| There are many ways in which a company can | | | | from the equally frustrated HR Director as he |
| improve its profits. For example it can cut costs, | | | | trips over a pile of unused sales training manuals |
| if there are any left to cut; suppliers can be | | | | and strategic selling charts. This may seem a little |
| squeezed if there is any juice left in the orange; | | | | harsh, and it probably is, but weren't there good |
| acquisitions, mergers and disposals are other ways | | | | sales people before the introduction of IT |
| of increasing profits; and of course let us not | | | | systems and complex sales techniques? |
| forget restructuring and refocusing, the favourite | | | | Much is written in the business pages and journals |
| terms in press releases, as companies try to | | | | about all aspects of business, but so little about |
| convince analysts that the extraordinary charge | | | | selling. |
| on their P & L was justified. Most if not all, of | | | | The fundamentals of selling are simple; find a |
| the above are expensive, some extremely | | | | prospect who needs something you have to sell, |
| expensive, some are short term and some | | | | and has the money to pay for it. Convince them |
| potentially dangerous. | | | | of the value of your proposition, counter their |
| In our opinion there is another way, and maybe it | | | | objections and ask for the order. Sales people |
| is taken for granted - and that is to sell more, sell | | | | flourish in an organisation where there is a clear |
| better, and sell faster. After all greater volumes, | | | | business plan with realistic goals, a well defined, |
| better margins, and improved cash flow are not | | | | unambiguous sales strategy, a strong value |
| far from most executives' priorities, and these | | | | proposition, and a supportive management |
| are the benefits that come from selling more, | | | | environment. If an organization has these |
| selling better and selling faster. | | | | attributes a well managed and motivated sales |
| Also it is relatively cheap to implement. "No it's | | | | force will do the execution. |
| not!" is the cry from the frustrated CFO who | | | | The next time you are planning a strategic review |
| after three years implementing a CRM system at | | | | to enhance shareholder value, or just to improve |
| a preposterous cost, is still waiting to see some | | | | profits, make sure you ask the question, |
| bottom line benefits. "Oh no it's not!" is the cry | | | | "Whatever happened to selling? |