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As the heat rises, one of the kernels explodes rocketing against the side of the popper.
Moments later, another kernel explodes and shoots off in another direction. Before long, the canister is full of careening kernels bouncing in every direction.
As the heat of the situation rises, they know they have to do something. Along comes a good idea and, pop, like a kernel of exploding popcorn, they lunge at the idea.
Unfortunately, these ideas rarely have any relationship to one another. Selling Skills for Small Business Owners. Return to top of page. Unfortunately, these forces have brought a cloud of confusion to CEOs and sales executives trying to grow their businesses. Selling Products and Services by Telephone. As I survey some of the forces flowing through our economy, and witness the way in which they impact my clients, I have to agree. In order to do the job of selling well, you must believe in your product and the benefits it provides to your clients.
The idea can be anything. Maybe a media representative suggests a new advertisement. Or a salesperson suggests that a computer program will solve their problems. That sounds good, so off they go after that idea.
Then an advertising agency suggests a new brochure and off they go again. Desperately hoping that one of these ideas can solve their problems, they frantically chase each one. Unfortunately, these ideas rarely have any relationship to one another. Worse, they often present only superficial solutions to deeper problems and divert time and energy away from real solutions. The result is often more pressure, more confusion, and more energy expended in the wrong areas.
A far more effective response is to create a sales and marketing system that provides an interconnected, measurable set of processes and tools that ultimately result in increased sales. Where would Toyota be if they had no system to design and build new automobiles? The key to success for these businesses has been their ability to create and manage effective systems to accomplish their goals.
Sales and marketing can be treated in exactly the same way.
Just Sell It!: Selling Skills for Small Business Owners (Small Business Series) [ Ted Tate] on bahana-line.com *FREE* shipping on qualifying offers. Let a seasoned . You're a small business owner with a product or service you believe in, but since you're not ready to hire a sales staff, you have to do the selling yourself. Author.
The process of acquiring customers and then expanding the business with them can be systematized. As a system is created, so are the means to produce predictable, regular sales results. As the heat of the situation rises, they know they have to do something. Along comes a good idea and, pop, like a kernel of exploding popcorn, they lunge at the idea. The idea can be anything.
Maybe a media representative suggests a new advertisement. Or a salesperson suggests that a computer program will solve their problems. That sounds good, so off they go after that idea. Then an advertising agency suggests a new brochure and off they go again. Desperately hoping that one of these ideas can solve their problems, they frantically chase each one. Unfortunately, these ideas rarely have any relationship to one another. Worse, they often present only superficial solutions to deeper problems and divert time and energy away from real solutions. The result is often more pressure, more confusion, and more energy expended in the wrong areas.
A far more effective response is to create a sales and marketing system that provides an interconnected, measurable set of processes and tools that ultimately result in increased sales. Where would Toyota be if they had no system to design and build new automobiles?
The key to success for these businesses has been their ability to create and manage effective systems to accomplish their goals. Sales and marketing can be treated in exactly the same way. The process of acquiring customers and then expanding the business with them can be systematized. As a system is created, so are the means to produce predictable, regular sales results.
Add to that an honest assessment of the unique value the company brings to the market. Focus on the highest potential market segments, and develop segment-specific processes and tools to help you reach the market in the most cost-effective way. The system is the solution.