NFIB

Help Out Your Sales Staff During Tough Economic Times
04/ 02/ 2002

With the purchasing slowdown that has hit almost every type of business, commission-based salespeople are struggling.

The days are over when your sales staff could function successfully without the support of other departments. In today's Workshop, contributor Jeffrey Moses shows how you can help your salespeopleùand your businessùprofit.

It used to be common for sales personnel to contact prospective customers, work out arrangements for the sale and then report back to the sales office, where the order was transferred to manufacturing or delivery.

Things are different today. Buyers know that they're in command and are demanding not only the lowest possible price, but the best financing, delivery terms, warranties and even perks such as product "freebies" to close the sale. To accomplish and coordinate all these aspects of a sales transaction, salespeople need help from other departments from the very start of the selling process. Sales staff members also need to be able to receive immediate approval on any unusual terms demanded by customers at any point of the sale.

Facilitating the coordination between departments is your job as the small business owner. Schedule meetings between sales staff and department managers. Go one step further and actually involve yourself in the sales process. Meeting with clients might help influence accounts that are on the fence. Buyers like to feel special, and nothing makes a potential buyer feel more appreciated (and more confident about receiving long-term value) than being contacted directly by a top manager or executive of the salesperson's firm. Of course, such contact should not be a token call, but a highly important step in creating a lasting relationship with the customer.

There are other ways to support salespeople. In the past, most sales presentations were made at the prospective buyer's place of business. Today, many successful manufacturers and service providers have found that they have better luck closing sales when they invite potential customers to visit the factory or center of operation. When customers see the pride that a company takes in its products or services, the words of the salesperson are backed up by real-life example--and sales are much easier to finalize.

Even your top salespeople may need an extra boost these days. Let them know that their efforts are appreciated and that they can count on your help. TheyÆll be thankful to hear it.

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