Small Business Articles from Duct Tape Marketing

Whether you own a business or simply sell for a living, it is imperative to be known. Name recognition is the method in which brands are built. The notion of brand building begins with the knowledge that everything in business starts and stops with selling. Selling is the backbone of every organization- profit and non-profit. All focus and energy must be granted to this vital organizational function.

The profession of selling requires a different skill set, one based on both value and relationship. People buy from those they trust and those they respect. Selling is not about order taking it is about building a relationship.

Sales Managers have a myriad of issues to deal with. From generational issues to increased pressure to generate revenue, sales leaders feel constantly under attack. Sales leaders need to produce more than ever, while increasing margins. In addition, the current economic issues challenge leaders with cost containment, talent retention and profitability gains.

The core tactics directly support the major pillars of professional success for any and every organization including chiropractics. In fact, many chiropractic firms are lacking in two areas or more. The turbulent economy requires new methods of reaching patients and retaining those that sit on the fence. Chiropractic like any successful business requires the 3 Strategic Pillars: Sales, Marketing and Customer Service./body>

My recent observations illustrate an increased degradation in the spirit, behavior, ethics and actions of many so called professionals. There are times I think I am in the real time version of Boiler Room!

With the plethora of competition and the need to lock in clients, it is amazing how selling professionals repeatedly commit the same errors. Customers today want one question answered, “How can it benefit me?” However, professionals consistently buck the answer. Listed here are the top 10 issues that stop you and the sales staff from getting business.

As events continue to stimulate our thoughts and dinner conversations, it is time to recognize some additional 2008 memories. In recent years customer service has become a continued issue amongst individuals. The area is under-researched, yet widely discussed, scrutinized, and evaluated. In addition, while the concern for customer service continues to grow, many organizations ignore the issue completely. This year is no exception. 2008 presented a challenge but the panel of judges has decided.

Statistics prove that internal stress is the key factor in self-sabotage. More important, we sabotage because we focus on negative aspects; we focus on failure. Research shows that individuals have a fear of failure, but too often the real problem is fear of success. Failure is a manifestation of looking at the past. Our success lies in the future. Self-sabotage is really a form of denial.

After a recent teleseminar, a participant requested information about motivating his fitness trainers. Apparently, when members arrived, his trainers offered little appreciation of them. Members felt they were more of an intrusion than an asset.

I encouraged the owner to develop his staff. If your gymnasium has similar issues, here are four methods of assistance.

1.   Hiring is a key success factor. Even if you pay them more, it is imperative to hire the best people for particular positions. Do not sacrifice on this issue. Personnel are the linchpin between members and utility bills. Review your staff and ensure you have the proper people in the proper positions.
2.   Customer Focus. Peter Drucker’s famous quote, “A business exists for one reason—the customer” is paramount in the fitness business. If the mission and vision is to alter the lives of others, it is not rocket science not to lose focus. However, many gyms do. All personnel must maintain focus on the client with eye contact, relationships, telephone inquiries, etc. Anything and everything the fitness center does must revolve around the customer.
3.   Customer Loyalty. Develop your staff; ensure they understand the importance of proper customer service. Provide foundational customer service skills such as smiling, telephone replies, relationships with clients, service to clients, and focus groups. Ensure your staff knows that failure to conform to customer service principles can result in member loss and fitness center closure.
4.   Reward Programs. Reward those who set and establish best practices. Employees love recognition. Let them know you appreciate customer service efforts. Perhaps the best performers will encourage others to do so.

2008. Drew J. Stevens. All rights reserved.

For over 27 years, I have been involved in the world of selling. For me nothing emotes more passion and energy and requires more thinking. Interestingly, I am a commercial actor and realize that selling and acting have many similarities. One of my acting books Audition by Michael Shurtleff talks of guide posts for actors. To help you with similarities I provide guidepost for selling.

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