London Keynote Speech
Two weeks before Christmas I had the opportunity to fly to London to deliver the Keynote Speech at the Mid-Winter Conference for the British Dental Trade Association, an organization consisting of companies who sell products and services to dental practices throughout the U.K.
My audience consisted of approximately 100 Managing Directors, Sales Executives, business owners and other top managers from many of the member companies.
My speech focused on three main points:
1. How to sell and succeed in a recession. Much like the U.S., the U.K., until late 2008, had seen pretty much nothing but prosperity for the previous 25 years. Sure, there were a couple of small recessions here and there but, just like us, good times prevailed.
Most of their salespeople had never sold during tough times and didn’t know how. In fact, they were probably doing more order taking than selling, which is what happens when times are good. But now, facing the same economic problems we are they are being forced to go out and get business, something many of them are not used to (sound familiar).
2. How and why they need their salespeople to become experts, advisors, resources and single points of contact (E.A.R.S.). Some of the companies represented in the audience were already doing that; and having success in spite of the economy (funny how that works).
I made the point that being “E.A.R.S.” would make them indispensable to their clients and give them their best shot at increasing market share, which should always be the main focus during a down economic period, thereby positioning yourself nicely when the turnaround comes; which it always does.
3. The importance of “Showing UP!” This tied in perfectly with point number one since showing up during a recession is far more important than showing up during good times. Remember, when you don’t show up during a recession clients just assume you’re out of business; which brings me to my final point:
It seems no matter what country I’m in; I hear the same complaints from sales executives about salespeople: THEY DON’T SHOW UP, THEY DON’T MAKE ENOUGH CALLS AND THEY DON’T GET IN FRONT OF ENOUGH PROSPECTS!
Remember, you can’t run and you can’t hide because no matter where you go in the world there are no magic formulas; it’s all about prospecting.
I will be back in the UK in July, when I’ll be speaking in Glasgow. Hopefully we can connect then.
To all of you a Happy, Healthy and Successful 2010!