2009 – A Very Different Year
Skully took a little sightseeing trip on “Black Friday”. No, he
didn’t go out in hot pursuit of “50% Off” deals. He went out in search of the people searching for those deals. He took his day off and spent it traveling from one sale to the next. He ventured into bookstores, boutiques, home improvement stores and YIKES, even malls. All in all, it was not the sort of day that he would have spent nursing a cold libation under a palm tree. He did all of this for his fellow pirates. He did it for you. With clipboard in hand, he set out on the most dangerous waters of the planet… the busiest shopping day of the year. He wanted to see first-hand what the real economy looked like.
1. Mall parking lots were busier than your average holiday weekend.
2. Store lots were not as full as retailers would hope.
3. Lots of shoppers, much fewer buyers.
4. Staple items were being purchased. Big-ticket luxury items were not. Little Johnny may still get an expensive gift for Christmas but he won’t get multiple expensive gifts. That means fewer units need to be produced, fewer workers to produce them, fewer corporate health plan participants. Fewer boxes shipped to stores. Fewer units for distributors to pack. Well, you get the picture. Everything is effected and it translates to less demand… for just about everything.
In other words, he learned little that he
didn’t already feel like he knew.
What his fearless research shows is that even with fuel prices extraordinarily low, even with big discounts, even with a recent run up in the stock market… people have retrenched. Big surprise. So, what’s this have to do with being a professional sales person in 2009? Hey, did you snicker at the oxymoron, “professional sales person”? Come on, there are a few out there! What this has to do with professional sales in 2009 is that the game is going to change dramatically in the upcoming year.
It
doesn’t matter if you are selling B2B or B2C; you are going to have to acknowledge that your job is going to be a lot, and
Skully means, A WHOLE LOT, in 2009.
1. Consumers will purchase less. Business buyers will purchase less. Look, everyone is going to be more cautious. They will look to buy only what is needed. They will probably buy less than they have before. They are going to stretch another week out of that disposable razor blade. They are going to cut inventories and order more frequently.
2. Companies will need less of everything as they pare down their “non-essential assets”, like people. Sell trucking services? Plan on your customers reducing the total number of miles and shipments. Sell legal services? Plan on your customers, er, I mean, “clients” bringing fewer products to market (less patent work). Sell machine parts? Well, the equipment those part go onto are going to be run less. You get the point. Fewer sales/customer.
3. New customers will be harder to attract. There will simply be less demand for whatever it is you offer.
4. Existing customers will be far less loyal. Sure, you have taken great care of them. Heck, you even took Mr. Big a box of
Padron Anniversary stogies, but they won’t mean squat when the corporate mandate is “Find a way to reduce costs or find a new job… you have 48 hours”.
5. Price erosion. Just know that a number (maybe all) of your best customers will get a big discount – either from you or your competitor. And if the discount is from you, guess what? That’s a drop in your sales. If the discount is from a competitor, that’s a HUGE drop in your sales.
Sound pretty ugly,
doesn’t it? Well, reality
isn’t always pretty, but it is always real. Yes, you can quote me on that. But here is the good part…
If you are willing to work harder, if you are have buckets of stick-to-it-
ness, 2009 can be the very best year you have ever had! “How?” you ask. Well, here’s a few easy (to understand, hard to do) pointers:
1. Work. I mean really, really work. 10 hours a day. 6 hours prospecting, 2 hours account management and 2 hours planning and preparing. Yes, it is that simple. Just one more contact in the morning and one at the end of the day and Viola!, another 400 possible opportunities a year.
2. Deliver good news. Your customers and prospects want some hope. They are hearing doom and gloom from every corner. They need to hear how you can help them with their corporate initiatives. They need to hear how you can help them keep their job. How you can help their company be prosperous. They want SOLUTIONS to their problems (not mind-numbing diatribes on your product/service features.
3. Partner. Your customers want an ally. They want a trusted partner (you, not your company) that they can talk to and bounce ideas off of. They want somebody that they know understands and cares about them.
Sure, you can ignore
Skully’s comments. You can even disagree with them. And not to put too fine of a point on it, you can watch your current customers buy 25% less stuff from you, get a 10% price reduction and lose 20% of them to competitors (and if you were in the Pirating business,
Skully hopes that you do just that), or you can work harder and deliver more value than ever before. When the tide turns, you will be standing on the top of the mountain, looking down into the valley where all of the huddled masses commiserate after having given up. The choice is yours.