I spend a lot of print space talking to sales professionals who ‘carry the bag’ from the standpoint of B2B and B2P for someone else’s firm, both large and small.

Today we will talk about entrepreneurs and their selling activities.  What have they found important and successful?  This is a tough frontier in this type of economy, yet anyone that is a business owner is truly a sales professional.  The techniques are similar, and the focus is the same.  The importance of success is the same, yet the entrepreneur is not worried about a performance review/appraisal other than the one a customer delivers.

There are things that you worry about in a large or organization that a business owner is not concerned about.  Covering one’s rear end is not an activity that the business owner needs to undertake, but knowing one’s statistics in terms of sales, activity, proposals, business traffic, etc. is important in the analysis of operations.

Here are sales tactics that entrepreneurs should undertake that increase effectiveness, and also increase the viability of their business effort.

6 Areas to Focus On

Know Your Plan – Know Your Numbers – Believe in them!

Being in charge does not reduce your responsibility to develop a plan.  It is your compass as you veer from right to left looking for the next opportunity.  It is your scorecard as you proceed through time.

Sales professionals who work for small and large firms are subject to structure and accountability that forces them to do it, whether they think they need it or not.  The business owner approaches this task for the “structure” that is needed to hold him or herself accountable.  That is especially true when it comes to prospecting and finding new customers.  The ‘science’ in this is no different than the numbers logic that we have suggested before for our sales professionals. Knowing the numbers and your prospecting formula could get you ahead, or result in you going hungry.

This plan should include how many calls, presentations, and sales you expect to make, and then you will need to work your plan.

Know Your Elevator Speech and Know How to Use It

This is essential as you must be able to quickly get someone’s interest without sending him or her into an eye rolling glaze.  (read Black Sales Journal 8/11/2011, Know You Elevator Pitch) This is a big deal! What good is getting someone’s attention in a corner during the networking event if you are not going state what makes you different and better?  This is your big chance to garner as many real prospects as possible, don’t miss it by stumbling when you should be delivering the line that gets you the appointment.  Know your elevator speech!

Network, Network, Network

This is the path to success for entrepreneurs and other sales professionals once you master the skills necessary to take advantage (Black Sales Journal 2/21/2011- Networking for the Black Sales Professional) of it.  Networking is both a skill and an activity, and you should be proficient at both of them.  No one can use networking to their benefit more than the local business owner.

Whether it is a trade association, chamber meetings, trade shows, or general networking events, you need to capture important data (business cards, dates, and most importantly customer need information) from all of those people that you speak to.

Deliver your elevator speech, captivate them, and ask them what is their biggest need in package delivery, widget supply, or florist services, then solve their issues.

Know your Customer’s Needs and Wants – Listen!

Uncovering your customer’s needs and wants is part of everyday life as an entrepreneur.  The reason that you are delivering the “elevator speech” with such brevity and aplomb is that you need use the rest of the time to find out how you and your organization can help to provide solutions.

You can’t do this while you are talking, you can only do this while you carefully coax the needs out of them.  The real difference is that you are doing this in an environment that is generally “speed dating”.  It can be done gracefully with a few queries such as: “What generally is your biggest challenge in your package delivery?  What problems have you had?”  Or maybe something like this: “How is your relationship with your insurance agent?  Does he or she recognize the changes that are happening as a result of the new regulations?”

All of these are open probes, as you don’t want someone simply saying “yes or no”.  Spend some time listening and it will pay dividends.

Do not move to suggest solutions at this point, as you want to remember what the prize is.  You will see that below.

Keep Your Eye On the Prize – An Appointment

Remember the prize in this case is an appointment.  Your objective is to get to the customer’s office in a controlled environment. If you get there, you received the first victory, then you have to perform.  We are talking about bite-sized pieces here.  You are seeking an appointment at the customer’s location.

With this in mind, do not attempt to close the sale until you know what they really need and value.  The close you want is an appointment date!

Remember You Sell Solutions not Widgets

You are selling solutions to help solve problems.  If there are no problems they do not need you.  Uncover the problems, develop solutions, and then sell.  You will benefit from having provided the solutions when you elect to ‘naturally close’ (Black Sales Journal 9/26/2011, The Natural Close)

Remember, there is nothing like being prepared.  As an entrepreneur, things don’t always fall in line with the ease you want, but you can be in control of this activity with some preparation.

Networking is not always the total answer, yet it is a good start for any business owner.  Get good at it, and …Always be prepared.

Your comments are welcome.

I hope you had an opportunity to read the Ultimate Sales Professional Part Part I and II as they covered much ground. Ultimate Sales Professional Part I (9/29) systematically covered the traits that the ultimate sales professional utilizes to his or her advantage. Ultimate Sales Professional, Part II (October 3) covered the activities that this consummate sales professional employs every day.

