Many entrepreneurs view the task of selling their ideas,
products and services as an undesirable necessity. Some are
fearful at the prospect of calling and visiting others in
the hopes of growing their business. The Web is full of
articles and stories documenting their disdain for selling.
Sales is neither a job that they typically enjoy nor one
for which they are particularly skilled and well-prepared
for. What is to be done? Who is going to do the selling?
Entrepreneurs and small businesses often lack the budget
needed for employing a sales professional. They often
become the lone salesperson for their fledgling company.
There are many skills to be learned, techniques to be
mastered and sales closes to be remembered. It soon becomes
readily apparent that sales is a tough requirement on
unfamiliar ground. Many actually find it quite
uncomfortable, perhaps formidable.
For entrepreneurs, superior selling skills can be broken
down into three basic components which dictate the entire
process:
1. Goals you set
2. Decisions you make
3. Actions you take
The establishment of goals is critical to the company's
sales success. Prior to the business plan and subsequent
marketing and sales plans, the entrepreneur must establish
focused goals. These actually commence with dreams and
ideas. He/She must have a clear and vivid mental picture of
what they want to accomplish. They must want it above all
else and be totally focused upon it's achievement. Their
dream must constantly occupy their thoughts. Critical to
the establishment of goals is the commitment to maintain
written goals. Without the "writing down" component, goals
are nothing more than impotent wishes.
Clear, concise decision-making is also critical to success
in virtually any endeavor. There can be no meandering or
fence-sitting when it comes to making decisions. While
designing a precise timetable, prioritizing tasks and
developing an expectant attitude will help to validate
one's decisions, these will not replace actual
decision-making. In the event that a prior decision ends up
being incorrect, waste no time in correcting the matter,
deciding upon a better course of action.
Goals and decisions require action to both empower and
complete them. The entrepreneur is always moving, always
contemplating, always adjusting. To remain static would
invite failure. These three key sales components will keep
your selling efforts in check. You can monitor your
progress at any time by reviewing your path towards the
completion of your goals. That path will be always be
enabled by your decisions and actions.
Sales is a dynamic function; one requiring confidence,
courage and tenacity. Successful selling may sometimes
require some give-and-take, some negotiating. The result
should be a win-win situation for both the entrepreneur and
customer. That is a decision you must make.
The key to remember is, that in the end, selling is simply
people dealing with people. Your goals, decisions and
actions are your road map to sales success.
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Daniel Sitter, author of both Learning For Profit and
Superior Selling Skills Mastery, has garnered extensive
experience in sales, training, marketing and personal
development spanning a successful 25 year career.
Experience his blog at http://www.idea-sellers.com
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