If out-selling your competitors in 2013 is your goal, then here are seven simple tips to get you started.
1. Ring-fence your existing accounts
If you want to get ahead, and stay ahead, of your competitors in 2013, the very first thing you need to do is ring-fence all your existing customers. What are your relationships like with your existing accounts? The ones you don’t get on as well with? Would they tell you if a competitor had been in? And if they did, would you retain the business at the same price, or would you have to price match to keep it?
2. Focus your prospecting
The quality of your prospecting will be one of the biggest factors in how successful you are in 2013. There will be certain specific criteria that make certain prospects more ideal for you than others. If you don’t know what they are, you need to find them out — and fast! If you’re really not sure, take a look at your existing client base. What was it that made them purchase at the moment they did?
3. Become a “valued resource”
In order to be seen as a valued resource, you have to earn it. Get updated on industry trends, technological advancements and understand the impact that these could have on your client’s business. You have to be able to hold a business conversation with the level of decision-makers you’re meeting. Invest the time to do things like this, and it will pay you back tenfold!
4. Have a plan for your attack
One of the best ways to get ahead of the competition is to win some of their customers from them! Why not map out competitors’ accounts in your territory, then create a call plan for getting in to see them, and focus on winning their business. Experience shows that focused approaches like these have a far better chance of success — and also put a big dent in your competitor’s motivation at the same time.
5. Increase your activity
Now, once you’ve targeted your prospecting, the next thing you need to do is crank up the volume. I’m a big fan of a high level of activity and the reason for this, is that the more deals you have in your pipeline, the more you can afford to lose! Purely by increasing your activity, you increase your chances of success — and therefore increase the amount of money you can earn. Who wouldn’t want to do that?
6. Keep motivated
We all know that motivation is important for a salesperson. But it’s the salesperson’s ability to be consistently motivated that will help them stand out from the rest.
7. Sharpen your sales skills
If you want to stay ahead of your competition in 2013, you’ll need to sharpen your sales skills. This means getting up-to-date, relevant sales tips and advice from trusted sources. If you get some internal training at your company, great! If your company invests in bringing an external trainer to help you improve, even better! If you’re one of those people that believes in investing in yourself (even if your company doesn’t), I take my hat off to you.
However, you don’t have to spend money to keep your sales skills updated — there are lots of free or low-cost podcasts you can listen to and plenty of seminars you can attend without spending a fortune. Just make sure you put into practice what you learn.
We were told that Monday 3rd December 2012 was Mega Monday (or Cyber Monday as others call it). Apparently, on this single day, up to £10,000 per second was being spent online.
There are always forecasts like this, and always on the first Monday of December. I’ve never seen a retrospective analysis to determine if it’s true or not, but what I do know is that once Cyber Monday (or mega Monday) has been and gone the focus of Christmas shoppers begins to move away from online and toward physical shop-based retailers.
With two peak shopping weekends to go before Christmas, retailers need to stock up, spruce up, get festive and bring in extra staff.
The next two weekends are likely to have the highest footfall (especially since few online retailers will be guaranteeing delivery by Christmas on orders placed after 15th due to the overload on couriers and postal services) so you need to be ready to make the most of it.
Here are a few top tips:
So, lots of ideas and I am sure you have plenty more too. The key is to make the most of those two big weekends when footfall should be noticeably increased. And make it a very merry, Indie, Christmas!
Clare Rayner is the author of The Retail Champion: 10 steps to retail success.
Each year, the Christmas retail floodgates open with November’s Black Friday and December’s Cyber Monday and the festive shopping season continues with sales of epic proportions. In fact, Adobe Digital’s Online Shopping Forecast for the United States and Europe estimates that the online retail sector will make approximately $2 billion on Cyber Monday alone.
But the Christmas season is not just a time for big brand advertising — smaller merchants can also make the most of the festive retail fever. Below are some practical tips for retailers of all sizes looking to profit from the Christmas shopping rush.
Finding an original gift at Christmas can be hugely challenging, especially in an online landscape crowded with big brands offering discounts on bestsellers. However price isn’t the only consideration — originality can be a huge selling point. The old adage “it’s the thought that counts” is still true today; people want to know their loved ones have thought about what they would like to receive. Data analyst group Experian predicts that Monday December 3rd 2012 will see UK consumers spend 15 million hours shopping online. And throughout the month, time spent making e-commerce purchases will reach 375 million hours. A lot of this time browsing will not result in a purchase, as people are unsure of what to buy. The success of retailers like Notonthehightstreet.com prove the value of originality and inspiration.