In Part III we will draw it together as we talk about those finishing touches that make this individual coveted by customers and sales organizations alike. These items by themselves don’t close the deal, but when coupled with the traits and activities we’ve covered previously, they change the game.

The Difference Makers….

This professional is a difference maker.  These items below are a sampling of some of the most important activities and strengths that are undertaken:

Closing Two Sales at Once – The individuals strengths and character allows the concepts of closing two sales at one time.  One sale is based on the company you represent and its arsenal of products and services.  The next all important sale is that although you are different because of your pigmentation, you are the best sales professional to handle the needs of the customer’s organization now and in the future. Master this skill and you begin the process.  (Black Sales Journal 5/26, The Black Sales Professional – Closing Two Sales at Once.)

Knowledge of the Sales Environment – This individual knows about the 3Ps Perceptions, Preference, and Prejudice, and knows how to handle them.  This is a stable business environment for Black sales professional. It is very slow to change.   For this seasoned professional, there are no excuses, and no time wasted trying to convince those who are stalwart against progress that they should listen.  Energy is spent in the right place, with the right customers, and money is made. With quotas and goals, time is of the essence.  (Black Sales Journal 5/19, A Deep Dive on the Issue of Customer Perceptions, Preference, and Prejudice)

Mastery of Selling Styles – I am saying “styles” for a reason, as mastery of numerous styles is necessary serves to make this professional ‘ready for primetime’.  Knowing when to be a technical seller, relationship seller, consultative seller and other well know styles will make this individual versatile, and eventually successful.  Remember that all buying styles are not the same, and all selling styles follow that same simple fact.  (Black Sales Journal 5/12, Selling Styles – Which One is Right for You?)

Believes He/She is the Difference – This professional recognizes that even if you are selling a commodity, the difference is “YOU!” A recognition of the ways that the professional can “Package” the product is important, and the sales professional who stands behind it can be the real difference.  Know your product, and ‘design’ your packaging.  The difference really is “YOU.”  (Black Sales Journal 2/24 – Selling a Commodity? – the Difference is You!)

Knows Management Expectations – This individual knows his/her manager, and recognizes the true importance of that relationship. This professional knows that ‘managing’ the sales manager is a necessary reality and doing it is intelligent and necessary.  This is nothing devious or wrong by any means, and it is underpinned by strong and solid communications.  This is the most important relationship you will have at your job, and mastering this relationship changes your plight.  On top of all else, you always must perform. (Black Sales Journal 8/18, 6 Tips on ‘Managing’ Your Sales Manager)

Manages Relationships at Work – This individual does not get so close to anyone that it could hamper the possibility of promotion or additional responsibilities.  Relationships are managed, and reasonable, and the social activities are above  question by anyone.  This professional is about business and has knows the need to “mind his/her own business.”  It does ‘worlds’ for the professional persona.  (Black Sales Journal 5/23, Friends at Work)

Changes Racial Perceptions – This professional helps to change racial perceptions by being the consummate professional, showing superior performance in all aspects of manners, skills, and personal interactions.  Coupled with being more responsive than other professionals, you have an individual whose exemplary performance “opens doors” for other Black sales professionals, and Black professionals from all walks of life.  (Black Sales Journal 6/9, Changing Racial Perceptions)

No matter how hard any of us work, we can always be improving these skills and attributes.  Always remember that the strength of a true professional is that they engage in continuous improvement.

In Summary

I could have constructed more posts on this subject, yet I think that you get the hint.  The most accomplished sales professional of any color is working on these items.  Only a slight few would ever have all of them conquered.  What is more important is that if you realize the power in these items and the last few posts, you will know that moving toward it is a great step in itself.

I certainly did not have all of these as sales professional.  I had enough of them to be good at my profession, yet I was not the Ultimate Sales Professional. I qualified for sales conferences and received bonuses, as well as got recognition and a promotion.  Frankly it felt good.  I could not see the whole picture.  Some of that lack of vision was my business immaturity, and the other was seeing the whole picture from so many other positions and angles.

It was not until having the vantage point of being a field sales manager, regional sales manager and other roles all the way up to an executive vice president that I could see the most successful sales professionals and their undeniable strengths.  Couple that with the knowledge and scars which come the difficulties of selling as a Black sales professional leads me to the assertions in the last three posts in this journal.

You don’t need to wait to formulate that vision.  It is being shared with you.  Add to this your own special traits and it truly can be done, and “You” are the one that can do it.  I hope you will use these points to help get you there.

I appreciate your comments.