Just Williams

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Let’s Talk: Marketing

Posted June 6th, 2023   By JWAdmin

Ok, let’s talk Marketing.

We love working with a huge range of clients – this gives us the scope and opportunity to work in different sectors and markets, learning all the time. However, what do see is a real shift between how “best” to market a service, and what different sectors understand and expect Marketing to be.

Our hard and fast rule is that there is no hard and fast rule! Knowing your business and your audience is crucial, but after that, the opportunities really are endless. What works for one, won’t work for another; and so on.

Given the shift in climate in recent years what we are discovering is just how many organisations have “made do” when it comes to their communications, and that is absolutely fine, HOWEVER that couldn’t and shouldn’t be a long-term solution. Taking the time to reconfigure the basics will give new life to your marketing strategies to take forward.

Here are some areas to get you thinking…

Understand Your Target Audience: Take the time to deeply understand your target audience’s needs, preferences, and importantly, pain points. Conduct market research, analyse customer data, and gather insights to create client profiles that represent your ideal customers. Tailor your marketing messages and strategies to resonate with your audience, resolve those pain points.

Create Valuable Content: Develop high-quality and relevant content that provides value to your target audience. Utilise different content formats such as blog posts, videos, infographics etc to educate, entertain, and engage your audience. Share your expertise and insights to establish yourself as a ‘thought leader’ in your industry. Make use of all channels available to you, as well – but be cautious of which audience matches the content you’re creating.

Build Relationships: Focus on building and nurturing relationships with your customers and prospects. Engage with them through social media, respond to their enquiries promptly, and provide personalised experiences. We follow the ‘Brilliant Basics, Magic Touches’ principle, and this is applied across all of our activities.

Stay Agile and Adaptive: The marketing landscape is constantly evolving, so it’s crucial to stay agile and adaptive. Keep up with industry trends, new technologies, and consumer behaviors. Continuously test and experiment with different marketing strategies and tactics to identify what works best for your audience.

WORK TOGETHER: Honestly, we see company’s marketing fall down so often because of teams working in silos. Today, Marketing simply cannot be effective without interaction with other parts of the business too. Align with the Sales Team, get to know the Customer Service reps – these are all links in the chain that you are trying to promote.

Don’t forget to use your data too! You don’t need to be an absolute Google Analytics wizard to work out when something isn’t working. Be flexible enough in your planning stages to allow you to ebb and flow with your audience’s interests, and stop active campaigns that aren’t serving you.

The best part? You can do all of these without having to spend a penny more than what you already are! By stepping back, looking at these areas and making small, yet impactful changes, you can really update your marketing activities to help move your organisation forward.

And, if you don’t have the internal function, you need additional support, or perhaps some ongoing guidance – talk to our team today, we have a significant amount of experience and the opportunity to support. Check out our Solutions here, or call me directly on 07939 551512.

Regardless, remember to enjoy telling people about your business, however you do it.

Emma Mc
Head of Delivery


Like-Minded Partnerships

Posted October 18th, 2022   By JWAdmin

Sales and Marketing firm, Just Williams, have signed a partnership with exceptional learning solutions provider sub-10 in a bid to strengthen both organisations in different ways.

 

A relationship formed in 2019 when founders of both businesses met having undertaken the NatWest Accelerator/Entrepreneurial Spark programmes with the aim of establishing and growing their respective firms. Jessica Williams (of Just Williams) and Angela Ross and Peter Stephenson (sub-10) have been focussing their energies evolving their respective organisations into the powerhouses they are today – and now they are partnering to help develop the understanding of workplace learning and the impact of ‘mixing things up’.

 

Angela said: “We recognised the need for a fast-evolving digital learning solution to align with a fast-evolving world with content that’s current, dynamic and regularly updated. We are proud of our world-class learning platform as it intelligently selects a continuous pathway of content suited to the needs of each learner. It’s progressive and personalised which is how people learn best.”

 

Jessica Williams said, “I’ve known Angela and Peter for a number of years and what they have built from a conversation around learning and development in the workplace is exceptional. The sub-10 philosophy of completely embedding compliance training into each team member through modules that are less than 10 minutes each really will change the culture of workplace learning.”

