Customers are the ones who place orders with salespeople; the more customers a salesperson has, the more solid their business foundation.
Too Few Potential Customers Customers are the ones who place orders with salespeople; the more customers a salesperson has, the more solid their business foundation. Top salespeople can continuously sell products because they have a sufficient number of customers. Research shows that salespeople with poor performance have few customers because they often make one or more of the following three mistakes: (1) Not knowing where to find potential customers; (2) Failing to identify who are potential customers; (3) Being too lazy to develop potential customers. Since developing potential customers is time-consuming and labor-intensive, some salespeople are unwilling to do it, only satisfied with dealing with existing customers. This is a suicidal practice. Because existing customers often leave for various reasons, such as switching production, going bankrupt, or personnel changes, they decrease at a rate of 15% to 25% each year. Thus, if salespeople cannot continuously develop new customers to replace lost ones, their customer base will drop to zero after 4 to 7 years. Another common mistake among salespeople with few potential customers is their inability to make calm judgments about potential customers. They often become "only I know my customers best." For example, an old salesperson tells a new one: "That company is the best customer of our competitor; it's useless to go there." "The chairman of that company is very stubborn." But when that salesperson visits with a try-and-see attitude, they end up getting the order. There are many failures caused by such personal biases.
Too Many Complaints and Excuses Salespeople with poor performance often complain and have many excuses. They tend to attribute failure to objective factors, such as conditions, the other party, or others, and never introspect on their own responsibility for failure. They often mention complaints and excuses like: "Our company's policy is wrong." "Our products, quality, and trading conditions are inferior to competitors." "Other manufacturers' prices are lower than ours." Looking for excuses for failure is useless. Instead of finding excuses, it's better to make constructive considerations, such as: "This approach might impress the customer." "What better methods are there?" When facing failure, these salespeople feel low, have a negative attitude, and their minds are filled with thoughts of failure. In fact, when people face real difficulties, they usually can't even speak; if they can still find excuses to defend themselves, it means they haven't fully utilized their abilities. When salespeople haven't done what they should do, or don't know what to do, and casually express dissatisfaction, it only shows their immaturity and incompetence. Truly excellent salespeople never complain or make excuses, because their self-esteem would never allow them to do so.
Strong Dependence Salespeople with poor performance always make various demands on the company, such as asking for higher base salary, travel expenses, overtime pay, etc., and often compare with other companies: "Other companies have higher base salaries," "Other companies have better benefits." People with this tendency are not qualified to be excellent salespeople. Salespeople cannot demand guarantees from anyone; they must rely entirely on themselves. Those who can't act without instructions, or slack off without supervision, can never become excellent salespeople. Truly excellent salespeople often ask themselves: "What can I do for the company?" rather than always demanding what the company can do for them.
No Pride in Work Excellent salespeople are very proud of their work and treat sales as a career to strive for. How can salespeople lacking confidence achieve good performance?
Not Keeping Promises Some salespeople are eloquent but have poor performance. They share a common shortcoming: "not keeping promises." They forget what they promised customers yesterday today. The most important thing for salespeople is credibility, and the most powerful weapon to gain customer trust is keeping promises.
Giving Up Halfway The problem with salespeople with poor performance is that they are easily discouraged. Sales is a marathon; success cannot be achieved with just a momentary impulse. Don't give up the belief in success, and persistently pursue it to reach the goal.
Not Caring Enough About Customers The key to sales success lies in whether salespeople can capture the customer's heart. If they are not good at reading people, the deal will not be closed. Salespeople need to understand the subtle psychology of customers and also be good at choosing the right timing to take action. This requires knowing the customer's situation thoroughly. Salespeople who don't care about customers cannot grasp and create opportunities.
In late August, the "2018 China Digital Innovation Conference (2018FDIC)" with the theme "Finding New Growth Engines" will be held in Shanghai, hosted by the China FMCG Industry Association and organized by New Distribution. This conference will have over 5,000+ enterprises participating. It brings together outstanding explorers and promoters of digital transformation across industries, sharing case practices of digital transformation from industry enterprises and partners, discussing digital technology development trends and cutting-edge applications, building a bridge for brand owners, distributors, retail enterprises, and marketing agencies, helping FMCG manufacturers obtain the latest information and understand the best application practices. It helps brand owners and distributors find new momentum for digital growth in the Internet era!
Conference Time August 22-24, 2018
Conference Venue Shanghai Baohua Marriott Hotel
Conference Content August 22: Full-day check-in Afternoon 14:00-17:30 Parallel Forum on Distributor Same-City Logistics Evening 18:30-21:00 New Distribution Night Gala Dinner
August 23: Theme: Marketing Digital Innovation Morning 9:00-12:00 Main Forum on Marketing Digital Innovation Afternoon 14:00-17:30 Parallel Forums on Brand, Channel, and Communication
August 24: Theme: FMCG Supply Chain Digital Upgrade Full day: FMCG Supply Chain Conference
Registration Method The registration channel is now open. Long press the QR code below or click "Read Original" to register. Limited to 200 early bird tickets at half price, available while supplies last!
Registration Consultation Ticket inquiries: Media cooperation inquiries:
Highlights of Previous New Distribution Conferences Click the links below to review the highlights of the 1st, 2nd, and 3rd FMCG + Internet Conferences:
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