David Penglase – Is Selling Part Of Your Business Culture
By David Penglase
Across many industries and professions, the practise of ‘selling’ has not always been attached with pride, integrity, passion or support. However, for the Meetings & Events industry, if you’re looking to win more new, repeat and referral clients, it’s imperative that you have a sales process that is culturally embedded across all of your business.
Without a sales process, the chances are you’re leaving your business growth and client retention to chance. The problem with leaving things to chance, is that they are just often left. The result … a reduction in new, repeat and referral clients.
My definition of selling is:
Selling is a process of building intentional trust relationships with the aim to create reciprocal value on a continual basis.
First and importantly selling is a process. It is not a project. In other words, while projects have a start and end date, in a sales process, the end is not winning the ‘sale’… in fact, there is no end. After the sale it’s important to stay in touch with your clients to ensure you’re continually delivering on their expectations.
Selling is a process of building intentional trust relationships. What this means is that we need to be intentional about what we’re doing in sales. This is more than just knowing what we intend to do, it also means we need to be clear about WHY we intend to do what we’re going to do, and HOW that intention will impact our clients, our suppliers, our supporters, our partners and all stakeholders etc. Having a clarity of intention builds trust because it gets you focusing on what you want FOR your clients, and not just what you want from them.
Selling is a process of building intentional trust relationships with the aim to create reciprocal value. This is an important mindset and skill set that has been sadly lacking in many sales leaders and their teams.
Since the shift from ‘hard sell’ to ‘soft sell’ that occurred in the early 2000’s, the focus and aim of selling shifted to the relationship. However, building the relationship is not the goal of a sale – it’s a part of the process, but it’s not the goal.
The goal of selling is to create reciprocal value. That means, being clear and upfront with clients that you want to create value for them, and in return, create value for your business as well. This is mindset and also skill set, and as sadly, many sales people seem focused on building the relationship without achieving the goal of creating reciprocal value. In other words, they build relationships but don’t win sales.
Finally, the definition of selling is to that it is a process of building intentional trust relationships with the aim to create reciprocal value on a continual basis. What this simply means is that selling needs to be part of the fabric of your business culture. Everyone in the organisation in one way or another is either impacting new, repeat or referral business.
If you’re not confident you have a sales process in place in your business, and you’re wanting to build more new, repeat and referral clients, there is a wide range of free resources available for you at www.salescoachcentral.com
David Penglase is an award winning professional conference speaker focusing on the impact of positivity and trust across all measures of success in business. For more details or to book David for your next conference go to www.davidpenglase.com
Looking to win more new, repeat and referral clients in Meetings & Events industry
“As the keynote speaker at our Franchise Conference, David was engaging, motivational and entertaining. The feedback we received was more than positive and we were impressed with how his presentation was tailored to our personal needs.” -- SHARYN HOPKINS, NETWORK PERFORMANCE COORDINATOR, L.J. HOOKER