Business is an ever changing entity. Small businesses can become larger because the industry they are a part of may be growing or perhaps the management is leading them to bigger and better things. This can also apply to big businesses for the same reason. Of course the opposite can also take place and both big and small businesses can fall victim to a decline. What does this have to do with the salesperson and why is it important?
Keeping track of businesses in your area and what is going on with them is a good way to know which customers require time and development to get more dollars from them. Which customers are growing, which are in decline? When you call on your customers keep your eye's and ear's open. Take note of what is going on inside the business and what affect it will have on the business. Is there any construction going on? Is the business expanding? Are there rumors of layoffs or promotions? All of these things can point out something about the business and changes that may be occurring.( Refer to July 8th Blog How to find out about the prospect in advance).
Peruse your customer records and their buying patterns over a period of time . Try to understand what the data is pointing out to you. Look for changes in management. Is competition affecting their business? Should you call on your customer's competition? Perhaps they are making inroads into your customer's business and you are loosing that part of your business to your competitor.
When you have a good account that is beginning to slip you have to make adjustments and get that business back. Consider adjusting your time to spend less of it with the customer who is slipping and more time with the accounts who have more upside potential. When the records you keep indicate losses and gains in ordering patterns for your product or services you have to be aware of this and act accordingly.
As businesses change, your calling patterns must be adjusted to reflect these changes. If you are getting “X” amount of dollars from certain accounts and they are in decline you must recognize this as soon as possible and find out where you must go to make this business up. If an account is growing you must put more time in it to cultivate it and boost your sales potential. Awareness, adjustment and constant vigilance is the key to keeping your territory up to date and making your numbers.
You have to know what is going on with your customer and why.. You have to know what to do about what is going on so you are affected positively not adversely.
Thank you
Joe D'Ambra
www.basicsofsales.com
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