Idea Sellers

Sales Performance & Compensation Relationship in a Recession

There are two types of business owners:  

1. Those who view their sales team as an asset.          
2. Those who view their sales team as an expense.

Type 2's do not understand the value and contribution of their salespeople. They do not realize that every other function in their company, from accounting to maintenance, is pre-determined by the sales function. If there are no sales, and related profit contribution, there also is little or no operating capital to operate the business. It is a simple model.

In a recession, particularly a long and nasty storm like we are currently experiencing, Type 2's are quick to reduce what they perceive to be a high-overhead item on their balance sheet... cost-of-sales. They want to immediately slash sales commissions, sales expenses and perks for these "non-essential" tasks. This a sure method of losing market position and ultimately experiencing business failure.

"While radical surgery may be financially prudent in the short term it becomes a self-fulfilling prophecy: first sales decline, then performance suffers and finally moral drops, completing the downward cycle" -says Steve Rosen.

What Type 2's fail to realize is that they will ultimately lose all of their experienced and well-trained salespeople and customer service people to new employers. These new business owners are typically Type 1's who will truly value their contribution and reward it accordingly. These owners view their salespeople as valuable assets to their company. 

Stop and think. We all know that many businesses are suffering, revenues and profits are declining and companies are struggling. Running off your sales force by making foolish decisions is operational suicide, both in the short and long term. If you selfishly deprive your salespeople of the means to make a living, a living that they determine by their own selling efforts, you are certainly ensuring your own business ruin.

Get aggressive. Buck traditional thinking. Provide additional selling incentives, training and coaching and watch your sales performers do what they do best...sell.

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Daniel Sitter
Author

Stumble It!

Thank Heavens for This Economic Crisis!

Yes, thank heavens for this economic crisis! You heard me right. I am actually grateful for how it has impacted me. As it turns out, this horrible recession has revealed to me just how deep a sales rut I have allowed myself to fall into. A rut! I am not in any rut! Although that sounds good, and the actual possibility of becoming engulfed in a sales rut is virtually impossible, the rut is, in essence, a reality. The good news is... I have discovered it sooner rather than later. How's that for recognizing the silver lining hidden behind the ominous gray clouds!

Despite my planned intentions, my ardent selling efforts to the contrary and some recent sales successes, I unknowingly have arrived at a place that can only hinder my sales progress if left unattended. My previously industry-diverse customer base has proven grossly insufficient at generating enough sales opportunities to thrive upon in this economy. At least I previously thought my selling base was diverse enough.

In reality, my customer base is now revealed to be horribly top-heavy with regard to the automotive industry. Recently, I have been working with numerous Tier 1, 2 and 3 suppliers to the major car companies, many of which provide goods and services to each other. Right now, many are idled, some are closed and some are operating at significantly reduced capacity. Not very good news. Although my selling diversity extends to the food processing industry, pharmaceuticals, chemicals, plastics, power generation, bio-tech and others, those various industries combined make up a mere 45% of my base. That market positioning carves a deep rut in the current economic road. Yes, it is now time to expand my comfort zone once again and further diversify.

How does one accomplish this? What action steps are necessary?

1. Take inventory of my customers. What shape are they in?
2. Where is most of my income currently derived?
3. As is, what are the prospects of both sustaining current sales levels and experiencing sales growth?
4. Define my short and long term sales and profit expectations.
5. What industries are thriving? What do I have to offer these industries?
6. Focus on "Green," cost-savings and error-proofing manufacturing strategies.
7. Assess my goods and services offering? Which are most unique and most profitable?
8. Prioritize my offerings by value, uniqueness and profitability.
9. Match these key, profitable goods and services with select targeted customers.
10. Design a sales plan for penetrating these accounts.
11. Filter my action strategy by "Green-ness," cost-savings potential and error-proofing customer operations.
12. Take immediate action. 

These action steps are actually an ongoing process and must be revisited at least monthly.

Some people may just complain. Some will blame the economy for their woes. Others may accept their situation and frantically await better days. Some will continue with their current strategy and hope for different results. Still others will hope that things will simply get better soon. The fact is, your attitude and actions will determine your stress level and economic gains or losses in this currently turbulent business climate. Do you think this 12 step agenda might help? If not, what is your action plan?

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Daniel Sitter
Author

Stumble It!

