Walk through any shopping centre and it is hard to miss the “Sale” signs out front of nearly every retail outlet. There is no doubt retailers are doing it tough right now but should this be a surprise to us.

Does a seller (or buyer) really care how many properties a real estate agent has sold this year, or what the value of the properties they sold is.

How many sales efforts do you know of that don’t claim to be about selling “value”?

So you’ve just mailed out your last DM campaign hoping to cajoule those guys (also known as prosects) one more time. Problem is you’re spending more from less budget to get less response.

It’s interesting that we all know that the best sort of business to get is Word of Mouth. You are automatically trusted. However, it is often the case in New Zealand, that we don’t like to refer people on, or give names to others in business.

As an Expo exhibitor and visitor, it often surprises me how little thought seems to be put into preparation of the stand, and how unprepared the sales team can be who are on the stand.

Many understand the importance of networks and referrals but few truly grasp just how powerful a focused commitment to a strategic relationship can be – what we call a “centre of influence.”

The past year has been one of survival for many businesses. One of battening down the hatches, shedding costs, looking inwardly and waiting for the storm to pass.

Now is the Winter of our discontent” proclaimed Richard III in his opening speeach of the Shakespeare play but what do you think? Are you looking at a winter of content or discontent for your business?

Before I get into this subject let me ask you something, how much time and effort is required by you to secure the work of a new customer?

I lose count of how many times I hear the saying “you get 80% of your revenue from 20% of your customers” and I have almost always heard it in the context of Account Managers or Sales Mangers justifying the time spent on their biggest customers.

There is no question that in these economically uncertain times, sales leaders will need to get a whole lot smarter and more shrewd if they are going to keep and grow their existing customer base.

Few would claim last year was an easy one for business. Taking an optimistic point of view, it has forced us to look long and hard at our business models and come up with ways to improve on the bottom line.

Don’t kid yourself. The market doesn’t determine our prices; our prices determine our market. It’s our fault, not theirs.

Following on from the article in the last issue of NZSM, ‘Hiring your next superstar – making the most of the interview and selection process’, …

Okay, you make a great product or provide a very unique service. You’re in love with it and so are your customers. It’s a wonderful product/service. I get it. Now get over it. Because your customers aren’t buying it. They’re buying things you aren’t even selling.