To be competitive in the market place today, you had better be a market-oriented organization. Your sales team may be increasing the number of potential clients they present to and, ultimately, increasing revenue, but if the whole organization isn’t aligned with delivering what the client wants, you may soon be seen as replaceable by your customer.
Being a market-oriented organization means that every employee in every department is focused on the customer with constant two-way communication between the organization and the customer at every touch point. By being market- oriented, the organization is better able to gather information about customers and competitors, more able to analyze the information that is collected, and thus more able use the knowledge gained to guide current and future strategies.
Market-orientation is actually quite rare, so organizations that take the initiative to become market-oriented will have a significant resource for sustaining a competitive advantage which leads to several benefits being realized:
- Better Marketing Programs: Because the organization has multiple opportunities to gain feedback from clients about their needs and about what competition is doing, marketing programs are able to be tailored to clients and market needs instead of a general approach that focuses on the product only.
- Increased Client Retention: Because the customers now have the ear of the organization on multiple levels, the customers receive faster responses to their needs and thus feel like they are receiving the attention they deserve. This makes it much harder for competition to gain your customers’ attention and makes it much harder for the customer to entertain the competition.
- Stronger Strategic Relationships: As the relationship between the organization and the customer becomes more involved, values become shared, strategies co-develop, and mistakes tend to promote a two-way dialog on how the problem can be solved together. The intangible value that is delivered by being market-oriented allows the organization to become a partner rather than just a vendor.
To become a market-oriented organization, marketing can no longer be thought of as an activity to just facilitate the selling of goods or services to a potential customer. It must now turn to a customer-centered set of values and activities that focus on the organization’s mission to provide superior value by delivering what the client wants.
Having worked with these sales tools in my own business and helping my clients integrate these sales tools into their own habits, I sometimes take it for granted that everyone knows about them. These should not just be tribal knowledge and I hope these help you in your own selling efforts to the markets you are targeting.
Jigsaw is a user-generated database that is continually updated by its members. It gives you the name, title, postal and email addresses and direct-dial phone numbers for individual contacts you can’t find directly. This allows you to find the direct contact information for decisions makers you are targeting without going through the gatekeeper and wondering if you message is even being received.
InfoUSA is a sales tool available with just a library card through your library system. Not only is this tool useful for finding information on your target customers, but it also give you a list of management names, their competitors, and their SIC and NAICS codes to be able to download searches for even more target customers that may not appear on other search tools.
MyBrainShark is a website that allows you create a voice-enriched multimedia presentation or podcast. It also makes it easier for you to record your PowerPoint presentation for online display purposes. This allows the market to view and hear your message and learn from your expertise 24/7.
FirefoxSuperSearch is like the the”Swiss Army Knife” of search engines. It allows users to perform web searches, people searches, reverse lookups, public records searches, due diligence and background research, using over 160 of the internet’s best search engines. This allows you to learn a lot about your prospects and customers before you engage with them.
Google Analytics generates detailed statistics about the visitors to your website. It can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents or other downloads. This will help you identify how your website is connecting with in your market and help you identify what content you need to change.
Xobni is a free add-on to Microsoft Outlook that turns it from an email system into a powerful sales tool. It creates another window in outlook that displays a profile of whoever sent you the currently highlighted email by grabbing that person’s photo and telephone number from LinkedIn, Facebook, or several other social networking sites. It also shows a string of communications that you’ve had with that person. If you use outlook, this is the easiest way to start “social selling” using all of the social media tools.
Hoovers is a database of companies and other organizations, which includes top level data on financials, strategies, competitors, key executives, market dynamics, and so forth. It’s built on a database of information on more than 30 million corporations and organizations, and more than 35 million people. This is a great place to learn about a customer or a competitor, without having to dig through the SEC reports.
Zoho CRM is a Customer Relationship Management tool that has all the features you’d expect in a world-class CRM product, including marketing campaigns, lead management, sales pipeline, forecasts, etc. This will allow you to keep track of all of your opportunities and activities in one location and you can even have up to 3 people on the same system before you have to pay for it. I have 3 clients using this currently as their first CRM tool and it works great for a sales management function.
Demandbase Stream is a nice little sales tool that works like a news ticker displaying information across the desktop about which businesses are visiting your Web site, along with their interests, and contact details for the most appropriate decision makers to contact for follow up. You can also flag existing customers, prospects, partners, and competitors, so that you’re aware when they’re doing something on your website. This helps you act fast when someone is interested in what you have to offer.
Super Pages has proven useful for search for companies that are typically hard to find because they do not “fit” into a specific market segment. You are able to search for companies in specific geographic areas using key words of the service they may offer.
LinkedIn continues to be a valuable sales tool for business development as more and more companies are joining and senior leadership begins to adopt it as a tool themselves. Although they have removed some of the features since going public like Events and Answers, you can generate plenty of activity with a target audience by posting useful information to help your network or take part in discussions within the groups you belong to. Make sure you join 50 groups that are relevant to your expertise, industry, and interests to get the most reach. Chances are, if I do not know something, my network or fellow group members do and I get an answer very quickly.
