Building a winning sales system is more than hiring a rainmaker to get out there and sell. It is about designing your entire business to become focused on making sales.

I have been “carrying a bag” as a salesperson, almost since I started working. Like a lot of people I pretty much fell into sales because I was friendly, had a good smile and liked to please people. The sales process was somewhat natural for me but I often struggled with the results. The courses I took at university had not prepared me for sales and nobody in my family had been in sales or even in business. In fact, like many people, selling was a bit of a dirty word to me. I did not like to identify myself as a salesperson and would use phrases such as “marketing” and “customer relations” to avoid calling myself a “salesperson”. In fact it took a six-figure income and me more than ten years of selling before I felt comfortable and even proud to call myself a salesperson.

I have learned that this is very common. I am certain that many who read these words will be thinking of the classic used car salesman or the door-to-door canvasser or the pushy, commissioned, retail salesperson. The reality is that every profession has its quacks and charlatans and selling is no different. Businesses who don’t understand selling or the sales process, push so many poorly trained salespeople with little or no support onto the public. It is no wonder we all cringe at the thought of having to deal with a sales person. I too get frustrated when forced to deal with many commissioned sales people who are still being trained in old school selling techniques.

Luckily, I have had the opportunity to work for some good people early in my career who taught me how to sell professionally. What I learned from these early mentors was that success in selling is about discipline and routine.

Do the right things and do them everyday.
Have a plan and work your plan.
Work hard but take time to refresh yourself.
Respect your customers and always respect yourself.
Always, always, always be completely prepared.
Dress and act professionally at all times.
Creativity is a powerful tool.
Always, always, always ask for the order.

I also learned the value of working for a great company. A great company provides all the support that a sales person needs. With a solid company behind me, I didn’t need to lie or deceive to get business. With the right support, I was confident in my selling, and that confidence drives results.

I feel I was lucky to work for a company that:
Cared about its employees and customers
Always shipped 100% of orders within two days
Had clear policies and procedures
Stood behind its products and its staff

I learned from my personal selling experiences that competent salespeople can thrive in a good environment and the best sales people can fail in a poor environment.

I also learned that many businesses don’t understand what salespeople do. Many managers and owners think that all sales people are “rainmakers” and that sales people just go out and generate sales out of nothing. Many believe that all the support salespeople need is a desk in the corner and a telephone. These businesses churn through salespeople and damage their own businesses, and the careers of struggling sales people. Of course, there are salespeople who will find an oasis in the desert and create a territory in the worst of conditions but doesn’t your business deserve better?

I have sold millions of dollars worth of goods and services for some great companies and have earned large six-figure commissioned income. I have also experienced the worst in sales where every sales call and every order was a painful struggle. With luck, I never had to endure the latter for long, as I always believed that if I was going to achieve the best for myself, I needed to associate myself with the best companies. This is of key importance because the best salespeople will not work with companies that do not provide them with the tools they need to succeed. Winners will be attracted to winners and if you are not providing an environment where sales people can win, over time, you will attract a team of losers. This has become my passion in life! I hate to see businesses fail because they lack the understanding of what it takes to create a winning sales system and I hate to see salespeople struggle because they haven’t had the benefit of a strong sales system to support their efforts and ensure their success.

My philosophy is that selling should be a great opportunity for salespeople as well as businesses.

Customers should have the opportunity to be serviced by companies and salespeople that care about their needs and about delivering great products and services.

Salespeople should have the opportunity to service their customers with strength and integrity and have the opportunity to grow and succeed in their sales careers.

Businesses should have the opportunity to serve their customers and their employees and to prosper in doing so.

Is this a pipe dream? No it is not! Great companies thrive every day working just this way and your company can too!

Chapter Two

The Sales & Marketing Cycle

A cycle is defined as any complete round or series of occurrences that repeats or is repeated. A cycle is like a wheel spinning round and round.

A sales & marketing cycle is a series of actions and events that are continuously repeated to generate a sales result. The more often the series of actions and events are repeated the faster the sales cycle and the greater the success of the sales organization. Over time if the cycle is maintained and the quality and strength of the actions and events are improved, then the organization will grow and prosper.

Sales & marketing needs to be a cycle and not a process. What I mean by this is that effective sales and marketing is not a process that requires a set number of steps to be completed in order to achieve a goal. Sales & marketing is a cycle that needs to be repeated over and over and over for as long as you are in business. Companies such as Coca-Cola have been in business for more than one hundred years but still need to advertise to keep their products foremost in the minds of customers.

