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Wednesday / June 19.
HomemibusinessThe ‘Spectrum of Business’

The ‘Spectrum of Business’

No one in business wants to fail, and indeed I am sure that everyone wants to ‘do well’. If this is true, then we need to remember and clearly understand the saying ‘success begets success’…which simply means that the only way to achieve success is to sell success.

Sadly, a very small percentage of people in business actually sell success, and so it follows that only a few people ‘do well’ when it comes to selling in a professional manner. Some might think that high-achievers in sales are blessed with a positive form of personality, plus greater enthusiasm… and perhaps ‘the gift of the gab’.

None of this is true, although there is no argument that high-achievers in sales probably appear to be more positive, more enthusiastic and more articulate. Looks can be deceptive though, because the truth is that successful sales people operate by a higher sense of purpose, and due to this different drive they naturally develop more positive, enthusiastic and expressive ways.

Take a footballer that fearlessly fights his way through opposition players; in most cases this is not due to strength, aggression and courage – it is because his purpose is to ‘get the ball’… and yet it might be thought that it is his power or bravery that enables him to fight so hard. The courage and strength of a great footballer are developed as by-products of his purpose to ‘get the ball’, not the other way round. Most footballers are strong and willing to ‘have a go’, but without great purpose these assets cannot be activated in a consistent manner.

Customers can buy products anywhere but there is almost nowhere they can turn to find good ideas to create more success with products they buy.

As an example, the power of a bicycle is found in the back wheel, but it is the front wheel that creates direction…and so power minus purpose equals a tendency to meander, while purpose plus power creates a meaningful journey!

So here is the spectrum of business, as it applies to selling, highlighting the three points of ‘purpose’ that drive sales people to oblivion, average achievement or great success:

The Point of ‘Access’

This position is the worst platform from which to operate, because it represents availability and not ability. This is the area where we find people who ‘have product to sell’, and yet they hardly ever sell much product! Why? Because every customer, in every market, is faced with abundant product access, plus they have a favoured form of buying product…and so when satisfied customers are faced with more ‘product sellers’ they dismiss this weedy breed with ease, and sometimes with rudeness they find hard to contain.

‘The point of access’ is often found alive and sick in some Optometry Practices, where patients and customers say what they want…followed by a form of service that delivers what they want, but not what they need.

The Point of ‘Excess’

This position involves product access accompanied by big discounts or ‘special deals’, which will stimulate buying for as long as the discount or deal can be ‘accessed’. The winner in this area is the service provider with the least profit, because most discounters neglect to take new customers to a higher service experience after seducing them with lower prices…and so the new customers go back to their usual buying habits, and the regular customers will have bought enough product to stop them buying for ages!
In Optometry Practices, there is no harm in creating ‘promotions’ to attract customers, so long as the offerings made are tasteful and relevant, but once the customers step inside the practice they must be met with the best you can offer in service and advice

The Point of ‘Success’

Customers can buy products anywhere but there is almost nowhere they can turn to find good ideas to create more success with products they buy. To sell success, show customers a ‘worst to best performance spectrum’ relating to products available, and then explain the ‘scale of strategies’ that cause good and bad results, and then lead them to the point of success! In an Optometry Practice, the challenge is to listen first and then to lead, and it doesn’t matter whether patients and customers agree with your recommendations or not – what matters is that you offer ideas and suggestions without being asked to, and customers love this form of professional attention.

When you make the effort to operate from the point of success, you sell higher results and therefore create greater levels of achievement for your practice. Success begets success.

John Lees is a sales & marketing specialist engaged in speaking, training, consulting, business coaching…and he is the author of 11 books on business development. Contact John Lees via email: [email protected] and visit his website: www.johnlees.com.au