Here's one client’s journey illustrating how they went through the adoption of consultative selling within their business. It shows how successful this approach can be when applied diligently in the appropriate situation and lists key learning points.Read More
I regularly find myself telling clients a simple but very important truth: that they care much, much more about their products than they care about their customers.
And it’s always interesting how clients respond when I spell this out, because it so often comes as a big surprise to them. They haven’t realised that all the care and attention they lavish on products isn’t actually for the good of their customers. It’s just what they enjoy and do best. In other words, they’re product-centric, not customer-centric. Here's one way to tell if you're too product-centric.Read More
“Weak people in business are a waste of space.” “I’m cold, hard and unstoppable.”
When I saw the latest trailers on the BBC for The Apprentice, with these macho, posturing quotes, I found my skin growing clammy. I know it’s popular and makes good television, with its sharp-dressed contestants and all their dramas and rivalry, but I’ve grown to loathe everything it stands for.Read More
What is a sales person’s value proposition? This very interesting question was posed recently on LinkedIn. The questioner asked: Is it Product Knowledge? Is It Customer Relationship? Is it Negotiation or Communications Skills? In this era of Web 2.0 – where buyers are better informed and demanding and have direct access to vendors and in an environment where businesses are reducing sales & marketing costs, what is the reason companies will continue to rely on sales people over other means to deliver sales?Read More
Waiting in my local florist last week I was struck by the increasing polarisation between sales styles: transactional and consultative. Being served was a young girl about to get married who was very emotional and wanted her wedding flowers to be ‘just perfect’ but she didn’t really know what she wanted. I listened as the very patient sales assistant sympathetically suggested this display for the church and that display for the reception. They discussed prices and button holes and table displays.Read More
A travel industry client of a colleague recently reduced its offerings down to a narrow niche of cruises and then focused its marketing effort and management time on ensuring these were profitable and generated cash quickly. While there was a temporary fall in sales, the company returned to positive cash flow and profit within a matter of weeks.Read More