Don't blame the salesman/Cont

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Here's the trick, remember salesman don't “magic” sales out of thin air, they convert
active sales leads into real sales

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Don’t blame the salesman! / Continued

… By another amazing piece of luck (or superb business acumen on your part) you happen to have a very good salesman, so great product, great salesman, surely you cannot fail! Now let’s send our salesman to Alert in Canada, which is the northernmost permanently inhabited place in the world. The average summertime temperature is just 3° (I won't even mention how cold it gets in winter) then let's see how much ice cream we can sell. By the way, population of Alert is estimated at just 75. I think we get the picture, not many ice cream sales are going to happen here.

In this case our Marketing has let us down; no matter how good the other two elements are we have put our product in the wrong market. Obvious Yes, but it’s amazing how often people make this very simple mistake.

Now let's stay on the same continent and simply move our product and salesman down to Disneyland in Florida in say, July. Let's put him on Main Street USA in Disneyland itself (we’ll have to assume that Mr Disney will let us) and let's sell our excellent quality and reasonably priced ice cream. How quickly d’you think we'll sell out! We can even tweak our example a little further and replace our excellent salesman with someone who is decidedly average. The result? Even a rubbish salesman will sell ice cream in Disneyland in July, of course! The guy would have to have two heads, a pointy tail and a pitchfork to even have the slightest impact on sales but no matter how good a salesman you've got, your not going to sell too much ice cream at the North Pole.

Obvious examples, but it's amazing how often businesses put their products in the wrong marketplace, or at the wrong price and then blame poor performance of the easiest target of all, the salesman.

An even more common mistake is to have the right product, at the right price but then simply not tell anyone about it. Just who do you expect your salesman to sell your products to? Are you expecting your salesman to produce enquiries and sales leads out of thin air, as if by magic? All too many businesses do.

Here's the trick, remember salesman don't “magic” sales out of thin air, they convert
active sales leads into real sales.

So the next time you're sales figures are not as good as you would like, rather than simply blame the salesman first ask yourself how many quality, active sales leads you've given him to convert.

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