There have been so many changes in the sales world in the past 10-15 years. Technology has certainly played a major part in it. However, the biggest and most recent change is the interaction between seller and buyer.
In his book, ‘To Sell Is Human:’ Daniel H. Pink talks about how the shift in information and the easy access to it has taken the simple transaction of caveat emptor to caveat venditor. In other words, we have gone from buyer beware to seller beware. It is the foolish and unknowledgeable seller that now must beware in how he not only conducts business but how he treats his customers and prospects.
“OMG!! That’s the eighth time we have had to do that this week!”
“Do what?” said I with confusion in my voice. “Match the price on a leaf blower that my competitor has on sale.” I will never understand why some make pricing the ultimate king in business. All pricing does is enable you to win the race to the bottom. A race no one should be anxious to win.
Businesses have to come to their collective senses. Those who have followed my blog for a while know that it is NEVER about the pricing. It is the value consumers seek. Do you win ALL of the business when pricing rears its ugly head? No, but you can win the majority of them by using creativity and by adding value to your product.
“How successful will you be if you only use 7% of something?”
This was the question I asked a group of individuals during a training session. The answer is obvious: “Not very.” My reply: “Then why are you doing it?”
If you have not figured it out yet, you may be using only 7% of one of the most critical functions of business and are expecting to be successful without using the other 93%. What I am speaking about of course is ‘communication.’
A couple of weeks ago, I got into a long discussion with someone I know through a social media platform over the word ‘busy.’ It has been my contention for the last 20 plus year that ‘busy’ has no place when it comes to business. My position is in business if you are ‘busy’ you are not being ‘productive.’
The other party insisted on staying steadfast on the dictionary definition. ‘Having a great deal to do as an adjective. As a verb; keep occupied.’
When I asked them: “Have you ever been ‘busy’ for a full day and yet find you accomplished absolutely nothing that day?” Have you? I know I have and it’s because I am human and far from perfect that allows me to admit I have fallen down from time to time. However, when it comes to my business, at least for the last 20 plus year I can honestly say I have never been ‘busy’, however, I have been wildly productive. They did not answer the question.
During the early 2000s, I dealt with forestry companies. Primarily with their engineering department as well as the forester’s themselves. These companies were very motivated by pricing and loyalty was as good as your pricing. They changed suppliers at a drop of a hat. However, later I did find out they did have loyalty.
They use a particular commodity that would retail anywhere from $0.81 – $0.95. There were a 100 units in a case. The average order for this commodity would be anywhere from 5-20 cases at a time.
As all of you can guess, especially if you have followed me for a while, I constantly challenge the status quo. More importantly, why are you not?
“The existing state of affairs.” is how the status quo is defined. It is interesting to note that the synonyms are ‘normalcy and normality.’ Also, one of the examples given is: “He is content with the ‘status quo and does not like change.” That is why I continually challenge the status quo; who wants to stay the same?
By challenging ‘normalcy’ it allows us to have an opportunity to have conversations about what is truly going on and how it may not be serving us anymore. Moreover, in today’s society, without challenging it one will find themselves always at least three steps behind the rest of society.