You can have the best salespeople, the best strategies and the best customer service, but if there is not a demand for your product, the quality is lacking, or if there is no single characteristic that sets your product apart from the competition, you will be hard pressed to make sales. Effective sales start with the product. You have to understand the industry in which you will be competing, the competition, both present and anticipated and above all, the customer. By creating a product to fulfil the needs of the customer, you will be better able to develop a sales strategy to generate sales. Producing a saleable product however, is just one aspect of the sales process.
Organisation is another key to smart selling.
Your company's ability to create and keep a customer, which is the very survival of your business, depends on your organisational capabilities as well as any other skills you may have. That not only means employing the right people and training them properly, but structuring your company in the most efficient manner to generate leads, make the sale and respond to the needs of the customer. To put it another way, when it comes to effective sales, preparation and after-sales support are just as important as making the sale. Those qualities are a product of strong leadership which has a clear vision of what it takes to produce a selling attitude throughout an entire organisation. That is the goal of this manual.