With a vast content universe just a few clicks away from a retailer’s online shop front, it’s easy for shoppers to get distracted as they consider their seemingly endless purchase options. 21st century shoppers like to make an informed choice, so providing them with rich content will be critical to converting sales. Merchants should consider engagement tools such as videos to demo key products for Christmas, or interactive images that let you see how an item of clothing would look as part of an outfit.
Savvy merchants should look at Christmas from a shopper’s perspective. Most of us are faced with a raft of uninspiring Christmas lists from indecisive family members each year. What do you get your Dad apart from another pair of socks, and how can you think of an original gift for a partner you have been giving birthday, Christmas and anniversary gifts to for many years? Rather than taking a product-led approach, merchants should consider taking a demographic or price-led approach and curate Christmas collections, such as “under £10” or “for the in-laws”. This way they can engage and inspire shoppers, taking some of the legwork out of the illusive present hunt.
Shoppers will be actively hunting for promotions and interesting gifts on social platforms (and not always in their free time). VoucherCodesPro.co.uk recently found that the average Brit in full time employment spends up to 1.5 hours per day on social network sites during work hours. That equates to 7.5 hours per week. The most common times for switching on to social networks at work is between 10am–11am and 3pm–4pm. Tap into festive offer hashtags in the run up to Christmas, or run Christmas-themed competitions with the chance to win a gift bundle.
Christmas is a stressful time for shoppers, but it’s a huge opportunity for a merchant to make a favourable brand impression. This should include everything from the basics of offering good customer service and speedy delivery to added extras, such as gift wrapping, personalised notes or tailored free samples. While all these things should leave customers with a warm fuzzy feeling, retailers also want to ensure shoppers come back again and again, so you could consider providing existing customers with special offers to reward their loyalty on an ongoing basis.
Throughout the year, Monday has highest conversion rate for online retail. Data from Rakuten’s Play.com reveals Brits combat the Monday blues with an evening of online retail therapy — indeed, Play.com clocks its highest browsing and buying figures from 8pm–10pm every Monday, while mobile browsing surges on Monday morning from 7am–8am. Time your Christmas communications to hit when shoppers are more likely to make a purchase, whether this is through offers, suggesting items, or even limited edition products that will only be available for a short period of time.
Make the most of the Christmas shopping rush by extending these tactics across all your channels, from your website to social, and from email marketing to mobile communications.
Happy Christmas shopping season!
Adam Stewart is marketing director at Rakuten’s Play.com.
Friday 5th October marked one year since the death of Steve Jobs, but his legacy as an entrepreneur lives on. In particular, there are important sales lessons that we can learn from Steve Jobs.
In particular I admired his ability to release new products that people didn’t even realise they needed until he released them! At which point they became must-buys for a lot of people — and that’s coming from the owner of an iPod, iPhone, Macbook Pro and iPad 2.
So what sales lessons can we learn from him?
1. Don’t be afraid of being different
Steve Jobs was never afraid to stand out from the crowd and to pursue things that other people thought were stupid. Until he did them and the people stood back and applauded. In a sales context, what aren’t you doing right now because other people think it’s stupid?
2. Love what you do
One of Steve’s favourite sayings was “love what you do”. My question to you is “do you love what you do?” The answer for most salespeople, and most people in general, is “yes, when things are going well”. I’ve always said that in my opinion, sales can be the best job in the world when things are going well…. And the worst job in the world when things are going badly! So for those of you that don’t currently love what you do, you need a more compelling reason for doing what you do.
3. Turn your TV off!
I remember Steve saying: “We think you watch television to switch your brain OFF, and work on your computer when you want to turn your brain ON”. I’ve always loved that saying. When I ask most salespeople “how much time do you spend on trying to improve your sales or your sales career against how much time do you spend watching TV?” guess which one is normally most popular? Most salespeople I meet rarely work on their sales career outside of work and even inside of work they rarely work on improving it — they just end up doing it.
