When I had my construction business I learned an essential truth; “There’s never time to do it right, but always time to do it over.”
And as an entrepreneur for 30 years, I have learned that Murphy’s Law is alive and well, especially corollary number 6, which states, “Whenever you set out to do something, something else must be done first.”
How many times have I been filled with inspiration and started hard charging only to hit the wall of the “somethings” that must be done first. And if I tried to press on anyway, I have seen that my effort is unlikely to succeed because the things that must be done first simply must be.
It is the same when it comes to building (or restarting or revitalizing) your sales program.
One of the biggest challenges to any sales program is being commoditized. If your salespeople say the same things as your competitors say, then your prospects are unlikely to change. This is because, without meaningful difference, there is no reason to change.
Or, even worse, you start selling on price. $1,500 plumber referral fees anyone?
A sales program must rest on a foundation of a marketing strategy that clearly differentiates your company from the competition.
It is interesting how little restorers think about this! Differentiation is the heart of a company’s strategy and is such a crucial aspect of a business that it is no wonder that the companies that really grasp this concept operate at a whole different level than their competitors.
Differentiation is not all that complex. It is really the answer to the questions, “What is different and better about my company?” and “Why should someone use my company instead of my competition (or doing whatever it is they are currently doing)?”
Fundamentally, differentiation must speak to the motivation of your prospect to change!
Once you have established a marketing/differentiation strategy, you can move on to what you wanted to do in the first place, which is to integrate your strategy into your sales program.
By doing this first, you will have a far more powerful sales program driving the growth of your business.
If you’d to learn how we can support your success, just shoot us an email: info@RPbyGTE.com or give us a call at: 888-237-9797.
