Roy's Blog: July 2015

July 27, 2015

A report card on #sales

Sales is a critical function to any organization in terms of creating competitive domination. This fact is often underestimated and ‘the sales guys’ are looked on as the used car custodians of the organization. They need more respect and they need to earn it.

We need to treat sales differently.

Their STRATEGIC ROLE must be clearly defined.

The CUSTOMER VALUE they are expected to deliver must be carefully crafted.

The BEHAVIORS they are expected to exhibit day-in and day-out must be designed to deliver targeted results.

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And, we need to hold sales accountable to deliver. Strategic goals must be integrated into their performance plans and their compensation. If Sales don’t get paid to behave a certain way, they won’t do it.

My assessment of sales performance:

X Human indifference - love their product; not too fussy about humans;
X Too much flogging - paid to sell products and not build intimate customer relationships;
X Not enough problem solving - driven to sell stuff not actively engage in the customer experience;
X Resistance to follow-up - follow up time takes away from flogging which could impact their bonus;
X Little customer advocacy - product centric behavior impedes concern to fight for the customer’s rights inside the organization;
X Virtually no secret gathering - paid to sell stuff not learn what the customer is all about;
X Insufficient commitment to service recovery - fixing mistakes is someone else’s job; pass it off to them.

There are few sales organizations that are different; an opportunity for those brave enough to break out of the traditional mold with a sense of urgency.

Try it.

Your customers will thank you for it.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

Other sales articles you might like
Stand-out sales people touch your heart
8 things to do to survive a major competitive shift
Self assessment: Are you a sales stand-out?

  • Posted 7.27.15 at 06:00 am by Roy Osing
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July 23, 2015

“Doing it”

“Doing it is ten times better than talking about it”

Pontificating is easy because it requires little or no commitment.

Words are cheap; risk-free.

Action subjects you to failure.

But it also unleashes the potential of joy and happiness.

We need people who act and fail (a lot).

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
Permission granted. Do nothing!
Execute don’t pontificate!
Execute first; plan second

  • Posted 7.23.15 at 05:47 am by Roy Osing
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July 20, 2015

3 things servant #marketers do

Flogging is about ME. Serving is about YOU.

My regular reader will know that I rant about the need to banish the flogging mentality in business; to move away from pushing stuff at people.

Flogging is “It’s all about me”, supply-oriented marketing where the focus is on what is supplied rather than on what people demand.

Flogging is also “presumptive marketing” where businesses decide what will satisfy us and make us happy. Because they have a supply mentality they presume to know what is best for us.

Furthermore, flogging presumes that products they create for the “average” customer will fit the needs of everyone.

The flogger has a limited life span.

People have more choice today than ever before. Their wants and desires are complex. They lead busy and varied lives. And they are looking to organizations to be responsive to their particular wants and desires.

They are empowered. If they can’t get their special needs satisfied by their current company they will leave them in a heartbeat for another.

Successful marketing tomorrow will be built from “Its all about you”.

Marketing that SERVES rather than flogs. Marketing that seeks to discover what individuals want rather than presuming that what is produced for the masses will work for them.

With an abundance of choice it’s pretty obvious that people will go where they are heard and where they will get special personalized attention.

Where they are served.

To get on the serving marketing track, ask these three questions:

1. Who am I paying attention to? This is not about a mass market, it’s about an INDIVIDUAL. You can’t effectively serve markets (too many people with diverse wants). You can only PRODUCE for markets. Serving requires that you look at each person separately. One size NEVER fits all.

2. What are the UNIQUE characteristics of this person? How is she different? What makes her special? What are her secrets? Be prepared to invest the time to discover what makes her tick.

This is not a quick process. Earning trust and the right to know her at a more intimate level is not a wham-bam-thank-you-mam process.

3. What personalized “thing” can I create or do to for her to reflect her distinctiveness? What is the specific thing I can do for her to make her happy? The key here is not to think about whether or not your “thing” applies to anyone else. It doesn’t have to. It shouldn’t.

Remember: serving and flogging part ways here. Flogging ALWAYS tries to find a solution that applies to as many people as possible.

Serving, on the other hand, tries to deliver a unique solution for each and every person.

Serving increases the relevance factor.

It’s DiFFERENT.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

Other marketing articles you might like
Playing the price cutting game isn’t good marketing, it’s insanity
Why don’t we have a Customer of the Month award?
Run it as an experience not a…

  • Posted 7.20.15 at 05:42 am by Roy Osing
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July 16, 2015

Copying is for losers

“If you copy someone, all you do is lower the bar…”

Why would you want to be the same as someone else?

All you do is blend in and go unnoticed.

All you do is mask what makes you special.

We need special people on our world to do what needs to be done.

We DON’T need copycats who make the common herd bigger.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
Self assessment: Are you a sales stand-out?
6 tips for bucking the small business failure rate
6 missteps I made as a leader

  • Posted 7.16.15 at 05:39 am by Roy Osing
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