Execs' Top Priorities This Year: Acquiring & Retaining Customers


Visitors: 451

Accenture recently published the results of their global study of Executive Priorities for 2004. Selling - acquiring new customers - is Priority 1, and Selling - Retaining Customers - is Priority #4. Selling is clearly a major concern among company executives.

Acquiring and retaining customers is usually a major priority - that isn't news. Top salespeople are in great demand - that isn't news, either. What would qualify as real news? If more CEO's succeeded in developing a highly competent sales force.

Most CEO's have no idea what it takes to sell in today's marketplaces, and their Sales Managers only think they know. Most sales managers have been placing their hopes in getting salespeople to work “smarter and harder. " They've been hoping that streamlining sales procedures will produce the results they need - more sales. Has it worked? No. Will it ever work? No.

As long as sales managers stay grounded in the past, new Contact Management systems and Customer Relationship Management systems will merely automate obsolete selling practices. Huge cultural and economic changes over the past ten years have forced almost every business function to adapt and innovate. But not sales; most sales organizations are still being managed as if it's still 1990.

Most sales managers and their salespeople are stuck in the old “Needs Selling" paradigm. However, their prospects and customers are now in the “Wants Selling" paradigm. Sales managers and their salespeople need to substantially change the way they think and operate, if they're going to span the differences between the Old and New Sales Paradigms.

The traditional Needs Selling paradigm is briefly:

Find prospects who are interested in your products and services. Do whatever it takes to get an appointment. Then, do whatever it takes to get them to buy from your company. Let the service department handle customer satisfaction.

The new Wants Selling paradigm is briefly:

Only make appointments with prospects when they are ready to buy your products and services. Treat your customers with respect, and insist they do the same. Make mutual agreements and mutual commitments with your prospects and customers, honor those agreements and commitments, and insist they do the same. Base your business relationships on mutual trust and respect, and use that as the foundation for cross-selling throughout the company. Take personal responsibility for customer satisfaction and get plenty of referral business.

There is a world of difference between the Traditional and New Selling paradigms. Sales forces must learn new selling strategies and practices. Only then will company executives succeed in fulfilling their top goals - to acquire new customers and to retain their current customers.

©Jacques Werth, High Probability® Selling - All rights reserved.

Jacques Werth, author of “High Probability Selling, " is an internationally respected Sales Trainer and Sales Consultant. HPS graduates are excelling as Top Producers in over 70 industries. Visit http://www.highprobsell.com to read more articles, preview the book, and learn more about High Probability Selling.


Article Source:

Rate this Article: 
Top Speaker & Writer Says: Make Sure To Simmer & To Savor!
Rated 4 / 5
based on 5 votes

Related Articles:

Planning Your Family Vacation - What Are Your Priorities For This Year's Trip?

by: Paula L. Farris (March 01, 2008) 
(Travel and Leisure/Vacation Rentals)

Advance MLM Training - Acquiring Leads - Where to Find Pre-Qualified Customers ..

by: Kerri Tan (October 10, 2008) 
(Home Based Business/Network Marketing)

Recruiting and Retaining Top Sales People

by: Rick Johnson (December 07, 2006) 

The Top 10 Priorities That Guard Your Five-Star Reputation

by: Gala Gorman (February 17, 2005) 
(Business/Strategic Planning)

Marketing Secret Used By Rush Limbaugh & Fidel Castro Attracts Cash & ..

by: Ben Settle (December 13, 2005) 
(Business/Marketing Direct)

How to Get Customers to Come Back Year After Year

by: Anthony J. Namata (July 23, 2008) 
(Business/Customer Service)

Acquiring Top Search Engine Rankings - What's The Secret?

by: Donald Spane (May 14, 2008) 
(Internet and Businesses Online/SEO)

2007 - Another Great Year For The Banks Scamming Their Customers

by: Cynthia Curry (December 30, 2007) 

Big 3 Execs Ask For More Aid From The Legislature

by: Glady Reign (June 08, 2007) 

Top Speaker & Writer Says: Make Sure To Simmer & To Savor!

by: Dr. Gary S. Goodman (July 07, 2006) 
(Self Improvement/Time Management)