Are you ignoring a bad business strategy? Your business strategy is a determining factor in whether your sales “will” or “will not” grow faster than your competition’s. Does your business have an “unusual offering” that is critical in the buying decision of your target customer or not? Most businesses either have an “unusual offering” that their prospects don’t know about, or they don’t have one and are not facing it. Key components to a successful business strategy and your ability to grow sales are how well you understand your core customer, that you have an unusual offer for this customer, and that your strategy focuses on being best in the world at delivering that offer.
Are you evaluating how to grow your sales in the right way? When sales are not growing, it is usually the result of a bad business strategy. Most companies fail to recognize and address inadequate sales growth as a strategy issue. First sales management and the salespeople are blamed. This can go on for years. Salespeople come and go with no change in result! Next someone will decide it is a marketing problem. “We just need to do a better job of getting our name out there, learn to better leverage the internet to get leads, and everything will turn around.” When that fails, the economy becomes the culprit —too much competition, and so on. In most situations, the real dilemma is that leaders continue to ignore the fact that what they are offering the market is inadequate, and the marketplace has spoken.
Are you experiencing constant turnover in your sales force, followed by leadership complaining about how the salespeople keep failing? A bad business strategy results in sending good salespeople out to get slaughtered. In my experience, when you have a good strategy, even a bad salesperson can sell your product or service. When you have a good strategy salespeople line up at your door to work for you. Too often leaders are hoping and praying that hiring great salespeople will magically make a bad strategy disappear. So the real question is “what is the ‘unusual offering’ that the sales force can offer that will attract the customer segment you’ve defined as your prime target?” What is that offering that will get prospects to recognize you and say, “It is about time someone understands my needs. What forms of payment do you accept?”
“Unusual offering” is most commonly referred to as a “unique value proposition” — how you differentiate your product and services from those offered by your competition. I’ve chosen the word “unusual” instead of “unique” for a reason. While the difference between “unusual” and “unique” is subtle, I find the standard for “unusual” is much more achievable for most businesses. Unique offerings are very difficult to create and almost impossible to sustain for very long. However, the best businesses have mastered consistency in unusual offerings. For example, everyone in the fast food industry knows they are supposed to deliver consistent quality in food, fast, and yet they don’t. McDonald’s has a better track record in terms of moving customers through lines than other fast food restaurants. When it comes to customer service Nordstrom has been able to set themselves apart from competitors who claim high-quality service as their differentiator.
It is important to understand that your unusual offering needs to change over time with the market. For example, FedEx used to focus its business differentiator on when you “positively have to have it tomorrow at 10:00.” This is no longer a business differentiator because all of the competition caught up, and now customers expect that level of service. Even the post office can consistently deliver on that promise.
In my next article I will discuss how to develop your unusual offering. If you want help with fixing a bad business, strategy please contact us for a free consultation to learn how Business Coaching can help your organization, or check out the testimonials page for stories from other leaders we have coached.