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North Bay Business Journal

Monday, October 1, 2012, 5:30 am

Sales Moves: Global sales needs are local needs

By Jeffrey Gitomer

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    I traveled to Warsaw, Poland, recently to deliver two public seminars. After a couple of Skype interviews, I discovered that although the U.S. and Poland are 5,000 miles and many, many cultures apart, our sales needs are the same.

    Here’s part of the interview:

    Jeffrey, everyone needs to increase sales, especially during this economic crisis. What’s the best way to keep up sales during the current recession?

    Recession means “less” not “none.” Salespeople have to fight harder during tough economic times. I recommend having a morning breakfast (or coffee) with a client or a prospective client. This gets your day started early and on a positive note.

    But this is only one way to keep your sales up. It takes a concerted effort that includes social media, solid relationships, referrals and attraction. It’s not impossible — and it’s not easy. The good news is most salespeople are not willing to do the preliminary hard work it takes to make sales easy.

    In your newest book, Social Boom, you say that social media is the new cold call. How does that work best?

    Here’s the short version of using social media to connect for the first time: I can find anyone on LinkedIn, and then by using simple Google search and research, I find out everything I need to make a personal connection.

    Once I connect, I ask for an informal meeting (usually coffee) to see if we have anything in common, or if there’s a need for my product or service. The secret is the first call is not a sales call, and the first meeting is not a sales pitch.

    Leaders must prove their own authenticity and the authenticity of their company. Tasteless, forgettable mission statements don’t have the force of attracting strong customers. What defines glorious organization in the 21st century?

    Most companies, especially large ones, fail to understand the difference between a mission statement, a value statement, a vision statement and a hot-air marketing message that no one understands or believes in.

    A company needs two mission statements: One for the company and one for its salespeople. If you give salespeople a real mission, they will accomplish it.

    It is also important to understand that “core values” must precede “mission.” It has nothing to do with being “No. 1.” It has everything to do with being “best.” Apple has proven that, and the world needs to learn that lesson.

    What mistakes have salespeople frequently made, and what’s the best way to correct them?

    The biggest mistake salespeople make is thinking it’s all about “product” and “price.” They fail to understand that believing in every aspect of self, product, company and customer will lead them to the success they — you — are hoping for.

    Ask yourself this: Is my world different from their world?

    I guarantee you have the same issues, questions, and concerns in your company — and in your sales — as they have in Warsaw.

     The world is small. Your world is smaller. Answers are becoming universal.

    Jeffrey Gitomer (gitomer.comsalesman@gitomer.com, @gitomer) wrote The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social Boom!

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