Every day the world becomes a smaller place. Recent estimates offer that 3 million people board airplanes each day to travel around the globe.
Those of us who are not physically connecting to other parts of the world through our travel schedules are instead intrinsically linked to all corners of the planet by the ubiquitous internet and all its associated homogenising qualities: 24 hour world news, globalised advertising campaigns and myriad communication opportunities through social networking to name just a few examples.
To put it bluntly, the world is shrinking and standing out in that tight crowd is a real challenge for 21st century businesses. To meet this challenge, many organisations realise the value of emphasising and selling on their differentiators: factors that set them apart from their competition. But are companies going about this process the right way?
Jonathan Fitchew, CEO at sales training experts Pareto, believes there is a refined approach to understanding how ‘being different’ actually works: “Simply saying ‘we are different’ has become a somewhat blasé position that companies adopt as they seek to rise above crowded market places.”
“There is a genuine lack of understanding here about how refined sales techniques are required for any firm to get the best out of the differences they are trying to take to market.”
“It is no good simply saying to staff, ‘Look, we know we are different, lets make sure we play to that strength’, when staff are lacking the right skills needed to take that determined position out there and win new clients. Specifically we see the need to focus on a symbiosis between marketing and sales teams. Getting a clear message of your company’s actual differentiators comes more easily if more staff are in the loop about defined positions.”
“Getting your internal communication right is absolutely vital, but this is a process many staff members will need to learn and be educated upon; too many clients we have worked with presumed that this kind of communication comes naturally. That is not a given, and they came to recognise the benefit of having expert advice on how to engender community between marketing and sales hubs through training on the principles of good communication and learning from market feedback. These skill sets are not necessarily inherent to the DNA of a staff group.”
“Companies want to get a clear message of difference and uniqueness out there into that crowded and bullish market place. They need to make sure their people are fully equipped with more than adequate training so they can make the best of what they believe makes their product exceptional.”
Pareto Law is the UK’s biggest and most successful sales enhancement company: the authority on sales, no less, since 1995. Pareto brings companies the 20% of the sales team that makes 80% of the difference.
The Pareto Effect can be experienced in many ways and it can have a remarkable, measurable effect on your business. Pareto delivers this effect through four key elements – Sales Recruitment, Sales Training, Executive Recruitment and Sales Development, bringing your business sales assessment and accreditation solutions to deliver sales excellence.
For further information please contact Jonathan Beagles, Marketing Development Executive, on 01625 415 765.
