#2!
!
!
!
!
!
!
!
!
!
!
!
!
NOVEMBER-DECEMBER 2012
SALES REPORT magazine
Why do succeesful companies fail ? Strategy Ideal business people Sales rules Faces
If you don’t know where you’re going, any road will get you there. - Lewis Carroll-
Editorial... Nowadays it is more important to separate from others in order to maintain your job and to be more useful from the others. The key is to be useful for your company. If you achieve to be useful for your company it is sure that you will have a job....so simple. But the most important thing is to be every day to be useful and productive if you want to have a awesome career. We must not forget that the battle is every day and the game will never stop. They only one’s who will survive are the people who create the circumstances.
Contents Contents Why do succeesful Four steps to success companies fail? Page 4-5 Page 4-5 Confidence
Strtegy Page 6-8 Page 5
Stories for motivation
MINOR&MAJOR Page 8 Page 6 Communication
Ideal business people Page 10-11 Page 7-8 Guru article
Page 12-13 Quotes Page 9 Glossary Page 13rules Sales Page 10-11 Faces Page 14 Glossary Page Coursebook 12
ED
''The people who get on in this world are the people who get up and look for the circumstances they want, and, if they can't find them, make them.'' -George Bernard Shaw
AIM OF THE MAGAZINE THIS MAGAZINE REFERS TO PEOPLE WHO ARE AMBITIOUS AND WANT TO INCREASE THEIR PROGRESS IN THEIR SALES. IF YOU HAVE THE ATTITUDE AND THE DESIRE, THIS MAGAZINE IS SURE THAT, IT WILL IMPACT YOUR PERFORMANCE IMMEDIATELY AND HELP YOU TO ACHIEVE YOUR AIMS. I MEAN FOR SURE BECAUSE IN THIS MAGAZINE YOU WILL LEARN POWERFUL SALES STRATEGIES, METHODS AND SPECIFIC ATTITUDES WHICH WERE EXECUTED IN THE MARKET WITH HUGE RESULTS.
SOCRATES SAID:
USE YOUR TIME TO IMPROVE YOURSELF
THROUGH WRITTEN WORK FROM OTHERS, SO YOU CAN EASILY OBTAIN THESE THAT OTHERS OBTAINED WITH DIFFICULTY. THIS MAGAZINE IS BASED ON ACADEMIC THEORIES AND MAJOR ON OUR EXPERIENCE.
THIS IS A DIFFERENT KIND OF SALES MAGAZINE FOR DIFFERENT KINDS OF PEOPLE-FROM THOSE WHO HAVE NEVER BEEN CONCERNED WITH SALES TO THOSE WHO HAVE A SUCCESSFUL CAREER IN SALES.
SALES REORT
3
S
Why do successful companies fail?
A
L
E
S
R
E
P
O
R
results are destructive for the managers and the company.
Secondly,
most managers believe that one successful method, technique or strategy that was applied in the past will have the same results in by ED the future....a big mistake. The methods, techniques or strategies This questions is more valid than are not a recipe. When the market environment changes it is not ever and this is caused by the sure that a strategy that we have economical crisis which affects applied in the past will have the the most markets. It is easy to same result. The skills of the explain the reasons why this is happening but it is more difficult managers are to create, execution and adjust the right strategies to understand in time the under the new market situations that leads your environment. The truth is that company there. many managers have lack of Firstly , expertise and capacity to create and execute changes. They prefer the most common mistake is the to follow the easy way and don’t complacency of a manager and take risks to create and execution mainly of senior executives.This of new methods, strategies or phenomenon mainly is caused by techniques that will win the successful companies. Most battle and maybe create the new companies have manager circumstances in the market . complacent temporary success and they forget that it is easy to Thirdly , succeed but it is difficult to one more major mistake that maintain success. Of course the made the successful companies is the arrogance of their managers. 4
T
The arrogance prevents them to see and as a result to confront on time reality. That means that when you recognize your problem maybe it is too late to reverse the situation and the bad results that follow.
