The Sales Café

This past week I had a very enlightening conversation with a friend, Steve Diller, who is a well known market strategy expert and the author of Making Meaning, about go-to-market strategies companies need to employ in this stage of the economic cycle. I think, as many of you will agree, that we seem to have turned the corner toward recovery, and that some, or most companies are starting to see improving sales. His view was that it is fifteen seconds past midnight, or thereabouts, on the new day of the economy and it's time to get prepared for the expansion that is coming next. I think that is a perfect assessment of where we are right now.

The last time the economy was in this exact spot, at least in Silicon Valley, was perhaps June 2002. As I look back over the the past seven years of client work, I see a clear pattern. Companies that got their sales planning together early, and whose sales process, systems, and methodology were in tune, came out of the box early and benefitted the most from the last expansion cycle and have survived the downturn relatively well. Those that dithered, or who tried to squeeze the last ounce from their tired old strategies, are dying. Let's learn from them.

Sales Executives! Your companies are entrusting the successful road through the sales recovery to you. Many things you thought you knew are now in question. And we all know the world has changed in many subtle and not-so-subtle ways since late 2007. Most certainly, the sales methodologies of the big expansion will not work in the recovery phases of the cycle, or not work as well. B2B and B2C buying relationships are greatly altered today. Who would have thought that your credibility may rest in Linked-In or Facebook?

A solid vision, structured sales planning, and a healthy dose of Outside-In sales methodology is critical, perhaps more than anything else right now. If you want to take full advantage of the recovery, make sure you have these pieces in place, or get help from those who can help you most. Most of us prosper on the way up, so throw the covers off your head; it's very early in the morning but it's time to do something.

Creating a trusting customer relationship is at the core of every B2B or B2C salesperson's role. Sales is a company's face to the customer. Whether talking on the telephone or in person, the salesperson's goal is to make a connection with the customer. Through that interaction, the prospect and/or customer develops the trust that results in a buy decision. 

Salespeople are generally expected to generate their own leads in addition to those generated by marketing. Their ability to do so is the difference between success and dashed expectations. A salesperson who has confidence that their lead generation approach creates trust will be motivated to repeat the approach. 

What is the best way for salespeople to generate new leads while fostering a trusting customer/sales relationship? 

Please click on the link below to participate in ELA's six question Business Development Survey: Generating Leads and Building Trust. Share what you think is the role of a salesperson in arranging the initial customer meeting. Offer your ideas for approaches that lay the foundation for a trusting relationship. By sharing, you will receive a summary report of the results including a list of ideas to improve lead generation performance in your sales organization or territory.

Please click here to take the short (only 6 questions!) ELA Consulting Group Lead Generation Survey!

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