Becoming a sales superstar in today’s marketplace is completely different from years ago. Customers don’t want to spend hours telling you about their problems and then you will tell them if you can help them. Plus, the easy access to social media and all things Google has changed the sales landscape.
Adam Honing describes the sales profession perfectly. “Sales professionals don’t dip their toes into the sales waters, they dive right in and swim with the sharks. Being successful at closing sales is 90% about the relationship you build with a customer, and 10% about the actual product or service you’re selling.”
Think digital
As a sales manager for one of the largest regional radio stations in South Africa, I understand accommodating the modern-day buyer requires businesses to think digital.
As salespeople tap into the digital platforms where millennials spend most of their time, sales managers and their teams need to be experts in social selling.
Training by the experts in this field is so important and not once off, it has to be ongoing as trends change and develop. Understanding how to communicate and on what platforms, together with knowing your audience, will galvanise your sales team into action.
Integrate CRM into key sales and management processes
Relationships with people will always be important. Your CRM strategy should be personalised, and categorised to include a tiered approach which includes key stakeholders. Discipline on implementation is not just one person’s responsibility but the whole organisation.
Good client relationships
The difference between companies that grow and those that don’t is understanding your clients.
Understanding your client’s business and the sector of business they’re in – the trends, competitors and what keeps your client awake at night in order for you to offer a solution to their problem.
With the widespread access people have to radio, even indirectly through malls, markets and even when filling up fuel, radio continues to have a big presence in the advertising industry.
Advertisers realise radio, especially regional radio, combined with all the other social media and digital platforms, is measurable, interactive and always delivers results.
Having an honest relationship with your clients
Doing more than what they asked for; rather under promise and over deliver
Taking ownership by being honest if something goes wrong
Keeping clients updated on new developments and trends within your business
Sourcing and sharing insights and research that you have access to in order to benefit their business
Cheryl Wheeler has more than 20 years of radio, digital and print sales experience. As the commercial manager of East Coast Radio, she’s responsible for the station’s overall revenue budget. Wheelers works closely with Mediamark nationally; manages a vibrant team in the regional office and oversees sponsorships, promotions and trade marketing. She’s passionate about all of the above, plus her son Daniel. And coffee. Lots of coffee.