Evernote is a great way to keep your projects and to-do list organized. You can access it through both a desktop and your mobile device to add activities and make new notes when you think about them so you do not forget about them
Xmind is a mind mapping tool that helps you visualize strategic plans, build organizational charts, develop fish bone diagrams for processes, and even can be used to map a potential website site map. This is a great tool for those of us who are more visual learners.
Please feel free to contact me if you need any help with these or just want my library card number.
“You are the CEO of your territory so you should act like one.” I was told this all the time during my years of selling and leading sales teams in various industries. I have since passed this advice on to every sales person and sales team that I have worked with since I started my practice.
More than any other position in the company, sales has a tremendous amount of autonomy and like a CEO, this freedom gives the sales people an infinite amount of latitude in how they are going to achieve their goals. Sales performance is based on success like that of a CEO and therefore the best sales people should approach sales like they are a CEO.
What should sales people and CEO’s have in common?
They leverage others to help – they don’t try to do it all themselves. Great sales people know how to leverage the entire organization. Good and average sales people try to do it all themselves.
They show leadership – without leadership it’s impossible to gain the support of the organization, to build support teams, to rally the client, and get those teams you need behind you.
They have problem solving skills – problem solving is one of the greatest, unmeasured skills today. Great CEO’s solve problems. Great sales people solve problems for their company and their clients. They have an uncanny knack for understanding how to get around hurdles, address challenges and accomplish what others can not.
They have Business Acumen- It goes without saying that CEO’s have great business acumen and unfortunately, most sales people do not. Sales people should embrace business knowledge and grow their understanding of complex and simple business concepts.
They take Risks – by definition, CEO’s take measured, calculated risks. They understand that nothing is guaranteed and growth comes from expansion. Selling is no different and the best sales people take risks. They understand the next big sale does not come from doing what everyone else is doing.
They have a Vision – Like CEO’s the best sales people have a vision and they see the forest through the trees. They can see where the industry is going and see where their clients “need” to go. They know when a product is going to loose its edge 12 months in advance and use that to their advantage.
They are committed to personal development – CEO’s become CEO’s because they are constantly striving to get better, embrace personal development, and are always growing their skills. The best sales people are constantly evaluating their skills and should always strive to get better. They know what they are great at and what they need to get better at. They leverage their strengths and surround themselves with those who are great at what they are not.
I am a huge fan sales people and during my 25 plus years of sales leadership, I have watched sales people that have these traits succeed farther than myself and I have watched sales people fail because they were unable to change the way they conducted themselves in business and embrace these ideas. If you can embrace and integrate the characteristics of a CEO, then you can be great in sales.
The question “How do we grow sales quickly?” is asked in every business on a weekly basis. The easy answer for us is that you would not have to ask that question if your sales function was doing three simple activities on a regular basis.
Asking for additional business from existing clients
When was the last time you met with your top clients to review the current business you were doing with them, showed them what else you could do for them better than others, and asked what they were planning that you might be able to help them with?
Asking for referrals from existing clients
Your clients have stayed with you for a reason. When was the last time you asked them who they knew in the industry that you could help as well and who else they do business with where you might be a fit?
Asking for new business from other “ideal” future clients
Can you identify your best clients and why you have been able to be a partner with them? Take your success and replicate it by producing a marketing piece about why people do business with you and send it to other “ideal” prospects with a call to action about engaging you.
These simple activities are often overlooked because businesses get caught up in their business and do not focus on them. Make these activities part of your regular sales meetings and their will be no need to have conversations about how you can grow sales quickly.
Recently on American Idol, Phillip Phillips sang Stevie Wonder‘s “Superstition” to close out the first “American Idol” finals round.
Steven Tyler said, “you just are…Okay”…. Jennifer Lopez liked how he made the song his own and said “you killed it.” Randy Jackson liked his originality and liked how he interpreted somebody else’s song and told him “You drive your own car in your own lane!”
That hit a point with me about the entrepreneurial companies I work with on a weekly basis and how they have had success doing things their way but are not always fully understood.
When an entrepreneurial company wants to do something new, navigate into a new market, or develops a new way of doing things, they do not always get positive feedback from the direct “stakeholders” about what they envision or what they are trying to accomplish. Two reasons for this are 1) that they have not effectively communicated why they are trying to do something new, and 2) they do not have the right people in place to execute their vision.
Have a vision, set a goal, create a plan, communicate the plan to all parties involved, inform everyone of their role in the plan, live by example, and do what you say you are going to do. Once these things are in place, you can hold people accountable to their role in the plan and you will be driving your own car in your own lane and continuing your success.
The word “Consulting” has become just as eyeball rolling to business leaders as the word “sales” and the joke is that if you are not part of the solution, there is money in perpetuating the problem. Not having the right expertise to work within your organization to make the necessary changes properly has the same effect as not being able to complete a project before you start another one. It is the same problem that new employees experience after 18 month of employment…..They get caught up in the minutia of everyday business and eventually become part of the problem.
Companies have downsized their management and senior knowledge holders, lost their internal expertise, and the employees that have survived are so multitasked that nothing is able to be improved because no single individual is able to focus long enough on the task at hand.
A good “consultant” is able to work with their client to help identify a problem, develop and plan to fix the problem, use internal resources efficiently to integrate the necessary changes, and then leaves the client with a sustainable solution.