I’ve been an owner in a business – together, you pour over the accounts using your crystal ball to predict the future. You think about all the possible things that could add or take away costs and revenue. With the last wave of your magic wand, it is finalised and approved. Now you can relax, right?
Wrong. If you want to smash those revenue targets, that work starts now.
Sales targets are a slippery beast, but a beast that can be mastered. I want to share that magic with you here. But don’t tell anyone ok – it’s just between you and me.
Step One: Know your target and what they value
When you are going hunting, you need to know your target. Know what makes them tick. Know what they like and dislike. When you describe their pain and aspirations, it is important to be able to put that into their words (not your jargon). I want you to be able to think and speak like your best client.
ACTION:
• Not sure what your clients really think, say and feel, then go and ask them. Ask them about why they work with you and why they said yes.
• Share this with your team so everyone knows what your client’s value.
• Build cultural metrics into your business that will reinforce the value creation with existing and new staff.
Step Two: Break your dollar targets into numbers
From the actions above you are clear about who they are, now we have to break your targets into dollars per client. Look at your average sales per client to give you a guide for this. Use these insights to share stories and build sales tools that will help your prospective clients really understand you, the value you can bring them and how they can best work with you.
It is also true that clients don’t just arrive and start spending. We have to think about how we bring these clients in, who are the people that are going to be charged with this activity and what does that process look like.
ACTION:
• Break your targets into numbers of clients.
• Break your sales process down into steps for each of these clients.
• Know the metrics that you need to reach each week to deliver these clients.
• Know the metrics that you need to reach each week to bring those clients in successfully to your business.
Step Three: Be accountable for your activity
Now it is down to you to get started. Don’t wait for the first client to walk in; take action. The challenge for you is to think about how you can maximise your time with the right people, to say the right things, and get the results you want.
I know that selling isn’t the only thing you do, but if you are going to grow your business, then it is the most important. Block time in your calendar when you are at your best for these activities.
ACTION:
• Know your weekly numbers for phone calls, visits, proposals and follow up (and do them).
• Record them in a CRM so you can track your effectiveness.
• Be accountable to someone for these numbers.
So, now it is up to you to go and make this happen.
Frances Pratt, sales and CX expert and winner of the HerBusiness member of the year award
