Brad Huisken

The Bouncing Ball of Sales
January 11, 2008

Sales are up then sales are down. One month is great the next month mediocre, and then the third month sales are down. It seems as though sales the past months have been as volatile as the stock market; bouncing up and down like a rubber ball. What is the rest of the year going to bring? I would guess a lot more of the same.

The real question becomes are you a salesperson who is going to sit around and wait for customers to come to you, or are you going to go out and make something happen? That is really the difference between good and/or even great salespeople and those that could be labeled as exceptional salespeople. Some people, or businesses, build these ivory palaces and wait for people to come in based on location or advertising. Sometimes they don’t come. If you build it they will come only works in the movies, in real life you have to do more than just build it. You have to give the people a reason to come to your company.

In a typical sales business there are two places to find potential customers: (1) Those that come in or contact you.
(2) Your existing customer base.
Advertising and marketing people state that as much as eighty percent of your volume comes from twenty percent of your customer base. It seems to me the place to grow the business is in increasing the twenty percent to twenty-five or even thirty percent. In other words get your existing customer base to buy more often.

Every sales organization must have a system or methodology to maintain, develop, and maximize their existing customer base. If you don’t have an extremely customer friendly, customer service driven, customer focused, clientele system, we really need to talk. You can smooth out the bumps in the road or stop the bouncing ball through proactively creating sales. The choice is yours! 
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Posted by Brad Huisken on January 11, 2008 | Comments (0)