Guest Column | March 7, 2014

Accelerating Sales: Driving Traffic

Gil Cargill

By Gil Cargill, Sales Acceleration Coach, Cargill Consulting Group, Inc.

In the preface that I published last week, I talked about the fact that you and your sales team need to be very clear regarding the results that are produced by your products and services when a customer contracts with you.  If you don't understand the quantity of results (as measured by the client) and the value of results (again, from the customer's point of view), then you are doomed to pitching your features and prices.  Obviously, this is an unprofitable way to go to market.

In this chapter, I will talk about building a prospect attraction system.  The keyword in this entire phrase is system.  If you don't have a systematic way to attract new contacts to your value propositions, your company's growth will stagnate.  Literally, all of the 20th-century techniques are old-school and don't work anymore.  Phone-calling, by itself, doesn't work.  In many instances, canvassing is prohibited.  Consequently, there are new ways that must be employed to drive traffic.

First, let's explore the definition of traffic.  I define traffic as anyone that comes across your path, gets onto your "radar screen", and/or is hovering above your funnel.  They're hovering above your funnel and not yet ready to be defined as a prospect but are a demographically desirable opportunity.  Traffic can come to you in many ways.  Also, you can and should go out and generate your own traffic.  You'll learn both methods in this chapter.

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