So let’s say you have a relatively new business that’s no more than 1-2 years old. Things are progressing nicely and you’re making a decent amount of money. Maybe you aren’t quite yet jumping into a pool of it like Scrooge McDuck, but you’re doing OK for yourself.
Still, the challenge of filling the pipeline becomes a regular thing in your mind. The conversation with your team becomes, “Maybe we should hire a New Business Salesperson.”
Hey, that sounds intriguing. Someone who can get out there and sell for you, huh? You can focus on the work you’re doing and another person can head out there to make it rain.
It’s a great idea in theory. And it’s not to say it’s impossible. But here’s the two choices you’re most often faced with:
What’s that? Yeah sure, you bet I can bring in the big bucks. I worked in tons of industries and had a lot of success. Maybe not this one exactly, but I know what I’m doing. I don’t think I have to know a ton about your business. I get it. You’re what, an ad guy, a social media guy who does a lot of this, uh, Facebook updating for people, right? Sure, fine, whatever. You just do your thing and I’ll do mine. Since I’m so awesome, you need to pony up the big bucks for me but you’ll be glad you did.
Two problems with Ronnie:
1) The extraordinary amount of money he costs until he proves he can deliver the goods
2) He could find you a bunch of clients and think he’s doing incredible when in reality, the ones he’s finding are not the greatest fits for who you want to reach.
In his defense on the second point, that’s your fault, not his. You have to define precisely who you want to attract, who you don’t and how you’re going to reward him for more of the cream of the crop. This is as much a branding exercise as it is a sales issue. If you don’t know how to position yourself in terms of who you definitively want to work with – and it’s not that “everybody who needs my services” bullcrap – you will be leading Ronnie on a wild goose chase and financing every mile for him.
You don’t have to pay me much of a draw or even any draw. All you have to do is pay me a handsome commission for what I bring in. Isn’t that a great deal? Nothing out of pocket for you other than what I bring in! What’s that you say? Experience? Well, I sold flat screen TV’s at Best Buy so I’m really good at moving product and connecting with people. That’s what it’s all about and I’ve been doing it for decades. So what do you say?
At first glance, it sounds attractive for an entrepreneur. Not much risk there, right? Nothing lost, nothing gained. Except for one thing – again, if you want to improve Carl’s chances of success, you have to guide him on what your brand is all about. He has to understand the brand forwards and backwards for every prospect challenge. He has to understand your audience and what methods play well with them. If you’re in the business of Internet marketing, you probably don’t need him to knock on doors at his country club. This is so much easier said than done, it’s not even funny.
There’s just got to be someone who really gets you, gets your brand, gets who you want to speak with more often and knows precisely where you want to go.
I’ve got just the person. Grab a mirror and look at it.
What we often don’t realize about New Business is that we don’t give ourselves enough credit or see the potential we already have within ourselves. You see, there’s nothing more authentic or rewarding than knowing that you are delivering your message in a way that feels right and to the right person. This isn’t egotistical to say. If you truly have a command of your own message, who could be more powerful of an advocate than you are?
“But I don’t have enough time to do New Business. I’ve got other things that need to get done.”
Sure, I understand that. But do you think you can just give most salespeople a little instruction in a “set it and forget it” kind of way? I don’t buy that. They require guidance, collaborative planning and accountability measurement from you on a regular basis so that as a team, everyone can be on the same page consistently. That takes an investment of time too.
The middle ground can often come from better coaching and training.
This is where the rubber often meets the road. I’m certainly not immune to this challenge, which is why working with a sales coach like Steve Fretzin of Sales Results, Inc. can help ensure you’re disciplined in your activities and meeting with the right people rather than just tire kickers.
Are you with me so far? Think you have it in you to change at least a habit or two? What about as many as seven bad habits?
I think you can be committed enough to spend just two hours and a hair over $20 to find out.
If you’re in that camp, read on and join us on Wednesday, June 12th from 8am – 10am at 180 N. LaSalle as Steve and I present:
SELLING IS FOR LOSERS:
Seven Reasons to Change Bad Habits
Forget all the outdated “sales-ish” methodologies. Forget sounding like a used car huckster. Selling can be easier and even, yes, fun. Here are a few of the negative questions, assumptions and frustrations we will be solving in our interactive workshop:
· Why the traditional model of sales has failed
· Why social media “doesn’t work fast enough”
· Why you may be measuring social media success improperly
· Why your prospects are only buying on price
· Why you’re perceived the same as everyone else in your field
It’s a limited seating event, so if you’re committed to finding out just what kind of sales you can obtain on your own before blowing a large amount on Ronnie Rainmaker or hoping for the best with Commission Carl, this is the event you don’t want to miss. Mark your calendar for the morning of Wednesday, June 12th from 8am-10am at 180 N. LaSalle, Suite 3700.
Follow this link to register: