As a consultant, I see a lot of companies, teams, and sales people struggle with how to sell more and to do it consistently. Many books have been written about the subject and millions of dollars spent on “training.” But like a lot of things in life, the answer is much simpler than you think.
Early in my sales career, I learned a few truths that stuck with me for 30 years. One of those aphorisms was that every salesperson has only two assets: his time and the good will of his customer. If you want to be successful in sales, you must immediately start placing the highest value possible on how you spend your time and improve the ways you interact with your customers. The 3-part advice I’m about to dispense follows this reasoning very closely. Part 1 has to do with former and Parts 2 & 3 with the latter.
1) Who to Call On
Achieving annual sales growth of 6-8% is for weenies. If you want to enjoy 20-30% annual growth, you’ve simply got to stop calling on so many customers. You must wake up and understand the 80/20 Rule is not only real; it’s the absolute key to becoming a Rainmaker in sales. One third of your success as a sales person comes from the understanding that not all customers are equal and, in order to achieve high levels of sales performance, you must sharpen the focus of your time and activity to only the most attractive and responsive accounts. When time, money, and people resources are limited, you must aim precisely.
My firm, and our tech partner, Equinox, specialize in the wine, spirits, and beer business. We wake up every single day completely perplexed why more companies aren’t taking advantage of the sea of data that exists nowadays. Zeroing in on the exact accounts you’d like your product(s) to be placed in is not only possible, but also compulsory if you want to build quality distribution and lots of it. And for Pete’s sake, do not leave this up to your distributors! They’ve got enough on their plates and you might as well get used to this fact: if it’s important to you, you’ll have to do it yourself.
2) How to Call On Them
Here’s where I will lose most of you. Most of you, but not all of you, thank goodness. There’s a very good reason too many companies are selling less than they’d like: their salespeople are doing it wrong. Let’s see how many of you stick with me after I unleash this truth on you: “The more you act like a salesperson, the less you will sell.” If I’ve already lost you, read this book and get back to me: To Sell is Human by Daniel Pink. For those of you still with me, repeat after me: “A sale is merely a by-product of a much larger relationship.” If your salespeople haven’t been trained to create that “much larger relationship,” we should talk soon.
You can either keep treating every customer interaction as a “transaction” to be executed (ending in a “close”) or you can follow a slower but much more effective process where, by adding true business value to each relationship, you build distribution that “sticks.” Most, if not all, of your salespeople (and maybe yourself) have never been exposed to let alone trained in the more modern methods of achieving sales success. You don’t have to believe me. Keep doing what you’re doing. It’s a free country. But, if you’re ready to take your sales to the next level, this shift in approach is critical.
3) Everything Else
Have you ever heard anyone say that the “real work” begins once the sale has been made? Ever heard the expression, “service after the sale?” For certain, making sales is only part of long-term sales success. Keeping the sales you’ve made is the other part. Salespeople are notoriously bad at providing service after the sale and it’s not entirely their fault. Thank goodness technology has made it easier than ever to maintain great customer relationships. Leveraging CRM tools help you monitor, track and engage with customers as often as you’d like. What good is making lots of sales calls and selling lots of product if the carpet just keeps rolling up behind you? Where’s the value in achieving 100 new points of distribution and losing 30 off the back end due to lapsed usage? As they say in the world of finance, getting “rich” is not about how much you make but how much you keep.
In the wine, spirits, and beer business, there is no shortage of things to do to provide great customer service. The “Everything Else” of which I speak includes maintaining inventory consistently, shipping product at the right price, training servers and wine stewards, and investing in promotions. It also includes the old-fashioned practices of being highly accessible and supremely dependable. Just doing what you said you’d do helps you beat out 90% of your competitors! And all of this is so much easier today thanks to technology. For further reading on this topic, click here.
If you haven’t already noticed, it’s getting tougher and tougher to build a wine, spirits, or beer brand in the US. There are way more brands vying for attention from fewer and fewer distributor partners. A good place to start turning things around for your brand is to take a hard look at your own company’s sales culture. Then assess how well you are taking advantage of data, technology, and best practices – services that are just a phone call away. The “great separation” is about to begin. Take steps now to make sure you’re on the winning end of it.