Selling the importance of having staff on the same sales page

20 August 2012 - Ultimately, everyone is in business to make money. This means that sales should always be at the top of the agenda. Without sales, the chances of a business succeeding and growing are remote.

Strangely enough, it is in the areas of sales and sales management that many small businesses struggle the most, as noted by the Business Coach on the Standard Bank-sponsored SABC3 series that examines and advises real business owners on the challenges facing small business.  He pointed out in a recent episode that winning deals demands good management, and there are many reasons a business simply can’t seem to make sales breakthroughs.

Clive Pintusewitz, head of Small Enterprises and Enterprise Development at Standard Bank, emphasises that communication in this regard is key.  “It is this most basic requirement that is forgotten. The owner of the business, because he or she has a passion for their products, simply makes the assumption that everyone is just as knowledgeable when, in fact, this could be far from the truth.”

Mr Pintusewitz says that getting everyone onto the same page when it comes to selling spreads the enthusiasm for what the company is offering. It also gives people the confidence they need to engage with customers.

The first step is ensuring that sales people are part of the business team.

“Communicating in a business sense is more than just passing down instructions. Giving orders means that people will do things because they are told to, and do not feel that they are supporters of business efforts. This can undermine sales efforts.

“Speaking to your staff and finding out what their customers say about your products means that mutual understanding is developed. You understand their problems. In return they feel they are team members whose inputs are valued. Having a strong team spirit will translate into confidence and better sales.”

Other points worth considering are:

•          Making sure that your sales team has the required product knowledge. Sales people should be able to discuss every product in a catalogue. They should clearly understand its purpose, its key attributes and what it can do for a customer.

They should also be able to discuss competitive products just as knowledgably. Understanding what competitors are selling and what their strong and weak points are means that your product can be favourably compared and its unique selling points explained.

•          They should have access to good product support material. This could include things like brochures or specification sheets that provide any technical detail required.

If the items being sold are small enough, each sales representative or assistant should have samples available for the customer to touch and hold. Being able to feel and use a product makes it real to a customer. It also shows that the company has confidence in its wares.

If the company manufactures products that cannot be carried and easily displayed, part of the support kit should be addresses where products are in use. Making an appointment with a customer to see a product in operation can help clinch a deal. Obviously, getting permission from happy customers to show off your products is a major requirement.

Any leave-behind material should be useful and professional. Leaving a customer the details of a product on a piece of paper torn from a pad isn’t professional. Investing in folders, which can also hold a business card, professional-looking quote forms and brochures, tells the customer that you mean business.

•          Target setting is essential in any sales environment. Working out what volumes need to be sold in a defined period means that you are planning for the future. Achieving and exceeding targets means that objectives are being met and that you a building a sustainable future for yourself as owner, as well as for your employees.

“Creating a competitive environment among sales staff could also be considered. Most people excel when their achievements are being compared to the performance of others. People want to achieve. Most importantly they want to be acknowledged. Give praise where praise is due and you will reap the rewards in sales volumes,” says Mr Pintusewitz.

“Of course, when achievements are linked to rewards, attaining new sales heights become even easier to reach. Find the trigger that inspires your sales staff – it could be a commission bonus, or even a paid holiday – and watch the response.” 
 
The key to success, he emphasises, is making sure that everyone in the business is involved and feels that they are part of a team.

To learn more about all aspects of building a successful business, consider accessing “Coach Yourself” modules online at http://thebusinesscoach.standardbank.co.za, where business issues, problems and challenges are all fully examined and explained.

Note to the editor:
In the eighth episode of The Business Coach that aired on Sunday, 19 August 2012, we saw how an otherwise successful business can suffer if the sales force don’t have the right support materials.
In the weeks ahead, SABC3 viewers will see a number of different issues that small business owners experience on The Business Coach.  Viewers can tune in at 4PM on Sunday, 26 August 2012 to see the next challenge faced by a business owner and the advice given by the Business Coach.
Anique Human
Magna Carta Public Relations
www.magna-carta.co.za

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