4. Create a buying experience
Steve Jobs and Apple were fantastic at creating a “buying experience” every time you bought one of their products. Anyone who has bought from Apple will confirm this! Whether it’s an iPod, iPhone, iPad, iMac or anything else in their product line, if you’ve bought one you’ll know that it’s a bit different from the usual buying experience.
An Apple store experience is just that — an experience. The majority of people on the shop floor know exactly how to answer your query, or find someone who does in a minute. Does that have any impact on how many people buy more products from Apple? Of course it does!
5. Don’t fear failure
The majority of people I speak to, at some point, have to deal with failure. So therefore most people also have to deal with a fear of failure. Something that happens in advance of an event that they think will mean failure for them. So one of the things that I do when I work with an individual or sales team is to look at what failures they’re afraid of. Number one on this list is usually cold calling, or in some cases, any kind of sales calls at all! How many of you or your team are putting off calling a prospect that could be a really good source of income for you, because you feel like you’re not ready?
Selling has changed over the years although much remains as it always was. Many of the attitudes of a successful salesperson have remained consistent but to be successful, salespeople also need new types of behaviour, skill sets and knowledge.
A useful model is BASK (Behaviour, Attitude, Skills and Knowledge)— getting all four right is essential for successful selling. Attitudes tend to be constant within a person. And while we can choose our behaviours, they naturally align with attitudes. Meanwhile, both skills and knowledge can be learned.
There has been a big shift in recent times. Our customers are more discerning and knowledgeable than ever. Sometimes they may have picked up the wrong information, or only have partial knowledge but it’s our job to use our knowledge and sensitivity so the customer doesn’t feel they have it wrong.
Don’t be pushy
We know that customers go through a buying process, no matter what they are purchasing. Salespeople have to guide customers rather than “push product” at them. Our approach needs to reflect that buying process rather than solely focus on a sales process. A successful sales process is structured and yet flexible and it helps the customer through their buying process.
It’s all about finding “congruence” — the point where the offering meets the customer’s needs and aspirations and the salesperson and the buyer are agreed on a course of action. And that is when the sale is made.
Understanding the personality of the customer is a vital part of the process. Some customers may find a particular approach patronising or even annoying.
Being congruent is not about imitating the customer, but it is about making our approach more acceptable to them and engaging with them more readily. Some may call this rapport — although we believe true rapport takes longer to form — but at its simplest, it is about establishing a connection with the customer.
There is no doubt that in a web-enabled digital age, the role of a salesperson has to change. Quite simply, in most markets, prospects now have more access to choice and information than ever before. This has altered the way buyers access choice and make decisions. Simple logic would, therefore, dictate that sellers have to react and alter their own behaviour.
Below are three questions every salesperson should be asking themselves today:
1. Where do I add value?
Quite simply, salespeople used to provide value by turning up. In a world where there was limited access to information, seeing a few sales reps was an efficient way for a customer to find out what was going on in a particular marketplace. This is no longer the case. Today, customer perception is that they can find out most of the information they require online. Therefore, salespeople have to define where they provide value in a face-to-face meeting. Regurgitating information that is already widely available, is not enough. Today, salespeople need to provide “insight”. That is, a perspective and understanding of which the prospect was previously unaware. This means that salespeople now have to be real experts in their field.
2. Do I understand the context of the purchase?
In a world where the customer is empowered, they have often undertaken much of their own research before they even speak to a salesperson. This means that salespeople are often seeing prospects a lot later in the buying cycle. In this scenario, it is imperative that the salesperson understands the context in which the purchase is being made. No-one ever wakes up in the morning and decides they want a new software system, training provider or photocopier. Understanding the events that are driving the interest in the purchase is vital.
3. How do I create a sales experience?
The web has provided everyone today with a voice. If they choose, people can post comments and views on Twitter, Facebook, YouTube and others and be read by an audience of which they could only have dreamed, a few years ago. People have become empowered and more active. For example, nearly all of the biggest shows on British TV today allow the audience to decide the outcome. People no longer want to be passive recipients. Now, they want to be involved in the process. In this context, just going through a boring sales presentation will not capture the imagination of a customer. Today, salespeople need to get the customer involved in the process. In other words, they must provide an experience.
These are just some of the new paradigms that salespeople have to deal with today. It is the best salespeople who will consider these type of questions and outperform others who are still trying to make the “old models” work in a world that has moved on.
You can read more about improving your sales in our dedicated sales strategy section.