Good Salespeople Are Hard to Find

In his latest article for Salesopedia, Mark Hunter writes about the widespread and growing need for effective salespeople and the simultaneous yet inverse policies of many employers that inhibit salesperson's growth and compensation. "I recently read a survey conducted by the employment organization, Manpower. They polled 32,000 employers in 23 countries. The results indicated that the number one position they had trouble filling was not specialized skill such as an engineer or accountant as some would expect, but, rather, sales representatives" states Hunter.

Successfully selling in specialized industries requires not only stellar sales skills but experience and industry-specific knowledge. Employers and salespeople alike need to focus on the salesperson's personal development, selling skills enhancement and their industry-specific training as well.

Long before a company or industry inspires a salesperson, selling skills mastery and ongoing personal development must precede an actual career choice. Success is highly probable for the individual who is properly prepared when opportunity arrives at her doorstep! That preparation later transforms into growth that must continue throughout ones career. Many salespeople and employers make the fatal mistake of becoming so busy working on their business, that they neglect working on themselves. They get "caught-up" in the busyness of everyday issues. Slowly, but surely, this error will catch up with them.

Last week, President-Elect Obama met with four past presidents for an unprecedented "mastermind" lunch session. Napoleon Hill coined that term as he wrote his timeless masterpiece, Think and Grow Rich. He describes a meeting of diverse experts to apply their vast collective knowledge to a desired task. Obama displays an uncanny confidence and demeanor that allows him, despite his own intellect,  to seek the wisdom and counsel of others.  Do you think such an action step, associations and activities might benefit you as well? Who do you associate with? What do you read? Watch? Listen to? 

Sales training and personal development must be forefront and continuous. They must become a regular component of ones life. There is an old saying "if you are not growing, you are dying." Nothing could me more true, especially today. We must continue to regularly expand our comfort zone, both personally and professionally.

Available information is doubling annually. Communication is now instantaneous. The rate of change is a blur! In fact, if your strategy includes a plan to simply keep up, you WILL be left behind. You MUST adjust to a pace that keeps you ahead of the curve. That requires continuous learning, effective personal development and constant expansion of your comfort zone.

Whether you sell products and services for a living, inspire others in any manner or direct operations, you are regularly "selling" your ideas and philosophies to others. You are influencing change. Take charge, and you control your destiny, to do otherwise means that you become a part of someone else's agenda.

Learn continuously. Develop and expand your skills. Pay attention to change and do not become intimidated by it. Dive into into the opportunities before you and see your sales career prosper accordingly. 

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Daniel Sitter
Author

Stumble It!

No Room for Panic in Selling

Panic mode. That is the current situation in many industries and companies. It may even be a new component of your company's current operating philosophy. It might possibly describe your mental state when you arose this morning. Regardless, if President-Elect Obama is indeed correct, and the economy may get worse before it gets better, entering panic mode now may prove to be somewhat self-destructive.    

Panic is not a healthy emotion. Panic mode is a negative, pessimistic and destructive state of mind. No good decisions or policies can arise from it. Instead, one must pause, step back in a more relaxed manner and re-evaluate both the big-picture and immediate snapshot. Gathering all pertinent information in a rational manner is of primary importance and is the constructive thing to do. Furthermore, there are also healthy questions that one can ask of one's self:

1. Objectively, what is the current situational environment?
2. What is the maximum negative impact on me?
3. What steps can I take to minimize damages?
4. What good can be found at this time?  What am I optimistic about?
5. What steps can I implement right now to improve my situation?

At the very least, pausing long enough to evaluate each of the above questions allows one enough breathing room to slow panic impulses and remove negative subjective feelings from the economic equation. Remember, "this too shall pass." Regardless of the duration of our current circumstances, time will ultimately shift these very circumstances.

Salespeople must divest themselves of panic. I realize that this is often far easier said than done. This particular emotion however, quickly translates into desperation. Such strong negativity is easily "felt" by others and will only serve to further frustrate our sales efforts. Buyers generally do not buy unless they feel good about their purchases as well as the others involved in the transaction.

This is a time where salespeople need to substantially increase their empathy, taking on an even-greater consultative role, becoming more of a coach for their customers. Our "calm" and reassuring level of support will ease their mind regarding their purchasing decision. Yes, this strategy may lengthen the sales cycle, but it ultimately will allow the sale to occur. The buyer will be far more comfortable coming back to such a salesperson for satisfying their future needs and be more likely to recommend them to others. Such customer loyalty is priceless.

Get coached yourself! Find a sales mentor who understands this philosophy or read articles and books that will assist you in this endeavor. Learn these new skills. This investment in yourself will pay you back immediately. Learn how to become a better sales consultant and coach your way through this recession. 

