Olympic Selling Strategies

Olympics fever is here and my seven-year old daughter has decided she would like to be an Olympic gymnast.  As I started to explain the intense effort over multiple years, long hours of training, highly-regimented diet (i.e. no sweets) they have to endure, she listened politely, told me that she would do an extra hour of gymnastics on Saturdays and then ran off to happily draw a picture of herself and a gold medal.

Many companies take a similar attitude towards growing their export sales.  They dream of glory, put a little extra effort into sales (attend a conference or exhibition, send some mailshots, go on a trade mission, sign up a couple of partners) and then draw up beautiful spread-sheets showing all the extra sales they expect to reap.   If only it was that easy.

Winning consistently at sales requires similar dedication to winning at sports.  

First, you need to understand and research your chosen export markets before you set your targets.  Do I have the talent and when/where - given the competition and my capabilities - can I maximise my opportunity for winning (“the goal”)? 

Then, you need to create a strategy for achieving your goals (“the game plan”), structure your organisation to win those sales (“the training”) and, finally, you need to execute to win (“the medals”).  And this execution needs to be consistent and persistent – you don’t win with an odd bit of effort here and there.   

As my young daughter will no doubt find out over time, a little bit of extra gymnastics effort is never going to yield Olympic glory.   Don’t make the same mistake with your sales plans – either expanding here or abroad – or you’ll just waste your time (and money).

Geraldine Fusciardi

www.strategy-structure-sales.com