Updated July 30 at 11:23pm

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ADVICE

Global sales needs are also local sales needs

Recession means "less" not "none."

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I’m traveling to Warsaw, Poland, next month to deliver two public seminars. After a couple Skype interviews, I discovered that although the United States and Poland are 5,000 miles and many, many cultures apart, our sales needs are the same.

To prove my point, here’s a portion of the question and answer interview I did:

Jeffrey, everyone needs to increase sales, especially during this economic crisis. Everyone is looking for some magical formula or shortcut. You write there is no formula, but there are rules to follow that will lead you to the promised land of more sales. What’s the best way to keep up sales during the current recession?

Recession means “less” not “none.” Salespeople have to fight harder during tough economic times. I recommend having a morning breakfast (or coffee) with a client or a prospective client. This gets your day started early and on a positive note. But this is only one way to keep your sales up. It takes a concerted effort that includes social media, solid relationships, referrals and attraction. It’s not impossible – and it’s not easy. The good news is most salespeople are not willing to do the preliminary hard work it takes to make sales easy.

How about sales channels? You talk a lot about different media (email, video, social networks, etc.) as ways of selling. How is the role of the salesperson changing, and what’s changing in terms of which sales channels are being used right now?

The Internet and all forms of social media are the new channels and the now channels. But it’s not one channel – it’s all of them – each with their own formula for attraction, engagement and connection. Is there one key element that’s a constant across all channels? Yes, the element is perceived value to the recipient.

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