Another important reason for keeping the cycle going is because getting our sales and marketing efforts moving is like getting a rocket off the ground. Enormous energy is needed to get things moving but once we have achieved some level of inertia, a more modest amount of effort is required to keep things in motion.

Many business start-ups however miss this point and budget little or no money for marketing. Owners will say that they can’t spend money on marketing when they are not making money, but this is like saying that you’ll get into shape after you run a marathon – things just don’t work that way.

The good news is that marketing and sales efforts do not necessarily require a great deal of money. There are many strategies that can boost sales without you spending a cent. Sales and marketing is not necessarily about money (although face it, money helps). It is about activity.

Chapter Three
Brand

Brand is a word frequently tossed around. Think of “brand” name products. The reason we purchase a “brand” over a similar non-branded product is that a brand provides a recognized level of quality. A brand gives us confidence in our purchase and we are usually prepared to pay a premium for that extra level of confidence. An established brand also represents an enormous investment that the owner of the brand has made in quality, packaging and in name recognition. Brand recognition can also go beyond the brand product and represent the company or brand owner. Whether the brand is Coca-Cola or a well-known local dry cleaner, brand represents value!

Brand is important because it represents the value of a business. Why choose one bank over another? Why choose one soft drink over another soft drink?

We regularly pay more for brand name products and services because of the confidence they provide, and that is why branding is important! Building brand recognition creates value in our business. The greater the value of our brand, the more recognizable our business becomes and the easier it is to sell our products and services.

I have sold products that had the number one market position and have also sold the number two, three and lower-rated brands. I can assure you that selling number one is much easier. Buyers take your call and the sales process gets to “yes” faster.

Defining your brand is about deciding who you are and what you stand for. A well-defined brand is clearly understood and easily remembered and most importantly, must be true. There may be a fool born every minute but that is not a market I would personally target. Consumers may or not be smart or well informed but most people can sense when they are being lied to. As humans, we sense when things we are being told are inconsistent with what we see or experience. In other words, calling ourselves “the best” or saying that we are the company “that cares” will not get us far unless those claims are true.

To determine what our brand should be we need to look at our brand “DNA”. Our human DNA, or biological code, determines our height, hair colour and almost every aspect of our physical development. Brand DNA represents every aspect of our business that influences our resulting service or product. Quality, design, hiring practices, employee and customer relations, history and location all affect our brand DNA. It is important that our brand positioning is consistent with our brand DNA. It is not so important whether we are a discounter or premium or luxury or innovative business but that we are completely true to that image.

Once we have determined that our brand is consistent with our brand DNA then we are in a position to take the steps to build our brand in the eyes of our market.

This process is not automatic! Just because we have a business does not mean our services and products are brands. Branding is a process that consistently presents and positions our company, products and services in a way that makes them memorable. A memorable, recognizable brand has value.

Powerful, memorable and believable brands are consistent right through the company. When we shop at Costco it is clear that every decision made about delivering service at Costco is focused on delivering products at the lowest possible price. When we drive a BMW it is clear that everything is focused on providing the driver with a memorable driving experience. When we fly Air Canada or deal with most British Banks it is clear that our business is not important to those businesses (that is not their branding image but it is the experience). So what is the value of the Air Canada brand or every British bank? They mean less and less each time I deal with the banks or fly with Air Canada.

Without a brand, selling our services and products never gets easier. When we have a brand selling gets easier and easier. When your brand is consistent with every aspect of your business then brand integrity will support your branding efforts. Solid brands support solid business growth.

Brand integrity is about walking the talk. Just as with people, if our actions match our words we build credibility over time. Each time our actions don’t match our words we lose credibility. The same is true with companies and brands, which is why West Jet Airlines is seeing the value of its brand increase while Air Canada’s is continuing to drop.

Whether your company manufactures concrete or provides accounting services start building your brand today!

Chapter Four
Salespeople

The sales process is a source of frustration for many. Salespeople commonly complain about their company’s inability to support their sales efforts. Management complains about the inability of sales staff to work the corporate plan and achieve goals. Customers complain about businesses and sales people who deliver little but empty promises. My experience is that most businesses fail to manage their sales and marketing teams effectively and the impact on business growth is substantial. Many businesses fail to grow as a result, or severely limit their profitability, because they struggle with the high costs of failure.

