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Driving Sales Volume in Print - Facts Problems and Solutions

To paraphrase Sir John Harvey-Jones "businesses don't fail because they don't have good products or good people or good equipment. They fail because they don't sell enough."

These weekly bulletins are specifically for the print industry and will look at how software technology can help solve common problems in developing and controlling, cost effectively sales volume in the print industry. Each week we will look at one of the following situations: More Reps = More Sales, Managing Marketing, Controlling Business Acquisitions For More Sales and Trading On Line - The Challenges.

Facts, Problems and Solutions #1

More reps = more sales.
The maths is easy. If you already have a salesman that costs X but achieves Y, meaning Z profit is being made from him or her, hire a few more of them.

Fact:
most companies buy about 15% of what they actually could buy from you, and it costs you six times more to find a new customer than it does to sell more to an existing customer. Trouble is, most printers can't easily tell what the 85% is that their Customers are not buying at a point in time.

You probably have lots of extra business already in your existing customer base. When focussed properly good field sales staff can have a great understanding of a client's future needs and wants because they spend time face to face with the client.

Problem:
Salesmen are expensive, don't like rules and are perceived as not loyal. So how do you know they are projecting the right image for your Company? The issues are in three areas, control, focus and data security. Without control and a centralised management system your reps could leave taking your valuable customer data with them. If you put in PC based systems the data has to be transferred to the reps computer, then he copies it when he leaves and works with your competitor. Its difficult to identify training needs with remote staff.

Solution:

Put all your data about customers and prospects on to a single TBM database system on the web and make all customer facing staff, field and internal sales, use it. No more uncertainty about whether anyone was told the appointment was changed or the order was placed, information is visible to all.
Because your data is stored securely on the web not on their laptops they can't leave your employment and steal your data.
If you've paid a lot of money for a salesperson you need to know as soon as possible when they are not performing as expected. That may not just be in terms of number of sales, but before that it could be number of appointments they are going on or phone calls made.
A web based sales management system is accessed by the rep real time wherever he / she is working from on anything that has access to the internet. No special installations on their PC's. Because it's "as it happens" you can see where they are and what they are doing daily, not three weeks later when they get around to handing in call reports.
With the analytics available on modern systems the sales man can see - but not download - exactly how key accounts are doing and exactly how he is doing against expected standards.
As salesmen access the system daily to track sales and record their activity you can easily see training needs. All sales staff need training however experienced, even if its just in how you do things. The system can track the results of that training. You think salesmen are expensive. You try having salesmen that are not trained or monitored!

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