Implementing a dedicated sales function: many small business founders/owners started their company by selling to early adopters and/or customers with whom they had existing relationships. Their early customers already knew the need and products or services were developed in alignment with existing demand. They did not have to learn standard parts of the sales process such as prospecting, qualification, and closing. They hire salespeople to pursue customers where there is no existing relationship and where the need is not yet established. Founders/owners who have no experience managing and motivating salespeople may need a management advisor in this area.
Enhancing management practices: many business leaders, in both large and small businesses, have never managed salespeople. It is helpful for these leaders to engage with a business management advisor with experience in direct sales and executive management. The goal is learning how to set goals, strategies, measurable objectives, and customer satisfaction practices, which help sales managers and salespeople have more clarity on priorities. Salespeople who know what is expected, beyond closing new business, will perform better.
Value propositions: too often we build static value propositions that express what we feel should be valuable to decision-makers and influencers. A proposition intended for use in marketing campaigns is different from what we must communicate directly to customers. A successful value proposition ignites the prospective customer’s curiosity causing them to ask to know more. Once the customer expresses desire for more information, we move from pitching to engaging. Until we get to the point of engaging with a prospective customer, we are talking to ourselves. While we may know the value our products/services offer, by getting the prospective customer to ask questions we can tune our presentations to ensure we address what is most important to that customer.