Whenever you are involved in selling, it is easy to get sidetracked by focusing only on what is happening right here and now. While I encourage sales people to be focused on being present and in the moment, sales is a long-term proposition and to succeed you really do need to be able to look at the big picture, from many different angles.
For me, looking at the big picture starts with my own business. I think about where I am going, what I want to achieve, and how much revenue I need to reach my goals. I also think about the type of customers I want to attract. I ask myself how I can help their businesses with my products and services, and how I can help them achieve their goals.
So I am looking at the big picture for my clients as well and this has been a very successful part of my overall sales strategy, regardless of what I am selling or what my clients are selling. I always take the time to get to know their business, to really understand the key people and what their vision is. The better I know these things the better I can sell to them, the more products and services I can develop with their business in mind and, most importantly, the better our relationship will become.
One of the biggest mistakes made by sales people the world over is a short-term, instant gratification sale. I see it a lot in advertising sales reps. Most are only concerned with making the sale right now. They are often very unconcerned about whether or not the advertisement works. In other words, they have no interest in the big picture for their client. As a result, they wonder why they have little or no client loyalty and why people are often rude and abrupt with them. Clearly not all advertising sales people are like this but I have certainly encountered a lot who are.
As a sales person, the better able you are to look at the big picture in every situation you are faced with, the greater your overall sales results will be. It seems like now is a good time to ponder the tortoise and the hare fable to end this article.