Successful Selling

The Coventry Rioch Arena, home of the Sky Blues, hosted the annual 2011 conference for the Institute of Sales Marketing and Management and this month I was privileged enough to attend on behalf of GreenStones.  This is the second time we have attended the event and would recommend it to anyone wanting to improve their sales and marketing.

First speaker was Don Hutson from America who helped demonstrate how to conduct sales negotiations based upon selling value not price dropping.  Dr Graeme Codrington was very interesting when he showed the differences between the UK generations and how sales techniques that helped some buy would not be of value to another generation.

Sharon Drew Morgen challenged those present to help the buyer, not just by selling, but they must consider and facilitate the buying process.  The former Deputy Prime Minister Michael Portillo was very entertaining with stories from politics but also helped explain the importance of selling in today’s economy to lead the country from recession.

Gavin Ingham gave us his 5 P’s of great presentations Positioning, Planning, Practice, Passion and Performance.  Gavin had the top tip from the day for me, “Tell people what you are going to tell them, tell them and then tell them what you have told them.”  Alice Beer from BBC Watch Dog demonstrated how ethical sales should always be considered company policy and how in the long term it will improve the company image and lead to more sales through recommendations.

Overall the conference was excellent value for money and I am already using several of the techniques demonstrated.  I will be attending the conference next year, please contact me if you would like me to source you a ticket also to come with me.  The Institute also produces a bi monthly magazine, “Winning Edge” if you want to keep abreast of the latest developments in sales and marketing.

Mark Wrigley, FCCA, GreenStones Limited Accountants, 01733 372 683, www.greenstones.co.uk