Businesses without sales fail.
We must sell in order to survive.

We probably wouldn’t take time to read this stuff if sales were up.  But sales are down and we need a sales refresher.  It is time to revisit the basics; the blocking and tackling of Sales.

We can blame our numbers on the fact that our customers are buying less; and it’s true.

•    Revenue from Microsoft’s OEM Channel decreased 31% is reported.
•   IDC forecasting 22.1% decline in server revenue year-over-year.
•    Storage spending is down over 18.6% year-over-year.

Unfortunately, those truths don’t change the fact that we have to make more money than we are making right now.  And since our customers seem to be spending less, we need to find more customers.  It is literally as simple as that.  We have to sell more.

As a company executive, you can demonstrate the sales leadership that your people are looking for in times like these.  Clearly articulate your company’s sales plan and validate its importance with your participation.  One of the great things about being an executive with a small business is when you call for an appointment; you know you’re going to get one.  Customers like to see the Boss.  They will tell you how great it is to see you, and you will let him know that you like staying in touch with important customers.  Ask a few questions and, as you practice your listening skills, he’ll tell you everything you need to know to solve his technology problems.   You will leave with a sales plan for this customer.  And if you stack up sales plans from enough of your customers, you build a believable pipeline.  Because you’re his peer, your customer – the owner of a small business – will talk with you on a level unreachable by large manufacturers or e-tailers.

The uncomfortable truth is that we must forever find new customers to feed our need for greater profits.  The successful companies will be the ones who go to all their customers and ask them important questions about their businesses and

1.    What major technology do you see impacting your life in the next 3-5 years?
2.    What excites you about this technology and what do you see as the downside?
3.    Is it virtualization?
4.    The virtualization of machines or of storage or both?
5.    What about security?”

Please take time to listen to their responses.  Resist the urge to contribute anything but your curiosity.  This is where the relationship is cultivated.  Write down their answers to show you value their contribution.

Schedule a few hours out of the office each week (during your least favorite time to be there) and meet with customers.  Sell as though your business depends on it.  Make it a habit.  Sell to survive.

(This is an introduction to a collection of articles called ‘Sales Savvy’. The first of three 3-part series begins next week; each focused on a specific skill for selling technology and ‘solutions’.)

Tags: channel sales traning. selling technology, channel sales. sales training, sales, Sales 101

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