Surviving On The Front Lines Of Seasonal Sales

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Surviving On The Front Lines Of Seasonal Sales

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There are a lot of sales slipping through the cracks each year.

Many salespeople are missing out on a tremendous opportunity to upsell and down sell based on seasonal changes in their customers’ industries.

Even though we know we sell different things in different seasons, many of us hope we remember to tee up that offering to our customers, and even more of us miss out on the opportunities to sell and serve more during our customers’ downtime.

To learn how to take full advantage of every selling season, we sat down with Brian Callan, national sales director of Industrial Supply Solutions. He shared how he leads his team in ensuring they are taking advantage of seasonal selling so that they can sell more and serve their customers more during every season.

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: To trigger a system that ensures we are taking full advantage of seasonal sales, Brian recommends starting with training our team on how to sell different products and how those sales change seasonally throughout the year. Salespeople need to be able to diagnose issues and troubleshoot potential problems with their customers in a way that is seasonally based.

For some of our customers, certain times of year are their ‘maintenance and repair’ seasons. For other customers, they experience downtime in other seasons where they will be more open to hearing about our maintenance and warranty services and receive training from us. We need to be prepared for these seasons and know when to trigger this system.

R – Repeatable: To make seasonal sales repeatable, Brian recommends mapping the seasonal challenges of our customers and how they change, depending on how they use our products and services.

Second, understand your customers’ unique way of using what you sell and ensure that you have a plan for meeting those needs throughout each season of the year.

Third, explore how you will offer training to your customers, so they get better return on investment of their purchase during any downtime they have in their respective industries.

Fourth, map out what the next season will be and what we can do today to better prepare for sales in that next season.

I – Improvable: To improve this system, look at when your downtime will occur throughout the year and make sure that you make time on the calendar to train for it. That training will involve looking at your last season and asking what you and your team could’ve done better, and how you will ensure that you take better advantage of the next busy season.

M – Measurable: To measure the results of this system, Brian recommends measuring the impact that your seasonal training has on your customers overall revenue and productivity. Did the training session you did on product maintenance during your customers’ downtime season reduce their product breakdowns? Did your safety training reduce employee safety incidents? These are metrics that you and your salespeople will want to track to justify any price increases next season and differentiate you from your competitors.

Just because the seasons change doesn’t mean your commitment to serving, and selling, has to change too!

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