Thursday, October 21, 2004

I got this article yesterday and thought I would substitute it for what I was going to talk about today - it's still very pertinant - about keeping things simple.

Simplify for Success
The distractions of complexity are everywhere.
Look Around!
Your customer’s business, decisions, interactions and communications with their
customers are continuing to get more complex. Today’s sales landscape offers more
products, more services, more options, more choices and more providers than ever
before. Business is moving at a dizzying pace and people are trying to juggle more
projects, more priorities, more responsibility and more balance.
Salespeople and business owners are trying to manage more customers, more
information, more technology and more distractions that have nothing to do with
selling more products and services.

This is not a picture of doom and gloom but rather a picture of opportunity. This is an opportunity to communicate more effectively, to follow-through more thoroughly and
your opportunity to make your customer’s life easier, and more profitable! To sell
more and increase profits immediately, simplify the following areas:


GET TO THE POINT! Never say in 100 words what can be said in 25 words. The
important part is the substance of what you say rather than how long you take to say it. Simplify by cutting in half any written, verbal or e-mail communication with your
customer. Begin a proposal or presentation by simply stating the three key points
around which you will provide impact to your customer. Be clear and concise in all
that you say.


This doesn’t mean eliminate preparation and start "winging it" through sales
presentations. Break planning into fifteen minute segments and designate a topic
for each block.


Help your customers buy rather than just trying to sell them. Help your customers
buy in both short and long cycles through the use of multiple resources, decision
making levels and relationships.


Repeatedly practice your delivery and presentation with an emphasis on being
conversational. Emphasize the skill of talking with your customer rather than talking
to your customer. Breathing is the key to both tone and pace so insure that you have
plenty of air in your lungs.


When it comes to productive sales behavior, follow-through ranks as the highest
priority. It is the most talked about and least executed activity in the sales toolbox. You will service your customers at a higher level and sell more when you execute on follow-through relentlessly. It is the one or two things you do differently that make
you memorable in the mind of your customer. Never underestimate the power of
urgency and immediacy. Stated simply, you must do what you say you will do
consistently and with greater focus if you want to put significant distance between
you and your competition!


Here’s the bottom line: Your customer wants you to simplify their life by simplifying their experience! Your customer is looking for every way possible to increase their
sales and improve the profitability and performance of their company. You possess
key strategies, services and products to make these goals a reality.

SIMPLIFY the experience for your customers and get ready to increase your sales,
margin and effectiveness BIG TIME!

Brent Patmos is President & CEO of Perpetual Development, Inc., specializing in
Sales Training, sales seminars and consulting. Mr. Patmos can be reached at

Till tomorrow,

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