According to Darryl Rosen 30 year veteran and industry sales consultant, “Companies should concentrate on a few specific areas of the sales and management plan to see if managers are guiding their teams to excel in the following areas.“ Rosen recommends the following.
- Generating interest in new products from day 1. Given the context of SKU and brand proliferation, it should be obvious that sales professionals need to capture their customers’ interest quickly by sharing how their products positively affect the customer’s product mix in an engaging way. Otherwise the customer won’t care.
- Prioritizing selling activities. With so many SKUs, there has never been a greater need for maximum productivity and elevation of time management skills to the highest level. Giving sales professionals a clear understanding of what to sell and what steps they can take during their day to maximize their efficiency is of paramount importance.
- Simplifying sales presentations. Sales professionals must pitching information that is overly complicated. They must share only product facts that tell a compelling story. Also, teams that avoid data dumps highlighting facts that have nothing to do with the customer’s direction, goals and vision will excel in the end.
- Preparing more for sales calls. Though customers may say yes ("just because"), sales professionals still need to educate/inform them so customers have more reasons to sell-through the product and to buy and sell more in the future. Profit, sell-through, ROI and other variables are important to convey, but having that information ready on a call requires advance planning.
It’s not just a problem in a merger. In fact, if you’re involved in the beverage business on a daily basis, the following will resonate with you. New breweries are opening at a faster pace than at any time since the end of Prohibition. Wineries are exploding in number as well – up more than 333% since 2007. Growth spirits aren’t far behind with some experts thinking the number of craft distilleries will be north of 1,000 in the next 10 years.
Rosen has produced a FREE special report called: Are Overwhelmed Sales Professionals Underwhelming Your Sales? Where he discusses the 8 key questions your company should focus on to turn the challenge of an increasingly complex product mix into an opportunity. The chance to have finely tuned sales professionals representing your products with the tools for maximum success and consistent (and inspired) execution in the field. The report concludes that, “the most important secret I’ve learned working with sales professionals and managers. is that many sales behaviors seem like they should be “standard operating procedure,” but in reality aren’t so standard.
Download report by clicking the link below
Drose & Associates
Drose & Associates