Andrew Priestley trains sales people worldwide. Here is an excerpt from a recent workshop interview in London, UK.
“Most companies I work with are using sales revenues to drive growth. There are a couple of strategies I look for that link to high sales performance. The first one is, “What is your capacity?”
I recently worked with a medium sized company selling at 23% of their capacity. That means a massive amount of money is being left on the table. I took a company from $1.2M to over $7M within 2 years by focusing on unutilised capacity.
I check on whether you have a written sales plan. In too many cases companies don’t have a recent one … or one at all. (BTW, if you have one, I check if people actually follow it.)
But there is one strategy that really drive sales or hold back your growth. This strategy – in my experience – is the #1 sales driver – and one most companies get wrong.
When you get this right you start to attract the right customers. You steer clear of finicky, price-resistant customers or worse, high-maintenance customers – you know, clients who are hard to work with. Clients you don’t really want.
You may even know about this strategy already but in my experience, again, you are probably doing it wrong.
For your sales plan to work; and to reach capacity targets you need to be talking to your perfect, ideal target market. It sounds so obvious but so many companies get this wrong.
To maximise your sales you need to be talking to your target customer. This means you need to know so much about them. It doesn’t ever surprise me to discover a company focusing 80% of their marketing and sales efforts on the wrong customer.
Any accountant can explain to you the cost of trying to be all things to everyone. In plain language if it’s costing you $1.39 to make $1, you’re in trouble.
Get the target customer right and your sales start to take off.”
Click here to read Your #1 Dumbest Sales Mistake Part 2