Why Communication is the New Sales Strategy

The business world is changing and, if you want to improve your conversion rate, you need to change with it. Gone are the old school salesmen and the old days of pushing; The ABC – Always Be Closing has been replaced with Always Be Caring… and if you want to see an increase in your sales you need to change your sales team.

The biggest change you need to make is to realise this – sales is no longer a one team strategy – it needs to be EVERYONE’S strategy.

Buyers are now more informed than ever before. Thanks to smart phones and tablets, Wi-Fi and Hotspots, they can find all the answers they’ll ever need simply and quickly, with the touch of a few buttons. Whether they’re looking for technical information, reviews or recommendations about your products, services or business generally, they want instant answers… and those answers can now easily be delivered to the palm of their hands.

Communication is so fast and frequent now, your customers can share their experiences – good and bad – with the world at large, in a matter of seconds. They want instant answers and you need to be ready for that.

Your customers want to interact with people they like and trust. They want the sales process to be a natural one with no pushiness – one that is based on service and caring.

Therefore, to see an increase in sales, you NEED to change the way you look at sales. It is no longer the work of one dedicated sales team – it needs to be that of EVERYONE on your team who has contact with your customers – no matter how remote they may be.

You can easily split your new ‘sales team’ into three groups – regular, reluctant and referrals. You MUST have a strategy and tactical plan for each of your ‘sales teams’ in order to help your business thrive in this new landscape.

Your existing sales team

This group consists of your regular sales team and the more traditional roles (such as retail staff, telesales and consultants etc.). They strategy here is for them to change their mind set from that of business to business/consumer – to one of people to people.

They need to learn how to engage and connect with people on an emotional level as, people nowadays will only work with people they like and trust.

Your reluctant sales team

These are those other members of your team, those who may have some contact with your customers, but don’t see themselves as ‘sales’ orientated. This includes your finance, admin and IT teams and anyone else who has even the slightest contact with customers.

They need to learn that they have just as much impact on your sales results as the traditional sales team. They need to understand that they need to show that they care for your company, its products and/or services and the customers – by recommending the best thing from them.

The referral team

These are your previous happy clients. Happy clients are more likely to give testimonials, referrals and recommendations – whether in the form of videos, posts on social media or word of mouth.

Devise and implement a strategy and action plan to ensure you are encouraging and helping this group to easily share their experiences with the wider world.

If you want to see an increase in your sales results, regardless of the competition and economy, look to get the most from your three sales teams – by implementing strategies and tactical action plans for each.

Steve Clarke