Your customers determine the market potential?
One of the most popular mistakes is: The salesperson knows how much the customer buys with him and calculates his needs and the market potential. If a cattle-feeding vendor in a village knows five farmers and who each sell enough food for 50 cows, he concludes that there are cows in this village.
There are perhaps two other farmers, of whom he knows nothing. And the ones he knows have in reality 100 cows - they only buy part of the feed somewhere else.
The market potential can be seen from the paragraph?
Classic misapprehension: The market potential can be identified by means of the seller's sales. The market is much, much bigger. For my area, training, I've looked at the numbers closely. The Institut der Deutschen Wirtschaft in Cologne says that the German training volume is 67 billion euros.
So if all the trainers in Germany each year hold trainings, lectures and seminars worth 67 billion euros, the turnover of my company is only a tiny crumb of it! In other words, if something limits our growth, then certainly not the market.
How do you find the real market potential?
How do you figure out how big your market potential really is? Look for independent sources and information. For example, the trade directory. Or ask the municipal or regional business associations.
But also, if you have an eye on the market being bigger than your personal cake piece, you can still experience a second serious thinking mistake: believing that when the cake shrinks, your piece of it must also shrink proportionally.
Example Reinhold Würth
Reinhold Würth saw this differently. I was able to attend 2004 at a lecture, where he told a meeting with his leaders. They told him that our current goals are no longer achievable in the current recession.
Reinhold Würth got up, went to the flipchart and drew a vertical line on it: “This is the overall market. Our market share is about six percent. ” And he entered the market share of the Würth Group at the bottom of the line. Then he stroked a little off the long line from above.
Don't accept no!
“In a recession, consumption drops by six to eight percent. So. But there are still 86 to 88 percent of the original market between our share and the remaining consumption. What about it?" His executives looked at each other speechlessly. "Well, that's the market share of the competition."
"And? This does not mean that they are unreachable. We are now not focusing on what will disappear in the recession, but on what is still there. Get out there and win the competition! ” Then my mouth stayed open. The man just doesn't accept limits. I liked that. Because what is the opposite of success? Failure? No. Failure is part of getting to a new level. The opposite of success is doing nothing.
Just change the situation
In a pharmaceuticalCompany For example, for years Frankfurt am Main was considered strong, Erfurt a weak area. Until someday just the responsibilities of the seller were exchanged. So as an experiment.
What do you think, what happened? Exactly: Within a short time Erfurt Frankfurt has overtaken in the sales figures. So much for "weak areas".
Main thing prejudice?
The absolute classic is the blanket prejudice about sales territories in East Germany. How many times have I heard phrases like, "What you offer in the West, that's not possible with us in the East."
Or: "We know our market. And our customers simply do not want that. "And then there are the salesmen who find the new federal states great. Their reasoning: "Customers in many sectors are extremely open to new ideas. And beyond that there is hardly any competition there. A huge chance for a salesman. It's just about seeing them - and taking them. "
People can change their behavior
By this I mean: All these assumptions, what is possible and what is not, are just assumptions. Not necessarily the reality.
It may even be that you are wrong about it. There are no natural laws with which you get to do it as a salesman, but people. And people can change their behavior. They also.
Checklist: Your beliefs
For this, you must first recognize whether you also wear a thermostat in the head. If so, what is the area? So ask yourself, for example:
- How many new customers have I acquired in the last three years? Does the number increase, stagnate, or even decrease?
- What products do customers buy? Always the same?
- What quantities do customers buy? Always the same?
- What about sales? Does it grow by two to three percent every year? Does he always stay the same? Or are there jumps?
If you notice any stagnation in one of these areas, then you have found your thermostat.
Why doing nothing is harmful
Incidentally, I do not mean doing nothing: spending the day on the sofa. Doing nothing means not doing anything new. Only what you have always done. That is only seemingly without risk. A ship, which always lies in the harbor, rots; obsolete his technology because no one sees a reason to bring it up to date.
After a while it is exploited and scrapped. And so it is with your career: sellers who stop, are overtaken by other sellers. Then, before you know it, a competitor takes more and more market share from you. Your sales collapse. And you are away from the window. Faster than you can look around.
what is your goal?
Sellers feel the safest with their inventory customers. They know what they are, and they know exactly what tactics they need to do in order not to fail. But sellers are not there to move around in the stock. But to make sales. If you always do the same as before, you will always achieve the same sales as before.
So you have only one choice: Be aware of what your job actually consists of! Sales is your goal. To do that, consistently question what you're doing. Check that what's in your schedule really helps to reach your goal.
2 tips on how to achieve your goals
In order to really make sales, you have to go other ways of thinking than before. 2 tips:
- Find out how big the market potential really is. If you know that, you probably recognize that you have thought far too small.
- Set yourself a really high goal! And then you follow it. Consequent. Until you have reached it. Then sit down the next.
Text as PDF, book or eCourse on the topic or personal advice
Offline download: Download this text as PDF - Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save). Or for a little more directly an entire book or eCourse with this text buy, read on.
Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!
Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).