In these days of quick-turn sales processes and Customer Relationship Management (CRM) tools that boast all sorts of acquisition solutions, we’re seeing many companies suffering from not strategically looking for their ideal customers. They often see client acquisition as something that “just happens.” And when they come to us with requests for sales strategies or CRM tool integration, we quickly pull them back with one simple question: “Are You Acquiring Clients ‘On Purpose?’” because, if you’re not purposefully seeking your “perfect” client, you’re not in control of the outputs of your own business.
We often use this as a simple analogy:
In preparing a large meal for 30 to 40 of your most important clients, would you be the one to go to the store to choose the ingredients of the meal – from the appetizers to the salad toppings to the main course and the side dishes, or would you put your 12-year old daughter in charge of that task?
Of course, knowing 12-year olds and their propensity to corn-dogs and chicken nuggets, we’d assume you’d want more thought and strategy in the preparation of this meal.
Much of this analogy can be directly related to sales. If you’re not practicing your sales “On Purpose,” you’re saying that corndogs and chicken nuggets will get you to the final output you’re looking for.
In translation, without a purposeful sales process, whatever leads and whatever clients come through the pipeline by happenstance is accepted, when in reality that force you to “make the best of what happens” and control is quickly lost.
On the other side of the coin, once you are practicing sales “On Purpose,” you can build the groundwork, a unique value proposition that resonates with your target audience. With that, your “On Purpose” sales process allows you to focus your attention on the clients that are not only germane to your company’s proficiencies, but also as profitable and scalable as possible.
Listen to Michael Anderson, president of Essentia, discuss the steps needed to accomplish an “On Purpose” sales process:
[sc_embed_player fileurl=”http://essentiaba.com/wp-content/uploads/audio/Mandersen-OnPurpose%20client%20aquisition.mp3″] < CLICK TO PLAY “Michael Andersen – “On Purpose Sales” AUDIO
Are You Acquiring Clients “On Purpose” or are you allowing chance and luck to run your business’ future growth potential?
To discuss this process as well as the integration of an “On Purpose” sales strategy within your company, contact Michael Andersen at Essentia Business Advisors. With over 20 years of experience guiding companies through strategic sales and systems integration, Michael and the Essentia team can help you and your leadership team focus your process and start acquiring clients “On Purpose.”