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Every business owner, every sales manager, and every salesperson has asked or has been asked these questions many times. "How do we increase sales?" "How can we grow the business?"
The drive to increase sales to generate more revenue is the core activity of every business. Unless you're making sales, your business will slowly fade away.
Sales are what makes you money. Everything else is an expense that erodes your profits, and decreasing expenditure is difficult.
What's surprising, and what the author has witnessed throughout his career, is that very few companies have documented sales processes. Neither do their owners, sales managers, or salespeople have any sales training behind them.
This begs a serious question: Why trust the task of making and increasing sales, the most important role in the company, to people with no training and no process to follow?
You wouldn't seek legal or accounting advice from someone without a degree. You wouldn't let an unlicensed electrician or plumber work on your property.
Even more concerning, most businesses don't know the key numbers around their sales efforts.
Ask them how many leads they generate in a typical month; they don't know. Ask how much each lead costs or where it came from; again, they won't know.
Ask about their conversion rate, the average sale value, or the lifetime value of a client, and you will likely be met with a glazed look and a vague answer.
The core task of sales management is to know these numbers. The only sales management task that is more important is to instil a proven, replicable, accountable sales process to their sales team.
Those responsible for managing sales often focus on the wrong things. The typical focus is on lead generation, answering objections and sales closing techniques.
This book looks at the entire sales process, from advertising and lead generation to accepting the customer's request to purchase. It provides a simple, proven system that empowers everyone involved to know what to say (and what NOT to say) and a review process to check what went wrong if the sale is lost. It is really a DIY sales coaching system in written form.
Hence the title, "Why You Lost That Sale: And What To Do About It".
If you're a business owner, a sales or business development manager, a sales person or even a receptionist, this book is a "must read".
