It is almost fall 2010. You can almost feel the excitement in the air for football, festivals and the myriad of other activities. One of the most prolific is the end of the year fundraising push. While the church most recently instructions were given for the up coming fall Festival. In the mail I received at least seven pieces of marketing literature from others seeking funds.
We will all be inundated by a plethora of sellers in the next several weeks. They will represent profit and nonprofit institutions such as schools churches and clubs. All will be selling products to their neighborhood kin. While the effort is admirable many will fail miserably. One reason is the current economic conditions. The other is related to a slew of issues that sellers encounter daily.
The largest issue is a lack of customer focus. Many organizations focus efforts inwardly. Organizations are concerned more about how much money will be collected versus the wants and needs of clients. No matter whom your customers, all efforts at all times must be outwardly focused. Organizations exist for one reason- the customer
However raising funds is an admirable gesture as long as it is done properly. Yet many fail. They fail due to lack of planning and they fail because they emulate those sellers that fail too! Many believe they can simply converse with individuals and “sell” Them on products and services. Untrue! Selling is a profession that requires patience, persistence and passion. In addition, it requires the right funds, the right “fit” and the proper formula.
Moreover, many individuals and organizations fail at selling for a myriad of other reasons. Enclosed is a succinct list of selling obstacles to be aware of:
- Value. Consumers today require a value from the vendors but they conduct business with. Is a seller’s responsibility to ensure that consumers understand the value provided.
- Emotion. Consumers do not make logical decisions; they make emotional decisions. Sellers need to refrain from using the features and facts while focusing more consciously on sales language that creates emotion.
- Persuasion. Consumers are persuaded from the influences of other consumers. Sellers must be conscious of creating buzz. Customers to customer influences are too important today.
- Belief. Consumers invest in particular organizations because of their belief in sellers. All sellers must have passion and conviction in their sales delivery.
- Investment. Consumers do not leave bad organizations they leave poor selling professionals.
- Consultative. Consumers invest in those that can aid them. Sellers must have an understanding of the prospective buyers company, industry and competition.
- Lsten. Too many sellers talk too much. In order for consumers to invest more questions have to be asked. The best selling professionals questioned first and allow the consumer to sell themselves.
- Conviction. Successful selling professionals will believe in what they are selling. No matter what the seller must be convinced first.
- Dialogue. Good sellers know how to engage in great conversation. They would rather develop a relationship first and sell widgets second.
- Gratitude. Good sellers are always gratuitous to consumers. They remain in constant contact and send words of thanks and praise when necessary. They appreciate every interaction.
©2010. Drew J. Stevens Ph.D. All rights reserved.
Drew J. Stevens Ph.D. (Dr. Drew) is the author of Split Second Selling and the soon to be released Ultimate Business Bible and six other business books on sales, customer loyalty, self mastery and business development solutions. Drew helps organizations to dramatically accelerate revenue and outstrip the competition. He conducts over 40 international keynotes, seminars and workshops per year. Dr. Drew is the founder of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration.