This, however, is not always the case. Some companies have positive and collaborative relationships with their sales teams and their customers. These are the companies that have stunning growth rates and consistently achieve their goals and overcome market challenges.

I have witnessed many businesses, which over a twenty-year period have churned through salespeople, only managing to hang on to one or two whose performances are mediocre at best.

Let’s take this problem apart! Why do companies need salespeople in the first place?

Companies wanting to grow need to tell their story and convince others to pay for their products and services. The world is a competitive place and most companies face competition from others that provide equal or near to equal solutions. Companies need someone to go into the marketplace and tell their story and sell their solutions. Once the solution is sold, someone needs to build and deepen the relationship with the customer so that the company can be assured of a future with a predictable base of business.

This is the role of the salesperson. Simple eh? Well, not so simple because the world is increasingly competitive and almost everyone with a dollar to spend is inundated with suppliers wishing to capture a piece of that dollar.

In the past, a peddler would get in his wagon and simply offer his wares and people would buy. Although this sales format has not really existed for fifty years, many businesses treat their salespeople as if the world has never changed.

Now if you are selling iphones or Rolling Stones tickets you may be able to sell your entire inventory without much effort, but most of the time we are not so lucky. In fact, selling today is a complicated process of trying to get the buyer’s attention, presenting our solutions to them in a way that separates us from the competition and then close the sale with the customer who may have many more pressing issues than finding a new supplier for paper towels or printing or whatever your product may be.

A salesperson should passionately represent your brand to the world. They should care as much about your company’s success as you do and should do everything within their ability to drive the success of your business. They should build a powerful profile for themselves and your business within your industry. They should work hard to know all the players in your industry and be certain that those players know them. Your salesperson should spend their time meeting people who can help them build their profile and their reputation and, most importantly, they should spend most of their time selling.

Selling is not easy! One way to make it easier and to grow business is to leverage everything in the business toward the sales effort. Bringing all the strengths of the business to assist the sales effort will increase your success rate. Salespeople who feel that they have their entire company behind them will sell more confidently and will approach their work with more enthusiasm.

Let’s start at the beginning – hiring the right sales person in the first place!

When a salesperson fails, it is often for many reasons, but it all started when they were hired. Hire right and you are half way there!

Selling is similar to a game, like hockey or chess. In order to win, you need to understand the rules of the game and you need to have a desire to win.

In sales, winning is getting the order and the desire to win is about need and ego. Some sales people will have a strong desire to win because they have a need such as wanting a bigger house or simply to pay their bills. Other sales people don’t care so much for the reward but they really like to win. Wanting the sale to fill a need makes for a poor sales person because as soon as their need is filled their desire to win will go away. The best salespeople are those who want and like to win.

The desire to win, however, still needs to be in balance with your industry. A Wall Street stockbroker may be able to use his huge ego and steamroll his way to sales but the same approach might be deadly, if you are selling to physicians, for example. Every industry is somewhat different but every successful salesperson has a balance between ego and empathy. The ego is the drive, and the desire to win and the empathy is an appreciation for the needs and concerns of the customer and others affected by the sale.

The first step to hiring a successful sales person is being aware of the range of styles that suit the company. Hire wrong at the beginning and nothing else that you do will make it right. No amount of training will correct the wrong choice of personality. When I graduated from university, I was interviewed by Xerox. Xerox was famous at that time for the quality of their sales force and the success of their business. I was interviewed by no less than eight different people and didn’t even get the job! It was clear that I didn’t fit their profile, but it was also clear that they knew what they were looking for and were not about to accept less than their perfect fit.

Think about your company DNA! Would a prospective salesperson fit? Do not settle for less than a solid fit, because the salesperson is the public representative of the company. Your brand is too important! Going with less than perfect may seem like the right thing to do at the time because you have an immediate need, but it is more important to get it right. I am not talking about settling for an inferior sales person. It is not about quality it is about the right kind of person to represent your company. A perfectly presented Ivy League professional may not be the best fit for your brand.

Just like buying a pair of shoes. The pair you like may be on sale and may be your dream but if they don’t fit, you’re in for a lot of pain down the road.

Once you find the right person invest in their success by training them effectively. Have them spend a week or two inside following the order process to understand the flow and process of your business. Let them spend time in the factory to see how your goods are made, inventoried and shipped. Have them visit customers and competitors so they understand the needs and demands of the industry and who are the best and the weakest players.

Your new recruit should spend time shadowing your most successful salesperson. If this recruit is your first sales hire then they should spend time with the owner or a senior manager or ask an outside sales consultant to provide an introduction to the business.

