"Pull the Car Over" for Sales Growth

Several years ago, I heard the president of a company use this analogy, “I understand there are many problems with this business, but we just have to change the four flat tires while the car is still moving”. When he made the statement, I could not help but think how successful everyone would be at changing tires on a moving vehicle, and that it was just a matter of time before everyone would be run over.

Sometimes it is necessary to “pull the car off the road” to boost your company’s growth. Take the time to look under the hood for potential opportunities you may be missing. Do not insist that your company can still drive 200 miles an hour with four flat tires that desperately need to be changed.

To “change the tires” in the shortest time with maximum results and boost your company’s growth, take the following actions and ask some critical questions:

Fix any glaring operational issues before expecting new growth

• All companies have issues, but operational issues that directly impact the quality of your products or customer service can de-motivate all employees. If you find that your own employees would not highly recommend your product or service, operational problems simply must be fixed before you can reasonably expect additional growth.
• If these operational issues exist, focus all efforts on fixing them. After you complete the fix, communicate to everyone that the fix is in place and that your company is now in a better position to serve your customers.

Closely examine your existing business relationships

• I have learned that it takes five times more time and effort to begin new relationships than to nurture existing relationships. Who are your existing customers? Do they purchase all possible products or services from you - why or why not? I agree that sometimes it is just not feasible for existing customers to purchase more, but have you thought it through and presented some new ideas that would benefit all?
• Do your suppliers purchase your products or services - why or why not? Your suppliers might not need what you offer, but are you assuming that they would not be interested? Has anyone in your company asked about the possibilities?

Closely examine the sales approach of both your sales and your non-sales people

• How effective are your salespeople - do they need additional training and coaching? Do your non-sales people actively promote your business - why or why not? Do your service representatives offer additional products or services that bring real value to your customers and bring your company additional revenue - why or why not?
• What motivation and training can you provide that will help everyone in your organization actively promote your business? What will it take for everyone to be on the same page in helping your business provide the best possible customer service and new ideas for your business growth?

In summary, it is simply not possible to change the tires on a moving vehicle. So do not expect that you can change your business for business growth without first “pulling the car off the road” and looking closely at what is preventing you from moving faster. Sometimes it is necessary to check under the hood, resolve some operational issues and ask a few key questions to maximize your sales growth.

Bob Riess is the President of The Customer Connector and can be contacted through www.thecustomerconnector.com or at (859) 240-2550.