Every small business must make sales and to keep on making sales to survive. The question is, how do you make sales and what sales tactics are right for your business? This can be overwhelming to answer. With so many different “do’s and don’ts” to keep track of, it’s hard to know who to listen to and where to spend your money.
The first question to address before thinking about “how” is examining where you are now and what you want – in other words the “why”. Knowing why you are doing something sets the direction and gives you a clear path to reach your goal. You’ll be surprised at the number of people who try to look for the solution before determining what they want addressed. The question needs to be asked, what specifically would we like to see in order for sales to be produced?
Small businesses have smaller budgets and therefore can’t afford trial and error and “taking a risk” like the larger businesses. By breaking down your thought process using the following steps you’ll be able to help clearly navigate your actions for business growth and sales.
What do I want and what do I have? – Think about your target audience. Who are they? How do they like to be engaged? What are your business goals? What is your budget? Once you answer these points you can then narrow down your options.
What am I selling? It may be a product, service or advice that is your core commodity or it is a combination. Knowing what you’re selling will allow you to see what tactics will be best to suited to attract sales and give you value for money.
What is my point of difference? Understanding and identifying your point of difference early on helps you define the right sales tactic. Is it expert advice? Perhaps establishing a name for yourself through blogs and opinion pieces would be a useful tactic. Sometimes research into your product or service can show a point of difference. Many people want to know statistics, facts and figures. Conducting research prior will see you ready to address any questions.
Just remember always assess the “why” before the “how” to make sure your tactics and actions are the best for your business. This thinking will help you avoid mistakes and spending limited funds on activities that don’t help you get where you want to go.
Sue Barrett is a leading voice in 21st century sales and advocates that everybody lives by selling something. Sue is an experienced speaker, adviser, writer, facilitator, sales coach, training provider and founder of Barrett Consulting Group. Visit www.barrett.com.au