“This partnership is a strong stance for us not only as we continue our internal staff development with all team members utilising the sub-10 learning system, but also reinforces Just Williams’ philosophy on supporting a local supply chain and wider awareness of the sub-10 culture to the business community as a whole”.

Just Williams provides sales and marketing solutions to a varied client base across the North-East and are currently awaiting the assessment to become a B-Corp, with a firm philosophy of businesses being used as a force for good. A large part of the B-Corp culture is supporting and developing the people within your business to do better and be better. The cultural fit of the sub-1o learning style is helping support the ongoing application and training in house for the Just Williams team.

Emma McDonald, Head of Delivery for Just Williams said; “This partnership is superb. Where previously some workplace learning has been difficult to embed with staff, the learning style with sub-10 is so different that it’s easy to fit into team’s diaries, but also our employees are retaining far more of the content than ever before. If we can support other businesses seeing and getting on board with this platform, then it’s a win-win for everyone”.

 

Peter said, “We were tired of the same old learning solutions being rolled out to businesses and organisations which don’t have any impact, and during the pandemic content was being dropped into online formats without any care. We need a learning revolt; we need an online learning solution that is truly intelligent, and our data driven AI product does just that.”

 

So, in a world where workplace training is often overlooked, or undervalued the sub-10 platform is set to make waves and begin the change in training culture that is readily needed. Just Williams is supporting the journey and are proud advocates of the enormous benefits they are reaping from their well-informed and supported team too.

For more information please visit sub-10  and www.justwilliamsltd.co.uk


We Are Hiring!

Posted October 18th, 2022   By JWAdmin

Are you looking for a new role? As a business, we are growing, and we are looking for an exceptional individual to join us as our Customer Relationship Manager. Read more about the role below, and apply via Indeed here.

 

Customer Relationship Manager

25hpw, £23-25,000 pro rata.

This newly created role for Just Williams is testament to the organisation’s growth and ambitious nature. We are looking for an individual keen to work for a business who supports growth and continued professional development and who has a positive ‘can do’ attitude.

The Customer Relationship Manager will play an integral role between Just Williams’ internal and external teams. Communicating the needs and expectations of our customers, the Customer Relationship Manager is a pivotal team player who is confident, organised and driven to succeed. Day to day, the Customer Relationship Manager will be expected to utlise their exceptional interpersonal skills to support the delivery of an ambitious growth plan for Just Williams, and also the growth of our customers too.

The successful applicant will have the ability to work with multiple accounts and will be expected to work with and alongside the Business Administration, Marketing and Sales teams to deliver excellence for our customers.

Person Specification:

  • Be inquisitive and have a willingness to learn,
  • Be proactive and have a ‘can do’ attitude,
  • Can adapt to a range of situations,
  • Be always professional and have exceptional communication skills,
  • Be punctual and organised, with the ability to complete projects and tasks to deadlines,
  • Be a team player but able to work alone,
  • Be reliable, diligent, and self-aware,
  • Have an excellent eye for detail and have a meticulous approach to their work product,
  • Have a mature attitude to work and professional relationships,
  • Be an advocate for excellence,
  • Have experience of 2 years + in a similar role.

Role Description:

The Customer Relationship Manager role is varied and includes:

  • Effectively manage existing customer relationships.
  • Identify new opportunities for the business and our customers.
  • Establish and maintain strong networking relationships and memberships and generate referrals.
  • Promote and engage with the Just Williams brand and business, and that of our customers also.
  • Liaise with the management team to deliver cohesive delivery of projects.
  • Manage and maintain CRM systems.
  • Support the retention of Just Williams customers.
  • Source, record and action customer feedback.
  • Work with and alongside the Business Administration team.

Company Benefits:

  • Generous annual leave allowance in addition to: birthday leave and extended Christmas Leave.
  • Professional Development support and resource,
  • Equipment and office refreshments provided,
  • Company Pension,
  • 2 paid days per annum allocation for voluntary causes, plus annual Wellbeing Day for personal use.
  • Access to employee key wellbeing packages and opportunities,
  • Flexible Working and Team Social Get-Togethers.
  • Free onsite parking,

 

Driving Licence/access to own vehicle: Essential

Application Closing Date: Monday 24th October 2022

Interview Dates: online (first stage) – Wednesday 2nd November, face to face (2nd stage) Wednesday 9th November.