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Daniel Sitter
Author

Stumble It!

Dabo Swinney's Incredible Sale

College football fans everywhere love long traditions and exciting rivalries. Here in South Carolina we have both represented in many of our fine schools. None however are more celebrated than the chemistry between Clemson and the University of South Carolina (USC).

This year, Clemson has faced a mid-season coaching change that has great impact for both the team and the community. The big question in Clemson, South Carolina for the last several weeks is who will succeed former Tiger head-coach Tommy Bowden?

Forty year old Dabo Swinney, named interim coach just several weeks ago has now been offered the head coaching spot at Clemson, replacing recently ousted Tommy Bowden. Swinney, a six-year veteran of the coaching program and a proud Alabama alumni, is a well-respected area favorite. That's quite an achievement for a young guy facing stiff coaching competition from across the country. 

The Bleacher Report recently cited five reasons why Clemson should elevate Dabo Swinney to head coach for the Tigers:

• Familiarity with the Program
• Energy 
• Recruiting (He has demonstrated great ability in this critical area.)
• Terry Don Phillips (Clemson Athletic Director - appears to favor him.)
• Clemson Tradition (He's reminiscent of their beloved coach, Danny Ford)

While that general assessment appears valid, every football fan knows that the selection of a new head coach is always a process under great scrutiny from a myriad of interests. Regardless, Swinney must have read my book, Superior Selling Skills Mastery, as he masterfully achieved what he wanted and appears to have pleased most everyone in the process!

Let's examine Swinney's classic sales techniques:

1. He has absolute love and devotion for his school and their football program.
2. He has received the respect of his peers and opponents.
3. He has successfully positioned himself for success.
4. He stepped-up when called upon.
5. He immediately went to work to prove himself worthy.
6. He asked for the position.

Salespeople: Love what you do and respect those with whom you serve and interact. Always do the right thing, even when it's hard. Position yourself to be in the right place at the right time. Never hesitate in your decision making. Work hard and elevate the interests of your customer, finding ways to serve her interests as well as those of your company so that everyone wins. Be professional. Always ask for what you want. The answer is seldom "yes" unless you ask.

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Daniel Sitter
Author

Stumble It!

Quickly Find Your Sales Prospect With Goog411

Directory assistance had now taken on a whole new meaning. Google has an amazing and relatively new FREE service called Goog411. Even though it has been available for some time, many people are not yet aware of it. Goog411can help with a daily sales effort as well as more casual intent such as locating a nearby pizza restaurant.

This service is so simple to use, and again, it's absolutely free. Goog411 is truly a necessity for your mobile phone. You can even speak commands and get instant results: Say "text message" or "map it" and this wondrous, voice-actuated system will send your phone a text with target company information and a map! Watch the following video clip and see for yourself. Try it yourself with no strings attached!

Be aware that Google will be collecting data about your calling patterns. In order to avoid having any marketing information linked with your phone number in the future, just block your caller ID before you call. Usually, this is accomplished by dialing *67 before the phone number. In many cases, you can also block your number through most mobile phone menus if you should choose to do so.

This Google tool is quick and easy to use, a real time-savings benefit when you are on-the-go!

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Daniel Sitter
Author

Stumble It!

Are You Nervous About Your Sales?

Given the current state of the economy and all of the variables that are contributing to it, are you at all uncomfortable with your ability to generate sales and income over the coming months? What about the upcoming holidays and their impact on your sales and income? Do you believe that your current sales plan is up to the task at hand? Are you nervous about sales?

The following are five simple yet powerful steps that can help you re-energize your sales efforts and help to calm your anxieties.

1. Refine your sales plan and approach.
This is a good time to review our sales plans, determining if the track we are on is valid and working. Sales plans require constant and consistent refinement. Adjustments are necessary. Take time to make certain you are actually still on your chosen track.

2. Clearly understand who your prospects and competitors are.
The following video features an insurance salesman, played by the legendary Bob Hope. He is busy making a presentation but the evidence shows he failed to properly qualify his prospects before investing his time and energy in his sales pitch. I don't like the term "sales pitch," yet here it seems appropriate. Our success is dependent upon valid prospecting and our understanding of the strengths and weaknesses of our competitors. Be certain you have a firm foundation in both areas.