Fourth, one other cause is the individual and team inertial. Many managers stop trying when they find difficulties in the market and if this happens individually the consequences maybe will be few. But what will happen if this inertial effects all the team.....simple a disaster. This situation happens more frequently when we have a general economical crisis in the market. This is happens because most managers don't like to change their habit or they haven’t got the ability to understand the changes that happens in the environment so when all this changes it creates a big change...what happened......... ..first of all , we all recognize the big change but too late to confront
SALES REPORT
S
A
L
E
S
the new challenges so they faced the problem but with huge losses even by the extinction of the company.
If we don’t want to make these mistakes we must not forget to understand the market environment that we bring into action. We live in an era where the changes are continuous and fast. The companies and the managers must monitor and recognize the new changes or challenges that create the new market environment. In addition they must have the ability to give the right solutions in order to maintain their success in the market. We must not forget that their companies who don’t recognize the new market environment are companies which recognize the new market environment but late, there are companies which recognize the new market environment in time but there are companies that create the new market environment and these companies are the leaders in the market and with constant success.
R
E
P
O
R
T
STRATEGY
Every successful company benefits from an effective strategy.The strategy might have been developed through formal analysis, trial and error, intuition, or just luck. If a business has an excellent strategy and effective implementation, it will likely be successful. Keep in mind that the strategic management process is deceptively simple: -Learn -Think -Plan -Do The devil is in the implementation. Strategy represent the big picture about ‘‘doing the right things’’ Tactics represent the details of ‘‘doing things right’’. Strategy sets the direction in which the organization will proceed while tactics determine how it will proceed.
‹‹ It isn’t strength nor intelligence, but the sustained effort that will highlight your skills›› Sir Winston Churchill. SALES REPORT
5
MINOR & MAJOR S
A
L
E
S
R
E
P
O
R
T
Sell the Story Rather Than the Product Business people make decisions based on logic, right? Wrong! In every product segment, there is at least one brand that uses a story to convince people to pay extra for that brand. Seth used the example of office furniture. "A chair is a chair, but the Aeron chair sells for several times the average price because the manufacturer has positioned it as the chair companies buy when they value the health of their white collar employees," he explained. He also pointed out that people pay up to $5 a quart for bottled water because (so the story goes) it's "healthier" than tap water. Source:Ron Burleyis
Create a Story That Shows How You're Different The old model of mass marketing meant creating a product that appeals to an average buyer, then interrupting as many prospects as possible (with commercials, direct mail, sales calls, etc.), hoping to convince a percentage to buy. This is no longer effective because today's consumers tune out any message that doesn't interest them. You have to "earn" the right to sell to people and this is only possible if you have a compelling story that shows how what you're offering is different and better from everything else that's available in the market. 6
Source:Ron Burleyis
SALES REPORT
S
A
L
E
S
R
E
P
O
R
T
Ideal business people
GOOD DAILY HABITS
by ED
Start each day with expectation. If there's any big truth about life, it's that it usually lives up to (or down to) your expectations. All the companies had as a rule Therefore, when you rise from bed, make your first that ’‘the most"something important and thought: wonderful is going to happen valuable resource a company today." Guessin what? You're is probably right. the people’’. After the years the companies realized that the rule ‘’the most important and valuable resource in a company is the people ‘’ it is not enough. Under the circumstances the last years as the competition is more aggressive theto rule has and prioritize. Take time plan transformed as ’‘the most important and valuable The most common sourceresource of stress in is the perception that you've got too much work to do. Rather than a company is the right-ideal obsess about it, pick one thing that, if you get it done people’’. today, will move you closer to your highest goal and purpose in life. Then do that first Personally, I believe first who...then what.It is important for company first find the right-ideal person and after to decide their aims and direction. Many people believe that first we must decided where we want to go and after we find the right people. Nowadays because the Let go of your results. developments are rapidly you don’t know exactly where you The big enemy of happiness is worry, which comes possible must from go. Only if you focusing onhave events that are outside your the right people whichOnce haveyou've the taken action, there's usually control. attitude and the nothing skills can more confront you can do. Focus on the job at hand rather than some weird fantasy of what might happen Source: Geoffrey James SALES REPORT
All the companies had as a rule that ’‘the most important and valuable resource in a company is the people’’. Later the companies realized that the rule ‘’the most important and valuable resource in a company is the people ‘’ it was not enough. Under the circumstances in the past as the competition was more aggressive the rule had transformed as ’‘the most important and valuable resource in a company was the right-ideal people’’. Personally, I believe first who...then what. It is important for a company to first find the rightideal person and then to decide their aims and direction. Many people believe that first we must decide where we want to go and later we find the right people. Nowadays, because the developments are rapid you don’t know exactly where you possibly must go. Only if you have the right people which have the attitude and the skills can confront 7
S
the new challenges. So if you have in your team the right people you will go anywhere you want because they have the right skills , attitude and the desire to confront the challenge and create a new route in order to achieve their aims.
