Tool Box
Issue No. 16 - April/May 2004
Sales is a Circus
How to get on the ´preferred supplier´ list
by Craig Stubing
“To be outstandingly successful an SME needs all three functions performing at a high level— just like the ringmaster of a three—ring circus needs the acts in each of the three rings performing to a high level. If one act performs poorly it drags the whole show down.”
This story illustrates a fundamental of SME success. It also alerts us to opportunities for improvement; if we can improve our effectiveness in some or all of these 3 functions we can improve our sales results. With that in mind, let’s look a little closer.
Lead Generation
Obviously the purpose of this function is to generate leads. This can be done passively through advertising, unaddressed mail, direct mail etc. It can also be done proactively through networking, telemarketing, direct canvassing etc.
The passive approach may be more appropriate in some industries and the proactive approach may be more appropriate in others. However, as a general guide it is better to have a number of Lead Generation activities going on at any one time, some of them being active others being passive. This gives a better spread and also creates the opportunity for proportionately better results. This has to do with the fact that the more ways in which a prospective customer hears about your business the more credible your business will be in their eyes.
For example, if Customer A hears about your business via some press advertising your business will achieve a certain level of credibility in their eyes. If Customer B hears about your business via some press adverting, then hears a radio advertisement and then receives a direct mail pack your business will achieve a much higher level of credibility.
Assuming that your product is appropriate to both, it follows that Customer B will be more responsive to a sales approach.
A key component in any sales approach is the Offer made to the prospective customer; the more attractive the Offer is in the eyes of the p...