3. Re-Tool.
Take time to re-organize your selling tools. Determine which have been the most productive and design new sales approaches utilizing them. Dispose of tools which have failed to help you produce results. Assess your market approach, determining where you have been successful. Target additional prospects within these same markets. Identify any additional markets that may be fruitful and select target prospects. Stop spinning your wheels with low-yielding efforts at questionable accounts.

4. Use holiday downtime to re-train.
Ongoing product training and personal development are critical to our long-term success. Read books to help you refine your abilities and to gather information that has been helpful to others in your field. Make time to work on you. This is always your best investment. Start a new exercise program now to help energize you later. Holiday downtime is a great time to re-train and strengthen yourself.

5. Set appointments for the first week of the New Year now.
Get a jump on activity for the upcoming New Year. Schedule training, follow-up or presentation calls now for that critical first week, establishing the pace for the remainder of the month and year. It is so important to hit the ground running.

The economy is variable and market conditions are fluid, yet you still need to earn a living. Learn to be flexible. Find new opportunities. Do not expect old ways and methods to provide the success you have experienced in the past. You must innovate by employing these five steps into your life. Drop the nervousness, it's not for you. Your desperation can be easily transmitted to prospects in presentations.

Get busy and be optimistic. Your market position and sales performance are your winning ways. These five steps can assist you in finding the sales and personal success you want. 

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Daniel Sitter
Author

Stumble It!

Salespeople: It's Time To Innovate

"Work on stuff that matters" is the mantra of Tim O'Reilly. Why in the world would we ever want to do otherwise? But otherwise we do; often and blindly. We waste valuable time and energy, our net results often revealing our hysteresis. With laser-like focus we must keep our mind set on the prize, ie... the goal we have chosen. Our sales productivity suffers greatly with each deviation.

O'Reilly cites JP Rangaswamias saying that "the essence of innovation today is giving the customer what he or she wants." What a mouthful of earned wisdom, yet so very simple in its message. Why do we continuously insist on giving the customer what we think she wants or needs? "That customer knows that part of what she wants is to be able to figure out what she wants. She is both consumer and producer, a partner in the process of co-creating value. The senior partner in the process of co-creating value. So today, if she asks for faster horses, we don’t build her a car. We need to find out whether she meant a roan or a piebald or a chestnut or a bay. When she tries the piebald out and decides she wanted the roan, that’s what she gets. Our job is to make it easier for her to buy or rent or lease the horse, to make it safer for her, to make it more convenient for her in terms of where the horse is to be picked up and dropped" argues Rangaswami.

Yes, it is time for sales innovation. The same old approach to selling will no longer yield the desired results today. What matters to our customers must be what matters to us. How do we learn this invaluable information? We ask! Customers are most happy to tell us exactly how and what to sell to them if we will only ask. They want to be personally served and satisfied now.

Salespeople must be innovators. We must set a new course, forge a new path and set a new agenda to succeed. We must roll up our sleeves and get involved in the day-to-day operations of our customers in order to present timely, innovative and cost-effective solutions to their problems. We need to asked pointed, strategic questions and listen carefully to the responses.

What matters to us is what we choose to focus upon. To satisfy our income needs, we must use innovative approaches to learning new technologies, understanding industries, bolster our sales trainingand deciding upon the best path to the successful completion of our goals. What worked for us yesterday will not necessarily work for us tomorrow. Innovation demands constant personal development and improvement in our relationships. It all starts within each of us.

Innovate. Review and modify your sales philosophy and market approach. Strive to become a better, more productive you. Read; there is so much relevant material available to aid you in all aspects of daily life, both personal and professional. Staying "tuned in" to customer needs and desires will help us as salespeople to satisfy them. Even in today's market, customers will reward us with their trust and their bu$iness, but only if we have earned it.

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Daniel Sitter
Author

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Can Smule Sell an Ocarina?

Can who sell what? Smule, a Menlo, California firm with musical ambitions, has created a delightfully ingenious product to interface with the iPhone, spawning creative communications and musical exploration worldwide.

"As an instrument Ocarina has been perfectly executed, and is much more suitable for the iPhone’s screen size than the virtual keyboards and guitars that litter the App Store. To play, you blow into the iPhone’s microphone while fingering notes using the 4 ‘holes’ on the Ocarina. Smule says that the microphone can detect subtle variations in air flow, explaining that “unlike other iPhone audio apps, the sound is not pre-compiled but is generated by the notes, gestures and nuance of the individual performer.” And for the vast majority of the population that has no idea how to play an ocarina, the app has another awesome feature: you can listen in on the songs being played on any iPhone worldwide" says TechCrunch's Jason Kincaid.

