The topic for this month’s newsletter and articles is about leading your team through the election and keeping them focused through the end of the year. As it happens, this can be a tough time of year to keep your staff focused anyway, what with the holidays. But add in the fact that it’s a presidential election year—and even more so a hotly emotional election year on both sides—and you have your work cut out for you.
Part of keeping your team focused is consistently reminding them of why your company’s products and services are important.
Company Purpose
At SELLability, in our courses, materials and articles, we regularly emphasize the importance of consistently emphasizing your company’s purpose with your team. Doing so is crucial for having everyone go in the same direction and knowing what is important about what both they and your company are doing.
If your business is, for example, a car dealership, the company’s purpose might be to sell affordable vehicles to people so that they can have trustworthy and reliable transport for themselves and their families.
Underlying a company’s purpose are the products and services they provide. At the same time that your staff must fully understand your company’s goals and purposes, they must equally know the products and services and why they’re important to the company’s prospects and customers.
In the case of our car dealership, the sales and service people must understand the vehicles they sell and how individual models would satisfy various buyers. One model might be excellent and affordable for a college student but way too small for a family, for whom one of the dealership’s SUVs would probably be better.
The better salespeople grasp how each model would affect any particular buyer, the more efficiently they can fulfill the dealership’s purpose.
“What Would Happen If…”
One way to convey these ideas is to ask the question, “What would happen if the company and its products and services were suddenly not there?” How would that impact the company’s prospects and customers?
The car dealership team members can go back through their sales to people in their area, at the various vehicles sold to buyers, and think about how those people would fare if they were never able to have those cars. How might their lives have been different?
By envisioning it this way, individual team members can see the importance of all of their actions in getting those products and services delivered into public hands. They can visualize what happens when the company’s products and services are utilized and what benefits are brought to the buyers.
As a learning process, team members could even reach out to existing customers and find out how the vehicles they bought have benefited them and their families. Doing this will give salespeople stories they can use to better engage and pitch to their prospects. They can say, “The Smith family, who bought their SUV here, have found the reliability and fuel cost savings remarkable.”
In leading your team through this particularly distractive time, emphasize the importance of the company’s goals, products and services. This will make a huge difference in navigating the year and into the next.
To learn more, sign up at SELLability.com.
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