11. Selling

A breed apart

Getting the most out of your sales team is essential if you are going to achieve your company’s full potential. But it is not always easy. Sales people can be a breed apart, operating in a stressful environment where they are exposed to rejection and frustration. Effective organisation and motivation of the team is therefore essential.

This briefing covers:

• Getting the right sales people.
• Planning and monitoring the sales effort.
• Allocating account management responsibilities.
• Motivating and rewarding the team.

Making it happen

Effective marketing is crucial to the success of any business. But simply understanding your market is not enough. You need to build on your marketing plans, turning theory into profits. A good sales strategy will help you identify and take advantage of the best opportunities.

This briefing covers:

• Clarifying your sales objectives.
• Deciding how to reach target customers.
• Monitoring and improving effectiveness.

Keep it simple

Persuading customers to part with their money may not be easy. But the actual process is a straightforward one.

Whether you are selling to businesses or individual customers, the rules remain the same.

This briefing outlines how to:

• Identify and approach targets.
• Understand customer needs, then sell the benefits of your product.
• Handle objections and close the sale.

Talking your way to a deal

Negotiating a sale can be a daunting challenge or an exhilarating opportunity to exercise your ingenuity and judgement. Unless you are doing it all the time, it is always likely to involve emotions as well as logic.

Nobody likes to lose a sale, but making the wrong sale can be an even worse option.

This briefing covers:

• Understanding what the customer wants.
• Setting your objectives.
• Selling at a higher price.
• Finalising the deal.

Making an impact

A presentation is an ideal opportunity to make a sale. You have a captive audience and far more flexibility than in a simple sales letter or phone call. Although many people do not look forward to making a presentation, the right approach can make it an enjoyable and successful experience.

This briefing outlines:

• How to prepare for a presentation.
• How to deliver your presentation.
• How to handle questions.