The topic of this blog is going to be something that you’ve never experienced before. It’s going to be ground breaking…actually…the next phrase is going to rock the very foundation of everything you think you know about sales and marketing.
“The best sales people are the ones that sell.”
Whoa…take a step back…let that sink in for a minute.
Hopefully you were able to hear just a little bit of the sarcasm in that line because we obviously all know the best salespeople are the ones that sell. So, what exactly do I mean when I say something that on the surface appears to be so basic and simple? The lesson today is that sometimes we forget what we do best – we forget our purpose and what makes us successful.
A few days ago I read an article about the success of Five Guys Burgers and Fries. For those of you unfamiliar with Five Guys, they are a ‘fast casual’ restaurant that started back in 1986. They started with one carryout location and have grown to more than 1,000 locations nationwide and recorded more than $970 million in revenue in 2011. What’s their secret? They only sell hamburgers and fries. You want a salad? Not on the menu. Like a side of beans with your burger? Nope, don’t have it. Early on, CEO Jerry Murrell realized that focusing on one thing and doing it well was going to be the their difference maker and it worked. Additionally, they don’t comparison shop when it comes to suppliers and competition. Murrell says they focus on their own high standards of quality rather than benchmark against others.
Now…that’s not to say if you’re a car manufacturer you can’t sell trucks, or if you sell software to companies you can’t also sell consulting services. The lesson here is figure out what you do best as a company – it might be your product, it might be your process, or it could be as simple as having the best employees. Decide what your company and your employees do best and make THAT your competitive advantage. Let your sales people sell … no more quasi marketing/sales/ accountant roles. Empower your marketing team do what they do best and don’t constrain them to do ONLY what the industry trends look like.
Part of what makes CMS Solutions a great partner for businesses is our ability to let your team do what they do best. We allow sales people to sell, owners and CEOs to think critically instead of reacting, and marketing teams to be creative. Stripping away the extra layers of ineffective activities and misaligned focus is like freeing Superman from a kryptonite cell.
Are your sales people doing more than just selling? Are they maximizing their strengths and purpose? If they’re doing more than ‘just selling’ it’s affecting your bottom line.