4 Steps to Sell Your Way to Success

Rick Miller featured in 1 to 1 online publication:

START_QUOTE_30t_smTimes are tough for lots of businesses: layoffs, disappearing market demand, and lost revenue. At the same time, business leaders are still accountable for delivering bottom-line profits. As a senior executive, the one thing you don’t have is time. People are looking to you for results now. Some think the best approach is to focus on cutting expenses, but there is a limit. You can’t save your way to success when employee morale drops and customers feel the impact. Your best bet to start a successful turnaround is actually to do a better job selling to your current customers and top prospects.

Improving sales performance can be as simple as following four steps based on actions and attributes that I call DISC. Here’s how this four-step “playbook” works:

Step 1: Discipline

Contrary to the approach of many organizations, my first step does not advocate pulling the reins in to centralize decision making. I advocate decentralization as much as possible to gain both speed of execution and better decision making by moving decisions closer to the customer. This requires you to optimize your selling process for efficiency and use the right dashboards to provide focus on the most meaningful metrics at all levels of your business on a regular basis. It also requires you to focus on performance management to maintain accountability and develop a pipeline of new talent for when you need it.

Step 2: Insight

In a turnaround situation, you always encounter different ideas about what is lacking. Your organization needs you to set a confident tone. Your confidence will increase when your self-understanding increases. Your self-understanding will grow as you stay focused in each moment on the task at hand, accepting of the reality of each situation, grateful for the opportunity to face challenges, and generous with others—and as you slow things down from time to time to hear the truth by listening to yourself and to your customers.

Step 3: Support

To make your sales organization as effective as possible you need to focus on five key areas. Thorough and ongoing training must comprise hard and soft selling skills. Good sales communication can enable your sales force to internally align team members, while externally giving customers clear, consistent, and simple messages. Use market-based compensation plans, as well as recognition programs for motivation. Finally, when many things are changing in your market you can emphasize the values in your organization that will not change.

Step 4: Creativity

Using the root of the word, your full creativity is unleashed when you create internally and externally. Internally, you need to trust your gut and pay attention to how you feel. You also need to be aware of what you think. These things lead to external creativity. You know the positive impact you can make with the right words when you speak. Similarly, you can create real momentum when you write a well-timed, well-worded email. Finally, always do what you say. Aligning these creative forces brings out your best, when your organization needs it most.

The underlying theme of the playbook is to be aggressive. Establish a culture of metrics, performance, and individual accountability. Channel the confidence you have in yourself and those around you, and commit as a team to stretch goals. Back your sales force with what they need to succeed. Personally, bring your “A” game every day and realize everything matters.

At a time when so many organizations need to turn around their performance quickly, focus on selling excellence as the best place to start. Building a profitable business becomes easier with the positive momentum created with top-line