Tom discusses why you’ll make better choices for your business if you think like your customer instead of for your customer.
This article was originally published in the May 2016 issue of Entertainment Technology Asia Growing a Rental and Staging business has never actually been easy, but today it seems like anyone can get into the game. Competition is fierce, products and services increasingly commoditized, and getting ahead seems harder. How do you grow, make money, and not collapse under your own weight? There are three key best practices that will keep your rental business vibrant. Learn How to Oversell In order to grow, you must sell more than you did the period prior, consistently. If customers would cooperate by not scheduling their events at the same time, then this task is easy. However, peaks and valleys are the norm for most of us. The trick is to make the busy periods consistently larger without sacrificing quality. This requires a fearless commitment to new business alongside a dynamic operation that can adjust to fluctuations in workload. Growing, profitable rental businesses rely heavily on outsourced staff and equipment in peak periods in conjunction with just-in-time hiring and purchasing to accommodate this type of growth. Transparent Processes As companies grow, the tendency is for the details of a project to reside in the Sales process […]
Today Tom shares why transactional thinking could be killing your goals and potential profits.
I am going to make an important assumption about you and your business. At one time you were very much in love. You started with a great idea and received lots of encouragement from those around you. You dated the idea, maybe tried living together, and finally – without being certain of what all could happen, you took the plunge into a permanent relationship confident that you wanted to find out what would happen next, together. The banker closed the loan book and announced, “’Til death or sale do you part. You may make your first payment.” Then life happens. Having a job is like dating another person. You may be committed and monogamous, but you have to pay attention or you could get dumped. Owning a business is marriage. Once you have committed to your company, you have to keep pouring your heart and soul into it in good times and bad – or else, the love that sparked the journey will fade. However, the biggest difference is that in either case, your relationship plays out in a fishbowl in a room full of watchers. As I write today, I am sitting in a hotel room on a visit […]
Tom discusses why untapped capacity is such an important thing to focus on.
Tom explains where every good consultant should start with your organization.
Tom examines what these objections really are and how to overcome them.
There is a reason that automobiles have a reverse gear. Sometimes you have moved as far forward as you can and in order to get anywhere you need to change your path. However, for some reason many sales representatives only have a forward gear. They move along a trajectory until they meet a seemingly immovable object, the client objection. An objection is a question, exclamation, protest, challenge, complaint, or correction posed by one of the negotiating parties.
The TV series Mad Men is about people in the advertising business in the 1960’s, and the main character Don Draper drinks a lot and makes bad personal decisions. The show often uses real ad campaigns from the period and fictionalizes the pitches made to buyers. That alone is enough for me to watch. But what really intrigues me is Don Draper’s Four Rules of Selling. In the story, they work – as you would expect. Well, most of the time. Do they apply to real life? I wonder.