Archive for April, 2010

What do YOUR customers buy from you?

Do you really know the answer?

Do they buy

  • IT equipment & support?
  • Management consultancy?
  • Marketing services?
  • Accountancy service?
  • Legal advice?
  • Courier service?
  • Web design?
  • Web SEO?
  • Sales training?
  • Sales & marketing communications training?
  • Business coaching?
  • Widgets?
  • Plumbing?
  • Clothes?
  • Shoes?

If your customers are buying any of the above from you, you are providing a commodity; they’ll buy on price and convenience and will be wooed by the next temptress who comes along…

You might as well learn from my experience and save yourselves the aggro of having to go through it. It took a very good client who would put any new sales person through one of my courses to remove the veil from my eyes a couple of years ago:

“I could buy sales training from any number of sources.” (Boy! That hurt!)

“I couldn’t easily get elsewhere what you bring to my business…”

Round about the same time I explained what I did to a savvy business guy:

I provide blended learning, tailored sales & marketing communications courses primarily for small businesses where the in-house expertise was in the core offering (often technical) of the business rather than the ‘soft’ skills that are also essential to grow the business.

He then swiftly burst my bubble and explained what I’d got wrong:
“Fabulous idea. Great service. Trouble is these people won’t value it at a price that’s worth your while: Wrong price. Wrong market.”

These people don’t want courses on how to sell ethically: That’s fine down the line when they’ve grown sufficiently to employ dedicated sales reps and/or telephone sales people: They’ll buy your courses or somebody else’s for them. What they want is help on how to make it easy for people to buy from them.”

And do you know what? Not only was he right, it was actually so much easier! They didn’t need to learn all those sales techniques I’d put together, with examples of how to use them, tailor them for their business and make them work.

Now we invest time getting the basics right and the rest, with a bit of effort, slot into place relatively easily.

My savvy business friend’s advice to me was FREE. So I’ll do the same for you:

Email me: desk (at) smallbusinesstraining (dot) co (dot) uk

Or pick up the phone (office hours, 9 – 5, Monday to Friday, excluding Bank Holidays) for a FREE 15 minute consultation on what your customers should be buying from you…

Linda Mattacks - Small Business Training

+44 (0)20 7209 1284

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"I was very impressed by Linda's determination to help and the constructive, but persistent, manner in which she identified issues and then tried to resolve them. After recent progress I was again reaching a stage where I seemed to be spinning my wheels, and she has given me fresh impetus to start moving forward again."