Idea Sellers

Your Actions Impact Referrals, Directly Affecting Sales

We don't often directly associate our company's policies and actions with sales growth. That is a mistake. Everything your company does has an impact on sales at some level. Whether that effect has a positive or negative impact is a consequence of the choices we make and the action we take.

Burgin Roofing, a local privately-owned company in Columbia, SC is a prime example of a firm that continues to grow because of the policies and actions employed everyday. Their strategies are not revolutionary. They are not complex. They market themselves as "Your Neighborhood Roofer." Their customers cannot say enough good things about them and are happy to provide what appears to be an endless stream of referrals to new customers. Take a look at their service statement taken from their web site:  

"Due to our affinity for quality and precision,
we guarantee exact results with meticulous
attention to detail.

Our highly-trained roofing contractors will
work one-on-one with you to help you make an
educated purchase and decision based on your
individual needs, taste, and budget.

We are dedicated
to excellence; providing you with outstanding
customer service, quick turnarounds, competitive
rates, and your 100% satisfaction."

Three years ago, Stuart Burgin's company provided me a quotation for my new roof. I had received a total of four proposals from established local companies. Burgin's quote was the second highest of the bunch. Upon closer scrutiny, I discovered that they only utilize premium architectural shingles, have dedicated crews with great experience and their existing customers highly recommended them. I chose them for the job and have had no regrets. I happily refer others to them as well.

Last year, my neighbor informed me that he needed to have a new roof installed. I of course, referred him to Stuart Burgin's company. He did his due-diligence and also selected Burgin for the job. While their crew was across the cul-de-sac, I contacted their office and asked if someone might come to my house before they completed their job and replace a broken shingle on a dormer window on the front of my house. Through no fault of theirs, It was damaged by a tree branch in a recent storm. I had no idea what the cost would be, but felt comfortable that it would be small, especially since their crew was already here and I had several spare shingles.

On the second and concluding day of my neighbor's roof job, the crew chief came to my door to inform me that he would take care of my roof issue. I showed him the problem, directed him to the shingles and left him be. Thirty minutes later, he was done and gone; the job well done. Great customer service.

I have not received a bill for that work. They provided a needed service for me at no charge, even though three years have passed since the original installation. What a testament to their reputation for service as well as their pride in their finished work. Why would they want a blemish on a dormer window roof at a prior customer's home to mar an otherwise stellar job? They know the value of a job-well-done as well as the value of a satisfied customer. I will certainly continue to praise and recommend Stuart Burgin Roofing.

Let your policies and actions speak for the character of your company. Such character encourages priceless referrals and steady sales growth, even in today's economic environment.

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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?

If you enjoyed this post, please bookmark it and subscribe!

...........................
Daniel Sitter
Author

Stumble It!