Increase sales? Sell from your vision.

How do you increase sales if you have lost sight of your vision – the ‘how and why’ you are selling?

For 18 years I’ve worked with businesses of all sizes, stage of growth and across different markets. One thing in common?  The desire to maximize sales, shorten the sales cycle, excite and engage their marketplace – and create a bigger impact.

Yet sometimes companies may be on the brink of marketing-self-sabotage — where marketing and sales initiatives undermine or delay sales — and they don’t even know it.

One of the symptoms of this is when a company doesn’t lead (by which I mean consistently act with a deliberate direction) from their vision.

Your company exists for a reason. There’s an underlying vision of what it wants to change in the world or in people’s lives; there is an impact the founder of the company envisaged. Yet companies lose track of this and stop leadiIncrease salesng from their vision.

I like to ask companies about their vision right up front, and it’s surprising how many people within a company — sometimes even founders — aren’t crystal clear on their vision, and how inconsistently the vision is articulated, with so many different answers. Get clear on your vision, share it with your company and then lead from it — not just in terms of management, but in terms of positioning and marketing.

Do you believe in your vision and act in ways that constantly and consistently support it?  Does every part of your business reflect your vision – from the way you communicate to your market, to the way you articulate your sales cycle, to the way you treat your staff? Are you acting on, reinforcing and underpinning the vision every single day ?

Help your prospects and your communities understand why your company exists and make it easy for them to engage with you.  Build your vision into your working practices. Remind and inspire your co-workers. Because if you’re not clear and engaged on the vision, then no-one else is going to feel part of it.

If you are looking for fresh inspiration on how to accelerate and reinvigorate your sales cycle then join us for our FREE Sales Mastery webinar on August 25. You will learn more about how a shift in attitude and a killer sales plan can dramatically and immediately boost your sales conversions. We look forward to you joining us!

Sales: What problems don’t you solve?

I previously talked about the need to see things from the buyer’s perspective, and in the best-possible sales scenario, to actually become the assistant buyer.

In order to help the buyer as much as possible, you have to work to understand the problems that they have and know the problems you solve. And be really clear on this, and very specific.

What’s just as important as knowing what problems you solve, is knowing what problems you don’t solve.  In the sales process, some salespeople— intending to be helpful — can end up trying to solve problems that are not what they are there for. While this may seem to be well-meaning, it’s confusing to the buyer. It dilutes the strength of what you do and what you specialize in, and can make you look like an opportunist, not committed to a single vision, or interested in helping the customer to the best of your ability.

This side-stepping in order to take advantage of a different problem can also be symptomatic of a few things:

(1) you’re worried that your solution or whatever you are proposing as a sale isn’t enough, or that you personally feel a need to prove yourself worthy;

(2) that you’re easily distracted. Some people call it the Squirrel Syndrome – as in, “Ooooh look, there’s a squirrel,” also known as the Shiny Penny Syndrome. If you do have a tendency to be distracted — and if you’re an entrepreneur — you wouldn’t be the first. This ability to spot an opportunity, or to want to solve a problem or to be challenged and resolve a situation is a common trait of entrepreneurs.

But, it’s still a distraction. For everyone involved and certainly from the sales process. So, stick to the problem you know you can sell and the best way that you can serve the prospect.

So while it’s important to be crystal clear on what problems you solve, it’s also very important that you have boundaries and that you don’t get distracted, confuse the buyer, and try to solve problems that are simply not in your wheelhouse.

Want to increase the rate of sales at your startup or business? Then sign up to join Hazel Butters for a free mini-training: “How to Make Your Startup a Sales Machine.”