3 Sales Headaches Executives Can Avoid

by

#1  Too Much Focus on Low Price

Having the lowest price is not a strategy. It’s suicide. A company that can only sell its goods and services when they are at the lowest price has a serious problem. Deep discounts, special concessions, and constant “doorbuster” sales indicate the company has a weak or nonexistent marketing program and hasn’t educated the customer on why the customer should buy from them.

The customer too often reduces the lowest price company to a commodity like toilet paper or dish soap. The customer’s mind asks, “Why should I pay more for the same thing?”

Until the low-price company finds a solid value proposition to offer to the customer and starts educating the customer, they will always be reduced to vending machine status and will probably go broke trying. In other words, your salespeople fail to uncover the real problems customers face and how your product/service can resolve the problems better than anyone.

A solid value proposition makes your company unique in the eyes of customers and prospects. If you aren’t sure what elements make your company unique, ask your customers why they buy from you and not your competition. Out of these discussions will come the items you must put in your messages.

 #2:  Garbled messages to your customers/prospects

Proper messaging is what delivers the value proposition to your customers. Your goal is to create crystal clear messages that support the value proposition once you have it figured out.

If customers and new prospects are seeing and hearing conflicting messages from your sales staff, marketing materials, and other sources (such as your website), chances are your sales will slump. Make your sales staff part of the solution by having them talk to customers about why they buy from you then weaving their discoveries into consistent messaging.

#3:  Disconnected sales tactics

If your sales “system” seems to be running in all directions at once, it’s clear you need a process for keeping everyone on the same page. To avoid the “herding cats” syndrome, you should map out a step-by-step process with your sales staff and share it with all your employees. Map out on paper a consistent “way of selling” that everyone understands and follows.

It’s best when everyone understands the steps involved in the sales process and can stay on them in the right sequence. When everyone is on the same system, internal communication, and customer communication is streamlined and sales close quicker, and customers’ needs are met.

When everyone is focused on providing the same value to the customer, they stick to consistent messages that make up your brand positioning or unique selling proposition. But make sure you are promoting the value elements that the customers actually desire. How do you know what customers truly value? Ask them.

Be sure to sign up so you don’t miss a single blog post in the weeks to come.  Like this post? Make a comment, share with a colleague, or drop me an email.

4 Things You Need To Do To Survive a Recession

4 Things You Need To Do To Survive a Recession

If, as predicted, a 2023 recession challenges businesses, will you survive it? Here are 4 things you can start to do now to prepare for a recession. Big Tech companies are laying off employees by the thousands. Google is the latest, laying off 12,000. I think it’s a...

read more
5 Things To Do If Writing Intimidates You

5 Things To Do If Writing Intimidates You

This happens to be a timely topic for me since I’ve resolved to write more often in 2023. And not just more often—daily. For good reason too. It’s one of the best ways to overcome all of the following: writers block, fear of putting thoughts out to the world, and a...

read more
4 Exceptional Ways to Keep More Customers in 2023

4 Exceptional Ways to Keep More Customers in 2023

2023 has arrived with a bang. Happy New Year. You know what would make it really happy for me? Having a crystal ball that can read the minds of my clients. That way I could know what they were thinking. Are they truly happy with my company’s output? Do they value our...

read more
Want to Live a Healthier Life in 2023? Have Fun!

Want to Live a Healthier Life in 2023? Have Fun!

Listening to a Ted Talk on a recent road trip, I discovered FUN expert Catherine Price. Her Ted Talk “Why having fun is the secret to a healthier life” addressed both my fun goal for the holiday and one of my new year’s resolutions – leading a healthier life. So, I...

read more
Know the Top Color For 2023 is Viva Magenta

Know the Top Color For 2023 is Viva Magenta

Know the Top Color For 2023 is Viva Magenta   The Pantone Color Institute, the global color authority, has picked its 2023 Color of the Year. This color choice will affect the graphic design, fashion, beauty, and home décor industries. Even technology, so it’s a...

read more
2 PR Must Do’s for 2023

2 PR Must Do’s for 2023

Is it advertising, marketing or PR? Have you ever wondered what is the difference between advertising,  marketing, and PR? Writer S. H. Simmons nails it. “If a young man tells his date how handsome, smart and successful he is – that’s advertising. If the young man...

read more
6 Powerful Things You Gain When You Own Your Market

6 Powerful Things You Gain When You Own Your Market

The company that owns its markets wins big. Consider the following benefits of market ownership: First Choice The company that owns its market is usually “brand dominant”—the first to be considered. It is the “logical choice” or one of only a few considered in the...

read more
What Businesses Can Learn from Gonzaga

What Businesses Can Learn from Gonzaga

I love basketball. Played it in high school even if it was split court in the good old days of girls’ basketball when forwards and guards never crossed the center line and were restricted to two short dribbles. Good thing that ended! However, Monday night's Baylor...

read more

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Alan Bagg, President, Corporate Images

Alan’s business solutions focus has consistently earned his clients increased sales, profit growth, and a stronger brand. Reach him at 262-633-7772 or email him at abagg@corporate-images.com.

 

Verified by MonsterInsights