A
L
E
S
R
E
P
O
R
T
have achieved big aims from their attitude. Take Richard Branson, for instance.
The founder of Virgin, the first ten years were a struggle, with his company suffering some cash flow problems until as late as 1980. By then, the Virgin Group Personally , many companies hire was running eighty different the employees only for the operations, none of them making theoretical basis that they have or large amounts of money and only for their education some of them losing money hand (bachelor,s masters ,diplomas). over fist. Yet in 1992 Branson’s Of course, I believe that it is music business alone sold for 560 necessary to have diplomas a million. bachelor, a master but it is too Or take Nicolas Hayek, the man necessary to have the right who invented the Swatch and attitude for each person. brought the Swiss watch-making industry back from the dead. I am fun for the phrase ‘‘hire for Hayek took on Japanese market attitude, train for skills’’. You can develop your skills and your leaders, Seiko and Citizen, and beat them on quality and price. knowledge but it is difficult to Today the Swatch Group, sells change your attitude. million of watches every year.
FIND US ON FACEBOOK PAGE SALES REPORT MAGAZINE
Of course the two people and all the team have first of all the right attitude to confront these difficult situations. In addition, we must never forget that the battles won only for the team and not for the individual.
Nowadays I personally believe that companies must pay more for the attitude like passion,selfmotivated, drive, team player, honesty, positive attitude. There are many examples from reality that many people
8
The example from the sports are many.If we find the right-ideal persons and to create a strong and united team we are ready to confront all the challenges and achieve our extreme dreams. Remember you can achieve extraordinary goals with ordinary people.
SALES REPORT
S
A
L
E
S
S R A E
P
O
R
T
QUOTES
Amediocre idea that generates enthusiasm will go further than a great idea that inspires no one. Mary Kay Ash (1918-2001) American Businessperson
Three great essentials to achieve anything worthwhhile are, first, hard work; second, stick-toitiveness; third, common sense. Thomas Edison (1847-1931) Inventor
‘’After a certain point, money is meaningless. It ceases to be the goal. The game is what counts.’’
You gain strength, co urage and confid ence by every experience in which you really stop to look fear in the face. You are able to say to yourself, ‘I have lived through this horror. I can take the next thing that comes along.’ You must do the thing you think you cannot do. Eleanor Roosevelt (1884-1962) U.S. First Lady, U.N. Diplomat
-Aristotle Onassis
SALES REPORT
9
S
A
L
E
S
R
E
P
O
R
T
Sales rules by ED
Sales..... all the companies live off from their sales. If a company has decrease her its sales this will affect all the company negative and opposite if the sales increase this will affect all the company positively. So it is important that all the people in a company help and support the sales when they need help.The truth is that if you don’t pass from sales it is not easy to understand the daily difficulties that the sales people have. So many times people don’t understand easily how important it is to support directly the sales people. This is a phenomenon that happens in most companies and they don’t try or give notice to people on how important it is to support directly and quickly the sales people. In my perspective all we are, sales people all we sell something, at least we sell ourselves. Now I am going to mention the most important rules that every sales person must follow in order to achieve their goals.
