BULLSHIT CAN ALSO TAKE YOU TO THE TOP BUT CAN’T GUARANTEE YOU THAT SPOT
Motive of writing this article is to derive the activities used by different sales people for their regular business and helps you to understand the best practice for better results.
Observing different sales people from various sectors I found out 2 types of sales people- First one is planned and second one is unplanned. Both having the same number of hours and almost the same urge for business but entirely different mindset in targeting their market.
First I would like to discuss how an unplanned mind set approaches towards the market for business. Sam and Kevin joined the organization together as Sales Executives in a trading company doing B2B sales. Due to target pressure Sam became very desperate for business. Even though Sam was not having proper knowledge of what he was selling nor proper idea of the product nor had the intent to know about the same.
Everyday Sam used to go office on time but used to start prospecting and start calling people for business and because of not having the sufficient and complete product knowledge he just used to provide incomplete information about the products and company.
Initially he generated many leads and in the first few months he got many leads and even some of them got converted into business . For the very first month he was very much recognized by the company. But from the 3rd month onwards most of the leads which he was getting didn’t got converted into business during the mid of the sales cycle because the customer found the information provided initially was not the same which he communicated about the product and some of them which got converted in the initial months into business didn’t came back for repeat order even though they had a regular requirement.So what happened exactly?????
Below is his daily approach for the business in sequence:
- SUSPECTING (Poor product & process knowledge, insufficient Segmentation, Targeting, Position)
- PROSPECTING (Making random unplanned calls)
- QUALIFYING LEADS (Without proper knowledge whether the leads are really qualified or not, no concept of prioritization)
- CLOSING BY CHANCE (Dependent upon luck)
- NO CONCEPT OF RELATIONSHIP WITH CLIENT OR DESPERATE FOR THE NEXT SALES.
On the other hand there was Kevin was also working with him. Initially he started focusing on learning and researching and identifying what is the expected target market and what are the product details, supply chain and which process is suited for the maximum penetration.
After getting all these information and understanding he started the prospecting process. Even though gathering these information took time and even though he was also having the same target pressure and was also initially criticized by his peers for being slow in starting customer acquisition process. Everyday Kevin used to go office on time like Sam but used to research and read about the product and also about the competition and their offerings.
Above that he also tried to identify target market where his product has the maximum usability. After gathering all these information about the target market which segment the product belongs to and how and where he can position his product in front of his prospects. He provided complete information about the products as well as the company. As a result the conversion ratio was much higher than Sam and on the top of that he was getting repeat orders and enjoyed a better repo and relationship with his clients.So what happened exactly?????
Below is his daily approach for the business in sequence:
- SUSPECTING (Proper product knowledge, market knowledge, Segmentation, targeting & positioning)
- PROSPECTING (Tele calling, Cold calling social media tools, email marketing, Identifying needs)
- QUALIFYING LEADS (Prioritizing customer into A, B & C categories, knowledge of delivery terms, payment terms)
- CLOSING (After sales service, referrals)
- CUSTOMER DELIGHTS (Customer satisfaction, feedback & most Important repeat orders.)
BELIEVE ME IT WORKS
Written by:
Anshuman Tewari & Kumar Gaurav
