In this Expert Insight Interview, Gary Geiman discusses sales and selling strategies for small businesses. Gary Geiman is a business growth expert, public speaker, author, and founder of DMN8 Partners Inc.
This Expert Insight Interview discusses:
- How technology has hampered sales for small businesses
- Why the phone is still the number-one sales tool
- Why small businesses need to understand their audience and diversify their approach
Today, there are so many tools and platforms available to small businesses that it can become overwhelming. Despite all the tools, small companies lack strategy and take a scattergun approach to sales. Technology has become overwhelming, mainly because small business owners often try to become experts at everything, which is impossible.
The easiest thing to forget is that sales are about communication and touch. The more you have your message in front of someone, the more often you can communicate what you do, the more successful you can be. Technology can help, but we often miss out on simple things.
The Phone as the #1 Sales Tool
According to Gary Geiman, the phone remains the number-one sales tool. The telephone has been a sales tool for a long time, but we want to make everything sexy today. A phone call, text message, or instant message that is poignantly placed and isn’t interruptive in a way that puts people off can give you better conversion rates than almost any other type of medium.
Gary spends a lot of time helping other business owners focus on utilizing this approach in their sales process and strategy as much as possible.
Understanding Your Audience
Marketers and salespeople often say that phone calls are outdated and people don’t want to be called anymore. Still, the truth is that for small businesses, in particular, the number-one thing is identifying your audience and figuring out how they like to be communicated with.
We get caught up in doing a single thing — sending emails, texting, snail mail, calling, whatever it is, and we think that all of our prospects will respond to this single channel. Thinking about the phone itself, you can almost hit every mode of communication via the phone and, at the same time, figure out how a customer responds.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.