FI­NAL WORD

Top busi­ness tips from award-win­ning fran­chisees Shan and Ger­ard O’Sul­li­van.

Inside Franchise Business - - Contents -

How to be a sales su­per­star.

When you start your own busi­ness there is no way to es­cape sales. It is a func­tion of op­er­a­tions that needs to be one of your pri­or­i­ties. A fo­cus on sales from the owner, through to team mem­bers will con­trib­ute to the long-term suc­cess of any fran­chise.

The fol­low­ing are sales lessons and philoso­phies we have adopted dur­ing our 12 years as fran­chise part­ners.

1. THERE IS NO BUSI­NESS WITH­OUT

SALES

The word sales scares a lot of peo­ple and its com­mon to hear peo­ple make light of it with com­ments like ‘I’m not very good at sales, or I hate sales’. Re­gard­less of what type of busi­ness you op­er­ate, if you want to be your own boss you need to ac­cept sales is a BIG part of the job.

2. DE­TER­MINE YOUR SALES PROCESS

There are so many el­e­ments of a busi­ness that con­trib­ute to the sales process, and in a com­pet­i­tive mar­ket a po­ten­tial sale starts well be­fore you in­ter­act with a cus­tomer face-to-face. To be suc­cess­ful you need to con­sider the process. This in­volves think­ing through the sales ex­pe­ri­ence from the per­spec­tive of your cus­tomer first.

Things you might want to work through in­clude: how would you like to be treated, what would you want to know about the prod­uct/ser­vice; what ex­pe­ri­ence would you want to have from in­ter­act­ing with the com­pany; do you want fast or slow ser­vice; would you want the com­pany to be highly knowl­edge­able and of­fer ad­vice; how would you want the prod­uct /ser­vice to be pre­sented, what would you want to see at point of pur­chase; what would help en­cour­age your reg­u­lar pa­tron­age and loy­alty to the busi­ness?

Start from the very first mo­ment a per­son might come across your busi­ness to the fi­nal step of con­vert­ing the sale.

3. COM­MU­NITY IN­VOLVE­MENT

Brand aware­ness is a huge part of the sales process, so you need to ex­am­ine ev­ery op­por­tu­nity to get your busi­ness in front of po­ten­tial clients. Con­sider who your key tar­get mar­kets are and then re­search ways to reach them di­rect within the com­mu­nity. The more en­gag­ing your brand can be in their lives, the greater res­o­nance it will have them. Con­sider sup­port­ing lo­cal groups, char­i­ties or sport­ing or­gan­i­sa­tions for ex­am­ple.

4. 100% SALES MIND­SET

As your busi­ness grows, so will your team and once other peo­ple join your busi­ness the need to en­sure ev­ery­one has the same sales mind­set is very im­por­tant. Ev­ery team mem­ber needs to be aware of the process and role they play in con­tribut­ing to a great sales ex­pe­ri­ence. For ex­am­ple, an ad­min per­son fol­low­ing up an over­due in­voice must al­ways be cour­te­ous, a ser­vice exec that goes on­site for a job must be punc­tual and well pre­sented.

As the owner and leader of the busi­ness you must al­ways lead by ex­am­ple. The val­ues you bring to the sales process will be shared best this way and en­sure your team are aware of your stan­dards and ex­pec­ta­tions of ser­vice.

5. TRAIN­ING COUNTS

If sales do not come nat­u­rally then ed­u­ca­tion is im­por­tant. Your fran­chisor may host in­ter­nal train­ing ses­sions, or else there are many sales cour­ses avail­able to help im­prove your skills. We send our staff ev­ery year to retail train­ing, and be­cause prod­uct knowl­edge is so im­por­tant in our busi­ness we get sup­pli­ers to visit and share prod­uct in­for­ma­tion. Again, the type of ed­u­ca­tion you par­tic­i­pate in will come from your sales process and iden­ti­fy­ing what you need to know/do to make it ef­fec­tive.

LEARN­ING IS LONG-TERM:

The longer you have a busi­ness the more you can re­fine what you do.

Sales is some­thing that evolves with your busi­ness and you must be will­ing to ex­am­ine the process reg­u­larly, take feed­back on­board and utilise it to im­prove what you do.

The good news is the longer you are in busi­ness the eas­ier the sales process be­comes be­cause you are more com­fort­able in busi­ness and as a leader.

Shan and Ger­ard O’Sul­li­van own Pool­w­erx Coffs Har­bour and Moonee Beach and are the Pool­w­erx NSW Fran­chise Part­ner of the Year for 2015, 2016, 2017.

Shan and Ger­ard O’Sul­li­van

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