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How to determine the best sales tactic for my small business

by Sue Barrett on October 31, 2011 · 1 comment

Founder and MD of Barrett Consulting, Sue Barrett

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.

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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

The small business owner: Your businesses most valuable sales tool

by Sue Barrett on October 31, 2011 · 1 comment

 

Founder and MD of Barrett Consulting, Sue Barrett

As small business owners we have a lot to think about when it comes time to market ourselves and our product or service. “Marketing” often triggers an array of tactics – not in our field of expertise. Public relations and media, marketing strategies, promotions, advertising, social media, direct mail and the cold call are all but a few of the tactics that run through our mind. If we can afford it, we seek advice, but often in small business, outsourced help is not yet within our reach.

These tactics are valuable and important but we can look within our core business first and then when we’re ready we can seek advice. The following are three core reasons as to why the business owner is one of the most essential sales tools to your business.

You’re your business: Many small businesses are named after their owners. Therefore a sales team that represents your business is an ever more important asset. If your business has your name, your reputation is crucial. If it doesn’t, pretend that it does. Train your salespeople to give one-on-one support and take the time to talk through any issues a potential customer or client might have. As a business owner, connecting with your clients and customers will not only see a return on the investment of your time but you will see referrals start to occur.

The most knowledgeable – Who better to talk about a business than the person who owns it? As the owner, you are the best to talk about your business. When an owner addresses questions, they bring with them a sense of authority and expertise which will draw respect from customers and have them place a higher value on the conversation.

Face to Face time – A crucial difference between a large and small business is that a small business allows for a more personal relationship between business and customer. This motivates customers and clients to develop loyalty and familiarity with a business. Take the time to talk with your potential and current customers and clients and develop a professional relationship. This will allow your customers and clients to see that you genuinely care about their business and that they’re not just another sale to be won.

Selling and marketing doesn’t need to be overwhelming. Look at what you have at your fingertips and look at your staff and your own abilities. When people look at a business they see its strengths, values and culture as a reflection of its owner. This makes the business owner the most valuable sales asset to a small business.

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