Smule seems to have a knack for getting the tech community's ear. That means they have created a perfect channel for new sales; sales spawned by viral marketing of their exciting applications for Apple's iPhone. Can they successfully take advantage of the iPhone's Network Effect. Can they profit on the networking aspect of a worldwide community of iPhone users? Selling, of course that is the goal. The hype, the viral video, the talk... it all means the desire for growing sales! So, will Smule be able to leverage this stardom into a successful sales campaign? We will see.

Salespeople must utilize all available leverage to exceed their goals. All of our efforts must be significantly leveraged in order to maximize the return on our highest-cost time investment. If we desire the benefits of passive income all while we diligently work on new income streams, we must employ such selling leverage.

We must employ constant synergy as well, maximizing our network of relationships. Our sales network must be ever-expanding, seeking new selling opportunities daily. Our team, as well as that of our customer, must be operating in resounding harmony, making music, just like the Ocarina!

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Daniel Sitter
Author

Stumble It!

Are You A Non-Productive Sales Manager?

As a sales manager, are you feared or possibly avoided by the field salespeople in your charge? Do your salespeople view you as an asset or liability? Are you actually an asset or a liability to them? Is it obvious that you are a company team player or rather that you appear to seek corporate approval at all costs? How do you view your responsibilities?

As a self-test, do you regularly engage in any of the following?

  1. Demand an itinerary from each salesperson for each week?
  2. Demand detailed call reports?
  3. Demand that all field decisions be approved by you?
  4. Regularly travel with your salespeople?
  5. When in the field, do take charge of the sales calls or allow your salespeople to lead?
  6. Question all strategies and judgments of your salespeople?
  7. Squelch your salespeople's creativity?
  8. Place all salespeople in a one-size-fits-all mold of expectation?
  9. Micro-manage each of your salespeople's territory?
10. Attempt to limit the income of your salespeople?

Have you assembled a team of inexperienced people to generate sales or do you have experienced, capable professionals out in the field? Frankly, if you are applying any of the above referenced management techniques on a team of experienced professionals, you will likely lose their respect, successful efforts and possibly their employ as they will surely feel confined and unable to exhibit the successful selling skills that they have garnered. Successful, experienced salespeople cannot thrive in such an environment.

If your team is comprised of novices, several of the above techniques may be necessary for a finite time as your field salespeople mature, acquiring relevant experience. While developing novices, never squelch their creativity, micro-manage or usurp control of their aily activities. You must instead groom them. Teach them. Inspire them.

There are no naturally-born salespeople, only well-trained and educated sales professionals. Successful salespeople are trained, motivated and cultivated, the same as you would expect from any other professional field. The need for and fulfillment of ongoing sales skill development is directly proportional to one's sales success. Companies must provide access to professional sales training schools and materials to ensure the professional development of their salespeople. However, when it comes right down to the point where the "rubber meets the road," the individual salesperson must be totally responsible for their own training and development. Most accept this requirement as a realistic expectation and a critical precedent for sales success. Professional salespeople are prepared, educated and excited about opportunities to provide sales solutions in the field. They do not require hand-holding.

A sharp sales manager encourages an individual's responsibility for their own success and development. A great sales manager creates an environment where sales professionals can thrive and continuously develop. A great sales manager inspires greatness. He nows that skilled salespeople will continue to deliver superior sales results, even in a down economy. Superior salespeople will always find a way to generate sales success in their marketplace.

The outstanding sales manager that desires to catch the "eye" of corporate management knows that it is solely the bottom-line sales and profitability figures that will be noticed. He or she must be a team player, a resource and advocate for the successful salesperson. A superior sales manager encourages the growth and comfort zone expansion of their sales force without seeking individual credit for it. They inspire creative approaches in the field. The successful sales manager has assembled a team of inspired, motivated, fulfilled and high-income-earning salespeople. It is the results generated by this exceptional team that will denote them as a winner.

Sales managers that operate in this manner will experience less stress, greater productivity and consistently growing sales, making them a keeper in the eyes of corporate management. This translates into increased earnings and job fulfillment for both the sales manager and his team. Everybody wins.

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Daniel Sitter
Author

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Want More Sales? Get Educated

"Great athletes don't just show up for their games, they work out and practice constantly throughout their careers. Great musicians and opera singers do the same. Even accountants, nurses, and teachers must continue to train, forever furthering their educations to stay on top of developments in their professions. Why should a sales rep be any different?" says Michelle Nichols at Business Week.

