If You Want To Improve At New Business Sales, Do These Two Things……(Part 2)


If you missed the first part of this article then do have a read first in the link below:

 

https://sales-icon.com/2019/02/25/if-you-want-to-improve-at-new-business-sales-do-these-two-things/

 

So previously we have been talking about two things you can change with your approach to develop more new business sales. Those being:

  • Scheduling time for new business development
  • Stop Micromanaging accounts

 

In this article we’re going to talk about micromanaging accounts, which is something we see regularly.

 

Micromanaging Accounts

We see so many sales people, old and new fall into this trap. Now don’t get the wrong impression, account management is integral, it’s proven that it’s easier to sell to current customers so by all means we should look after our accounts.



However what we see typically is complete micromanagement of accounts by sales people. They try to control and look after every single facet for a customer, from a small request to ongoing issues they have. Now don’t get us wrong, some of the time you will get pulled into these things it’s natural. But this is the exception rather than the rule. Any credible business out there should align their sales team so that they have:

 

  • Sales people
    • To drive sales, whom are expensive admin staff especially when considering they can reap a greater ROI if they’re out selling

 

  • Customer service representatives
    • To deal with customers’ requests, admin, issues etc

 

If your business is not setup in this manner then either pitch for them to make this the case so you can focus on bringing in more sales, or move to a business that has this setup.

 

If you’re concerned that you maybe falling into this trap then:

 

Delegate

Don’t micromanage your accounts. Delegate what you can to your customer service team and only get involved with the minor stuff when you must. That doesn’t mean neglect your customers, it just means use your time effectively. Spend less time micromanaging and more time on new business development.

 

Micromanaging accounts is a risky strategy unless they’re a blue whale customer. If they’re one of your organisations largest accounts then I can understand some mild micromanagement ensuing as this account means so much to your sales figures. But if the account is just a normal account or a small account then focus on delegating.

 

Free up your time for new business development. The riskiest strategy you can take is to solely conduct account management, and neglect new business development. If you take this risky strategy, then what do you do if you lose a customer? The proficient sales person continually adds to his customer base with new business development, yes he may lose the odd one on the way but his sales are continually on an upward curve.

 

So don’t take the risk. If you micromanage your accounts then you’ll fill all of your time looking after them which will be to the detriment of your new business development.

 

Action

So take these two steps now. It requires no further sales acumen it’s as simple as

  • Schedule time for new business development activities
    • Ideally have a recurring calendar time slot
  • Steer clear of micromanaging accounts
    • Delegate as much as you can to your customer service representative

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