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How To Get More Sales With Less MarketingIf you are losing more business than you are winning, or at least not winning all of the business that you should be winning, then you don't need more leads … what you need is more skilful selling.Increasing your marketing spend can be like filling a leaky bucket. Wouldn't you be better off first plugging the holes?
Not all of your sales people will complete the course because we'll be recommending which ones you should let go. Please remember, we are involved to get you improved results, not simply to generate training revenues for Edensilk, or to keep everybody happy by maintaining the status quo. Some of the powerful gems that your remaining sales people will have learnt from our training include:
While the content of our programme will leave your team gasping, the content alone will not be enough to transform their performance. To get results you will need delivery of your sales training:
As a consequence of our training you will probably want us to help you in other ways, which might include:
The HR profession has perpetuated a myth that improving job satisfaction leads to increased productivity and performance of personnel. But the evidence is quite the reverse. People who perform better at their jobs experience improved job satisfaction. This makes them hungry for ever increasing performance, which is exactly what you want. We work on performance improvement, and let job satisfaction take care of itself. To be sure you get performance improvement you will need a sales training provider with:
As well as the above, you will want a sales trainer with:
It is our policy not to work with competing businesses, so you know our help is creating unique advantages for you in your market. Of course if you don't engage us, then you may find us working for your competitor instead! Our specialty is Major Account Selling which involves one or more of the following:
Because we put our money where our mouth is, we don't need hype and clichés. Simply, all our products and services come with an unconditional 100% money back guarantee. The measurable outcomes of our involvement will include: Increased revenues Improved customer service Increased profits Better cash flow Longer client retention More referrals Fewer customer complaints Self-motivated sales people Increased market share Higher margins Time to explore other markets Fewer staff issues Higher return on fixed overheads Improved reputation Increased equity in the business Career advancement opportunities Less wasted opportunity Better team work Our clients evidence that we can do what we say. See our testimonials page, or for example: "I have completed the Edensilk sales coaching course conducted by Paul Curtis and achieved measurably improved results immediately after the first session. I found Paul to be a true sales professional and thoroughly enjoyed the experience. I learned not only how to improve my sales skills, but also how to grow and develop as a person... I thoroughly recommend the Edensilk Sales course to any individual or Sales Manager looking to improve results and gain the edge over the competition. It is my intention to attend a refresher course in the future, because I am sure that I don't have all the answers, but I know Paul Curtis does." Chris Johnson, IBM PSG Sales Person of the Year 2001, Stott & Hoare Business Computers - Perth. "The last six months has been our busiest and most profitable so far, and we have grown to a business of 4.6 people. Some of that new business traces directly to Edensilk-related initiatives. Some of it comes from existing relationships which have begun to bear fruit. Either way, how Anvil Media now represents itself to buyers, particularly in terms of our newly acquired understanding of the buyer, has made us far more successful as we seek to convert opportunities into turnover. That first phone-call to Perth was almost certainly the most important I have made so far in business." Darryl Anderson, Managing Director, Anvil Media - Sydney. "My experience to date after completing an initial 13 week sales and marketing training program for all staff members, including administration, is a resounding YES! Over the past months my staff are more highly motivated, are achieving new heights in performance, and the bottom line is moving in the right direction." Rod Cridge, General Manager and Owner, The Hardware House Computer Shop - Perth. "It has certainly turned out to be a rewarding experience. Already some of the marketing and sales concepts we learned have been successfully put into practice with our local and overseas customers. The results have more than recouped our investment in your services, with better things to come. I'd be happy to recommend your services to anyone who wants to develop their business 'the smart way'." Eduardo Videla, Managing Director, Gemcom Australia - Perth. "Edensilk's workshops and advice have assisted WiredCity in understanding how important it is to have good tactical implementation of business strategy, manage external relationships with customers and shareholders, focus on a clear sales and marketing message and the processes required to ensure our company is client and sales focused." Chris Farquhar, Managing Director, Wired City Pty Ltd - Perth.
