Sales is Not a Vending Machine: Why Understanding Your Market and Customers Matters

Sales is Not a Vending Machine: Why Understanding Your Market and Customers Matters

As the renowned sales guru Brian Tracy once said, "The key to successful selling is understanding the market and the customer's buying habits." These words hold true even today when companies seek ways to boost their sales numbers. However, it's not just about selling more; it's about creating a successful sales team who consistently delivers results.

My fellow Northerner, Mark Bailey, recently posed an essential question about new sales and business development. He questioned whether employers give their staff sufficient time to deliver or are the expectation that the sales tap can immediately be turned on. This question highlights a common misconception that sales is a machine that can be turned on and off at will.

Sales is not a machine; it's a process. A successful sales team is built on understanding the market dynamics, customer buying cycles, and demographics. These factors are the bedrock of a successful sales team, as it allows you to recruit the right people, create the right sales proposition, develop the right collateral, and set the right sales targets in terms of value and timing.

Unfortunately, many companies still believe that sales is a machine, and they load up the target market at one end and turn on the marketing and sales machine. This belief is similar to believing in unicorns and fairy tales. Sales is much more complex. Without understanding the market, customer buying cycle, and demographics, the sales team will fail to achieve objectives, and no amount of pressure will change that.

Instead of putting undue pressure on the sales team, companies should set up sales strategy, objectives, and goals by understanding the market, customer buying cycle, and demographics. This approach ensures that the sales team will succeed, and the company can judge them based on the "norm" and not the "exception." It's not rocket science, but it does require companies to seek external advice from sales experts who can help them understand their customers better.

In conclusion, successful sales teams are built over time. Companies must take a more strategic approach built on a deep understanding of their market, customers, and buying habits. Companies can create a successful sales team that delivers consistent results by seeking external advice and developing a sales process based on this understanding.

So, if you want to judge your sales team based on the "norm" and not the "exception," start by seeking external advice and developing a sales process that aligns with your market and customers.

Let’s have a chat about how we can tune your sales team to perform driving your business growth.

You can book a free 60-minute discovery session.

Use this link to book a call https://calendly.com/gorilla-revops/discovery-chat

Author

Andy Hamer

BA (Hons) Marketing Engineering FCIM

Andy is a seasoned technology business professional with extensive experience in commercial, sales, marketing, and operations.

Andy has successfully delivered disruptive technologies to the market in the UK and globally, building a successful career in technology-enabled businesses by joining sectors undergoing disruptive transitions. He has a diverse portfolio of experience in commercial areas such as sales, business development, account management, strategic planning, analysis and marketing, business acquisition, gap analysis, investment development, and go-to-market strategy, as well as expertise in product marketing, development, management, and technical awareness.

Andy is passionate about helping his customers find solutions to improve their businesses, increase productivity and quality, reduce costs and waste, and generate more profitable business while minimizing risk. His consultancy clients have included major technology companies: IBM, DEC, Apple, Toshiba, and Panasonic and major global services businesses: ATT, BT, CSC, NTT, KDD, and Deutsche Telecom, various medium-sized businesses: Park Law, DBO services, Cirrus Supply Chain, Systems Microwave, and start-ups: CodeBook, Xinaps, Invicara, XYZ Reality, and Archdesk.

Andy offers his services in-person, remotely, and in a hybrid format both in the UK and internationally. We look forward to working with you and helping your business scale and grow by developing a clear commercial operational strategy.

Book a 60-minute discovery session.

Use this link to book a call https://calendly.com/gorilla-revops/discovery-chat