I’ve always said it, if politicians were businesses they’d have no customers.
This is something that Prime Minister David Cameron and Deputy Prime Minister Nick Clegg have had to find out the hard way. The coalition, a marriage of sorts, had grand plans of steering the country out of recession and into calmer waters – and while I’m not commenting on their policy choice, there is clear evidence to suggest that the rescue package we were proposed some two years ago has lost some of its shine.
News of a ‘second honeymoon’ and joint appearances indicate that someone somewhere has warned them: people are losing interest.
A great example of this is playing out in the press right now. Clinton Cards, the high street safeguard has gone into administration. Why? Because it refused to move with the times and adapt to a digital audience. Kodak went the same way.
Consider these THREE selling strategies to ensure that what you take to market has the same appeal today as it did yesterday…
Let’s ask the audience
One of the quickest ways to generate information on how current your offering is, is to ask the people that count the most. Today it’s easy to run online surveys and questionnaires, so take the temperature of your buyers.
Take a look over the fence
There are a few things you can be sure of in sales, and one is that you’re never alone in the marketplace. Competition is everywhere, but competition can, of course, work to your advantage – especially when it comes to keeping the glossy finish on your product or service.
Tune into the future
What was the latest piece of government legislation that impacted on how your customers buy? If you don’t know the answer to that question, the chances are you don’t truly understand the market you work in.
Changes that are beyond your control could be impacting on the product or service you sell, so make sure you are adapting to those changes and repackaging your offering accordingly.
For Dave and Nick there may still be time to get that coalition ‘shine’ back. Their sales strategy hasn’t shown too many signs of the best practice I mention above, because the constant evolution and adaptation that’s necessary to meet the needs of their customers has been lacking. The local elections may have given us enough evidence to be confident of that.
When was the last time you asked your customers what they thought of your product or service? How often do you plug into the market you sell into to find out the latest news that could be affecting future sales? And, how closely do you monitor competitor success?
If you can’t positively and confidently answer these questions it could be time to re-think your sales strategy.