These are just some of the comments from our clients which substantiate our claim to provide … The Most Effective Sales and Marketing Programmes to Improve your Revenues and Profits Every business could do with a better closing ratio, no matter how good it is now. So contact us to book a FREE one hour exploratory meeting. Still not sure? The most common reservations … and our responses ...'How much money is all this training going to cost?'Sales people don't cost money, they make money. Likewise sales trainers don't cost money, they make the money makers make more money. So you are asking yourself the wrong question. Instead, try … 'How much money is all this training going to make?' If someone offered to give you a $20 note in exchange for every $10 note you gave them, how many $10 notes would you give them? 'Exactly what will you be doing with my sales team?'If we could tell you that then we'd be like every other sales training provider pushing a standard package on you. If you buy a suit off the rack you'll meet others with the same. If you have one tailor made you'll be the best dressed sales person in your industry. When 'how you sell' becomes more important than 'what you sell' or 'who you sell it for', then you want your sales process to be unique, an unmatchable differentiator that increases your advantage. In the ongoing battle with your competitors, do you want to use the same weapons, or would you rather have better weapons of your own? Our involvement will be like any project … constrained by the 3 dimensions of budget, timescale, and outcomes. Changes to any one of them will have implications for the others. For example, less money will delay or reduce outcomes. We do not seek large upfront commitments of money. We begin working with you and together we balance these 3 dimensions for optimal value to you, paying as you go. 'I can't afford to lose any of my sales people.'If you can't afford to lose any of them, all of them must already be performing well? Generally we get our best results (largest improvements) from such people. Performers in any field are already predisposed to continuous improvement and quickly assimilate, integrate and apply our training, making them perform even better. These are the least likely to leave or be pushed out. If what you really mean is that your sales revenues are so low you can't afford even a temporary dip; let us assure you that firstly; improvements to the performance of others will soon give you financial room to handle a departure; secondly, the sort of people who leave are no loss; thirdly, they will not leave straight away; and fourthly, we will assist you to replace those leavers with people who can really sell and benefit from training. In fact you can't afford to keep non-performers. 'Good sales people are born, not made.'Many people are more naturally gifted with traits that assist in selling, or they have developed these through their life experiences to date. We agree that you can't shoehorn people into roles they are uncomfortable with; so let's weed them out quickly. But even then, the natural sales talent needs training, and even the less gifted can significantly improve their performance given proper training earnestly applied. As with any skill (eg sport prowess) performance requires a combination of raw talent, understanding, and application. Do you know in what proportions these must be mixed? And how to identify and manage each ingredient to elicit continuous optimal performance improvement? 'If you're so good, why are you a sales trainer?'A sales person can only get results through their own efforts. A sales manager multiplies their income generating effect by as many sales people as they have in their team. A sales trainer has a potentially limitless effect. A good sales person is always setting higher goals, and they are not only financial. If we did this only to line our pockets we would be flogging cheap tickets to supply motivational hype at en masse events that give people a good feeling about themselves which lasts about 24 hours. Instead, we focus on achieving measurable and sustainable results with our chosen clients. 'It won't work in our industry' or'Product/Industry knowledge is more important than sales ability'.No product sells itself. Every industry needs people with selling skills. We don't know of any industry that doesn't involve selling. If selling hasn't worked for you in your industry so far, we suggest you need our training more than anyone. If you think product/industry knowledge is more important than sales ability, imagine what would happen to your market share if your people learned to sell as well, particularly if your competitors still think like you have until now. 'You can't teach us to sell what you've never sold yourself' or'You don't understand our products/company/industry'.That's exactly why we work together with you and your team in-house. That's exactly why external packaged training events with mixed attendees and separate agenda's are not effective. Combining our knowledge of what's generally true about selling and our experience of what works well in a variety of settings, with the experience and knowledge of your organisation and sales team; together we create and perfect a selling process that is unique to your business and which itself adds to your competitive advantage. 'We've already got too much business.'Yes, people have said this to us! Unless you're determined to limit the size of your business, you cannot have 'too much business'. And even then, with our training you can learn how to be more choosey and secure only the most profitable business. 'We already have the largest market share.'But are you the most profitable operator in your market? In absolute and relative terms? Do you want an even bigger market share? Are there other markets you want to tackle? 'Our closing ratio is fine. What we need are more leads.'How can a sales performer, or a performing sales team, or a business with sales results, not have enough leads? Think about that? A sales person who complains of too few leads is just an 'order taker'. If the difference is not clear to you, or if you don't know how to convert 'order takers' into sales people, then you need our training. We can also help you to integrate your marketing programme to generate even more leads and better quality leads. 'Surely we still need more marketing?'You will always need marketing, but how much more depends on how leaky your bucket is. You wouldn't keep filling your car with fuel if you knew half of it was leaking out of the tank. For every business/industry/product there is an optimal balance between marketing spend and selling effort, a point at which profit is maximized by putting appropriate sales effort into the right quality and quantity of leads. We find people tend to overspend on marketing and underspend on selling. Do you know how to work out the optimal balance? 'Our competitors sell the same products as us. We can only compete on price.'Then the only reason you are still in business is because all your competitors also believe the same baloney. Engage us to help you 'take them out'. 'I am the sales manager. You're going to eat my lunch.' (usually an unspoken concern!)A performer in any field is never afraid of being ousted. We train sales managers at the same time as their teams. All will benefit. The sales manager's career prospects will improve immeasurably. If we don't make you redundant, by standing still sooner or later someone else will. So take charge and get training. Make yourself redundant at the same time as you prepare yourself for greater opportunities. Most often it is we who make ourselves redundant, leaving the sales manager to carry on the good work with only occasional input from us. 'We've got 'old dogs' / 'equity holders' / 'egomaniacs' / 'family members' / etc in the sales team. You won't be able to change any of them.'We won't be changing anyone. We will be helping people to want to change themselves, and showing them how to do it, continuously. Our involvement will have one of 3 outcomes for your 'difficult' people. They will either:
Even if you are right, 'shutting up' is a valuable outcome in the short to medium term as these 'difficult' types often sour the whole team and drag performance down. Eventually, they too will 'get out' or 'get with the programme'. Even good performing individuals sometimes need to be 'moved along' because of their negative effects on the rest of a team. Who's in charge of this sales force anyway? 'Our sales people are already top performers. You can't teach them anything they don't already know.'The truly top performer would never say that of themselves. The main reason they are already a top performer is that they believe there is always room for improvement. The world's top athletes spend more and more on training and coaching as they get better and better. Not just because they can afford it; but because the tiniest incremental improvements are worth all the more. Your 'opposite number' only has to get slightly better than you to beat you every time; and in selling there are no prizes for second place. The hardest part of being the best is keeping there. If your sales people don't want ongoing training for improvement, then they are not the 'top performers' they or you think they are, and they are not nearly as good as they could be. 'The unspoken objection.'This is the one that you will invite us to your office to discuss. That's when you will try to tell us why our programme is not for you. And that's when we'll both find out which of us is the most committed to genuine business improvement! |
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