How to beat the competition in sales

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In business, sometimes you have to re-think your approaches – including those that have been successful – to create even bigger results. If you want to dominate sales, you will need to master a variety of channels, learn how to build a team of superstar salespeople and improve your agility in a world that is changing quickly.

The global pandemic upended the stand-bys of sales. Conferences, seminars and workshops were put on hold indefinitely. In-person meetings became a thing of the past. Even as the world returns to a new normal, remote work and digital interaction are here to stay. The ways to dominate your competition have changed forever. Businesses that adapt will thrive. Those that do not will not survive.

Force #4 of the 7 Forces of Business Mastery is Constant Improvement and Implementation of Sales Mastery Systems – and it’s more important than ever. Even if you’re in the midst of a gangbuster run, it’s essential to constantly optimize your processes and the performance of your team. Use these Five Strategies for Dominance to learn how to beat the competition in sales in any economic landscape.

1. Choose the right team

There are two facets to building a department that will dominate sales: Your partners and your sales team. Choose partners who are passionate about your company, possess a top-notch work ethic and will be unstoppable in growing your business. They will already have well-established customer bases and sterling relationships with those customers. Don’t ignore signs of a bad business partner just because you like someone as a person.

The right partners will help you inspire a standard of greatness in everyone who represents your product, but you’ll still need to hire the right sales team. Make sure a variety of strengths and weaknesses are represented and that most importantly, your team has the passion and purpose to take sales to the next level to dominate your competition.

2. Re-think your training program

You provide sales training as part of your onboarding process, but when was the last time you arranged it for your entire team? Ongoing sales training is crucial to professional development, keeping minds refreshed and skills updated.

Sales tools are changing and sophisticated software is becoming more common. Your business is likely releasing new products that call for different approaches. Even if a potential sales partner or rep has a winning track record, you still need to train them in the art of selling your products and using your software. Product orientation, product messaging and collaborative strategizing are all critical parts of the type of sales training that will help you succeed.

3. Clearly define your goals and objectives

Your team cannot dominate sales if they aren’t working as a well-oiled machine. Training gets everyone on the same page, but they also need clear goals and objectives as well as a path to get there. Create a business map that looks at where you are and where you want to be, then set SMART goals to get you there.

Goal-setting is only the first piece of the puzzle. Communication is also key. You must maintain a constant dialogue with your outside partners as well as your internal sales team. Every aspect of how to beat the competition in sales – from nitty-gritty to big picture – must be clearly communicated. What markers will measure success? What are their expectations of you? What are your expectations of them?

4. Keep tabs on performance

Many managers were reluctant to embrace remote work because of fears that employee productivity would decline. Now that the transition to virtual environments seems inevitable, we’re left wondering: When salespeople don’t report to an office, how do you track and measure productivity? How do you ensure that communication doesn’t fall into dysfunction?

Those with sales channels in different states or different countries already have some experience to leverage in this area. It’s true that signals can get crossed, expectations can be obscured and confusion can reign. To dominate sales in this environment, you’ll need efficient processes in place. Your advantage will come from creating a specific set of key performance indicators built against a defined delivery and performance schedule. Keep rigorous track of them and let them inform your coaching strategies.

5. Know when it’s time to cut ties

If you’ve been in sales for any amount of time, you know that the customer is not always right. If you really want to dominate your competition, you must apply the same principle to your sales partners. Maybe the ROI just isn’t there. As a business leader, you must understand that it’s necessary sometimes to sever ties with a sales partner who isn’t delivering the results you need, even after much training and goal-setting.

Continue to evaluate the relationship long after the honeymoon stage. When your goals are no longer aligned with those of your sales reps, parting ways allows you each to seek new opportunities.

“Tony Robbins knows the rhythm of the success. He is an incredible source of inspiration, and his methods have improved the quality of my life. I only work with the best and Tony is the Best.” —Quincy Jones, Grammy Award Winning Musician and Producer
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