CHAPTER 3Building Your Sales Machine
Now that we've gone over how to choose, market and sell your products, let's look more closely at how you find the people who are going to become your customers.
As I described above, a big component of your sales plan has to be the process by which you find your motivated sellers, introduce them to your products and convert your leads into sales. How do you find your leads and how do you convert them into sales? You have great products, there may be many motivated customers out there just waiting for your products, and you may have great negotiating skills to convert your traffic into sales, but how does it all come together?
All these components are, in fact, the essential parts of your sales machine.
What is a machine? A machine is a system into which you put one thing and – assuming your machine is working – get a desired output. A good, simple analogy is to think of a coffee vending machine. You put a coin in and press the buttons for your desired coffee (number of shots, whether you want milk or sugar) and hopefully your desired coffee will be the output. If you programme an extra shot cappuccino with sugar and you get a black tea, then your machine is not working. You have to design and programme your machine so that it gives you what you want. If your input is correct and your output is what you want, then your machine is working. A working machine should always give you the result you desire. Imagine a ticket machine in a railway ...