Its the lifeblood of any business so why do we often neglect sales?
It’s easy to become complacent and rest on your current client base, particularly if you feel like you are at capacity. To not be continually looking for new customers means that you are setting yourself up for a big fall the second you lose one of your current customers…which WILL happen. The impact will be greater the larger the customer was and you will have no safety net in terms of potential new customers on the horizon.
Besides, whether you are at capacity or not, not looking for new clients means you have no interest in growth. Growth is EVERYTHING in business. Growth is what provides focus on the way you run your business on a day to day basis and informs all your decisions. It’s the framework you build your business strategy around. Moreover, it creates a sense of urgency around what you’re doing which energises both you and your team.
There is another reason that people in business neglect sales that needs to be addressed and is somewhat controversial – People are fearful of rejection. It’s rarely admitted but focusing on sales means you are having to put yourself and your business ‘front and centre’ and are ultimately open to being rejected. So, avoiding an attempt to actively sell your products or services means you also avoid potential rejection. This is the number one reason people put off making that sales call or sending that email asking for the sale.
The ‘if I build it, they will come’ mentality simply will not wash, particularly if you are a young business in a competitive market. You may get that steady trickle of enquiries through word of mouth or from any soft marketing activity but the size of opportunity you neglect by forgoing more direct sales activity is far too large to ignore.
Pick up the phone! As communication in business evolves and more and more people choose to speak over email or instant chat, the power of a well-timed phone call is greater than ever. Speaking directly with a prospect has the advantages of enabling you to address any concerns or objections in real time and to get a definitive yes or no there and then. It may not be fashionable right now but do not underestimate the impact you can make by showing initiative and calling a prospect directly.
It goes without saying that you need to have a very good reason to make the call and I would suggest that some form of relationship should be in place first. Providing that’s the case, put aside any fears and make that call and ask your prospect for their business…what’s the worst that can happen? Well, they may say no thank you. But at least you will now know that they are not interested and you can move on.