By John R. Graham
True sales professionals don’t wait for sales to happen – they pursue prospects and opportunities relentlessly. When business is slow, however, many salespeople resign themselves to waiting instead of intensifying selling and marketing efforts. Low sales often disguise opportunities, so take advantage of the chance to restore your selling momentum. The assertive salesperson gets the worm (and the sale), so create your own business boom with these suggestions.
1. Step up prospecting efforts.
Ideally, companies should employ designated lead generators and qualifiers, leaving salespeople free to do what they do best – sell. Separating these functions allows salespeople to close profit-making sales instead of devoting hours to chasing often unproductive leads.
Make each call count by qualifying prospects carefully. Set a daily cold-call minimum for yourself and observe it strictly. Every cold call represents one more potential order – don’t let your next big one get away.
2. Reduce sales costs.
When expenses rise, sales should too. To reduce sales costs, make a list of unnecessary frills (expensive hotel rooms, pricey meals with customers, overgenerous discounts) and eliminate them until business picks up. Save on materials and postage by limiting literature mailings to legitimate prospects. Carefully budget expenses and sell with your budget in mind without compromising product and service quality or sales.
3. Take the lead.
Make every aspect of your company image reflect its leadership ability. Don’t imitate – innovate. Company ads, employees, literature, selling style and, of course, products and services should send a message that your company is number one. Everything that represents your business should attract prospects to you. Use a mission statement to tell customers that your company will settle for nothing less than their complete satisfaction. Make your company easily recognizable and irresistible.
