Nothing stays static in life and the same is true in business. Things are ever changing and status quo is a recipe for disaster for companies today. Look at the IBM’s, GM’s, and to a degree the software giant Microsoft. Microsoft finds itself chasing Google because they are being left in the dust. One of the things these companies have in common is that they did not respond quickly enough to the what the consumer needs. For instance, IBM kept on building mainframe computers and did prepare for the demands of the personal computer needs the way companies like Dell did. GM, just kept on building cars and were more focused on internal issues and production that they lost the connection with the end user and were upstaged by Toyota and other automotive manufacturers. This is mainly because the forign manufacturers, especially the Japansese, refined their cars every year and made dramatic improvements as well as made cars that people would want. And Microsoft is chasing Google because they are constantly adapting to what the end user wants and how they want it - better than anyone else.
The point is, if businesses are to stay on top of things, then they have to re-invent themselves and adapt to changed in the market. Which brings me to a couple of great ways we can also adapt.
- Anticipate: We must also anticipate changes happening in the industries we are calling on. Every industry, and even every company goes through changes and challenges that can create opportunities for them. If we can be on the front end of the evolution, then we can truly serve as more than a sales professional, but a trusted advisor and therefore add tremendous value to the companies we call on.
- Paradigm shift: Some companies, (when I say companies, let’s not put a faceless label on a corporation but remember they are run by people) are not as progressive as others to adapt to newer technology and updated methods of doing business. A percentage of companies embrace technology, other trail slightly behind the curve, and still more lag behind and just do things because that’s how they have always been done. For the latter it is truly difficult for them to see the impact of something different. And that is how we can step in as a change agent and help them shift their paradigm to get out of their old rut to al least consider the impact of a more updated solution. This must be done with great skill and concern for the people behind the company and it is done by painting a clear picture of what the new way of doing things would be for them and how it will improve their life. Help them put on a pair of glasses that magically helps them see into the future and see things through the filter which you make for them.
- Innovate: Help align with a company’s objectives and the vision that the executives have for growth, expansion, cut-backs’s, or whatever they are trying to achieve. Show them how you can help them innovate, develop, and capitalize on the opportunities that are out there in the marketplace. The companies that are able to innovate will come out on top. Look at how Apple has made a niche that everyone is trying to copy. I just on an iPhone and I see why everyone is playing catch up. They are not focusing soley on the Mac computers, but are realizing new found ways to give people what they want. And while your product may not be the iPad, iPhone, or the iTouch, if your solution or product helps them be more efficient, then show how it will help them focus on what they do best.
One of the toughest things to deal with is a sales process that leads to a “no change”. Sometimes it is beyond our control, but if we focus on the aforementioned principles, we should have a better chance of positioning ourselves, our solutions, and the benefits of the product. And also, how it will help them realize unforeseen potential that they may not realized is there.
We need to develop ourselves, our intellect, our language to relate to our customers in a way that they can relate to and in a way that makes them want to take action now.
To your success,
Ignite your passion
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