Updated: Apr 21
This text is from our consulting firm's latest 321 Biz Development episode found on fifteen podcast platforms.
White-collar small business must trust their sales systems. If there is no sales system, a system needs to be created or purchased.
What is a sales system?
I'm glad you asked. A sales system is a visible, logical and repeatable set of steps to move a product or service from a business to a consumer with predictable, favorable results. By definition, a sales system works. And, for this reason, a sales system is rarely changed.
A sales system is functionally equivalent to how people have confidence when they choose to travel by planes or turn the key of an ignition to start cars.
How would people feel if 25% of airplanes crashed? How would people feel if starting a car, where electricity mixes with gasoline, exploded 33% of the time?
The irony is most people trust airplanes and cars to the extent they don't even think about boarding an airplane with their families or driving cars full of gasoline. I will add driving electric cars with a powerful battery running the length of the car as dangerous and risky, too, but hundreds of consumers buy electric cars every day.
The ugly, second cousin of a sales system is trial-and-error. Trial-and-error is costly and may delay or halt business progress for 5, 10, or 20 years. Some white-collar small business owners never move pass the clutches of trial-and-error, sales improvement schemes.
Trial-and-error, in an attempt to improve sales performance, means business owners frequently try untested methods to increase sales. These untested methods cost attorneys, CPAs, dentists, homebuilders, medical groups, plastic surgeons, insurance brokers and real estate brokers hundreds of billions in lost revenues and hundreds of millions in wasted marketing dollars and deliver very poor if not negative ROI.
A sales system, especially the 321 Biz Dev sales sales named S.W.A.S. (Selling Without Appearing to Sell), has been tested hundreds of times in real sales situations with thousands of hours invested to maximize results.
So why is it important for business owners to have confidence in a sales system?
It is important because business owners should look at the significance of moving a product or a service to a customer or client. A consumer exchanging money for your product or service is not an insignificant act. Participating in moving a product or service is what every person would love to do, but many fail.
Here are two reasons why using a sales system is very powerful.
Consumers are making decisions to exchange wages for their labor or business efforts for your product or service. And, they are choosing your company among many competitors who can offer the same product or service. So, the selecting a method or system to successfully move a product or service should not be taken lightly.
A sales system removes wasted marketing dollars, excess human energy and unnecessary misery for small business owners in their attempts to motivate potential customers to select their companies.
A sales system has better results if the white-collar small business owner can implement the sales system at the beginning of the five sales system activities which are: contacting, prospecting, appointment setting, closing and getting zero-cost referrals.
Since many white-collar small business owners are not engaging potential clients at the contacting stage, it is imperative to get control of the prospect-client relationship using a abbreviated sales system as quickly as possible.
Many white-collar small business owners engage potential clients when contacts call to learn more about the company and its products or services. The company phone representative must be able to manage conversations to motivate callers to make appointments.
As I used the car starting example a few minutes ago, the mechanical and electrical systems involved when a car key is turned to the START position is equivalent to the five sales system activities necessary to convert a contact to a satisfied client.
The reason why using a sales system is important is because behavior psychologists have written studies identifying 16 personalities people have. A sales system minimizes the potential of losing business because a sales system does not require salespeople to adapt to one or more of the sixteen personalities. This is the reason why many businesses do not successfully convert contact to clients...salespeople unsuccessfully try to guess contacts' and prospects' personality traits during the selling process.
In summary, using a sales system yields the following:
"If you do X successfully, you will get "Y" and be pleased with "Y".
"If you invest X dollars, you will get a multiple of X dollars...such as 3X, 4X or 5X as a return on investment.
By far, the biggest advantage white-collar small business owners receive when using a sales system is converted clients referring their friends, families and colleagues after experiencing great sales experiences.
321 Biz Dev's Referral sales system module shows white-collar small business owners how to get zero-cost referrals. Getting referrals from new clients is a testament to the power of using a sales system.
If this episode provoked some deep thought about improving your sales performance, please do not hesitate to contact me, Rick Nappier, at 726-999-0999. Or, if you are Spanish language business owner, please contact Yeilyn Rodriguez, VP, Business Development specialist at 786-697-3400. Ms. Rodriguez is fluent in both Spanish and English.
Interested parties can click here to visit our website. Then, click the Questionnaire tab to complete the 5-minute questionnaire so 321 Biz Dev can learn more about your current sales situation or learn about your current or past experiences with trying to improve sales performance. A 321 Biz Dev specialist will contact you within two business days to review your responses.
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