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    Successful Selling for Small Business: What It Takes and How to Do It
    Successful Selling for Small Business: What It Takes and How to Do It
    Successful Selling for Small Business: What It Takes and How to Do It
    Ebook137 pages1 hour

    Successful Selling for Small Business: What It Takes and How to Do It

    By Jackie Wade

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    About this ebook

    Every new business owner and aspiring entrepreneur will face one common challenge as they set out on their exciting journey - SALES; finding the right customers and getting them to part with their cash and buy.
    Like anything in life, you can do this the hard way or the easy way. You can delay, procrastinate, and wait for the telephone to ring or for business to come through the door. It may happen, but then again it may not! Alternatively, you can take control and get proactive - get selling and get SALES.
    In a cluttered, noisy marketplace, it's not necessarily about the best, newest or most exciting product in town; it's much more about connecting with the right customers, getting your message across with clarity and pizzazz and then helping people to take action with you and buy. Otherwise, stalemate, stagnation or decline - no sales, no customers, no business!
    Successful Selling for Small Business will:
    - help you 'get' sales;
    - help you develop a logical, 'can-do' approach to selling which fits your values, your business, you;
    - give you a sales habit or process for life, not just a quick fix;
    - demystify the selling process and remove any negative myths or perceptions;
    - help you grow your business and achieve your personal goals and ambitions.
    Successful Selling for Small Businesses is a straight-talking, jargon-free book which will help you get sales easily, effectively and ethically! No tricks, no gimmicks, no con jobs!
    LanguageEnglish
    PublisherHarriman House
    Release dateJul 31, 2011
    ISBN9781908003089
    Successful Selling for Small Business: What It Takes and How to Do It
    Author

    Jackie Wade

    Jackie Wade is the petite and passionate sales dynamo from Dublin. Committed to ethical and professional selling practices, Jackie is focused on helping small businesses succeed in highly competitive marketplaces. Jackie's love affair with sales and selling began when, aged six, she took charge of the 'sweetie department' in her grandmother's corner shop in Ireland and quickly found a way of earning some real pocket money for the first time. A series of (un)fortunate events during her teenage years, resulted in her running a number of market stalls across the city, and developing a natural flair for cross-selling, upselling and generally winning sales in hard times. Her career took an international twist when aged 21, she graduated with a degree in International Marketing and Languages and had the opportunity of supporting Irish Software Companies looking to expand into European markets. Her wanderlust and international sales career boasts over 15 years of global business development, working in practically every corner of the globe, spear-heading real growth across a diverse range of companies. In 2000, following the birth of her twins, Jackie parked her international corporate heels and set up her own business as a sales consultant and trainer; in 2004 the company became "Winning Sales". In just a few years, she has become a sought-after sales trainer, working in football's premiership boardrooms, top universities and law firms, as well as with a host of local businesses and enterprise agencies. Whether as a trainer, coach or motivational speaker, Jackie's Irish charm and self-deprecating humour, knowledgeable content and memorable case studies all serve to inspire and motivate audiences of every background across the globe.

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      Book preview

      Successful Selling for Small Business - Jackie Wade

      Publishing Details

      A Brightword book

      www.brightwordpublishing.com

      HARRIMAN HOUSE LTD

      3A Penns Road

      Petersfield

      Hampshire

      GU32 2EW

      GREAT BRITAIN

      Tel: +44 (0)1730 233870

      Fax: +44 (0)1730 233880

      Email: enquiries@harriman-house.com

      Website: www.harriman-house.com

      First published in Great Britain in 2011

      Copyright © Harriman House Ltd

      The right of Jackie Wade to be identified as the author has been asserted in accordance with the Copyright, Design and Patents Act 1988.

      ISBN: 978-1-90800-308-9

      British Library Cataloguing in Publication Data

      A CIP catalogue record for this book can be obtained from the British Library.

      All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publisher. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published without the prior written consent of the Publisher.

      No responsibility for loss occasioned to any person or corporate body acting or refraining to act as a result of reading material in this book can be accepted by the Publisher, by the Author, or by the employer of the Author.

      Introduction – Challenging Times

      I have been selling since I was five years old; I can clearly remember the first shiny shilling! Interestingly no-one taught me till I was almost thirty. Somehow I just did it and did it well – it came naturally and I loved it. From selling sweets in my grandmother’s grocery store, to running market stalls around the fair city of Dublin; then on to the more challenging and exotic world of international business-to-business sales. These many different scenarios, different languages, different cultures, different products and services were all, somehow, the same. It was all about connecting with the right people, in the right way, with the right story, and not giving up.

