Selling Smarter in the New Year

This newsletter is designed to share ideas and information proven to help small, growing enterprises. Please circulate it to business owners and managers you think would find it of interest.

This time of year companies of all sizes and trades are focusing on how to achieve their sales goals in the new year. Top consideration should be given to selling smarter: implementing strategies for selling effectively to the right customers. In a recent study of 722 U.S. business executives, almost 60 percent said their company only converts 10 percent of their leads into sales, and 53 percent said their company had no formal process for qualifying and validating new-business opportunities.

View Yourself as the Customer’s Ally. Typical mindset is that as the seller you must “convince” the customer, “overcome” objections, and “win” the business. Instead, view yourself as the customer’s ally and visualize how your company can help customers achieve their business goals. This customer-centric focus frees you to offer advice that isn’t specific to your offering. Customers will develop more trust in you and ultimately be more likely to buy from you.

Create Content that Sells. Steer clear of the cold-calling approach. Dedicate more sales and marketing resources to content marketing. This means speaking at events, writing articles, developing online and video marketing, and creating communications to educate potential buyers. If the content you put in their hands is relevant, non-promotional, answers a business question or problem, and gives supporting evidence (e.g., testimonials or actual metrics), you’ll be viewed as invaluable. This helps eliminate risk/fear in the buyers’ minds, putting them closer to partnering with you.

Go After Big Companies. Many small or mid-size companies successfully serve customers larger than they are. They establish credibility at the start with professional communications and business information packages. If need be they offer “trial runs” of their product or service to demonstrate their abilities. They also learn the client’s vernacular to demonstrate their investment in the client’s industry.

This approach should enable you to increase your average sale as well. It will take more effort to close a $50,000 deal with a larger company, but less effort than closing five $10,000 deals with smaller companies. Stay aware of new opportunities with big accounts, which may include working with different buyers or different branches or divisions.

Close Deals Via Email. With our global economy it’s not practical to close deals face to face – even if your products or services are sold through channel partners who are at close range. A carefully-crafted email can cinch a deal. This article gives seven simple steps for writing an email that closes a deal.

I hope you and/or your associates find this newsletter helpful. As you know, Liquid Capital assists growing companies with working capital solutions. If you’d like additional information about our services, call me or email me.

Office: 678-393-8702   Cell: 678-773-1039   Web:

*Sources for this newsletter include The Globe And Mail, CBS MoneyWatch, Sales & Marketing Management, Marketo, and Inc.

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