Read more articles by Richard Denny or Archiving
Winning Business
Richard Denny was one of the motivational guest speakers at ITCA Barcelona. As it says on Richard's website: "He is uncanny in his ability to enthrall virtually every type of audience."
His powerful and challenging presentation on ' Selling in challenging times' could be a lesson for all of us. Here is a short excerpt: "In today's challenging market place and climate, we need to be more pro-active if we are going to win more business. We have all been here before. This is life. "There are only four ways to grow a business:
- Increase customers
- Increase the average transaction value
- Increase the frequency of re-purchase (ensuring people want to buy again and again)
- Acquisition
"To win we have to have product knowledge and skills, but above all we need the right attitude. Without this we can never hope to succeed. We can achieve anything in life if we really want to. "Selling today is all about relationships; getting on with people. People buy people. Modern day selling is about asking the right questions and not talking about yourself."
The Denny approach On talking to Richard after the presentation, specifically about the effects of the current economic climate on business and on how to get the best out of our staff and, in turn, increase business, he responded:
"People are worried about losing the jobs and now is an important time to look after your staff and show them you care for them and, above all, show them respect.
We have two economies in the UK - the Public Sector, where the average salary is high and pensions are assured, and the Private Sector, which is fearful of job loss, mortgage payments and an uncertain future.
There are certain things that businesses can do: they must talk more to their customers and think how they can make their customers more successful. This big opportunity is customer care.
In his own company of 15 employees Richard believes in leading by example. "It must all start with the company directors. Do not fire people, - fire your car! Be realistic. People understand cost-cutting and will respect you for it. When I had to make the announcement that we would be cancelling our Christmas party last year, my staff literally applauded us. So, sell the BMW and buy a Smart car. Keep the money in the business. Get real..... and make that extra call!" www.denny.co.uk