      When I set up my company, Winning Sales, back in 2000, and began working with others to help fine-tune and improve their sales performance, I quickly understood the important dynamics of nature and nurture. For some people (the minority), sales comes naturally: it’s instinctive or indeed in their DNA. For others (the majority), it’s a cultivated or learned process which needs to be explored and understood, adapted and refined to sit comfortably with the personality and style of each individual seller. Although the former may seem to have an easier path to fame and fortune, the latter can be just as effective and often produce better, more focused and consistent results. Ultimately, however, the real formula for true sales success, as in any walk of life, is the decision, desire and dedication to succeed and not give up whatever the pain barrier. In summary, it’s about the skill-set and the will-set!

      Along my training journey, I have come to recognise in business, and particularly in start-up ventures, that actually the biggest barriers to sales success are fear, trepidation and often an unease or real dislike of actually having to sell. These emotions often serve not just to hinder the sale but actually damage the ability of a business to grow, as people naturally stick to the comfort of what they do best, occasionally coupled with a flurry of passive marketing or reactive selling.

      As we struggle out of global recession and entrepreneurial people decide to pick up the start-up gauntlet and take control of their own destiny, there is a greater need than ever to address the issue of proactive selling. We face interesting and challenging economic times, where sellers are many and buyers are few. In highly competitive marketplaces, can you realistically expect to grow a business successfully without reaching out and engaging effectively with new customers, convincing them that you are the best choice when it comes to their problem or need? Yes marketing is great – and great marketing may generate enough sales without ever needing to physically or verbally engage. However, for many, marketing will simply drive potential customers to your door (real or virtual) and then it’s over to you and your people to ensure they pick you and come back time and time again. In a competitive market place, it is truly imperative to get sales and get proactive. It is often not the question of the best product or service out there but rather the best seller – the one who can truly make an impact and convince potential buyers that they cannot go it alone, they need to take action and buy from them!

      This short book aims to help you become comfortable with selling and sales and recognise that you too can do it; hopefully dispelling some common misconceptions and myths around selling and sales people. It will share with you some useful tips, tools and processes which will get you started and also help avoid some common pitfalls. It will challenge you to focus on gaining real clarity about what you are selling, to whom, and why they may, or may not, buy. Ultimately this will set you on the right path for developing a successful sales habit for life.

      Have fun and share with me your thoughts, questions, feedback, etc. via:

      Email: jackie@winningsales.co.uk

      Linked-In Group: Winning Sales

      Twitter: @winningsales

      Jackie Wade, July 2011

      Chapter 1. Selling – Can Anyone Do It?

      10 things you should know about selling

      Successful selling is not a black art. It is a logical process and conclusion, based on a simple series of pre-planned, well-executed steps.

      Sales output is related to input. You get out of it what you put in to it.

      Selling is not marketing, marketing is not selling.

      Telling is not selling.

      You cannot close what’s not closable.

      No is ok. Every no brings you closer to yes.

      Likeability is important but not everything.

      In sales we are all equal – buyer and seller.

      It’s not about perfection, it’s about doing it.

      Sales Success = mindset + process + action!

      If you have bought, borrowed, been kindly gifted or otherwise acquired this book, I’m assuming that you are currently considering your next step in taking your business forward. You will have identified that sales and selling are pretty vital, if not imperative, in order to succeed and grow. The questions on your mind might be can you, will you, should you be the one to kick start sales in your business or do you need to bring in an expert? Is this a specialist skill or can anyone do it and achieve a reasonable level of success?

      The good news is yes, anyone can…well almost!

      1. Firstly, successful selling is not a black art. It’s a logical process with an inevitable conclusion, based on a simple series of pre-planned, well-executed steps.

      Selling is neither an art nor a science but rather an interesting combination of both, coupled with an occasional bit of luck. The science side is the logical process (I call it Logical Conclusion Selling©), which you, the seller, must control in order to ensure a sale. By learning and applying this simple process (covered in chapters 2-6), instead of just winging it, your sales results will dramatically improve.

      The art side is the changing colour of each unique sales situation – the personalities, people, and passion. What makes you unique, special and memorable to your buyer? What makes each buyer tick? How do they prefer to do business? What buttons will you need to press? Once you start to explore and understand your personality and your that of

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