Just Williams Ltd is a supporter of the Better Business Act, a Real Living Wage Employer and soon-to-be BCorp Business (certification pending).

Just Williams Ltd is committed to equal opportunity in employment and believes that commitment to promoting equal opportunity should exist throughout the organisation. Just Williams Ltd will ensure that no job applicant or employee will receive less favourable treatment on the grounds of sex, disability, marital status, religion, sexual orientation, colour, race or ethnic origin or is disadvantaged by conditions or requirements which cannot be justified.

 

For more information please contact Emma McDonald on emma@justwilliamsltd.co.uk or call 07939 551 512.

 

 

 

 


Booking NOW – Sales, Service & Success 2022

Posted July 11th, 2022   By JWAdmin

The Just Williams Sales Academy is hosting the North’s first Sales, Service and Success conference and booking is live!

With an impressive lineup of key speakers in the fields of Sales, Customer Service and mindset, this day-long conference is sure to be unmissable. Join The Just Williams Sales Academy team on Wednesday 7th September to be a part of a fantastic day.

Hosted at Teesside University International Business School in Middlesbrough, this is the perfect opportunity for anyone working in these sectors to network, be inspired and take away actionable tips. With a fascinating combination of key note speakers – who are icons and leaders in their fields – and panelists tackling some of the more difficult topics around Sales, Service and Success; not only with this conference give plenty of food for thought, but also allows delegates to immerse themselves in the stories, learnings and guidance of peers and influencers.

Tickets are just £85 + VAT, including lunch and refreshments but if you want to have a physical presence for your company, The Just Williams Sales Academy has limited availability for exhibitors to take a stand on the day too.

For more information and booking, please visit https://justwilliamssales.academy/collections/sales-service-success-conference-2022 

For more information please email jwsa@justwilliamssales.academy or call 01642 955862.


It’s Time to #BreaktheBias

Posted February 22nd, 2022   By JWAdmin

This March, join us, Teesside University, Tees Valley Combined Authority, Darlington Building Society and PD Ports as we join together to host the first Tees Valley International Women’s Day Festival!

5 days of incredible events held across our region, each hosted by a partner organisation all aimed to #BreaktheBias of gender inequality. Get your diaries ready to book your tickets to these free events. Book yours here: https://www.eventbrite.co.uk/e/international-womens-day-festival-tees-valley-just-williams-tickets-274103078687

IMPORTANT – CAR PARKING. Parking will NOT be available in the Fusion Hive car park – delegates must park in the River Tees Watersports Centre car park (opposite Fusion Hive) and you must register your vehicle inside the centre to avoid fines).

Just William is hosting from Fusion Hive in Stockton with a full itinerary as below:

