither are machinists. Nor are shipping and receiving folks. But if a company is to succeed and grow over the long term, every employee must be aware of how he or she appears to a customer, and how they fit into the sales plan.

These companies holds sales staffers in high regard, along with customer service people who often work hand-in-hand with them to solve customer problems.

Relationships Are The Key

All employees, from the engineering staff, machinists, production, shipping and delivery must understand this. The customer’s perception of your company is only as good as his last contact.

That’s why your staff must be suitably trained to answer the phones in a positive manner, projecting an image of helpfulness and a willingness to solve problems no matter how little or how daunting. Dumping a customer into voice mail hell is not a solution. Neither is a gruff delivery troop dressed like he fell off a homeless truck on the way to deliver your product. Image is important.

And note that attitudes cannot be enforced, they have to be grown. If you treat your employees right, for the most part that attitude will be reflected back to you. Disrespect or downgrade the importance of key employees and you’ll downgrade your growth as the superstars of every department head for greener pastures far away from your browned-out weedy field.

Customers Are King

The mantra of sales-driven companies is that the paying customer is always right. But the same courtesy is extended to those who are slow paying as well, to keep revenue flowing in. This is not to say that slow-pays are not to be replaced. They should be eventually, but until you do, treat them with respect. And even when you dump them, treat them with respect. Why?

Word of mouth is a powerful tool regarding your success. Studies have demonstrated that happy folks will tell six other contacts about a business, product or service. Unhappy folks will tell 16.

The Choice Remains Yours

You can choose to keep your company as it is, but before you dismiss this article, take a look at your sales figures for the past year and your forecast for the coming one. Are those figures as high as they can be, or is something missing? How far and fast do you want to grow?