The key is to make your sales person feel part of your business. You may ask why this is necessary. Are salespeople not supposed to be independent players who go out into the world and fearlessly knock on doors to uncover business? The answer is no!

Salespeople have the same needs and concerns as any other employee. Even though they may have the ability to knock on a door cold and present your company the better prepared they are and the more confidence they have, the higher their success rate will be. A skilled salesperson with the ability to fearlessly go into the world has a very strong sense of personal credibility. A professional salesperson knows that they are using their personal credibility to sell your company’s products and services and the more professional the salesperson, the more concerned they are about maintaining that credibility.

The closer the sales person’s relationship is your company, the more they feel associated with the company’s brand image and goals and the more comfortable they will be putting their personal credibility on the line. If your sales people lack confidence in your business, they may make the sales calls but will not give it their personal endorsement, which is an important part of sales success. Prospects will sense the uncertainty and the lack of commitment. Selling is not reading a speech or handing out a brochure, selling is an expression of commitment and passion.

Take the time to make your sales staff completely part of your team and your chances of sales success will increase dramatically.

Selling by cold calling alone is a tough way to build a business and all but the toughest salespeople will loose interest. Marketing efforts should be combined with your sales efforts to leverage the work of your sales force. Newsletters, press releases and paid advertising will support your sales team’s efforts by paving their way with brand awareness.

An important part of sales development is the setting of goals. A well thought out compensation plan will create a strong incentive for your sales team to go the extra mile to get business.

When developing your compensation program, it is important to be realistic about the goals and objectives that are being set. Starting off with smaller, achievable goals builds confidence. When unachievable goals are set, salespeople quickly get a sense of failure and lose confidence in their ability. Once this happens your sales program is bound to lose steam quickly.

A healthy sales compensation program for a salesperson should include an adequate base that allows them to work on building their territory without concern about how they will pay their mortgage or car payment. Automotive and sales expenses should be covered and all reasonable out-of-pocket expenses such as parking and entertainment should also be covered.

An important point here: it is critically important that allowable expenses be outlined specifically and in writing. What are “reasonable” expenses to one person may not necessarily be the same to someone else. To avoid potential conflict, tell your salespeople exactly what will be covered and give dollar specifics. Is your business okay with a salesperson spending three hundred dollars on a lunch? Outline in writing what will be covered and what will not be covered and the dollar range of acceptable expenses. When salespeople submit receipts for expenses, reimburse them promptly. It is not the role of a salesperson to extend credit to your business and slow reimbursement of expenses is a common annoyance for salespeople.

Please always keep in mind that in order for your salespeople to sell effectively, their confidence must be one hundred percent! Anything less will dramatically diminish their selling effectiveness.

Sales plans should be devised together with your sales team. Encourage your sales team to stretch and reach for larger goals but do not impose the unachievable.

Commission and bonus programs should be clear and specific and you should be prepared to pay them. I have known companies that have set what they thought were unachievable goals and then tried to avoid paying the bonuses when goals were reached. Don’t play games with your salespeople. Play it straight. As a manager, are you comfortable with your sales team earning more than you? I have seen situations where top salespeople are paid more than the company president and the salesperson’s reward was losing their job because the president couldn’t accept the situation. Do not establish a program that you cannot honour!

I have also seen programs where commission rates decline as sales increase. Programs such as this will suck the life out of your sales force. In the commission world, it is pay for play and if you are not comfortable with that, then develop a salary program. Whatever your program, make sure that it is honest and straightforward. Also, know that your choice of compensation must fit your industry and the type of salesperson you wish to hire.

If you are hiring a salesperson to manage an established territory, you may choose a higher salary and lower commission rate. If you are selling stocks, property or vehicles that require aggressive selling and little on-going business then a high commission and lower (or no salary) may make sense. In the end, the compensation must make sense for everyone involved and must balance profit, staff turn-over, recruitment and sales growth.

Chapter Five
Leads

What is a lead? Well, it is not a telephone phone book or an industry association membership list. A lead is the detailed contact information of someone who has expressed specific interest in the products and services you sell.

They visited your booth at a trade show or called and spoke to a customer service person about dealing with your company. They responded to a direct mail piece or emailed asking for your free white paper on industry issues. Maybe they have subscribed to your company newsletter.

However the person’s contact information was collected, they have made the first move toward building a relationship. They are interested in what you make or in what you do. This is a lead!

