How effective is your sales channel?

By demystifying the sales process, businesses are able to demonstrate that selling is more a process than an art.  Removing the perceived “art of selling” creates opportunities to improve sales effectiveness and performance.

Far too many organisations train their sales people in the features and benefits of their products or services but do very little on the selling process itself - they leave this important process to the sales person‘s discretion.  As in any other field of expertise, there are some individuals who will simply “get it“ and be the natural seller we all admire.  However, the key is to provide a basis on which that vast majority (who are not natural sellers) can understand and execute the process consistently and with great results.

McDonalds recognised this issue many years ago and the statement “would you like fries with that“ has become almost legendary.  They simply moved the up selling process from an art to a science.  There would be some who suggest that up selling is out of the question with more considered purchases.  Certainly, the actual words you use might be different, however, the principle still holds true.  Ultimately, up-selling is not a deceptive practice, but rather provides a benefit to a current customer with a mutual exchange of benefits with a convenience for both parties.

Creating a structured sales process provides sales people with the confidence to approach and initiate opportunities that would prove a challenge otherwise. A process on its own however has the same impact as a one day sales training seminar. It provides information, but falls short of changing behaviours to achieve results. Ultimately, a process to monitor and re-enforce the desired behaviours is required.

Regardless of the type of product or service being sold, the key issue at stake is driving performance. 

 

John Varvarigos

John Varvarigos is a Senior Consultant at DC Strategy.

DC Strategy is the region’s leading specialist consulting and legal firm. Our specialist teams in Strategy, Franchising, International and Legal have developed the networks and brands of many of the region’s most successful businesses. Contact John Varvarigos at john.varvarigos@dcstrategy.com