If you want to earn more, you have to learn more. There are no shortcuts. There is no rationale in waiting for your employer to provide sales and industry training either. Your educational requirements are continuous. Your ongoing education is solely your responsibility. If your employer does not provide ongoing sales and specific industry training, then you must pursue it on your own. You must consider it an investment will pay both immediate and extended benefits, with a potential return on investment much higher than the norm.

"When I see a book that promises to improve my selling skills, I admit my first thought is that buying it will put me $25 in the hole. But then I remind myself that one good idea in those 200-or-so pages could help me make a sale and net a $1,000 commission. By that yardstick, I just made 4000% on my investment, which beats Wall Street's payouts any day" proclaims Nichols.

A down economy is a superb time to re-invest in yourself. Salespeople need to study methods and philosophies of successful entrepreneurs, business icons and sales experts to advance their success plan. An investment in yourself is always your best investment. Continuous education allows a salesperson to be positioned in front of the next wave of opportunity. Some call that being lucky. I say that the word luck is actually defined as that specific point in time where preparedness meets opportunity. Without training, the timing of that point may pass you by simply because you were not prepared to recognize it.

Your ongoing education allows helps position you properly with eyes and ears open and aware. Thorough preparation at all levels allows a salesperson to effectively operate and prosper, while experiencing less stress. Worry, fear, inconsistency, lack of account preparation, out of date industry knowledge, technical inability and poor sales planning all contribute to increased stress levels and poor performance. Continuous sales education minimizes these negative traits while elevating the importance of goal setting, developing an effective sales plan and learning effective interactive selling skills. Your need for such training is continuous. Your personal development must become a priority.

There are no shortcuts to sales success and personal fulfillment, yet the requirements for such are not at all complex. The formula is simple: Continuous Education = Prosperity.

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Daniel Sitter
Author

Stumble It!

Selling More or Less

The food court at our local mall features a particularly tasty treat, one that inspires and demands a rare trip to the mall. This restaurant features the best Teriyaki Chicken in town, freshly made to order. The line is usually long yet moves along continuously as hungry, waiting patrons salivate with thoughts of delightful tangyness. Their chicken is the only justification powerful enough to entice me to travel there as I will usually avoid the entire mall area if at all possible.

My daughter and I were there to enjoy a weekday lunch together, she with her Subway sandwich and me with... well, you know. I treasure both the time with her and my Chicken Teriyaki as a distant second. I typically order a double serving of chicken over rice and veggies as they charge an extra dollar for that option. After the Japanese cook finished my order with blazing showmanship, he gestured for me to take it. I looked at the plate and commented that I had ordered the double meat option. He said "double meat - yes" and smiled. I looked again at the plate and proclaimed that today's double meat looked much like last week's regular meat standard. I asked him to add more chicken and Teriyaki sauce to make a proper portion. Begrudgingly, he did as I asked. I said thank you and proceeded to join my daughter for our meal together.

It seems that every business is attempting to increase earnings and profits, often at the expense of portion and container size, added services and product options. This is further evident at your local grocery store's cereal aisle and ice cream freezer. I understand their strategy however I am not a fan of it. All that is actually happening is that we are trading price control for serving size. Do companies really think that consumers are not paying attention? Either way, our dollar is buying less each day and virtually everyone is perplexed about it.

What goods and services does your business provide to the marketplace? What do your portions look like? Have you cut back on services to save a buck, shortchanging your customers wherever possible to maintain profitability? Are you simply asking your customers to pay more? Have you been at a loss for clear sales direction?

Here is a new proposal and paradigm to consider: Charge more if you must, but, offer even more value than ever before. Make it clear to your customers that while prices are often beyond your control, you offer them more than enough value to maximize their investment in whatever they buy from you. Otherwise, it's off to the Internet to find the lowest price. You need to  be so in-tune with their needs and wants that the products they buy from you become low-cost items, because you have supplied so much value that the price is far less of a concern.

Remember; price is a one-time thing, while cost will follow both you and your customer over the useful life of their purchase. It's cost that really matters.

Regardless of price, value will generally determine what is purchased and who will supply it. If you stay focused on price you will frequently lose business to a lower priced source. If you remain focused on responsible cost control in your daily operations while offering fair prices and incontrovertible evidence of superior value, your business will prosper. Embrace today's market changes and change your focus. Sell more and grow your business accordingly.

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Daniel Sitter
Author

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