Collector - September 2017 - 39

SALES

Editor's note: This is the fifth in a
series of seven articles examining
innovative sales techniques based on
The Art of War by Sun Tzu. Read
the first article in the May issue
of Collector magazine.

"expected unexpected" is necessary, making
adjustments as you go.
Business (or, in this case, collection sales)
and war work the same way. Victory requires
going around resistance and focusing
well-trained, well-led resources where
results can be attained. When resistance is
met, it is assessed and you adapt by going
around until you get through. It requires an
empowered front-line offensive with results
that can exceed any ordinary effort.

COLLECTOR 09.17

You need to give your salespeople the
tools to do their job well. That means
creating marketing materials that distinguish
you from other top agencies and attract real
interest from buyers.
It means professional sales management
and coaching that maximizes salespeople's
time and task management in a highly
productive way. It means well-led and
well-coached salespeople who are trained
to understand true consultive selling
from the buyer's point of view, and how
to collaborate with buyers for a mutually
profitable quality partnership.
It means salespeople trained to have real
operational knowledge that will get the
respect, interest and cooperation of buyers.
It means salespeople trained in true phone

skills, presentation skills, negotiation skills
and deal development. Anything less is a
lack of commitment and a recipe for failure.
On a 1-10 scale, rate your agency's
collection management expertise. Next,
using the same scale, rate your agency's sales
management expertise.
If there is a disparity of more than one
point, your agency is out of balance. That's
not healthy for any agency that wants
to protect its financial future. Attrition
happens, clients go away, economic factors
change-and the only real protection you
have is a robust sales effort that consistently
builds profitable growth.
For a CEO, this is where recognition
collides with commitment. Accept the
consequences of that imbalance or resolve

39



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