This week I was involved in a situation where a salesperson that had lots of energy, didn’t seem to be reaching the success or goals expected. It was clear that the sales activity was there. However, after listening and watching the salesperson in action. We knew the sales process wasn’t being followed. The situation made me think about how easily we can slip into bad habits. In reality the salesperson may have achieved success if the clock were turned back 20 years. Back in the early years of this industry almost every business was a prospect. Every business needed the services they offered. Today, we need better hunting skills to become successful. There is tremendous opportunity in our industry with the right type of accounts. We must learn how to hunt for them and approach them successfully and then farm them for all they are worth.
B2B Sales Strategy
Most businesses that are faced with similar changes and developing any business is challenging. With s strategic approach we can locate, identify and target new customers that want our services. We essentially have two ways to generate business. One is through the process of hunting for new business and the other is farming our existing clients for new business. One truth is certain; when we focus on the customers needs, wants and desires we will achieve ours. When we focus on our needs, wants and desires, we will miss the target.
Hunting or Farming
Hunting is when we seek out new business and try to take business away from another company. The other method is to use our existing client base for referrals and references and grow through client share and vertical markets. This strategy isn’t rocket science; it is fundamental to most marketing plans. It is kind of like a focus from within and a focus outside.
Hunting is harder
When it comes to hunting or farming, I think hunting is harder. You might liken it to chasing rabbits. Now, I don’t know about you, but hunting for a rabbit isn’t easy. They move quickly and are hard to catch. It would be easier if I knew more about the habits and patterns of rabbits. It would also be easier if they stood still and didn’t change. Do you get the idea of what I am saying? Yes, our prospects change as the business and industry changes. The salesperson I was speaking of earlier was trying to do some hunting of new prospects but wasn’t really hunting like he/she should. This individual was mostly giving short presentations in the field to anyone who would listen. There wasn’t any real selection process and so there wasn’t much hunting going on.
Activity versus strategy
Going out and making lots of sales calls without an idea of what you want, well that would be foolish! Yet, this is what many salespeople do each day. Making sales calls without an action plan isn’t going to get the salesperson what he/she wants. Before we go out and make sales calls, we should have a notion of the type of account we are looking for. Think of it this way, "If we don’t have a clue, anything will do".
Steve Martinez is the founder and CSO (Chief Sales Officer) with Selling Magic. The Business Development company is sales oriented and a CRM pioneer in automating and customizing ACT or Outlook with the best practices of sales management for increased sales. http://www.sellingmagic.com