10
-The most important thing for every sales person is to have persistence and patience. The more persistence we have the better results we will achieve. Of course our persistence is determined by what we believe in our life and our skill. Many people don’t have persistence and this is luck if they believe in themselves.We must constantly believe in ourselves and then we will succeed. Sure it is important to persist but it is important how we persist and to whom we spend our time, how important the customer will determine the hour that we spend with him.
not enough to want something very much you must coach and prepare hard and moving strategically if you want to achieve your sales goals. Practice isn't the thing you do once you're good. It's the thing you do that makes you good. Malcolm Gladwell (1963- ) Canadian Journalist
-Learn to take risk. Remember risk always pays off. You learn what to do, or what not to do.
In order to take risk you must find something that you love a You mustn’t forget that you don’t lot. This will achieve awesome get paid for the hour but you get sales. paid for the value you bring to the hour. Why not go out on a limb? Isn't that where the fruit is? Frank Scully (1892-1964) American Newspaper Colimnis -Furthermore, all sales people must learn to negotiate everything from the start until the end. -Even it is importan to remember It is sure that when you portray to keep your mouth shut and in your customer your product or your ears open. This is crucial in service they express objection but the first few minutes of any sales that doesn't mean that your interaction. customer is not irreversible. Learn to negotiate and not hesitate to negotiate that the customer said even if he seems sure and determined about what he said. -Train and prepare yourself it is equal importance for sales. It is
-Sell with questions, not answers. Question is the key but unfortunately you must prepare the question carefully.
SALES REPORT
S
A
L
E
S
R
E
P
O
R
T
Type of questions:
Source: Steve Jobs
Source: Zig Ziglar
1.Open question: what, when,how, why.
Understand their needs better than any other company."
"People do things for their reasons, not yours."
2.Close: yes or no (start with verb)
I recently had a client tell me that Apple's co-founder also commented (infamously) that his he "just needed customers to understand" the difficulties he company never used focus groups to design products. That was facing. I almost spit my tea. doesn't mean they didn't listen to The last thing any customer wants to hear is how difficult your job is customers. Apple regularly or what struggles you are having. queries users about needs and goals. Jobs saw his job as figuring Give them sweetness and light, as out how those desires could be this salesman and motivational speaker understood, and they fulfilled--elegantly, efficiently, might come back. and profitably.
3.Negative/question. 4.Hypothetical questions: what if.... 5.Personal question 6.Problem question 7.ASK FOR THE ORDER
Smart questions :
-Are you complete satisfied with your service you are getting now? -Would you be interested in getting the benefit of what I sell?
Source: Jeff Bezos
Source: David Ogilvy
"The consumer isn't a moron; she If you build a great experience, is your wife." customers tell each other."
One the of the advertising -Do you have time to see together  In the social media age, as the industry's original "Mad Men," Amazon CEO well knows, if my company can help you to Ogilvy realized that while referral advertising is more achieve your aim? customers may lack specific important than ever. Many knowledge of an industry, they do Some rules from successful customers are eager to share both know something far more people: good and bad experiences with important: the reasons they will the entire planet. Done right, buy or not. Anyone can belittle a there's nothing better--as proven customer's naivetÊ or lack of by the developers of the experience. Successful salespeople smartphone app, Instagram, who will patiently and respectfully garnered 40 million users and a give them the information they billion-dollar Google buyout need to make an informed entirely by customer referral. decision. SALES REPORT
11
S
A
L
E
S
R
E
P
O
R
T
GLOSSARY CUSTOMER •
put the customer at ease - help a customer feel good about spending his or her money
•
regular customer - a customer who always returns to the same business, or buys the same product
•
tough customer - a consumer that is not easily convinced that he or she should purchased the product being offered
•
return costumers - satisfied customers who return because of the company's positive qualities
BUDGET set a budget - to decide on a budget draw up a budget - to agree on a budget keep to a budget - to not exceed a budget overstep ones budget - to exceed a budget balance the budget - to plain income and expenditure so that they balance budget restraints - to have a limited budget or to not be able to invest in new projects because of limited cash flow budgets cuts - to reduce certain features of a business, such as employee benefits, in order to keep a company profitable
SALES REPORT
S
A
L
E
S
R
E
P
O
R
T
FACES
FIRST NAME : Evangelos LAST NAME: Michalis COUNTRY: Greece COMPANY: MSPS S.A POSITION: Project Manager
1.What is the major factor for professional success? To be optimistic and enjoy what you do for a living. 2.We all make mistakes.What have you done to confront your mistakes? I try to keep calm, think of what might have gone wrong and use my experience to come up against it.. 3. Many people say that crisis creates opportunities. What is your opinion? The crisis does create opportunities as long as you have the knowledge, the experience and the ability to see them.
