What's New In Sales This Year?

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Written By: Jeffrey H. Gitomer

Some people make a bunch of silly resolutions and goals at the beginning of a year to cure what they screwed up last year - or at least what was not as good as it could have been last year. Or, if it was good last year, they make a 14% (pick a number) goal over what they achieved.

Not me. I do not resolve, nor do I goal. I observe, I listen, and I study. I try to see what’s new, and compare it to what has happened in the past and what is happening now. That helps me see what is likely to be - the trend - and helps me define my market, understand my customers, document my opportunities, and stay on the cutting edge of my business sector.

Here’s what I perceive is happening in sales. You decide how it will affect you and your business, and what you need to do to stay in a leadership position:

1. 2008 is the year of the Internet - with or without your participation. Oh, the Internet has been around for 20 years, but the sophistication level is growing by quantum leaps, and consumer RELIANCE is as evident as business reliance. This year will dwarf all other years, both in use and purchasing.

   FACT: Internet acceptance happened five years ago. We have now reached reliance. Dependence. Addiction.
   FACT: If your email is down for an hour, you go nuts. You have a Blackberry and instant access to messages. You’re compelled to thumb answers at all hours of the day, within minutes of receipt.
   FACT: If your Internet service is interrupted or goes down, you go nuts. Online access must be available at all times.
   FACT: It’s easier to click the “buy now” button than it is to get in the car, fight traffic, find a parking place, walk into the mall in the rain, and be told by a clerk, “Sorry, but we’re out of stock.”

   You go online to get news and information, buy stuff for yourself, buy stuff for others, do research, check the weather, book a plane ticket, buy something on Amazon, bid on something on eBay, and on and on - online.

   Get it? No, I don’t think you do. The question you need to ask yourself is are you keeping up with the technology that can make you money?

2. Invest in technology that leads to more leads and more sales. Last year I invested a ton of money in my business, completely redesigning and re-launching my website, www.gitomer.com. I (we) made it cool, attractive, sticky, fun, video-filled, and easy to buy from. Result? My e-commerce business doubled within 60 days, and my sales leads increased more than 50%.

   This year I’m doing the same for my online training company’s site, www.trainone.com. Brand new look and navigation. Cost? PLENTY! Option? NONE!

   I’m a leader in my field. I believe I’m THE leader in my field. Second best does not enter my mind or my lexicon. This must be reflected in my technology and my image in order to build my brand credibility.

   SELF DISCOVERY: Look at your website. What is it doing for your business? Does it make your phone ring? Are you making sales online? Are people returning to your site because you have valuable information? What do you WISH your site was?

3. Customers are smarter. Respect them, engage them, and earn their respect - or lose them. Gone are the days of salespeople being smarter than customers. Internet search engines have shrunk time and space to a few strokes on a keyboard.

   FACTS: Customers are better informed. They know what they want, they have lots of resources to get it, and they’re way more sophisticated than you give them credit for. They believe your product knowledge is a given, and they want help, more profit, and less problems.

   Study your present customers. If you are B2B, go to their place of business and work for a day or two. Get on the inside. Be a resource. Learn their needs and do something about them. The more you study your existing customers, the faster you will be able to sell prospective customers.

4. Send an email value message to every one of your customers and prospects every week. Email magazines, e-zines, are becoming more prevalent. Not many are compelling, but the few that are have loyal subscribers (customers).

   Where is your e-zine? Probably nowhere, or nowhere near the value message that it should be. I recommend you start your e-zine today. Make it all about the customer and how they win. The results will amaze you.

5. Learn buying motives. Knowing why customers buy is more powerful than knowing how to sell, and trying to sell the customer. Old-world sales tactics are over. If you learn why customers buy, you will outsell everyone.

   Why do customers buy? Why don’t you ask them and find out.

If you want more ideas of how to prepare an e-zine, go to www.gitomer.com, register if you’re a first-time visitor, and enter the word EZINE in the GitBit box.

Jeffrey Gitomer is the author of The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at . He can be reached at 704-333-1112 or e-mail to salesman@gitomer.com

© 2008 All Rights Reserved - Don’t even think about reproducing this document without written permission from Jeffrey H. Gitomer and Buy Gitomer • 704-333-1112