by Ronald Manalastas

Created on: January 21, 2009   Last Updated: April 28, 2009

What is the best antidote against today's harsh economic recession? Increased sales productivity is the best antidote where markets are depressed and dry. How do you do this? Dramatically heighten your selling inputs and be guided by the thought that states: "If you always do what you have always done, you will always get what you have always got." Fix your company by considering these cost-effective business-building tips:

1. Ask yourself: "Where are my revenues coming from?

Know the sources of your revenues. Analyze your revenue inflow by market sector, product line, industry, sales area, age group, or gender. Determine the comparative strengths of your product across different market niches. This exercise is called segmentation, a tool that clearly indicates what your major revenue sources are.

2. Value your customers and choose those you want to do business with.

Determine the comparative financial importance of your customers. Let the profit contribution of any customer group determine the nature and dimension of your investments in your customers. Revisit the Pareto Principle, which provides that 20% of your customers usually bring in 80% of the total business. The whole exercise should tell you which customer group you should focus on to address your financial targets.

3. Study and learn from your key competitors.

Study well your competition. Know their shortcomings and the weak spots where you can gain entry into their bailiwick accounts. Excel on their weaknesses and use your newly found strength as a compelling differentiator that delivers superior value to all new and existing customers. Let this discipline reduce your risk of customer churn.

4. Expand your sales prospecting platform.

Business building (i.e. Sales) is a law of numbers. The more prospects you come in contact with, the greater are your chances of getting new customers. Motivate your existing customers to give you continuing referrals. They can be your best salesmen because their endorsements wield strong persuasive effect. Make provisions for giveaways, if not direct referral incentives, to recognize them for their effort.

5. Build frontline capacity to delight customers.

Develop indestructible moment of truth capacity across all employee levels. Empower employees to possess complete product knowledge and winning people orientation. Let employees also be masters of your company's processes so that customers can experience thrill and delight in all service encounters with your company, even from

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