Answer this ONE question…
What is the single most important strategic sales activity, that if applied consistently by your business as a whole, for the next 90 days, would have the greatest impact on your growth?
I’ve just finished delivering a great Sales Secrets Academy to a cracking customer of ours and once again the outcome from one of the group exercises highlighted this exact need:
To ruthlessly focus solely on the singularly most important sales activity to accelerate growth.
As a growth business, you should develop a singular focus on the key sales and business development activity (or at most 2 or 3 activities) that have the potential to drive the most amount of growth to your business and profit to your bottom line.
In order to achieve this, you MUST also be prepared to STOP mucking around with other business development things that you think you should be doing, that actually add little or no value.
For example, the business I was working with yesterday, as part of an exercise to map the entire client journey pre & post sale exercise, a massive discussion developed in the pre-sales group around the marketing activities they currently do or think they should better or more of.
Meanwhile, the group mapping the post-sale journey realised just how many opportunities they were missing to further penetrate other areas of their blue-chip clients through better long-term relationship building and structured Account Management. (And ‘Yes’ this can be mapped and added to your business as a template for everyone to follow).
The outcome was, they identified the 12 key game-changing clients, all of which they already have some form of relationship with, that they should solely focus on to generate new work and higher sales order value.
This single activity, completely outranked some of the other lead generation activities, in this case, pre-sale, such as building a greater presence on social media or some of the advertising campaigns and exhibitions they had previously attended.
So here are our Company Shortcuts 5 steps to developing a company-wide ruthless sales focus;
Map out your client journey pre & post-sale. Understand what you do currently
Brainstorm how that could be refined to reduce the cost of sale and increase client satisfaction
Overlay this process with the desire to attract and gain return sales value of your ideal Client Avatar. i.e. who is your target customer?
Decide on the singularly key sales activity that if consistently applied in your business for the next 90 days, would step-change your organisations’ growth
Assign resource and refine your process to include this activity and monitor it ongoing. For example, add it as a recurring agenda point to your weekly/daily sales meetings.
Ensure everyone understands the importance of this activity over others. If needs be, encourage them to complete a Time & Motion study to ensure they are giving this priority the proper amount of attention.
Business success doesn’t come about in 1 day following 1 ‘right’ action, it comes from a group of highly focused, highly committed people doing a lot of smaller growth building activities on a consistent basis over a sustained period of time.
Come and join other aspirational business leaders at our next Business Accelerator Leadership Programme.
Be inspired by entrepreneurial heavy-weights and sales growth strategists and leave with a clear route map to accelerate your own business growth.
Nicola Cook is an award-winning entrepreneur and twice published international best-selling author on professional selling and personal & business growth. She is CEO of Company Shortcuts, a business devoted to improving business results by injecting skill, passion and strategy to help those entrepreneurs and sales enthusiasts achieve the sales results they desire.