In a departure from my normal “Church Production” related entries. I am posting an article I wrote a while ago on sales. WAIT before you click close on your browser, You need to realize that like it or not WE ARE ALL IN SALES. Everyday we are "selling" our ideas to some-one else. Dare I say it, that on Sunday Morning you are "selling" the truth to your congregation! BIG NOTE for this application you can substitue "presenting" instead of "selling". If you really think about it we are called to be winsome in our presentation of the Gospel. So I guess the real issue maybe comes down to how you define sales. If in your definition or idea of sales there is the notion that you need to manipulate someone into buying, you and I are not on the same page at all! So with that in mind get out your fishing pole and let’s get at it! (note: the opening paragraph was modified to make it more applicable)
Want to increase your church growth by 11,000%? Want to enjoy 100% parishioner retention, or how about getting people to double tithe (giving 20% of Gross)? Just send $999.95 to P.O. Box OutreachThrough Hype and you're guaranteed to learn the magic marketing secrets that will push your contributions through the roof!
Dream on... If only it were that easy. From a sales perspective what makes a company succsessful and do these principles apply to the church?
A successfull business takes the approach that every detail of every project, every conversation with the client, every phone call represents a chance to market with the potential to increase sales.
While some techniques and programs exist that can also potentially help in this regard, a good business always tried to define and follow common sense principles, first and foremost, as the basis of the company's sales and marketing effort. Work smarter, and keep the budget in line. (And try to hold on to that $999.95 in the process!).
I don't fish regularly, but enough to see that fishing holds some handy analogies when discussing common sense basics of sales and marketing. I call these basics the "stream principles".
Stream Principle #1: Know Your Catch
Are you trying to catch perch,carp, bass, catfish... ? Only after you determine what you're after can you make other key decisions, such as where to fish and what fishing gear and bait you're going to need.
APPLICATION: Qualify your customers and put your sales and marketing focus on those most likely to be interested in retaining your services. "Blanket" marketing efforts, such as sending out mailings to random lists of "potential customers" most often will not produce the desired results.
Better to carefully select your list, tailor your message to that list, and be prepared for personal follow-up opportunities. Do your homework: who are the key decision makers at an organization, what are their processes, what are their primary goals? A personal, individualized approach is your single best marketing tool.
For example, the company that I work for targets sound technicians at area churches and looks for ways to cultivate one-on-one relationships with them. One effective route has been offering free evaluations of their existing sound systems and then supplying advice on ways they might be able to improve their system - without our direct involvement.
Stream Principle #2: Timing Is Everything
Fish are much more likely to bite at certain times of the day, in certain seasons of the year. One expedition yielded almost 30 fish; in talking later with experienced fishermen, they explained that the time the fishing took place - sundown - was one of the best times to fish in that particular lake.
APPLICATION: Know the business cycles of your targeted customers, know when their budgets are set for the year, know when they might be more likely to retain your services. Anticipate their needs. And if you happen to lose out to a competitor, stay in touch with the potential client anyway because opportunity can knock at any moment.
I once was personally awarded a quarter-million-dollar project - three months after we lost the bid to a competitor! They had beaten us based primarily by selling their firm's longer standing experience in the region, and they really hyped their overall ability to deliver. Oops! They weren't able to back up their promises, and at the same time, we had taken a gracious, professional approach when initially informed we had lost the bid. When the client decided to do business with us instead, they mentioned this approach as one of the defining factors in their decision.
Stream Principle #3: Fish Will Indeed Bite (Eventually!)
The hardest part of fishing for most of us is having patience, keeping the faith that although the fish may not be biting now, they will eventually. Meanwhile, don't be afraid to reel in your line and try another spot in the lake.
APPLICATION: Learn the timing of a sale. For me, this is a combination of gut instinct and experience, combined with careful interpretation of the client's response. Develop a read on the client; most of them give off signals as to what they're thinking, what they want and when a decision might be coming - even if they don't come right out and tell you. Learning to read and interpret these signals can be an important tool.
I have done presentations convinced that I had the project only to lose out, and vice versa. So while always covering your bases based upon your best interpretation of the client, you're never going to be absolutely correct. In addition to reading the signs, it's always prudent to do your absolute best with every single opportunity.
Stream Principle #4: Understanding The Nuances
Sometimes you never get even a nibble when fishing, doomed to stare at the water and wait... and wait... and wait. But changing bait can help, and so can casting to another spot.
APPLICATION: If you lose a project to a competitor, or if inquiries to a potential customer aren't being acknowledged, it's time to figure out why. Analyze your approach. You may be the most qualified business in your market, best prepared to deliver upon the key factors of performance, price, functionality, reliability and service" but you're obviously not communicating effectively with your customer base. The bottom line is that something needs to change and it won't be your customers - therefore it had better be you!
The same goes for the projects you do win. For example, I was in situation where lead engineer on a very large job left the firm. It was crucial to look at this from the customer's perspective and be pro-active in maintaining their confidence. Our solution was sending down the new engineer to spend an entire weekend with the technical and production teams on the project. Was this absolutely necessary? In the strictest sense, no. Was it prudent? You bet! The relationship with this client is now stronger than it's ever been.
Stream Principle #5: Enjoy The Trip
The key thing about fishing is that the process should be as enjoyable as the result. Enjoy the experience, that's why fisherman are out there, most times they are not there because they needs to eat.
APPLICATION: I have a saying Enthusiasm is a Virus....... Spread it!™ This type of attitude, where you do your level best to enjoy your work, enjoy your colleagues and try to brighten their day, is infectious. Most importantly, it positively influences your dealings with customers, most of whom would rather deal with positive people, always at the ready to share a laugh and a smile, to see the humor in life and business.
Simplify your sales process by working smart and having fun. And please, save your $999.95. Use the money for other vital company needs, or at the very least, buy a new fishing pole and pocket the rest!
I think you can see many applications to your call as fisher of men! So get out there and have some fun while you fish!