8.30-9.30 – THE POWER OF TALKING
Join us for a ‘Walk and Talk’ session with Red Balloons, a Teesside-based mental and physical wellbeing charity.
Setting off from Fusion Hive in Stockton we will follow a short route around the Tees Barrage in a group as we encourage engagement, communication and wellbeing.
The route is suitable for most people – following the footpaths around the river, but please dress appropriately for the weather!
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9.30 -10.00 – Coffee and networking. SanSeb will be available on site to purchase refreshments AND are donating an incredible 20% of their profits from the day to our chosen charities!
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10.00 – 10.30 – THE POWER OF CONNECTIONS
Join us in welcoming Jeni Smith from NetKno as we get to grips with the best, easiest ways to network to #BreaktheBias and be our most effective.
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10.30 – 11.15 – THE POWER OF MINDSET
An interactive panel session featuring Mark Simpson (Pro Vice Chancellor for Learning and Teaching at Teesside University), Katy Turner (Senior Manager, NHS Supply Chain), Marc Atkinson and Erin Harper discussing their journeys, challenges and successes.
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11.15 – 11.30 – Coffee and networking. SanSeb will be available on site to purchase refreshments AND are donating an incredible 20% of their profits from the day to our chosen charities!
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11.30 – 12.30 – THE POWER OF MENTORING
Welcoming Charly Young – CEO ad Co-Founder of The Girls’ Network, with Zak Kamran, previous mentee and The Girls’ Network Ambassador and Aimee Thomson, Network Manager for Tees Valley to the floor to discuss the barriers, opportunities and learnings of Mentoring and the impact it has on us all.
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12.30 – 1.30 Lunch (refreshments available from SanSeb) and the opportunity to experience Speed Mentoring with The Girls’ Network or drop into the Perimenopause Support Cafe with Gaynor and Vicky from Perimenopause Support.
Tickets not required, but will be on a first come, first served basis.
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1.30 – 2.00 – IWD Break the Bias Poem Reading
Life Coach, Mayira Thomas draws us together for a recitation of her poem in honour of International Women’s Day; “Seeing Beyond the Obvious”.
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2.00 – 3.00 – THE POWER OF RESILIENCE
Panel event featuring Andy Black, Ashleigh Wright, Matt Stirland and Elise Lane. Coming together to discuss the importance of resilience in every element of our lives. Discussing their journeys and challenges, this panel will be sure to have you feeling confident, uplifted and ready for any future challenges!
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3.00 – 3.15 – Coffee and networking. SanSeb will be available on site to purchase refreshments AND are donating an incredible 20% of their profits from the day to our chosen charities!
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3.15 – 4.00 – THE POWER OF PROFILE – RAISING YOURS…
Simon Clayton, Executive Coach and Strategic Marketing Trainer and founder of Marketing Skills Academy will be sharing his advice on how best to raise your personal profile and the importance of doing it consistently.
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4.00 – 4.30 – THE POWER OF YOU
Founder and Managing Director of Just Williams and The Just Williams Sales Academy, Jessica Williams, closes our day with a session on personal power, motivation and discussion on #BreaktheBias opportunities.
4.30 – CLOSE.

 

We look forward to welcoming you all!


“It’s A Tricky Market…”

Posted November 26th, 2021   By JWAdmin

Recruitment isn’t easy.

You might be really lucky and find your ideal candidate almost instantly, but for many of us, the search for the right recruit can take weeks or months.

We’ll start off with the need to fill a gap, either to replace someone or because you’re growing and can create a position. Either way, the inevitable conversations begin over person specifications, roles, perks and more – all the while with the constant awareness of ‘getting it right’. Because ‘getting it right’ can so easily go wrong, you end up potentially including others who can muddy the waters even more.

So, what can you do? Absolutely you can use recruitment agencies, referrals; you can completely redesign your recruitment process – adding in robust assessments, trial days and more – but (and there is always a but…) what if it’s not enough? What if the candidate is still not a good fit?

Outsource. No really, listen… Outsourcing removes 99% of the headaches that some recruitment can come with. And without diluting the team morale if a new starter doesn’t work out, you know when you outsource that you can discuss risk parameters and come to mutual understanding if the cohesion just isn’t there.

At Just Williams we work with a wide range of clients who choose outsourcing as a legitimate answer to their needs, which can include recruitment. But working as part of their internal team, our Just Williams staff blend with their goals and aspirations, ensuring that we can meet goals together – and avoid some of the trials of recruitment at the same time!

Want to know more about how outsourcing your sales and marketing can help your business? Talk to us today – 01642 955862, emma@justwilliamsltd.co.uk


The Chicken and The Egg

Posted June 23rd, 2021   By JWAdmin

By Jessica Williams

Sales and Marketing have historically run independently with varying degrees of cross over. But the debate over which ‘comes first’ in business is as timeless as the Chicken and the Egg argument. Undoubtedly one of the most controversial subjects in these two sectors and one we have embraced since our inception.

So, let’s break this down…

  • Which comes first?
  • Can one function without the other?
  • Which should you first invest in and who should you hire first?

With c5.94 million SMEs* in the UK according to the Federation of Small Business statistics for 2020, employing over 16.8 million individuals and accounting for 3/5 of all employment – it is time to consider this age-old dilemma from their perspective. In the current climate and with limited resources and budgets – which one comes first? Both roles are crucial to achieve the businesses objectives of growth, so who should you pick in the line up?

