Sunday, December 12, 2010

Action + Quantity + Quality = Profit

Lesson number one: “You’ve got to show it in order to sell it.” This simple technique given to me decades ago by a wise sales manager seemed so easy, yet it was full of common sense. So, the question is how many times do you present your product and ask for the sale? You’re going to find out right now.1.      Add up your presentation for this last week. Done? Good. 2.      Multiply your presentation total by number of sales consultants that worked this week. Got that total? Excellent.3.      Find the Up Log and count how many customers walked in during this past week. 4.      Subtract presentation total from the Up Log total. Was there a big difference in the totals? I bet there was. The next question is why didn’t each guest, client, customer or prospect get a presentation? Lesson number two: ABC — always be closing. One must make the presentation (Action!), do it consistently (Quantity!), and do it right (Quality!) in order to make sales (Profit!). Tell me, are you a sales person or an order taker? If your presentation numbers do not match Ups, or at least come very, very close, I submit you are an order taker. Order takers don’t make much money, folks. Lesson number three: Don’t get bogged down in the details. Look, I am all about keeping accurate records and setting ticklers and all that, but often we get bogged down in the details of being so very efficient at keeping records, we forget to do business. Lesson number four: Use every opportunity to ABC. You make a sales presentation whenever you lay a piece of literature down in front of a customer and talk about it. You make a sales presentation whenever you present or demonstrate a product. You make a sales presentation when you deliver a proposal. You make a sales presentation when you submit a bid. Every time you make a sales presentation you are, in effect, saying, “Here it is. How about buying it?” Sales consultants who reach their brand’s or dealership’s elite levels do so because they understand and practice the fundamentals. They do these things because they have a positive effect on their pay plan.Lesson number five: Step up. Whether it is on your calendar or an a fancy spreadsheet or a simple piece of paper, for the next month I want you to keep track of how many sales presentations you make. At month’s end, add them up. Then the next month, make it your goal to double that. Once you have committed to that goal, ask yourself, “How can I reach that amount?”I have no doubt you’ll come up with a plan. Start another tally sheet and compare the two months when you reach the next month end. Here’s what’s going to happen. As you begin to present more frequently, you’ll find yourself focusing on the fundamentals and the extremely important activities. You’ll tweak them. And, more importantly, you’ll generate more opportunities thus creating more business.  It is just that simple. As Conrad Hilton said, “Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don't quit.” 


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