Collector - October 2017 - 41
"The more you know
management, the less
you know about sales
Because it takes so
much focus to achieve in
Sun Tzu said, "The first blow is as much as
two." The attack has the advantage of initiative,
relegating your competitor to second place. The
offensive must be a continuing process. Only
then does it permit you to maintain freedom
of action, meet unexpected developments and
determine future courses of action.
Like a good chess move, this approach is
both offensive and defensive at the same time,
putting your competitor at a disadvantage.
This is never negative selling or bad-mouthing
your competition; that is unprofessional.
Instead, you make them look bad
comparatively, because in the buyer's
mind, your salesperson exudes a much
higher level of professionalism. Your
salesperson is much more interested
in the buyer. Your salesperson is more
knowledgeable, and wants to work with
the buyer to craft real solutions. Your
salesperson sells value.
When we wish for more time, more funds,
more prospects or more clients, we fail to
realize that "just a little more" is not enough.
While one agency may be planning for just a
little more, a competitor may be focusing on
achieving a lot more. Guess who wins?
Sales is a competitive endeavor. The
winning agency must give priority to
elements that are most critical to success.
The ultimate judge of whether you win
is the buyers: their decision to hire your
agency is the critical vote. If buyers are
not choosing your agency over your
competitors, nothing else matters.
Marc Trezza is president of Search Net
agency). He has been providing sales
management solutions to collection agencies
since 1990. He can be reached at snctrezza@
mindspring.com or (518) 263-3500.
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