Event Summary (originally published on http://www.boardoftrade.com)
The Art of the Deal, Part One: Building a Blueprint for Sales Success
Tuesday, January 28, 2003
The Art of the Deal, Part One: Building a blueprint for sales success
By Jeff Thiessen
January 28 2003, The Pan Pacific Vancouver
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Shane Gibson on the "A B C's of
Targeting" - photo by Jeff Thiessen
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Shane Gibson, executive vice-president of Knowledge Brokers International Ltd., returned to The Vancouver Board of Trade to conduct another popular session on his "no-nonsense approach to finding and keeping business," a sell-out event last season.
As part of a four-part series created especially for The Vancouver Board of Trade, this year’s program provided a refresher course on last year’s session along with brand-new content never before presented in Vancouver.
Gibson’s informational talk on the art of "salespersonship" focused on "Building a Blueprint for Sales Success." Gibson emphasized the "A B C’s of Targeting," categorizing customers and clients as: A-Absolute, B-Beneficial, C-Convenient and D-Detach. The purpose of categorization is to more efficiently manage your valuable work hours by giving the appropriate level of attention to a variety of customers and clients. "It’s a balancing act," Gibson said.
Giving several humorous examples of how this technique would play out in a business atmosphere, Gibson drove home the point that any good business will spend the majority of time with the "A" clientele while endeavoring to grow the "B’s" and "C’s" into future "A’s."
Gibson referred to the "D’s" as a more time-consuming clientele, requiring you to gauge whether their particular style suits that of your business. If they can’t be further cultivated then it would be more practical to "refer them to your competition," Gibson said with a smile.
The last portion of Gibson’s talk focused on "Setting and Tracking Goals." Using the acronym S.M.A.R.T., Gibson said that goals must be Specific, Measurable, Attainable and Realistic, and lastly must have a Timeline attached to their accomplishment; otherwise, they risk being lost in the busy schedule of day-to-day operations.
Gibson provided the audience with practical tools and materials that any business can emulate — simple, straightforward and with Gibson’s practical yet humorous style, entirely attainable.
Be sure to attend Shane Gibson’s three follow-up sessions in this year’s "The Art of the Deal" series, taking place on February 25, March 25 and April 29, 2003 — you won’t be disappointed.
