Ambitious high growth entrepreneurs should spend at least 3 days of their official working week living in the customer’s world. Viewing the market place from the desk is extremely dangerous, being immersed within your industry and the needs of your customers provides real-time market intelligence. This helps to tailor propositions specifically to the wants and needs of your market place; it also supports new product and service development. Gazelle companies create a massive gap between them and their competitors because they deploy innovation and imagination to problems, this inspires and very often leads to development and evolution of propositions that the customer didn’t even know they wanted! They occupy uncontested space. Others will soon start to copy and replicate – your job is to stay one step ahead of the game.
High growth businesses we have studied stay close to their key stakeholders. More specifically, they spend time:
- Looking at the factors that impact their customer’s performance – this provides opportunities to provide new solutions
- Understanding their customers strategy – this facilitates a partnership working model
- Looking at how they can help improve efficiencies, reduce costs and enhance performance.
Getting close to the market helps to drive what I term “customer lock in” – that phase of the supplier/customer relationship where there is a true partnership, mutual respect and a genuine win-win. Moving to lock in can absorb an enormous amount of time, effort and energy, however the rewards can be big. It also makes it very difficult for competitors to move in and occupy your space. Being embedded means any new entrant would have to untangle lots of relationships, systems and processes to get a foothold. A word of caution – never take relationships for granted and be aware of performance vs. KPIs. Customer complacency represents a real danger zone for businesses. Lock in delivers true competitive advantage.
For the last 10 years I have been studying was makes great sales individuals tick. The high performers I have researched span the spectrum of start up entrepreneurs, high growth businesses, typically the Sunday Times Fast Track 100 up to FTSE250 businesses. My mission has been to understand what makes these people perform better, why do they excel? – More importantly what can we learn about the skills, tools, tactics and behaviours they use day in day out.
Some years ago my first book ‘Pitch Perfect – Feel the Impact of a Winning Sales approach’ was published it defined the three principles of sales excellence, these are:
- Functional mastery – an intimate understanding of the products and services, customer’s world, market and competitive environment
- Customer Connectivity – an ability to find, win and keep customers and build a go to brand both personally and professionally
- Momentum – the internal energy, passion, drive and focus to achieve and exceed targets
Thousands of entrepreneurs and sales professionals have been trained in this methodology and they have embraced the sales excellence framework. The resultant effect has been transformational performance in terms of winning and retaining sales. Our success has led us to translating our methodology into a recognised qualification and educating the next generation of sales professionals – we have created a sales apprenticeship that equips young talent to embrace the approach of the world’s most effective entrepreneurial sales individuals.
Some of our fabulous sales apprentices with the team
Recruiting and retaining high quality sales talent is a challenge most business owners will be able to relate to. To combat the high staff turnover which is commonplace with sales staff many successful companies have decided to embark on a strategy of “growing their own talent”.
I am on a crusade to support and grow tomorrows “sales stars” by assembling a group of individuals who live and breathe the principles of great selling. I would strongly recommend any ambitious growth hungry entrepreneurial business to consider taking on a sales apprentice. They will have the attitude and mindset to do a great job, represent your brand with passion and more importantly help to deliver what every company wants – more sales!
Find out more about recruiting a sales apprentice, trained by The Winning Sales Academy >>>