YourBusinessWithJamesCaan2016 - 98

All set to sell

Whether you are selling a product to a customer or ideas to a
colleague, we are all in sales. Here's how to get the deal done

T

he sales process is the lifeblood
of any business, especially when
you're a start-up. No matter how
good your product or service is, a
business doesn't survive or grow
without consistent revenue and the
ability to win new customers. In fact,
there is a school of thought that
suggests your business hasn't got
off the ground until you've got the
first order in the book.
This is also an excellent way for
you to measure the success of your
business - not just because you have
money coming in, but also because it
shows you are addressing a need in
the market. Each sale is an example
of your business having a purpose.
A sale doesn't just happen on its
own, though - it's a process, and one
that needs to be carefully planned,
especially in the competitive modernday market. From recruiting a good
sales team to closing a deal, every step
of this process is vital to your small
business's success. Below are some of
the key things you need to bear in mind.

CREATE A SOLID
FOUNDATION

It's very easy to get caught up in
non-essential tasks, but at the end
of the day, you as an entrepreneur
have to look past the noise and see
what adds the most value. This is
especially important when putting
together an effective sales strategy.
Analyse the business cycle and pick
out the activities that have the biggest
impact on your sales. These are things
which, if consistently applied across
the business, would increase your
growth and, if ignored, would cause
a steep decline in revenue. Once you

98

recognise what these are, build them
into your strategy as a high priority. In
particular, use them as key metrics
when measuring the performance of
your sales force. This gets your team
focusing on the right areas - meaning
your resources are in the best places.

BUILD YOUR TEAM

The ideal way to implement a sales-led
culture is by hiring people with the
right personality and skill set. These
are the people who are comfortable
talking to potential customers, as
well as having the ability to absorb
information quickly. This allows

will benefit from skilled professionals,
trained for the role, who are working
in a results-driven environment, along
with having access to the highest
quality data and technology.
You can opt for a full contact-to-sale
process, while other companies offer
a more lead-focused system. This is
where the team will create quality
leads and then pass them on to you,
so you can make the sale, ensuring
you have total control of the final
deal. You must find the right company,
though, and the most important thing
is that they fully understand your
brand and your business.

RELEVANT CROSS-SELLING

A sale is an example
of your business
having a purpose
them to become experts in what they
are selling. If you can find people with
these qualities, arm them with the
product knowledge they need and
watch them sell!

OUTSOURCE YOUR NEEDS

For businesses that need to generate
potential leads via the telephone, it can
often become a drain on human and
financial resources if you keep the work
in-house. Moreover, inexperienced
telemarketers can be damaging to
your reputation and credibility.
By outsourcing your needs to a
specialised telemarketing company, you

Cross-selling is a hugely effective way
of boosting revenue, allowing you to
increase the value of orders. When
done properly, it also helps from a
brand perspective, as customers will



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