Well here comes the controversial part – and dependent on whether it be a Sales Professional or a Marketer you speak to, will of course depend on the response. You will most likely be expecting me to say Sales. However, I would indeed always and without doubt hire a marketer every time before taking on a sales professional if I had to choose between them.

We as, salespeople (whether we like to admit it or not!), are dependent on our friends in the marketing team, for how can we fully utilise the organisation’s brand profile; and what if they haven’t got one in the first place? It is far harder for me to connect, promote and facilitate introductions for an unrecognised organisation, new to market or a start up. Marketing is the first step of the overall process and an essential one at that. Sales professionals, in my experience, are far less successful when working in silo. So, when designing and developing a sales and marketing process, it is essential you take an integrated approach.

From designing the client profiles to developing early or introductory campaigns, social presence, membership profile and a prospect database; Sales and Marketing should always work hand in hand. They are of course two separate functions with a different skill set although often with similar deliverables for the client or business. Measuring the success of these two functions collectively and in line with the overall ambitions of the organisation is an area to consider to create a more harmonious blend. Initially though, take the cost savings and develop a strategy before hiring either and then ensure you hire at the right level to execute your objectives.

Just Williams, now 6 years old, started life as a sales company. Working with our clients and through extensive research and feedback, we rebranded to a Sales and Marketing organisation in 2020 to combine these two essential functions under one roof. This created the cohesive approach that is perfect for many SMEs looking to embark on a sales and marketing journey in a cost effective, efficient and productive way.

So, if you’re looking to venture into new markets, increase your brand profile and essentially win work – its marketing first and foremost (unless you sign up to our Hybrid solution!).

FSB SME Definition 0-49 employees https://urlshortner.org/DUzGy


Join Our Team!

Posted June 21st, 2021   By JWAdmin

Do you want to be part of a growing, exciting team? We’re looking to hire a Business Officer to join Just Williams as we continue to expand and support new clients across the country. Please carefully read the Person Specification and Role Description below and if you would like to apply please send a CV and cover letter to Emma Storey at emma@justwilliamsltd.co.uk

Closing Date: Friday 25th June at 1pm.

 

Business Officer

This newly created role for Just Williams is testament to the organisations’ growth and ambitious nature and provides a fundamental support function to the day to day running of both the sales and marketing function. We are looking for an individual keen to work for a business who supports growth, continued professional development and who has a positive ‘can do’ attitude.
Experience in a similar role is essential.

Person Specification:

The ideal candidate for this position within Just Williams will encompass the values of the business and deliver them in an effective and professional manner on a day-to-day basis.
Business Officer

• Be inquisitive and have a willingness to learn,
• Be proactive and have a ‘can do’ attitude,
• Have the ability to adapt to a range of situations,
• Be professional at all times and have an excellent telephone manner,
• Be punctual and organised to achieve deadlines,
• Be a team player but able to work alone,
• Be reliable, diligent and self-aware,
• Have a good eye for detail and have a meticulous approach to their work product,
• Have a mature attitude to work and professional relationships,
• Be an advocate for excellence,
• Have experience of 2 years + in a similar role.

Role Description:

The role of Business Officer is an essential one, providing day to day support to both our sales and marketing teams and most importantly, our customers. You will be responsible in supporting and engaging with all parts of the business to ensure we remain as efficient as possible; and deliver exceptional customer service at all times, through proactive sales engagement, telesales, appointment setting and marketing support for our clients. Working with the management team, you will support business activity in both a sales and marketing context.
Key responsibilities include;

1. Management of own workload and time efficiently and effectively,
2. Be able to effectively engage with a wide range of internal and external providers,
3. Proactively develop and manage sales opportunities,
4. Make appointments and facilitate introductions through but not limited to, telesales
5. Utilise networks to drive business visibility and presence
6. Manage and maintain CRM systems,
7. Create and support marketing and sales content
8. Social Media Support and engagement
9. Support the development of the Just Williams Sales Academy online
10. Attend networking events and support MD in promoting organisation

The successful candidate will have at least 2 years’ experience in a similar role along with a passion to continuously learn and develop into future roles within the business. This role presents an opportunity for an ambitious individual who wishes to progress within the company. You must be IT literate with good general knowledge of Microsoft Office programmes, have a warm and enthusiastic personality and confidence in all oral and written communication.

