In the past few weeks and months I have watched different companies respond to the recession in various ways. Today, I heard one business leader express what I think is a very powerful view of how businesses should think about the future and how they can prosper now and in the months ahead. His comment to a group of colleagues was “We are going to sell our way out”. Wow…..That is a great attitude!!! Not only is this the proper attitude, it also makes sense. Here’s why.
Several years back (about 15) I went white water rafting. The guide in the back of the raft was a very seasoned river guide who had guided on every continent. He said to me something that I thought was very interesting. He said that when people fall out of the raft, two things happen. They either swim wildly, beating their arms and legs against the current and waves, or they just go limp and wait for someone to rescue them. My instinct tells me that a person should swim to the boat or shore and hope to get rescued (if needed) while they swim. That is what this leader was saying. We are going to swim. Even though the water is swift, they will survive and prosper by taking positive steps to improve their situation. This is the proper attitude to take today, tomorrow and anytime.
Why does this attitude also make sense, because it is practical. Many companies today will report that their business is off by 15-30%. If so, they cut their operating expenses to adjust to cash flow needs and obligations. While thinking about ways to increase operational efficiencies, they can also think about ways to improve their sales efficiencies. By improving how efficient they are in their sales development efforts they can “sell their way out” without actually spending additional capital to do so. Here are three points that might apply to your firm regarding how you can improve your sales efficiency.
- 1. Retool your value proposition. Make sure that what you present today regarding how you help your clients is still relevant in today’s economy. What worked yesterday might not work today.
- 2. Properly identify who your ideal prospect is. A great prospect six months ago might not be a great prospect now or in the next 6-12 months. Is your current client base fearful of the future or taking time to plan and strategize how they will come out of the recession a stronger more profitable and dynamic company? An ideal client today should at least be thinking this way or your sale will have to be two fold; first to convince them that they should be optimistic about the future and then on your value proposition.
- 3. Understand and implement new sales metrics. Be sober about the fact that you might have to work harder individually and as a team. If you needed to make 20 calls a day last year, you might have to make 40-50 calls today. Re tool your own metrics and determine what new expectations will be required to meet the revenue goals that you have.
It starts with a leadership attitude; determine to “sell your way out”. Start swimming and don’t wait for someone else to bail you out. Follow that with a dedication to become more efficient in your sales strategy and efforts. This is a one two punch that will keep you and your business thriving.
