Sack the salesman! BY SOULAIMA GOURANI ON JUNE 6, 2012
Do you hear yourself using terms such as “customers,” “salespeople,” “sales departments,” “frontline staff,” and “sales campaigns”? Continue reading to discover why these functions, terms, and disciplines are undergoing changes. Learn how to create loyal fans and build strong relationships with your customers so that they will not replace you with a competitor. Look into the customer’s reptilian brain In these days of post crisis (with a new crisis luring around the corner), the consumers seem to have changed how they consume, from whom they want to buy, thus the way WE have to go about selling. How come? Well, the reason is that we see a change in the way that customers gain status and give recognition to others. A person’s status is no longer directly coupled with material wealth and expensive objects. Mental stability, happiness, good deeds, thoughtfulness, and passion are the new status symbols. THAT seriously challenges 98 percent of all businesses and strategy plans. Are you on the winning team? In the future, the winners will be those entrepreneurs who really understand how to adapt their organization and processes to match the customers’ needs in such a way that both structure and attitude (particularly your attitude) match the customers’ changed patterns of consumption. The problem (yes, not challenge—THE PROBLEM) is just that many entrepreneurs do not know enough about what the customers want. My first piece of advice to my fellow entrepreneurs is to consider how to revitalize our approach to the customers, our sales departments, and the way we measure and reward employee performance. Do you “only” reward with salary? That just won’t cut it! Well, I will have to write more about that another time! The point is that we must have the courage to open up and involve the customers much more.
The customers are bleeding The price of your products and your credibility, responsibility, and positive attitude toward the customers must coexist with profit and revenue. Products must be priced fairly, be of good quality, and be delivered with love and respect for the customer and the society. Financial results indicate that many companies are on the right path. The crisis cure has helped. Many companies have trimmed operations and are looking at better times ahead, maybe as good as back in 2007, when only the sky was the limit. Many companies believe in continued financial prosperity even though many companies’ positive results are derived from cost reductions and not from increased sales. And many of the customers out there are bleeding. They have been cheated and abused, and many of them are on the lookout for real
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