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Business Development Consultancy |
| Accelerating sales growth |
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The Five ‘P’s of Excellence
Richard White of Pro Excellence is a self-confessed ‘accidental salesperson’ who once found himself in a position where he was required to ‘sell’, without having had a sales background. Focusing on clarity, inspiration, and confidence, Richard believes anyone can become an effective salesperson given the right tools.
Richard’s experience in overcoming the mental hurdles associated with selling led him to develop a system to help other business owners and accidental salespeople facing similar challenges. Here’s a summary of the Five ‘P’s presentation Richard shared with attendees of the Business in Berkshire Apprentice event on 23rd April:
PEOPLE. Define exactly who your target audience is. Knowing the precise type of client you are looking for gives total clarity and means you can hone in and address their business ‘pain’.
PROPOSITION. Be clear about what your proposition is and how it meets your clients’ needs. Ask yourself: “What would make people want to talk to me about my offering? What business pain can I help with?” For example, a financial director would like to hear how you can save him money. A busy PA would be interested in how you can save them time.
PRIMARY SALE. Your initial sale to a client may be small but it’s an important step towards building a long term relationship. See it as an opportunity to establish confidence – if the client feels comfortable working with you, they will return. Aim to have a ‘primary sale’ product or service – something that costs little but gives clients an opportunity to test the water and experience dealing with you.
PROMOTION. Use networking and word-of-mouth to spread the word about you and your business. Get to know other business people to act as advocates for your company, build a database of contact, and use email marketing as a convenient way to reach your customers.
PROCESS. Put a distinct sales process in place to clearly define how to turn initial interest into sales. This will also make life easier should you need to employ staff to assist with the process.
And if there was a sixth ‘P’, it would probably be this:
PRACTICE. Confidence comes through practice. Richard is still learning about sales even after 10 years of doing it.
www.pro-excellence.com
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