The position is fast-paced, and the postholder will be expected to manage their workload effectively both remotely and from our office in Stockton on Tees.
The successful candidate will have a positive mindset, excellent attitude, effective time management skills and resilience. These are all essential requirements for Just Williams staff.
A clean driving license is essential.

Status: Full Time Monday – Friday 37.5 Hours per week
Application deadline: 25/06/2021
Expected start date: 26/07/2021
Salary: £19,000 – £22,000 (Real Living Wage)
Company Benefits: Birthday Leave, Free onsite parking, Generous Christmas Leave Allowance, Learning Development Support and Resource, Equipment and Office Refreshments provided, Company Pension, Flexible Working and Team Social Get Togethers.

COVID-19 precaution(s):
• Remote interview process
• Personal protective equipment provided or required
• Social distancing guidelines in place
• Virtual meetings
• Sanitisation, disinfection or cleaning procedures in place


The Future of Marketing

Posted May 21st, 2021   By JWAdmin

The Future of Marketing

Well – that is a question… what is the Future of Marketing?

Truth is, Marketing means so many different things to so many different people that whatever the ‘future’ of Marketing looks like; it almost certainly looks different to different people. I believe we will see a rise in AI and responsive collateral – probably much sooner than we think but there are, however, a few universal truths that from our experience are timeless – and will shape the future of a very complex field and be applicable in virtually every sector.

My 3 H’s.

Honesty – Humanity – Humour

This may seem like a lofty collection of alliteration, but in our experience, you can boil down a significant chunk of marketing activity into each one – or a combination – of these areas. First up, let’s talk Honesty.

If there is one thing we can all agree on is that whatever field of Marketing you are in – digital, content, design etc – whatever your collateral, it absolutely has to be honest. And I mean honest as in factually representative, and truthful. Obviously by the very nature of Marketing we are aiming as ‘selling the dream’ and so we are trained in finding those silver linings or focussing on those pain-killing aspects of our products; but never should we mislead. Over the past 18 months I believe we have learned a lot more about ourselves as people and as businesses; we have spent time becoming more attune to what really matters and because of that we have subconsciously become more astute to what we are being fed through media outlets. Being honest in your marketing activity will get you noticed, much more than if you cover everything you put out in a sugar-coated goo that customers see straight through if they do spend with you in the end.

Obviously, there’s a fine line between being honest in your marketing and being TOO honest – but inevitably that will come down to the type of brand you are portraying. But one way to ‘future-proof- your communications is to keep them relevant to what is happening within your business and team; but without spilling your guts all over LinkedIn daily.

Humanity – ‘Oh for the love of humanity!’

In a similar way to being Honest, the Humanity elements of Marketing have increased massively over the past 18 months. In a world where we were bombarded with news of deaths, rising infection rates, lockdowns, and general misery – the humanitarian marketing won out. Think back to early Summer 2020, the best and biggest stories were about PEOPLE. The survivors, the volunteers, the families, the businesses, and the increase in indie pop ups. This visibility of the actual humans in our businesses must be a key figure as we move forward. We have spent so long talking about ‘survival’ in both the business and personal senses that we all feel closer to those we follow online because we acknowledge their humanity, their struggles and ultimately, their successes too.

Again, the catch here is to not make your marketing ALL about your people (unless that’s your field of course) but learning about the people who help a business tick, the people who have put their blood, sweat and tears into an organisation, the aspirations of these people are genuinely of interest to people. So, if you do not already do it – try to think of how you can humanise your marketing, without overshadowing your key aims and objectives. It adds a beautiful layer of complexity to what you are offering and will help set you apart from your competitors.

Humour – do you ‘geddit’?

Ok – this is a risky one… Some companies use humour very, very well. Think about organisations such as Innocent for example. Their tongue-in-cheek marketing for their smoothies and juices is unique, sets them apart and engages thousands of followers every day. But can you transfer that same humour to say, a petrochemical processing business? Probably not.