Leads represent powerful potential for salespeople. A good salesperson can convert a serious lead into a customer quickly. Converting quality leads into customers is truly the best use of a powerful salesperson.

It is not an easy thing to convert even a highly motivated prospect into a customer. It is a skill that only an experienced salesperson knows how to manage.

Ask yourself how many times you have been ready to buy something but have ended up walking away empty handed, because the person you were dealing with simply did not understand how to sell.

If you owned a seafood business, wouldn’t you prefer to send your boats into waters filled with fish? Of course you would! Then why do so many companies refuse to invest in quality lead generation? I have asked many sales managers and company owners this question and the answer is usually some version of “it’s the salespeople’s job to find new business”.

Lead generation is NOT the job of sales people. Lead generation is a marketing role NOT a sales role. The role of salespeople is to close leads.

Now, in reality, lead generation is done by many salespeople simply because they are likely to find qualified prospects in the course of their day. The important thing to know is that if your sales people are finding their own leads then they are wasting their time and skills. Lead generation can be done by inside marketing staff using a variety of lead generation techniques.

Sophistication is achieved through specialization. Think about a one-man-band compared to a symphony orchestra.

Sales people are closers! Don’t waste their time and credibility and your investment by having them do jobs that could be done by someone else.

The most successful companies do not ask their sales people to generate leads. They ask them to close them. If you want to increase the sales of your business then invest in lead generation and hand the results to your closers.

Lead generation can be achieved through a wide variety of actions but the key is to hand off leads to salespeople quickly. Hot leads can get cold very fast.

There are many ways to generate sales leads. Here are some of my favourites:

Email Newsletters – Providers such as www.icontact.com allow users to easily create HTML newsletters, upload email lists and monitor success rates. These programs will let you know who opens your emails and how often, what links they click on and provide a contact history over time. The cost can be as low as ten dollars per month.

Broadcast Fax – Services such as www.myfax.com can allow you to send hundreds of faxes in seconds. This is a great program for communicating with existing clients when communicating month end promotions. Faxes still get a great deal of attention and are a great method for getting the attention of your existing customers. Do not fax prospects, as it is generally not welcomed.

Your Website – Pay attention to your website and track the number of visitors (this information is available in your control panel). Websites provide a wonderful opportunity for a business to tell their story and explain their focus and goals. Be certain to have at least one place on your website where visitors can register to receive your newsletter. Make sure that people outside your company can easily understand your business and how to contact you or get more information.

Community – Business people have always used the contacts gained through business associations to help build their business. Charities offer a great opportunity to network. Donating your time to a charity provides the opportunity to rub shoulders with some very high profile business leaders. The fact is that people like to do business with people that share their values.

Trade Shows – A classic lead-building opportunity, trade shows are a great opportunity to network and generate leads. Shows can however be expensive and success is not guaranteed. Detailed planning and preparation is needed to ensure success.

White Papers / Technical Sheets / Books / Articles – A great way to generate leads is to give away valuable information in the form of white papers or technical sheets. Make these available on your website in exchange for complete contact information and the right to contact them and send them your newsletter. Publishing this information can establish your business as expert and can drive the leads to contact you.

There are numerous ways to generate leads. The best lead generation programs require some level of action on the part of the prospect and should drive people to your website and ultimately to your customer service department. Ideally, your business will be using a number of lead generation programs consistently to build awareness and develop a constant stream of motivated leads that can be quickly explored and closed by your salespeople.

YouTube – www.youtube.com has had a powerful impact on society and on business. This technology allows anyone to post videos on the internet. It streams product presentations, sales pitches, creative product advertisements and more – the opportunity is only restricted by your imagination!

Six Degrees of Separation – The idea behind six degrees of separation is that everyone on the planet is connected by no more than six connections. The idea is a powerful one and promotes the concept that our present contacts, properly leveraged, are probably all the contacts that we will ever need. This concept is the basis behind business connection websites such as www.linkedin.com. It is well worth joining this site as it’s a powerful tool for networking because we can see who our contacts are connected to we can request introductions. A fun game that illustrates the six degrees of separation theory extremely well is the Kevin Bacon game. Give it a shot! www.thekevinbacongame.com

Get your profile out into the world! Nothing is to be gained by being low key! If you are shy join www.toastmasters.org and develop your public speaking and confidence.

