By Jeff Beals
As a sales leader, you need a frank assessment of who you are and what your organization is really all about.
For instance, are you developing sales strategy for a “client-recruitment” or a “client-retention” shop? Some companies operate in industries or markets that are rich in prospective clients. Those are client-recruitment shops. Other companies exist in an environment of client scarcity. Those are client-retention shops.
Of course, you should always have a healthy respect for client retention. As the old saying goes, “It’s cheaper to keep a customer than to find a new one.” That said, some businesses have more opportunity to find and attract a steady stream of new clients. You have to know where you stand and in what arena you compete.
As you prepare your sales strategy, figure out how much of an emphasis you can place on client recruitment versus client retention. Look at your business honestly. Assess your industry, your marketplace and your standing within that marketplace. The level of competitive pressure directly influences your sales strategy.
Financial resources can also play a role in sales strategy development. If your company is young, you might not have the sales and marketing budget to match that of your competitors. Some sales leaders work for firms that don’t allocate “enough” resources to marketing and sales support. In such cases, every client is precious. You better make sure your client service level is high, because you’re not one of those companies than can count on a steady flow of clients.
If you do operate in an environment of client abundance, it doesn’t mean you can be slovenly – a sales team that is lazy and takes clients for granted. But it does mean you can take more risks and have more bargaining power in price negotiations.
So, think about your company…Are you a “client-recruitment” company or a “retention-company.” Adjust your plan accordingly.
Truth be told, you’re probably somewhere in the middle. Think of it as a continuum with recruitment on one far end and retention on the other.
Jeff Beals shows you how to find better prospects, close more deals and capture greater market share. Jeff is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.”
Here’s Why Should You Choose Jeff Beals as Your Next Speaker:
“Jeff Beals has presented four different topics at five of our internal events in 2016. At each event, the audience of commercial real estate principals and agents was completely engaged and motivated the entire time. Jeff facilitates his training sessions in such a way that each member of the audience was able to relate and understand how to apply it every day in the field. Jeff is brilliant, and we have hired him to continue speaking at our events in 2017!” – Lindsay Fierro, Senior Vice President, NAI Global, New York, NY
“Your workshop was a huge experience for our attendees by giving them the opportunity to improve their work in the critical environment in which we are living today. Your talent as a speaker and your qualities as a person made the difference during your time with us. I would certainly recommend you to anyone who asks.” – Ana Paula Costa, Educational Planner, Febracorp, Sao Paulo, Brazil
I’m in Phoenix and had breakfast earlier this morning with our semi-retired sales representative who is doing some continued work for us here. He attended your sales meeting last week and told me that in 43 years of selling, you were the best he had ever heard. Thanks for a great experience.” – Drew Vogel, President & CEO, Diamond Vogel Paints, Orange City, IA
“Our corporate partnership team had great takeaways regarding how to network smarter while also understanding the importance of our personal brand to current and prospective partners. Jeff does a great job weaving in real-world examples and how you can apply his teachings to growing your business and building long-term partnerships.” – Jason Booker, Senior Director of Corporate Sponsorships, The Kansas City Royals Major League Baseball Team