My advice is to always know where the line is for your business, but if you can introduce even some slight ‘light-heartedness’ (if it’s appropriate for your brand!) then I say, go for it. Following from Honesty and Humanity, people are reacting very differently to communications now than say, 2 years ago – they respond to what engages them, and in my experience that is what makes up my 3 H’s.

Remember, every part of your business is unique. From your product or service to your team – even down to your Coffee vs Tea debates in the office. You will have competitors, we all do; but what is crucial is to remember what makes us stand out from the crowd and keeping on with that in our Marketing. Yes, the Future of Marketing will probably include a lot more digital elements, but always remember that even in a digital world, People and Personality is what we are all responding to.


The Future of Sales

Posted April 23rd, 2021   By JWAdmin

The Future of Sales

-April 2021

The world of Sales has never been an easy arena to contend in, unless of course you are producing the world’s first vaccine to Coronavirus. The last year has stretched sales professionals across the globe to adapt, diversify and evolve. From networking events morning, noon and night ensuring a weekly supermarket shop was a thing of the past – to online, working from home and desk bound.

With many organisations still monitoring sales activity and success based on the number of meetings – irrespective of the output, do we have an over reliance on such activity? With the option of face to face all but removed, we’ve had to get more imaginative – well at least we should have. It saddens me although does not surprise me that I’m sure like me, you’ve received more than ever cold, unwarranted and multiple invitations and subsequent messages on LinkedIn. Interestingly the approach seems to be if they don’t respond, just try again and again, each message getting a little more curt and opting for shock tactics. Our sales people are trained for a face to face era not the one we are living in and will not do for some time so how can we adapt?

Omnichannel or Out

Whilst an omnichannel approach is indeed a hugely important factor in the future of sales, this tact surely cannot be sustainable and begs the question, have we forgotten how to interact?  There’s a Maya Angelou quote I use in every single one of our Sales training webinars and have done since we launched in 2019. ‘People will forget what you said, people will forget what you did, but people will never forget the way you made them feel’. This couldn’t be more reflective of the times and goes for all forms of communication especially as we are deprived of face-to-face contact. Coronavirus has enabled us to engage with people across the globe from the comfort of our own homes. It has opened new markets to us, new networks and new opportunities. It has taught us that one size does not fit all and engagement is indeed a personal thing. So what have we truly learnt and adapted to?

Stop / Start / Continue

Try this – not only from a business perspective but also from a sales perspective. How will your sales teams adapt? What lessons have they learnt from lockdown, how have we become more efficient?

I’ve listed a few of mine here to get you started;

STOP START CONTINUE
· Attending all events everywhere, at all times of the day!

 

· Taking initial prospect meeting virtually

· Using LinkedIn far more effectively

· Networking virtually UK wide

· 30 Minute meeting slots

 

Retention

Relationships have never been more important and so as we have been deprived of face-to-face contact, how do we even know if we can sell face to face, build rapport or will we reenact the LinkedIn direct messages and just cut to the chase? The last twelve months have taught us more than ever to focus on our existing customers even more. With statistics from both the Harvard Business Review and Forbes claiming the cost to retain a client versus acquiring a new one is anywhere between 5 – 25x – it’s non-negotiable.

New versus Old

So why do we always chase the new? We spend so much time in our personal and professional lives looking for more, we often forget those right in front of us. Business Development is an important aspect of course but surely working with your existing customers to further develop your relationship and also their spend is equally important. These customers can help guide your product development, innovation, become your own brand ambassadors and sales force.

The Future of Sales

  1. KYC – Really get to know your customers better than ever before. We often presume our customers know us and our products inside out – but do they?
  2. Omnichannel or Out – Engagement on multiple levels is essential. One size does not fit all.
  3. Add Value – We operate in a world where we are rarely if ever the sole producer of what we do; so adding true value is non-negotiable.
  4. STOP / START / CONTINUE – Have a go yourself…
  5. Retention – what’s your plan?

Jessica Williams

Founder – Just Williams

 

 


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