Becoming an expert – Using articles, information sheets, public speaking opportunities, books and more, we can publish our knowledge and promote ourselves as experts. With expert status, prospects will flock to us to get assistance with their problems and needs. Many people feel that, by giving away their knowledge will hurt their business, but the exact opposite is true. Many individuals and businesses that are seen as experts are often invited to appear on television and radio to offer their opinion on various topics, whether it is gardening or car repair. That could be you!

Viral marketing – Viral marketing is the concept of manipulating word of mouth to build a brand. Creating online personalities that visit chat rooms and forums and promote specific products, services or events can be extremely effective if done cleverly. If your online personality has credibility, people will follow your suggestions. Brands will provide samples or pay attractive and cool people to use their products. If the cool guy drinks a certain beer or energy drink people will follow. If a beautiful, popular girl wears a certain brand people follow. The same can be done to a lesser degree with sampling and event support that attracts your target audience.

News Releases – Properly written, news releases can get powerful exposure for your business. Most industry journals will publish just about anything you send, as will many small community newspapers. But in order to get exposure by major media, you will need to be clever and have a well thought out strategy. I have worked with clients to get them free national television and newspaper coverage. Publicity provides powerful credibility that paid advertising just cannot deliver.

Leads are valuable, however, many businesses do not follow them up quickly enough. Anyone who has contacted your business for more information should be your highest sales priority. When people are interested, that is the time to strike and close the business. In the past, I have requested information from several companies through their websites and have never received a response. Not only did the opportunity to sell to me pass, the cold shoulder I received ensured I would never do business with them. Don’t let this happen! Develop programs to collect leads and ensure that they are contacted by competent sales staff. If the leads are qualified but not ready to buy, use a customer relationship management program such as ACT to schedule a follow up. Also ensure all leads are added to your regular newsletter database so that they receive regular and positive company contact.

More than two thousand years ago,
in a burst of insight,
the Greek mathematician Archimedes said:

Give me a lever and a place to stand, and I can move the world!

Chapter Six
Organization

How your business is organized can have a dramatic effect on your sales success. Many businesses are designed around production or collection of receivables. If you want your business to grow you must be certain that every aspect of your business is geared toward getting the sale and keeping the customer happy. Every person in your company should have training on how their specific job can help the company’s sales. The delivery driver, the accountant, the technical support person can all have an impact on the sale. Even the person packing the orders can have an affect on future sales.

When every person and every process in your business is focused on getting the sale and promoting a positive impression of your business, then you have a powerful force to leverage your business success.

I have decided not to deal with companies because of the behaviour of their delivery driver. A relationship has also been cemented by a helpful warehouse or accounting person.

Also, remember that many of your non-sales staff may have relatives or connections in their personal lives that could be important to your business. Bring everyone into the sales effort. Get everyone involved in the sales process and realize that every single aspect of your business has an influence on the sale.

Dirty windows, dirty delivery vehicles, poorly groomed staff and disorganized office or warehouse space all project an impression about your business to the public. Control that message!

Sales and marketing is not the same thing, but do work hand in hand to create results. If your business has these jobs separated, make certain that their desks are near each other and that all of their efforts are coordinated.

Websites are often an afterthought for businesses but they are of utmost importance. They are your opportunity to tell your complete story and pull all aspects of your business together. Make certain that every advertisement, every product, every box, every business card and every vehicle marking drives people to your website and that your website allows visitors to register and receive extra value in exchange for opting into an email newsletter program. Your website should be like the great campfire where everyone wants to come to feel warm, share and join hands! Websites can be this powerful!

Overview

Sales and marketing are not easy! We face many challenges that are completely out of our control. New technologies can put our businesses in jeopardy and new competitors can capture our customers overnight.

In business, we must control what we can control and many aspects of the sales and marketing process are within our control if we choose to take action.

Realize, that the people that work with us are on our side and that adversarial approaches generally do not work. Create a team environment and support the success of everyone on your team.

Hire the right people for where your business is today and for where you want your business to go (in other words hire people who can and will grow with you), and do everything possible to create a solid and powerful team. Remember that leadership is about inspiring others to act, not barking orders. Focus your business on sales and customer service and being complete experts in what you do!

Smile and make friends and people will choose to help you!

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Wyn Nathan Davis

Wyn Nathan Davis MBA DTM is a London based sales recruiter, sales trainer and sales process consultant. A best selling author and professional speaker. Wyn is Managing Director of The sales Experts. Contact us for more details connect@thesalesexperts.com +44 (0)20 536 5591