Using vision to inspire competitiveness
Ben was a manager of a sales team that had built up a large base of clients and prospects over a decade selling furnaces to home owners. He and his team had planned an effective strategy to continue cultivating a growing pool of prospects in identified neighbourhoods around the city. They had honed their tactics on closing a contract with customers based on the brand they were promoting.
Ben subsequently received instruction from the company’s head office informing him that the company will discontinue selling the particular brand of furnaces due to financial issues with the manufacturer. The company would instead shift to selling a new brand of furnaces offering different terms of payment to customers. Ben now has to work out a new strategy to retain prospective customers who were assessed as being ready to buy and have installed the discontinued brand of furnaces.
The vision of the company still remained the same; to be the market leader in the city for furnaces. However the strategy had change. Ben now had to communicate how and why the strategy had changed.
His task was to help his team to plan a strategy for the sales team that the team members could believe in and own so that they were convinced by the advantages of switching brands.
A ‘buy in” by the sales team that the new strategy and changed tactics better served the existing vision of the company was critical in boosting morale and re-igniting the passion to go out and sell the products.
Ben and his team successfully devised tactics to convince existing prospects on the advantages of purchasing from their company because of the quality of the new brand of furnace, superior services and better financial repayment terms.
The lesson we learn is that by sticking to your vision, you can plan a new strategy and adopt new tactics to promote new products when the business environment changes.
It is good to remind ourselves of the following:
To achieve business success clarify your vision, plan your strategy and take action.
International Business Consultant
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