Know The Business You Are REALLY In
American Airlines had some ads with a good message where they say
We know why you fly."
What they are communicating is that they understand travelers are not just flying from Point A to Point B to stand in the airport for an hour or two, then turn around and go home.
Travelers are real people with real lives and they are flying so they can get somewhere fast in order to:
- Hug their spouse.
- Tuck in their kids.
- Hug their parents.
- See a long-lost love.
- Close a big deal.
- Go on vacation to make memories with the family.
Are You Selling Drills or Holes In Walls?
Every day hardware stores sell drills to people that don't want to own another power tool but want to poke holes in things like plywood and 2x4's or drive screws into them.
So drill manufacturers and hardware stores are in the business of enabling construction workers and carpenters and handymans nationwide to do more per hour, which makes them more competitive so they can either get more work or charge more for the work they perform or have more energy at the end of the day because they weren't fighting with crappy tools, which makes them more attentive (and better) parents when they get home to their kids.
This puts drill manufacturers in the "stronger houses—both physical and emotional—business."
Here at The Sales Whisperer® I rehabilitate salespeople and train their sales managers.
Most sales people have never had sales training, including current sales managers and business owners.
In fact, most HATE sales training, ESPECIALLY small business owners who got into business with totally incorrect assumptions about what it would take to build a thriving business.
Most entrepreneurs believe the old story about building a better mousetrap, so they focus their energies on adding features to their already good product, and neglect promoting the product.
Your #1 Job
The #1 job of a business owner is to MARKET their business.
The #1 job of a sales manager is to RECRUIT top talent.
Once that rehabilitation has been realized then they and their sales staff are ready for true sales training, which is centered on persuasion and connection rather than features and benefits or speeds and feeds.
Dog owners are AMAZED at how quickly PROPER routines in the order of exercise, discipline then affection correct "impossible" behavior when The Dog Whisperer, Cesar Milan, does his thing.
Like Cesar, I always starts with observation, which leads to understanding, then exercise before the lesson begins. You, too, will be amazed at how quickly your sales can grow once you realize what's REALLY holding you back, and that's THINKING you're in a business that you're really not.
Market like you mean it.
Now go sell something.
