Friday, October 23, 2009

Need to increase sales? Think small...

A manufacturer with 300 dealers has approximately 1000 dealership salespeople that offer its products. Those salespeople also sell other brands, sometimes competitive brands. If you could crawl inside their heads, how much of their focus and attention is on that manufacturer's brand?

I'd guess that the answer would be: not very much. So logically that manufacturer figures it needs more salespeople. But that isn't true. They need less. Far less.

They need one or two dealership salespeople per dealer that are steeped in their brand, that think of their brand first. If each of those 300 dealers had one die hard dedicated salesperson focused on their brand, they could move mountains.

In conjunction with our client, we focused on one salesperson per dealership--we trained, motivated, and incentive-ized that one person. The result: that one person helped increase sales 35%. That one person made a lot of money. That one person also woke up the other salespeople to how viable our client's brand was.

We have to fight logic and think small--think about the difference one person (who is totally engaged) can make.

Barry LaBov
LaBov & Beyond

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