- Keep using the product or service to experience it as a customer.
- Ensure that you do not annoy your customers.
- Ensure that you do not put in road-blocks for repeat purchase.
Today, I read a post by Seth Godin with the same title and was struck with just one thought – How many times do sales people see this point-of-view. My take is that this is a blindspot for most of us. I would like to re-iterate the questions again:
- How much does this type of customer need you?
- How difficult is this sort of person to find…
- How difficult to reach
- How valuable is a customer like this one…
- How demanding?
They could be the best sales team that you could ever hire.
With the global economy showing signs of recovery, most of the organizations are looking at revenue growth. Most of the large organizations (like SAP, Uniliver,etc) are looking at achieving double digit revenue growth for 2010.
The questions to ask are :-
- Should these large organizations be happy with a double digit revenue growth (read 10-12%) ?
- Is this the best that they can do ? If yes, why is that so ? Is their size restricting them from doubling their sales every 2-3 years or are there other reasons ?
- Is is possible for these large organizations to achieve 25-30% year-on-year growth in their revenues ? How ?
- First things first. The leaders should be absolutely believe that a 25% growth in revenue is possible. Without this absolute belief, everything else will fail.
- They need to continue to re-define their markets. Intel did so by reaching out to the end-consumers directly. Apple did so by entering the mobile handset space.
- Re-define how they sell. The world around us is changing and that at a very rapid pace. The way we sell should also change to keep up with the times. The organizations would really do well to
- Add a new sales channel
- Identify ways to help customers reach you
- Un-complicate their sales organization
- Improve selling process. My experience is that improved efficiencies in the sales processes alone can add another 1-2% in revenue growth. Continuous process improvements in the sales processes is absolutely essential.
- Provide exceptional customer service. No company can keep growing without keeping their customers happy. If there is only one thing that an organization can do out of this list, it should be to provide exceptional customer service levels. This is the MOST IMPORTANT STEP in the sales process.
I received a comment on my previous blog on sales process that if there is no demand for a product/service, improving the sales process might not have any benefit.
True. But how do you know if the decline in sales is due to lowering demand for your product/service or is it due to some other reason.
My belief is that as long as your product/service is able to solve a key challenge for your customer, the demand for your product/service should not decline. If it still declines, the culprit lies in the process.
A follow-up question is, how, when and how often do we check if our product/service is still relevant for our customers. Do we have a process in place for this ?