Why businesses must ‘own’ their customers

Businesses that ‘customer-lead’ through intermediaries, must gain control of that process, monitoring it as it unfolds. Who ‘owns’ your customers? If you think you do, good for you. Still, read on to confirm so. Today’s piece targets businesses that say they are customer driven (customer-centric, customer-led etc.), and yet, they are not in direct contact…

Continue reading

Avoid the word sell when selling

When the term sell is used, sellers are left high and dry as all other parties look on them as pariahs. Successful sellers steer clear off the word sell. This is because the word sell is pleasurable only to sellers.  To everyone else, most of all buyers, it grates on the nerves.  This is the…

Continue reading

How to sell when limited by ethics

Whichever tactic the seller deploys it requires that they insert themselves in the buyer’s business.  Looking at marketing purely as give-aways or advertising is limiting, even idle. Usually, sellers compete on one or a combination of what are called marketing P’s. That is, product quantity or quality, price friendliness, promotion (marketing), processes being user-friendly, people…

Continue reading

What COVID-19 teaches us about selling

It doesn’t matter how much you extol the virtues of your product or service; if it’s not working, it’s not getting buyers “Hata Corona imeisha” my cabbie said, casually declaring the end of COVID-19. He said this as he donned his mask because company policy dictated so, and it could affect how I rated him….

Continue reading

Should Kenyans buy the COVID-19 ‘sale’?

Influenza and pneumonia kill 16X more Kenyans than Corona. ‘Dehydrated’ slum areas, are choking with school-going children, face masks are being used as chin guards, and still… nothing. Fellow Kenyans, were we sold a bill of goods? This is the question we are asking. Were we conned about COVID-19? Or, are we Divinely protected as…

Continue reading

Make a customer, not a sale; here’s why

Lessons from landlords, private schools and the matatu crew Tenants, parents and passengers. Do you suppose those that sell to them have ever saw them as customers? Those that sell to them are, respectively, landlords, schools and the matatu crew. Do you suppose an upside to this pandemic will be that the three will rethink…

Continue reading

Adapt your selling to this uncertainty

“If business unfolded In real life as it does on Microsoft Excel, then everyone would be in business.” Planning is a science. Implementation is an art. This was true ‘BC’ (Before Corona) and is truer in these times of uncertainty we are in. Unfortunately, most sellers interpret uncertainty to mean, “Why bother planning? It just…

Continue reading

Selling dos and don’ts in this pandemic

Only three months ago, online learning was all the rage; now, parents aren’t sure whether they want to continue with it or wait for January Here are three selling activities sellers can salvage or activate sales in this pandemic. Spell it out Don’t assume buyers understand the problem with the purchase simply because, “Everyone knows…

Continue reading

Exploit pipeline management system

Sales management systems and sales administrators serve the institution, not the individual; they help in making management, not sales decisions. Pipeline management is a salesperson’s nemesis or ally. Pipeline management refers to a system that tracks every sale, at every stage, from initial contact with prospective buyer, all the way to its completion (a close)…

Continue reading

Dial into your sellers’ emotions

“Employees are not hugely motivated by their employer’s reasons for change.” As askaris continue to check our body temperatures, so too employers should, their sales people’s emotional temperatures. This article is for those employers that have chosen to retain their sales force in this crisis. We may be mentally settling into the acceptance stage of…

Continue reading