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Decluttering for Success
"Finish each day and be done with it. You have done what you could. Some blunders and absurdities no doubt crept in, forget them as soon as you can. Tomorrow is a new day, you shall begin it well and serenely..." --Ralph Waldo Emerson One of the...
Few Facts on Samuel Blankson Books
Samuel Blankson has been born and raised in Ghana, an
underdeveloped country in West Africa. He proved himself to be
an extremely good entrepreneur. He showed the first signs of
being special at a very early age when he started reading,
actually...
Providing a Rewarding Experience for Your Customers
Walk the Consumer’s Journey Successful retailers take consumers on a journey. In the next series of articles I will explain the journey to you giving you examples on how to implement it in your business along the way. But firstly, let me provide...
Selling on eBay
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The Value of Values
One of the toughest jobs a leader has to perform is to act as
guardian of an organisation's values.
An organisation's values are the things that are really
important to it.
In the early days of an enterprise, the values are sometimes...
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Carol Brady Shops At My Store.
You've probably heard it said hundreds of times. "That person is a born salesman. They have the knack.They continuously outsell everyone else."
Jonathan owns a computer hardware store that turns over more than $10 million a year in sales. But Jonathan is worried. Business is good, but he has one major problem. Two of his team of ten salespeople, Paul and Richie, account for close to 80 percent of his business's total sales.
The other eight scratch around for 'crumbs' and are continuously being replaced. Jonathan is worried that if he were to lose his two best sales people, it would place huge pressure on his business.
"So what's their (Jonathan's top salespeople's) secret?" , I ask. "I don't know. They have a way with customers. They always know the right thing to say in order to make a sale. I guess you could say that they're just born salesmen..", replies Jonathan.
As far as I'm aware, scientists are yet to discover the genetic code for "born salespeople". In other words, great sales people are made, not born. Whilst some individuals appear to be born with great sales talent, such talent is more likely the result of sales development, rather than genetics.
Success leaves clues. In just about any organisation that you visit, you will find outstanding salespeople continuously using sales systems and procedures that enable them to ride at the top of the sales pack.
I explain to Jonathan that if we are to massively increase the sales performance of each team member, we need to be able to uncover those systems and patterns of successful sales behavior amongst his best salespeople, and then to systematize such behavior amongst all sales staff.
That way, not only will Jonathan will be able to improve overall sales performance amongst all team members, he will also be creating a business that is systems dependent, rather than people dependent.
Jonathan and I spend a full day observing and analyzing the activities of Jonathan's sales "stars" and sales "underperformers". As predicted, there were definite patterns and systems employed by the star performers that the others failed to implement.
Interestingly enough, all of Jonathan's sales people had similar levels of understanding in relation to the various computer products and product features, yet only the two star sales team members (Paul and Richie) had any form of marketing or sales strategy.
To begin with, Paul and Richie explained to me that they had both done some basic research as to which groups of consumers made up the store's most common
customers.
Paul explained, "We've got a simple system. In essence, this store has basically three types of buyers: Computer nerds, small business owners and a group fondly known as the "Carol Bradys" .
Each of the three groups required different approaches when it came to selling them computers. A solid understanding as to the unique needs, concerns, and desires of each customer group is essential. By doing so, both were able to understand in intimate detail what motivates each customer when it comes to making a purchase decision.
For example, Carol Brady's are essentially mothers that come into the store wanting to buy computers for their children that are at school. Paul explained that there was no point in discussing the technical features of each computer with these women. "It just confuses them; makes them feel anxious and ultimately, frightens them away".
"Most Carol's have little or no understanding of computer jargon and they basically are only interested in two things:
Given that the family budget is extremely tight, will I be able to afford to buy this computer?
If I buy this computer for my little boy Johnny, will it make him smart enough to pass all of his exams and get into university?".
"So long as we can show them how they can afford the computer on a family budget as well as being able tell them a few "success" stories of how other people's children used these computers to become doctors and lawyers etc, most Carol's will buy.
The computer nerds on the other hand don't care so much about price as do the Carol's . They want features. They want speed, cutting edge technologies, the latest and best. that's what they want, that's what we give them. Business owners want reliability and to a lesser degree, technological longevity. Price is important, but not as much as important as knowing that your computers are going to be reliable.
When I asked Paul and Richie what made them so much more successful than all of the other sales people combined, Paul and Richie were unanimous. "We have the best systems. The other guys have none. That's' the difference".
And you thought it was great breeding!
About the Author
For over seventeen years, Patrick Lumbroso has worked with, and advised businesses both large and small throughout the world. During this time, he has developed a reputation as being an "Enterprise Alchemist" with many clients relying upon him for guidance, inspiration, and ultimately… results. He can be contacted at patrick@zoomebusiness.com or you can visit his website, www.patcorp.com.
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