When it comes to getting the word out and selling our products and services, entrepreneurs are still very challenged. Why is that? There are any number of reasons that I could list for you, but I wanted to cover seven here. Fixing any one or all of these will help you begin to put your sales and marketing in better perspective.
1. Not seeing oneself in the business of sales – Every entrepreneur is in the business of sales. Selling is a necessary component to doing business so embrace it. A better way to handle selling, particularly if this is not your strength area (and trust me, I understand!), is to to stop making it the blue-faced monster and remind yourself of the specific problems you solve and why people really need your service.
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2. Equating selling with overly aggressive hard sells – Have you ever had a conversation with a salesperson that was pushy and abrasive? I have. It’s not pretty. Most people take offense to this type of hard sells culture and want to stay as far away as possible from being identified in this way. Selling doesn’t have to be harsh and aggressive. Build solid relationships with prospects, let them know what you offer and then give them the opportunity to engage.
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3. Not understanding the sales cycle – Every industry, product, or service has a sales cycle, which usually consists of identifying a prospect, introducing the product, following up and closing the sale. Depending on what you’re selling, your cycle could be anywhere from 3 days to 3 months or significantly longer. Understanding and knowing your average sales cycle makes it easier to approach the idea of sales. Instead of thinking, they’re not buying, consider, they’re not buying right now. Market consistently and keep your pipeline full so when they’re (your ideal customer) ready to purchase they know who to call.
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4. Trying to market to everybody – This sounds like old news, but I still hear a lot of new entrepreneurs say “My product’s for everybody”, so I’d be remise if I didn’t address it. I’m not knocking anyone’s ability to think big, but entrepreneurs have to be focused and realistic. Most smaller businesses don’t have the time nor the resources –human or capital — to reach everybody, not to mention “everyone” is not your ideal client. The way to counter this is by identifying a niche — those individuals that need and want your product and are most likely to buy from you. When you find out who they are, you can find out where they are and then market more effectively to them.
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5. Failure to follow-up – Failure to follow up is the easiest way to lose a sale. Not following up immediately and failing to follow-up consistently are big sales busters as well. This could be one of the most overlooked aspects of sales. Have you ever been to a trade show and gotten a list of contact names, only to realize 2 months later you hadn’t followed up? Your marketing will be ineffective if you fail to follow-up with those that have expressed interest. If someone inquiries about your product, they’re interested. Follow-up as quickly as you can to see what needs they have. Follow-up is key.
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6. Giving up too quickly – Just because they’ve said no before doesn’t mean they’re not a good candidate for later. In keeping with the other ideas, remember to keep those individuals in your database, i provide them with useful information and check back with them from time to time. I’m not saying to spend a whole lot of time on those you know are not going to buy from you, but do remember that if you continue to plant seeds and nurture them you will see something grow.
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7. Taking “No” Personally – No one likes rejection, but the bottom line is some will want your product and service and some will not. You will hear the word no probably more times than you care to, but the sooner you get through the no’s the sooner you’ll get to a yes. No’s are not to be taken personally. In reality, they help you to further narrow your market and really determine the best candidates for your product or service.
Biz Practitioner
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