Tuesday, September 22, 2009

Generate vs. Wait

We read that there is low consumer confidence. That tells us most people have some money but they don't have confidence that they'll keep their job or that the stock market will rebound soon--they just aren't feeling good about the economy.

But the economy isn't 250 million people, it's 250 million economies of one person. Each of us has a different story: some have no job, some are holding on to every dollar, others are doing well.

If you're a corporation that sells through channels such as dealers, reps or distributors, you have to do more than supply a product at a good price. You have to educate your channel on generating sales, not just taking orders.

The sales channel that is also trained on how to network, how to be entrepreneurial and how to create sales opportunities will do far better than a knowledgeable, but reactive or passive, channel.

Today it's not just about the product features and the sales price, it's about finding that consumer who has the resources to buy. They are out there, but you have to work to find them. The sales channel that focuses on this, will have an advantage throughout the recession.

Barry LaBov
LaBov & Beyond

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