Fly’s Friday Five: Sell Your Way Out of These Economic Times

Written by: Gary Fly
Flys Friday Five

Today, we’re going to talk about sales and earnings.  

It’s mid-year, a lot of earnings reports have just come out, and there seem to be a lot of readjustment. We saw recently that Walmart has tamped down their expectations a little bit. So, I think it’s a natural time to think about where we are and what we need to be doing for the rest of the year.  

As I have mentioned before, I think that the companies that are that are going to be successful have to sell their way out of this malaise that we’re in. We continue to see challenges from the economic headwinds that we’re facing. McKinsey did an interesting study on sentiment from business leaders, and there are a lot of things that are causing them to be a little more pessimistic than any of us were a year ago.  

That being said, I want to talk about how to sell your way through this malaise. I just met with Sherry Stevenson from the Triad Business Journal, and we had an interesting conversation. She commented that she believes that most salespeople have a challenge with selling because they simply don’t know what their clients or their potential clients need. And that’s exactly what The Brooks Group helps work on. We have a six-step process called IMPACT, and the first three steps (where you spend 70% of your time) were designed to:  

  • Build rapport 
  • Understand what’s going on with the client 
  • How you could be of service – or if you could be of service 

Today, I have some very specific ideas for how you might improve your sales going forward for the back half of the year. 

  1. Audit your closed won and closed lost deals. That will allow you to direct your team, inform your marketing messaging, help with your lead generation work. But really, understanding who is (and is not) buying from you and why should help you generate priorities for your sellers on the back half of the year.  
  2. Audit your leads in the pipeline. Then map that back to what you learned in your closed won/closed lost audit. If you have a lot of leads in your pipeline that you’ve struggled to close in the first half of the year, maybe those leads aren’t great quality – or maybe they are good quality – but you need to approach them differently based on what you’ve learned in that postmortem work.  
  3. Look at your talent. We recently went through a talent exercise based on the Traction Methodology called G.W.C. – Do your people get it? Do they want it? And do they have the capacity to do it? It helps you identify: Do you have the right talent? Do they have the tools necessary to do the job? Do they have the training necessary to do the job? And are you coaching them appropriately to be successful? Determining if you have the right people in the right seats, I think, makes sense. We’re not looking to get rid of people, we’re looking to make sure people are in their best fitting job and that they are set up for success.  
  4. Coach, reinforce, and realign. Coach your people. Make sure that they understand what your expectations are. Make sure you’re regularly talking to them and mapping back to that. And make sure you’re providing the resources necessary for them to be successful. Then reinforce what it is you’re trying to do, and if necessary, realign. This is also a good time of the year to make sure that folks are adhering to the process that you have. And if not, it’s time to rejig that and get people back in line.   
  5. Talk with clients. I can’t stress this enough. Find out where your clients really are, what their needs are, why they buy from you, and if they’re frustrated or disappointed in any way. Then it’s a natural time to talk to them about next year – understand what their strategic needs are and how you could be a piece of the puzzle to help them achieve their strategic goals.  

Those are my five, very specific things you can do to improve your sales on the back half of the year so that you can sell your way through the pandemic and be one of the companies that actually prospers through these difficult times.  

Always happy to discuss. Always happy to debate. Always happy to provide additional information. Please feel free to reach out to me at gfly@thebrooksgroup.com 

Written By

Gary Fly

Gary Fly is the President & CEO at The Brooks Group, where he brings 25+ years of senior management experience. In his role as President of The Brooks Group, Gary is applying his keen business insights and energetic management style while extending the success and legacy established by William T. Brooks and his sons, Jeb and Will, honed during the company’s rich, 40-plus-year legacy.
Written By

Gary Fly

Gary Fly is the President & CEO at The Brooks Group, where he brings 25+ years of senior management experience. In his role as President of The Brooks Group, Gary is applying his keen business insights and energetic management style while extending the success and legacy established by William T. Brooks and his sons, Jeb and Will, honed during the company’s rich, 40-plus-year legacy.

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