Sign & Digital Graphics

April '18

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30 • April 2018 • S I G N & D I G I T A L G R A P H I C S ARCHITECTURAL AND ENVIRONMENTAL RUNNING THE BUSINESS The Beauty of Mapping Your Sales Process Having a road map for how to sell efficiently makes managing the business easier Vince DiCecco is a business training and development consultant and owner of the Acworth, Georgia-based business, Your Personal Business Trainer, Inc. He has been sculpting his sales, marketing and training techniques since 1979, and he has shared innovative and practical ideas on business management excellence for two Fortune 200 companies, the U.S. Coast Guard, and in seminars at past NBM Shows. Since 2003, he has been serving small- to mid-sized com- panies in their efforts to strive for sustained growth and market dominance. Contact him via email at vince@ypbt. com or visit his company website, B Y V I N C E D I C E C C O Make it Your Business departments and resources—art, production, customer service, accounting, etc.—did not expand proportionately. Out of necessity, the business owner and the managerial staff had to critically analyze the production inefficiencies of their expansion. They studied the types of job orders that constituted 80 percent of their orders—in terms of quantity, complexity, and turnaround times—and effectively streamlined the operation. Changes had to be made, because maintaining the status quo would have been the death of the business. So, what does this example have to do with mapping your sales process? Everything. Wouldn't you want to focus on increasing capacity and productivity fast in your sales depart- ment, as well? Then, why shouldn't business owners and sales managers analyze and streamline their sales process in much the same way? Step One: A Commitment to Process Improvement In growing enterprises, time and money are invested to accommodate growth through benchmarking best-in-class practices. Why isn't there an investment in understanding and engineering a more efficient sales process so that higher qual- ity sales are made in less time? If you think your sales process needs a facelift, try this recipe for mapping your sales process. Kevin Davis, author of "Getting Into Your Customer's Head," has studied effective business and sales behavior. He has com- C onsider, for a moment, the dilemma of a particular sign and digital graphics business. When the company was established, it occupied a relatively small unit of a commercial strip mall. From its very beginning, an aggressive growth plan was set into motion and, in relatively short order, the business expanded into the two adjacent units alongside the start-up location. Walls were turned into large doorways, dozens of new people were hired, and new, high-speed production machinery was installed. Business was booming. Now, let's take a minute to look at the efficiency chal- lenge that growth created. The singular focus had to become increasing capacity fast. Problem was the size of the supporting

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