FIRST NAME : Ilias LAST NAME: Chryssos COUNTRY: Greece COMPANY: Gnomi + DraftFCB POSITION: Art Director
1.What is the major factor for professional success? I am not sure of the ‘‘major’’ factor, but it sure does matter to be well focused, organised and able to quickly adapt to news situations and also to have good co-workers/reliable partners who are the same focused as yourself. 2.We all make mistakes.What have you done to confront your mistakes? To be aware of them and try to avoid them in future times by learning from them. 3. Many people say that crisis creates opportunities. What is your opinion? It does create opportunities for those who are good, really good at what they do and those who are at the same time well organized (those that work effectively). Also the ones who can adapt easily to things do have opportunities.
REPORT
13
S
A
L
E
S
R
E
P
O
R
T
FACES FIRST NAME : Irene LAST NAME: Grimani COUNTRY: Greece COMPANY: MSPS S.A POSITION: Account Executive
1.What is the major factor for professional success? In my personal opinion, professional success has many determinants. It is a mixture of many factors. For example, in art & design careers the main factor is the talent each person has which is vital for these fields. On the other hand, in business professions there is no need only for a talent person. Firstly, to become a professional you should have some basic at least knowledge on the subject you are interested in. More than that, working experience is very important because what you read in the books is not always what you confront in your working environment. Apart from that, professionals should be passionate about what they are doing and love their job. Think positive, forecast the future, be a team player, don’t be satisfied with what you have achieved, always look forward and keep developing yourself and getting informed about what is going on in the market you operate. Professionals, for me, are characterised by all the above factors which formulate dynamic personalities who know what they are doing, why they are doing it and never give up! 2.We all make mistakes.What have you done to confront your mistakes? Mistakes make us better and in the end of the day help us shape our personalities. If you don’t make mistakes then you will never learn what is the right way to do something or to judge more accurately before acting spontaneously. The best way to confront your mistakes is first of all to acknowledge them and realize that you made those mistake. Some people never admit their mistakes and this is the reason they never confront them. Realize your mistakes, try to define the reason you made them and then have the desire to find a way to solve them and become better! 3. Many people say that crisis creates opportunities. What is your opinion? It depends. Crisis might create an opportunity if you are able to make the situation work in your favour. Some common determinants of a crisis is the fact that people are pessimistic and give up their efforts because they feel no one is helping them and most importantly there is lack of competition. These basic characteristics give you the opportunity as a company to rise being the best on what you are doing and never lower the quality of your services and products. Crisis becomes an opportunity for people who have knowledge, are risk takers and continuously assess their businesses in order to develop their company’s SWOT analysis and define their next steps and strategies.This way businesses will confront crisis and try to remain in the market.
14
SALES REPORT
S
A
L
E
S
R
E
P
O
R
T
SALES REPORT magazine If you work in sales and you want to present us with an article some good practice that you have done would be appreciated. We are going to publish your article. It is important for us working in sales because we want to learn the perception of the market environment, the selling strategies and the sales approaches to getting and keeping the most profitable customers of the people who work in sales. In addition in our page on Facebook we would like to express your opinion (improvements, ideas etc). Sent message on Facebook page Sales report magazine. If you want to advertise in our magazine send a message on Facebook page Sales report magazine. To all messages we will respond. We would like to thank you for the time that you spent to reading this magazine.
SALES REPORT
15